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72 Cards in this Set
- Front
- Back
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2 parts of effective communication
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text, visual
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the art and science of understanding how type can influence the effectiveness, the design and the impact of a print message
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Typography
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Typography can be a part of what 4 things
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Newspaper ad, color print, out of home, poster
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What 3 things will happen If you don't think about the typographic elements in your message
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cant be an effective designer, critic, and your messages wont be read
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Font without an extra mark on the ends is ?
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Sans-serif
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Font with an extra mark on the ends is called?
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Serif
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When is it okay to mix typefaces?
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When you use one serif and one sans-serif (otherwise 2 different fonts look like an accident) (monotypographic harmony)
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What 4 things do designers need to think about when making an ad?
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1.Choice of typeface(s)
2.Choice of visuals 3.Type of layout and style 4.Working with others on the team |
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What's stock photography
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Photography that someone else already created (Original is when you take the photo)
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The "tone" of the ad comes from?
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The overall look and layout style
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What are the 5 ad elements?
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headline, visuals, body copy, logo/corporate identity, and white space
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How big is headline type typically?
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13 pt or larger
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Body copy is usually between what?
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9 pt and 12 pt
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What does it mean when the text is "justified"
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It is aligned with both the left and right margins. (sometimes word and letter kerning are done to make it fit)
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What is the purpose of white space?
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to "frame" your elements (keep it to the outside of your ad, rather than trapping it between elements)
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6 Basic Principles of Effective Print Design
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1. Proximity
2. Alignment 3. Flow 4. Contrast and Emphasis 5. Balance 6. White Space |
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Proximity: What happens if elements are too far apart?
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You'll create a trapped white space
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What does proximity mean
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grouping related items together
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Why is alignment important?
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Everything should have a visual connection with something else on the page
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What should be used to create harmonic alignment?
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grid concept/guidelines
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Where does the eye start when looking at a page?
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The "optical center" 2nd quadrant out of 4 (middle upper left) and goes in a Z pattern
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What happens when you know almost immediately WHAT the ad is trying to communicate
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Emphasis happens
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A formally balanced ad is called? informally balanced?
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symmetrical, asymmetrical
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White space can add ? and ? to an add?
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Separation and drama
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Most columns measure? Newspapers? Gutter space?
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2" wide, 6 columns wide by about 22 inches deep, 1/8"
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The cost of the newspaper ad is determined by?
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TCI TOTAL COLUMN INCHES
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How many TCI's are in an ad that measures 3 columns by 10"?
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30 TCI
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What are 3 designer challenges to newspaper design?
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1. Quality of paper
2. B/W Ink vs Color (expensive) 3. Many to a page so all competing for viewership |
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What are some design considerations that can help make the small stand out?
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1. Keep the number of typefaces to a minimum
2. Use the headline to help the ad stand out 3. Avoid lots of reverses 4. Avoid small type 5. Avoid fine/light type 6. Still keep in mind white space |
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What are the two primary kinds of color reproduction?
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1. Spot Color
2. CMYK |
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What are the 3 other names for CMYK color reproduction?
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4-color
full color four color "process" |
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what is spot color
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any ink on paper that is not cmyk
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What is the least expensive type of printing? CMYK or Spot Color?
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Spot Color
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like a swatch book you'd use in a color store
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PMS book
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what produces a full spectrum of colors using only 4?
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CMYK
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4 parts to CMYK printing
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Take picture
Using special software, separate it into 4 different colors (CMYK) negative plates are made Run each of the 4 color plates through the printer |
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Simple as ABC ad has what kind of layout
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alphabet style (mop forms a Z shape)
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leather any thicker is called steak, layout?
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Big Type style
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swimsuit ad layout style?
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copy heavy style
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Many horizontal and vertical lines in an ad fits under which layout style?
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Mondrian Style
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grocery store ads typically follow which layout style
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circus style
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ads that tell a story like the BBC America and cheese ad
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Multipanel style
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Typically the product by itself with a plain white background is which type of layout style?
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Silhouette Style
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Most ads follow this layout style (characterized by one scene/image)
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Picture Window Style
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Ad with soccer ball painted on boy's head
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Visual Metaphor Style
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Mousetrap with coffee cup on it follows which layout style?
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Minimal copy
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the arrangement and organization of elements
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composition
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Whats the number one goal in ad design?
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make sure reader can read the ad
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Type is measured in ?
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Points
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How many points in an inch?
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72 points
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How many points in a pica?
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12 points
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What's a proportional type measurement?
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em
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What are the Four Principals of Design (R. Williams)?
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Contrast,
Repetition, Alignment, Proximity |
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What are the Five Principals of Composition (Wm. Ryan)
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1) Proportion. hierarcy,
2) Unity. 3) Balance. formal v informal, symmetrical v asymmetrical 4) Emphasis. 5) Sequence. goes with flow, eye movement. focal point |
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What are the 3 steps to great design?
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• Planning
• Understand the message • Know your audience |
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What was the earliest form of typography?
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Cave paintings 1500BC, rosetta stone around 1800
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Cuniforms were developed, representing?
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sounds
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what are the 5 functions of type?
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1. to attract and hold the audience's attention
2. to be reader friendly and easy to read 3. to prioritize and emphasize important info 4.To establish & maintain a coherant harmony 5. To create and maintain recognition |
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_pts= 1 in, 1pica=_pts, 1 inch= _pica?
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72pts=1inch, 1 pica=12pts, 1in=6pica
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what adjusts space between everything
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tracking
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mode in which each pixel (monitor/screen unit) is assigned a color or shade of gray
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raster/bit-mapping
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vectors are designed by?
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their location, the angles of their lines, the color percentages of their border or fill
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Which are smaller, vector or raster files?
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vector
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a separate color ink for a printing job
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spot color
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forces, radiant energies that affect us positively and negatively whether we are aware of it or not
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colors
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R 0
G 0 B 0 |
black
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R 255
G 255 B 255 |
white
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photographs made for print should be saved as a?
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TIF
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photographs made for the web should be saved as a?
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JPEG
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logos/illustrations for print should be saved as a
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eps
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logos/illustrations for web should be saved as a
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gif
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how are spot colors determined?
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by a pantone matching system
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