Quiz 1 Flashcards
What is Graphic Design?
Visual Communication through the use of text, images and symbols
The 3 skill areas in graphic design
- Visual arts: Illustrations, paintings and photography
- Typography: art/process of setting, arranging and design type
- Page Layout: visual arrangement of elements on a printed page
What’s the History of Design?
Cave Paintings (15000 BC- 10000-BC): First use of visual communication to convey ideas
Ts’ai Lun (105 AD): Credited with the invention of paper (artwork, writing)
Johannesburg Gutenberg (Mid 1400’s): credited with inventing the movable type press
William Addison Dwiggins (Early 1920’s): term “graphic designer” coined
Douglas Engelbart (1969): invents the mouse
Apple Macintosh (1984): ushered modern computer-based graphic design
What must a designer do through the years?
They must evolve
Design tools are involving faster than ever. Stay atop trends and learn new technologies. Adapt as your clients need you to
Different types of tools for graphic design
Illustrator- .ai (create artwork and scale infinity)
Photoshop- .psd (manipulation of image)
InDesign- .indd (page layout application)
Vector vs. Raster
Vector: all math- can go infinitely close- (.ai .pdf)
Raster: pictures- go close and see pixels- (.jpg .gif .png)
What Makes a Design Great?
Form: be visually appealing (nice colour palette and typography)
Feeling: Design stay of message, consistency in mood, Mood evoke proper emotion
Function: Serve the intended purpose, easy to read and understand, form work with the medium
What are the two building blocks used to create art
Elements- Things that make up design (line, shape, colour, texture, space)
Principles- What we do with the elements of design (Balance, contrast, movement, pattern)
What the most basic element of deign. Explain.
The LINE
The DIRECTION, WEIGHT and CHARACTER of lines convey many different states and emotions
What are the 3 different lines of direction?
Vertical- Suggests strength or power. Lines going upward visually pull your eyes up. Creates perspective, suggests height or Distance
Horizontal- suggests tranquillity and rest. Reflects objects parallel to earth at rest in relation to gravity
Diagonal- convey action or direction
What do the different weights of lines convey?
Thinner- weakness
Thicker- power
Explain the 3 different types of balances?
Symmetrical (formal balance): Visual weight of elements evenly divided- easy to create, difficult to get emotion- evokes feeling of formality
Asymmetrical (informal balance): Creates illusion of equality- relies on scale- attracts attention- colour and contrast to achieve irregular balance- evokes feeling of MODERNISM
Radial Balance: arranged around the center point or outward of that point
Explain the element of SHAPE
Can stand out with the area next to or around it- VALUE, COLOUR or TEXTURE
What are the two general categories of a shape? Explain.
Geometric: can be described using mathematical terms- very regular and precise (square, circle, triangle)
Organic: difficult to describe with definitions- irregular/ uneven- commonly found in NATURE (clouds, puddles, trees)
What are Positive and Negative shapes?
Positive: the subject matter within the work of art
Negative shape: background around the positive shape (negative space)- can be as and DISTINCT as positive shapes
How can we use shapes in design?
ORGANIZE- separate and join information on a page
GUIDE- guide viewers through the layout
Explain the principle EMPHASIS.
An area that attracts attention in a composition
Can create this contest rat through colours, placement, relative, visual weight
IDENTICAL ITEMS CAN’T DOMINATE EACH OTHER
Ideally you want a single DOMINANT ELEMENT- should attract the eye first, don’t make it too dominant
Explain the Focal Points in Emphasis. What are the 3 levels of Emphasis?
-Draw attention to the most important info
- Dominant Element
- Focal Points
- Other Content (Majority)
Explain the important parts of a design brief.
Desired Results of design— Not aesthetics
Commonly used in consulting, when a freelance designer or agency executes a design on behalf of a client
What do they want? Is it a redesign or a completely new design?
Solid idea or are their ideas more vague
Explain about the Budget and Schedule.
Stress to clients that by knowing ahead of time what kind of budget they have to work with, services can be TAILORED to give the most benefit for your money
Be REALISTIC with clients regarding budget and schedule. If you know you can’t do something tell them upfront
Explain Target Audience.
Who is your client trying to reach
Client unsure? Ask about their ideal customer
Ask to describe them, even if there is more than one
It’s your job to create something that appeals to more than one DEMOGRAPHIC
Explain Project Scope.
Not every project is as in-depth as every other. Some want a CUSTOM SOLUTION and others want to adapt an existing template or other design
Some are obvious but if not ask, if customers want to integrate AUGMENTED REALITY is that part of your scope?
What is Overall Style.
Ask clients for EXAMPLES of what designs they like and don’t like (example clean or dirty)
Explain Copyright. When should your client own your copyright?
The exclusive right to control reproduction and commercial exploitation of your creative work
Person who create the work is the “AUTHOR”
Your client would want to own the copyright meaning you no longer have control how often or in what manner the work is used, this is not always NECESSARY or APPROPRIATE
If you want to keep creating similar works then you should insure to get the rights
For some type of work the client has to own the entire copyright (corporate IDENTITY PACKAGES, logos, websites) but should get the rights to display and reproduce the work in your print/online portfolios
What happens with Work made for hire? Freelance?
When a full time employee your employer is considered the author and automatic copyright owner of any work you create within the scope of employment
Freelance it can be the same thing but only if the contract says so if not you maintain the rights to your work
Difference between Inspiration and Infringement.
Inspiration:
-have sources of inspiration been transformed so that the new design can be conspired original rather than derived
Infringement:
Someone takes a substantive part of your design authority; especially the part that gives it originality (look and feel)
What is Creative Commons?
A form of copyright where content creators who want to share their work may do so
Usually on the condition that their work is properly attributed
Six different types of licences
What’s the 3 different types on colour identification?
HUE: another word for colour. Main attribute that distinguishes it from other colours
SATURATION: (chroma) the intensity or purity of a hue
100% saturation= means no addition to grey= very vivid
BRIGHTNESS: The relative degree of black and white mixed with a given hue. Adding white makes colour lighter and adding black makes it darker
What are the two colour systems?
Additive Colours (RGB)
- red, green and blue
- When added together produce WHITE
- used in DIGITAL
Subtractive Colours (CMYK)
- Cyan, Magenta, Yellow, Black (key)
- when added together produces BLACK
- used in printing processes
What’s a Colour Gamut?
The range of colours devices (printers, camera, monitors) can reproduce varies so a colour gamut is used to make these differences clear and shows what colour devices have in common.
(Look at picture)
What are Pantone/Spot Colours?
Colours that’s matched for web and print to insure uniform appearance. Common in BRAND colours to help ensure brand consistency
Specially-mixed ink; not made of CMYK and uses it’s own printing unit
Using Pantone Matching System (PMS)
What are the three colour wheel theories?
Primary colours
- Red, yellow, and blue
- cannot be derived from the mixture of any other colours on the palette
Secondary Colours
- Orange, green and violet
- Made by mixing two PRIMARY colours
- the hues are midway between the two primary colours used to mix them
Tertiary Colours
-When you mix a primary colour and its nearest SECONDARY colour on the basic colour wheel , you create new six mixtures called tertiary colours
Red + Orange= red-orange
Red+Violet= Red-Violet
What are the 4 different types of Colour Harmonies?
Complementary- OPPOSITE of each other (vibrant look, tricky in large doses, does not work well with TEXT)
Analogous- NEXT of each other (match well to create serene and comfortable designs- often found in nature and are harmonious and pleasing to the eye-one to dominate, a second to support and third to accent)
Triad- EVENLY SPACED AROUND THE WHEEL (quite vibrant even if you use pale or unsaturated hues)
Split-Complementary- VARIATION to COMPLEMENTARY COLOUR SCHEME. In addition to base colour. Use two colours adjacent to the complement (same strong visual contrast as complementary but less jarring)
What percentage of people have colour blindness?
8% men and 1% woman have some form of colour impairment
Most common is red-green dichromatism
How much percent of people base their initial judgement on colour? What does it mean?
60-90
It’s an important business decision as it relates to consumers
What does red mean?
Physical
Grabs our attention
Stimulating, lively and very friendly
Also as demandin and aggressive
COMMUNICATES STRENGTH, CONFIDENCE AND POWER AND A HIGHLY VISABLE
WHAT DOES BLUE MEAN?
INTELLECTUAL
Most versatile colour
Trustworthiness, security, and stability
Dark and navy blue as serious and professional
What does Yellow mean?
EMOTIONAL
Attracts attention
Visually disturbing or hard to see
What is Green?
BALANCE
Natural, healthy, sustainable, environmentally friendly, organic
What does violet mean?
SPIRITUAL
Royalty, majesty, honour, spiritual
Darker symbolizes luxury
Lighter are feminine or childish
What does Orange mean?
Physical or emotional
Fun colour
But too much suggests lack of intellectual values
