Quiz 2 Flashcards
What is Unity?
-Synonymous with harmony/ wholeness
- unified design is greater than the sum of it’s parts;
- design is seen as a whole first BEFORE the individual parts are noticed
What is Gibson Theory?
- The eye of the viewer seeks a unified whole
- viewer is looking for connection between elements of some sort of organization
What do we need to help us understand how Unity Works?
By PROXIMITY, SIMILARITY, CONTINUATION and ALIGMENT
What is Proximity?
- Based on grouping by closeness
- closer elements are to each other the likely we will see a group
- group items that have something in common so they are seen as one cohesive group rather than unrelated
- the farther apart is considered less related
What is Similarity?
-Sometimes called unity by repetition
- elements that are similar visually are perceived to be related
- repeat elements such as colour, line and shape
-try repeating colours, shapes, values, textures or lines to create a visual relationship between elements
What is Continuation?
- Something continues from one line to the other
- Viewer’s eye will follow line or edge from one element to another and the mind will group elements because of connection
- treat and connect different elements in the same manner
- helps relate different objects by creating an uninterrupted connection
What is Alignment?
- Arranging elements so that their edges are lined up.
- Common alignment allows eye to group elements together
- GRID is often used to create unity through alignment in both single design and multi-page design
What are two Careers in design?
Graphic Design- Are employed by advertising and graphic design firms
-or they may be SELF-EMPLOYED
Illustrators- Illustrators conceptualizer and create illustrations to represent information through images.
-Almost always self-employed
What are the employment requirements for Design work?
- A uni degree in visual arts
- creative ability and artistic talent as demonstrated by a PORTFOLIO of work
- the title “REGISTERED GRAPHIC DESIGNER” is recognized by law in Ontario
What are the salaries for Junior graphic designer? Rate for freelance graphic design rates? Levels of optimistic for the future of the profession?
- $38 000
- High= $160/hr
- LOW= $20/hr
- AVERAGE= $43.5/hr
-80%
Hourly vs. Project-based?
Hourly
-freelancer’s hourly rate will vary depending on services required
Project
- Focused on value of work instead of number of hours
- difficult to predict how long the designer will take and number of hours depends on skill level
Creating a Portfolio the two types?
Physical
- include breath work
- 20 pieces for physical and 30 online
- use notes and ANNOTATIONS to explain why/how something was created and how successfully accomplished client needs
- resist the temptation to bulk out with old or irrelevant samples
Digital
- web designer: beautiful and quick to load
- illustrator: make artwork a part of the design
- GRAPHIC DESIGNER: type, custom logo, pleasing layouts
-Photograph printed work- use photography to display printed material
- encourage ACTION
- promote your portfolio- on facebook, twitter etc.
- Add and Update blog- blogs keep people returning, write about projects worked on, share thoughts about design TRENDS, reveal favourite tools
How to add to Portfolio?
- fake clients
- work as gifts for family and friends
- take photos of ugly signs and reimagine them
- fivver
What is the $1-$10-$100 rule?
$1: Prevention cost- cost of resources to fix issue at creation stage
$10: Correction Cost- cost of resources to fix issue at quality stage
$100: Failure Cost- cost of resources to fix issue after release to customer
Prevention stage proofing
Spelling (edit> check spelling in illustrator)
Font substitutions- check for inconsistencies in fonts used
Crop marks- are your trim and bleed marks present
Colour- screens are BACKLIT and may produce differently when printed
Branding- ties with last weeks principle of UNITY (be consistent with branding, include facebook etc logos) Look for TYPOGRAPHY, colour and imagery
Digital/soft proofing
-Can be created and sent QUICKLY and CHEAPLY
- hardcopy better when
- SUBSTRATE has distinctive properties
- trying new printing techniques
- brand colours are important to reproduce
Things to look for in proofing
file requirements
- Tim size, bleed, type safety margin
- ensure no missing LINKED images
- convert custom type faces to outlines
- check spelling (spell checker not enough)
Colour requirements
- limitations with number of inks, use of spot colours, use of rich black
- remember to delete unused swatches
What does MAKE IT GOOD mean?
Compensate for the error
- rerun credit given to an advertiser by an advertising medium to compensate for error
- promise to “make the error good” by re-running the correct ad
What is the golden ratio?
1.618
“Perfect geometry”
What does 1 pica =?
1/6 inches and 12 points
Like 12 size font
What does the grid system do?
AIDS in efficiency in LAYOUT and production
Ensures consistency
What does AODA and RGD stand for?
AODA= Accessibility for Ontarians with disabilities act
RGD= Registered Graphic Designers
More about accessibility in design
- graphic designers try to make printed messages clearer and websites more navigable
- UNIVERSAL DESIGN: design useable by all people to greatest extent possible without need for adaptation
Explain TYPOGRAPHY, GRID and HIERARCHY.
TYPOGRAPHY- most critical in making printed communications welcoming and easy to grasp
GRID- help insure consistent structure in pages across chapters and books (helps for visually disabled readers
HIERARCHY- graphic and informational hierarchy important in complex pieces
Explain printing surface and colour for Accessibility.
Printing surface- choose paper that minimizes glare especially for text heavy documents
-consider paper with MATTE or uncoated finish rather than GLOSSY stock
colour- ensure at least 70% different in colour value (turn to grayscale) if elements blend adjust values to improve CONTRAST ratio
-optimum contrast through complementary colours (too saturated causes eye strain)
Three things to think of in accessibility in design.
TYPE: 16- to 24- point body for visually impaired (larger font more expenses)
LEGIBILITY: typography traits affecting recognition of letters (key factors are shape, scale and style)
READABILITY: clarity and speed which the content is digested over body type (key factors are spacing and alignment)
LOOK AT SLIDES
Font weight, width to height ratio, typefaces
Font weight- EXTRA BOLD and ULTRA LIGHT are not used as often as regular and medium font weights
Width to height ratio- letters are too wide (fat lettering) or too narrow (skinny lettering) reduce legibility
Typefaces- use easy recognizable letter fonts for accessibility
SEE SLIDES
