Week 2

Question 1

What are the different elements of design?

Answer 1

• Space
• Shape
• Line
• color
• texture
• value
• proportions

Question 2

Qualities of space

Answer 2

• active/passive space ???
• positive/negative space ??
• white space

Question 3

Qualities of shape

Answer 3

• 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

Question 4

How to reduce shapes?

Answer 4

• Use grids!
• simple grids
• complex grids

Question 5

One way to create shapes?

Answer 5

Through repetition

• repeat and idea or element
• this also creates rhythm

Question 6

Types of lines

Answer 6

• line/line shape
• contour lines
• Symbolic line (alphabet)
• directional line
• boundary line
• implied line
• lines can define, enclose, connect or dissect

Question 7

Qualities of color

Answer 7

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

Question 8

Qualities of proportions

Answer 8

• size relationship between parts of a form
• width and height compared
• external dimensions as well as its internal dimensions

Question 9

Types of proportion system

Answer 9

• Fibonacci series
• golden section
• tatami (floor mats 3x6ft; rectangles of 2 squares)

Question 10

Rule of thirds

Answer 10

Break page into 9 segments (3x3), important elements are at the intersections or the lines

Question 11

Note about weight and scale

Answer 11

• 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

Question 12

Define banner

Answer 12

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.

Question 13

Define Masthead

Answer 13

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

Question 14

Define Byline

Answer 14

in newsletter/magazine layout, a credit line for the author of an article.

Question 15

Define Comprehensive layout (comp)

Answer 15

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.

Question 16

Define Copy

Answer 16

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

Question 17

Define copyfitting

Answer 17

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

Question 18

Define folio

Answer 18

a page number, often set with running headers or footers.

Question 19

Define image area

Answer 19

the area on a page within which copy is positioned;

determined by the margins.

Question 20

Define standing elements

Answer 20

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.

Question 21

Define Sidebar

Answer 21

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.

Question 22

Define Thumbnails

Answer 22

miniature pictures
sketched as first design ideas, like thinking on paper
(or on screen).

Question 23

Define Rough

Answer 23

a refined thumbnail sketch for a publication design, done at actual size, with more detail

Question 24

Define run-around

Answer 24

type that is set to fit the contour of an illustration, photo, ornament or initial.

Question 25

Define Standoff

Answer 25

the amount of space between a block of text and a graphic, or between two blocks of text that wrap.

Question 26

Define reverse

Answer 26

white or light-colored type or images on a dark background

Question 27

Define white space

Answer 27

in designing publication, the areas where there is no text or graphics – essentially, the
negative space of the page design.

Question 28

Define Negative space

Answer 28

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.