Part 2 Flashcards
Typography definition
The arrangement of aesthetics of letter forms
Kerning
The act of spreading letters apart so there is more space in between characters
Leadin
Increasing or decreasing the space between horizontal rows of type
Tracking
Spreading letters apart evenly on a line
Body type
the paragraph text in a design. Usually contains a lot of information and would use either a serif or sans serif readable font.
Types of fonts
Display
Script
Serif
Sans serif
Type of logos
Lettermark, Wordmark, Pictorial Mark, Abstract logo mark, Combination and Emblem
Lettermark
A logo that relies on the letters of the brand
Wordmark
Logo that focuses on business name alone
Pictorial mark
Icon or graphic-based logo
Abstract logo mark
Abstract or geometric pictorial logo
Combination mark
Combining typography-based design with pictorial design
Emblem
Consists of font inside a symbol or an icon; think badges, seals and crests.
Branding
Creating a consistent visual identity for a business
Trademark – benefit creates a consistent brand identity
Industry standard software for vector image
Illustrator
Vectors are…
made up of lines and anchors
Bezier curves
curves made up by the pen tool
Anchor points
Used to adjust line’s curve
Shift key
held down to maintain proportions of an object (works in Photoshop too)
Best app for designing logos
Illustrator
Best app for creating custom illustrations
Illustrator
What colors objects in Illustrator?
Fill/Stroke
Selection Tool
Selects objects
Direct Selection Tool
Selects anchor points
Eyedropper tool
Allows you to select colors
Industry standard software for photo manipulation
Photoshop
Best software to scan an image into
Photoshop
Best software for manipulating an image
Photoshop
Layer panel
the best panel to use when manipulating multiple objects on a project
Layer mask
allows you to manipulate the opacity of a layer and mask out areas that you would like not to see. Non-destructive form of editing
Industry standard software for multi-page layouts
InDesign
Application used to create a book
InDesign
Common shortcut keys
Ctrl+V = Paste
Ctrl+Z = Undo
Ctrl+S = Save
Sending a quote to a printer
you need to indicate color, paper stock and quantity
Screen printing
Uses a screen to transfer images onto a substrate (tshirt, poster, etc.)
The proper resolution to scan a printed brochure
300 PPI
Used to capture and transfer a pencil sketch to a computer
Flatbed scanner
Best application for high gloss coated paper
Book cover
WYSIWYG
What you see is what you get
Best color palette for a printed piece
Pantone (PMS)
Most important when comparing a screen image to a print image
Adequate lighting
The step prior to sending a publication to a printer
Packaging a file
Printer proof
Accuracy and paper trim are checked
File types:
PNG
JPG
EPS
RAW
BMP
TIFF
PDF
PNG – Raster, transparent background
JPG – Raster, best for web
EPS – Vector, can be scaled without the loss of resolution
RAW – Uncompressed and unedited
BMP – black and white
TIFF – high quality, good for printing
PDF – Vector, best format to upload a brochure to the web
CMYK
Print – Subtractive Colors
RGB
Web – Additive Colors
Greyscale
A limited range of gray. Standard range is 10.
Swatches
Used to ensure consistency of color, a designer can save sample colors
Tint
Used to lighten color
Shade
Used to darken color
Most important consideration when developing a color scheme
Target Audience
What colors stimulate hunger?
Red and yellow
What does blue represent?
Calmness
What does red represent?
Anger
Resolution
72 set for use on the internet
300 set for use on print
PPI stands for Pixels Per Inch (used for web/screens)
DPI stands for Dots Per Inch (used for print)
Bleed
Printing term that is used to describe a document which has images or elements that touch the edge of the page, extending beyond the trim edge and leaving no white margin. When a document hasbleed, it must be printed on a larger sheet of paper and then trimmed down.
The best size of document for a 5x7 postcard with a full bleed
5.25x7.25
Best way to backup a file
Offsite storage (google drive, etc)
