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40 Cards in this Set
- Front
- Back
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The Design Process
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thinking, looking, doing
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Elements
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Line, Shape, Form, Space, Texture, Color (Volume, Light, Value)
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Principles
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unity, variety, balance, rhythm, emphasis, scale, proportion (harmony, dominance, economy)
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Aesthetics
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a philosiphy regarding the nature of beauty and art.
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subject matter
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the thing or form in a design/ image
ex. landscape |
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Content
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the message being conveyed
ex. environmental issues |
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composition
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the image structure. The arrangement of the elements and principles.
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open-space
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implied beyond the picture plane borders
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Closed-space
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not implied beyond picture plane borders
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Picture plane
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the 2D surface/area design
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representaional image
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based on observation, but altered for expression/ content
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Abstract
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Based on observation, but altered for expression/ content
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Non Objective image
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forms invented from the imagination
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Gestalt theory
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theory regarding the nature of human visual perception, the tendency to see recognizable forms and to group things into larger units
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one with out the other is chaos, or boring
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Unity- a sense of wholeness things belong together.
variety- changes to enhance visual interest |
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ways to achieve unity
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proximity, repition, continuation
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Positive space
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the theory or form (figure)
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negative space
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surrounding areas (space ground)
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figure ground shifting,
Positive-negative shifting |
reversal- pos. neg. space alternates
both have equal power to advance |
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Ephasis
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the relative visual importance of a part in a design
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focal point (Area)
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a dominant area in a design (remember dominancy and economy)
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contrast
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difference, oppositions, they add variety and visual interest.
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balance
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a feeling of equilibrium of (visual weight)
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these are the same on either side of the axis
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symmetry, bialteral symmetry, formal
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vertical symmetry
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C E D
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Horizontal symmetry
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A
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Radial
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O X
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Asymmetry
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different of either side of a central axis but of visual equal weight.
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radial
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balanced in relation to a central point
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crystalbgraphic
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all over pattern
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rhythm
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a sense of movement in a design
Ex staccato, metric, abrupt, broken, contrasting repitions |
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connected fluid movement
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legato, flowing
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sequential w shifting emphasis
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progressive, climatric
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kinesthetic emphathy
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when a visual experience triggers one of our other senses
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scaled
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(size) based on a standard unit of measure
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proportion size
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relationships between parts and the whole both refer to relative size relationships
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Hierartic scale
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size used to convey symbolic importance
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golden rectangle
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golden section- mean and extreme rectangle a rectangle of golden means and proportions
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logarithmic spiral
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a spiral which maintains golden mean proportions as scale increases
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Fibonacci Sequence
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a numerical sequence where the next number is the sum of the previous two
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