Graphic Design Chapters 1& 2 Flashcards
Graphic design
form of visual communication used to convey a message of info to an audience
branding & identity design
creation of systematic visual and verbal program intended to establish a consistent visual appearance and personality for a brand/group ex: logos, business cards
corporate design
used to communicate internally w/ employees, create materials for a sales force & formate to communicate externally with the public ex: annual reports, brochures
editorial design
editorial content for print or screen
aka publication design ex: books, magazine
environmental design
promotional/informational/identity design which defines or marks an environment ex: billboards
illustration
handmade unique image that accompanies printed, digital or spoken text
informational design
makes large amount of complex info clear and acessible ex: tax forms, subway map
interactive/experience design
advertising for screen based media (touchscreen) ex; kiosks, digital public screens
Motion graphics
screen based communication moving in duration ex: film title/credit design
package design
planning and design of the form, structure and appearance of a products package- need specialized knowledge of materials, need to think 3d, need to think environmentally
promotional/advertising
creating specific visual/verbal messages to persuade/promote/provoke on behalf of a brand or group ex: public service announcements
typographic design
focus’s on the creation and design of letterforms
lettering
drawing of letter forms by hand- sense of human presence
point
smallest unit of a line
line
elongated point, considered the path of a moving point
linear
when line is predominant element used to unify composition or to describe shapes or forms
shape
general outline of something/ enclosed area
nonobjective/ nonrepresentational shape
purely invented, not derived from anything
figure/ ground (positive/negative space)
refers to the relationship of shapes of figure to ground
equivocal space
figure/ground reversal ex: yin yang/ checkerboard
subtractive color (reflected)
colors we see on the surface of objects, printed color on paper
additive color
colors on a screen, are mixtures of light
hue
the name of color, position on the color when ex: blue, orange
value
level of luminosity (lightness/darkness) of a color ex: light blue or dark red
saturation
brightness or dullness of a color (intensity) ex: bright red/dull blue
temperature
how a hue is perceived
low contrast
narrow range of values
high contrast
wide range of values
texture
the tactile quality of a surface or simulation of
tactile textures
can be physically touched/felt ex: embossing, stamping, engraving
visual texture
illustrations of real textures or scanned/photographed
pattern
consistent repetition of a single visual unit
format
defined perimeter of designs (dimensions)- often predetermined
balance
distribution of visual weight which is pleasing to the eye
visual weight
relative amount of visual attraction/importance/emphasis
symmetry
equal distribution of visual weights
assymmetry
equal distribution of visual weight achieved through wight and counterweight by balancing elements
radical balance
symmetry achieved through a combination of horizontally and vertically oriented symmetry (radiates from a point)
visual hierarchy
the arrangement of all graphic elements according to emphasis
focal point
part of the design that is emphasized/accentuated (vs. accents)
rhythm
when pattern causes the eye to move around the page
variation
break or modification in the patter or a change in elements
unity
when graphic elements are interrelated that they form a greater whole (coherent) -group unity & unity within itself
grouping
perceiving visual units by location, orientation, likeness, shape and color
correspondence
visual connection between elements, creates commonalities ex: coke
alignment
positioning of visual elements relative to on another so that their edges/axes line up
scale
size of a graphic element seen in relation to other graphic elements within the composition
