Week 2 Flashcards
What are the different elements of design?
- Space
- Shape
- Line
- color
- texture
- value
- proportions
Qualities of space
- active/passive space ???
- positive/negative space ??
- white space
Qualities of shape
- Treat headings, text areas, images, letterforms, white
space, and other elements as shapes - Shapes exist in the realm of figure and ground only
- To create concentrations, try overlapping and clustering shapes
- To simplify a design, try reducing the number of shapes by joining them
How to reduce shapes?
- Use grids!
- simple grids
- complex grids
One way to create shapes?
Through repetition
- repeat and idea or element
- this also creates rhythm
Types of lines
- line/line shape
- contour lines
- Symbolic line (alphabet)
- directional line
- boundary line
- implied line
- lines can define, enclose, connect or dissect
Qualities of color
Aids organization
- Limit colour use to communicate real differences
- Plan colour use / scheme from the start
- Use colour consistently
Gives emphasis
- Can rank elements in order of importance
Provides direction
- Warm colours move elements forward
- Cool colours move elements back
Qualities of proportions
- size relationship between parts of a form
- width and height compared
- external dimensions as well as its internal dimensions
Types of proportion system
- Fibonacci series
- golden section
- tatami (floor mats 3x6ft; rectangles of 2 squares)
Rule of thirds
Break page into 9 segments (3x3), important elements are at the intersections or the lines
Note about weight and scale
- humans scan for patterns, we skim
- if the weight and scale of a text changes then it signals that some info has been prioritized
- if mixed with color and type then helpful to clarify complex hierarchies
Define banner
the title of a periodical, which
appears on the cover of the magazine and on the first page of the newsletter. It contains the name of the publication and serial information, date, volume, number.
Define Masthead
the credit box, headed by the publication name, that lists sponsors, editors, writers, designers, illustrators, photographers, and others, along with the publication office address, subscription and advertising information, etc
Define Byline
in newsletter/magazine layout, a credit line for the author of an article.
Define Comprehensive layout (comp)
blueprint of the publication, showing exactly how the type will be set and
positioned, and the treatment, sizing, and placement of illustrations on the page.
Define Copy
generally refers to text – typewritten pages, word-processing files, typeset galleys or pages – although sometimes refers to all source materials (text and graphics) used in a publication
Define copyfitting
the fitting of a variable amount of copy within a specific and fixed amount of space.
- Making sure a block of text isn’t too short or long for it’s allotted space
Define folio
a page number, often set with running headers or footers.
Define image area
the area on a page within which copy is positioned;
determined by the margins.
Define standing elements
in page design, elements that repeat exactly from page to page, not only in terms of style, but also in terms of page position and content. The most commonly used standing elements are page headers or footers, with automatic page numbers.
Define Sidebar
in newsletter/ magazine layout, a related story or block of information that is set
apart from the main body
text, usually boxed and/or screened.
Define Thumbnails
miniature pictures
sketched as first design ideas, like thinking on paper
(or on screen).
Define Rough
a refined thumbnail sketch for a publication design, done at actual size, with more detail
Define run-around
type that is set to fit the contour of an illustration, photo, ornament or initial.
Define Standoff
the amount of space between a block of text and a graphic, or between two blocks of text that wrap.
Define reverse
white or light-colored type or images on a dark background
Define white space
in designing publication, the areas where there is no text or graphics – essentially, the
negative space of the page design.
Define Negative space
in design, the space where the figure isn’t – in artwork, usually the background; in a
publication, the parts of the page not occupied by type or
graphics.
