Midterm Flashcards
Four Basic Principles of Design
Contrast
Repetition
Alignment
Proximity
Contrast
Avoid elements on the page that are merely similar
Repetition
Repeat elements of the design throughout the piece
Alignment
Nothing should be placed on the page arbitrarily
Proximity
Group items together to imply relationship
Kerning
Removing tiny units of space between characters to create visual consistent letterspacing
Leading
Leading is the space between multiple lines of type and is measured from baseline (the imaginary line upon which a line of text rests) to baseline
Right Align
grouping content to an imaginary line that is on the right side of the piece. This is considered stronger and cleaner than center alignment
Center Alignment
Grouping content to an imaginary line that goes down the middle of the piece. This is consider weak and safe. Most beginner designers use this sort of alignment
Raster
Graphics that are composed of pixels
Vector
Graphics that are composed of lines
CMYK
Cyan, magenta, yellow, black-Color model best used for commercial printing
RGB
Red, green blue- Color model best used for digital use
Em
Unit of measurement for font
Picas
Used to represent fixed horizontal measurements, most often column width
1pica= 12 points
Negative Space
Areas in the layout that is left empty
Primary Colors
Colors that can not be broken down into other colors but are used to make other colors. (Red, Blue, Yellow)
Hue
The pure color
Tint
Add various amounts of white to a hue to create a new color
Shade
Add various amounts of black to a hue to create a new color
Widow
A widow is the end of a paragraph (a single line of text consisting of one or more words) that appears at the top of a column.
Orphan
An orphan is a single word (or syllable) that sits at the bottom of a paragraph of text.
Conflicting Type
Occurs when you combine typefaces that are similar in style, weight, size, and so on
No visual hierarchy
Concordant Type
Occurs when you use only one type family, without much variety in style, size, weight, and so on. Give a dull appearance
Contrasting Type
Occurs when using the same typeface, but utilizing both bold and light or regular. Keeps the text unified while visually establishing hierarchy
5 Step to Design Anything
- Determine Intent, Platform, and Size
- Organize and Format Copy
- Add Imagery and Design Element
- Establish Visual Balance and Harmony
- Critique, Review, and Finalize
