Design And Visuals Quiz 1

Front 1

creative brief

Back 1

a document used by creative professionals and agencies to develop creative deliverables
contains:
background
target audience
objectives
mandatories
deliverables
time line

Front 2

background

Back 2

what is the product and for whom are we selling

Front 3

target audience

Back 3

to whom we are selling

Front 4

objectives

Back 4

goals and how it will be measured

Front 5

mandatories

Back 5

required creative elements of project

Front 6

deliverables

Back 6

final product (all elements to be delivered to client)

Front 7

time line

Back 7

relevant deadlines for the project

Front 8

budget

Back 8

total amount that can be spent on project

Front 9

art direction

Back 9

ideas and concepts

Front 10

graphic design

Back 10

execution of ideas

Front 11

Leo Burnett

Back 11

inherent drama
tony the tiger
meat ads
pillsburry dough boy
apples and stars

Front 12

David Ogilvy

Back 12

story appeal
layout
visual hierarchy
hathaway shirts
eye patch man

Front 13

layout

Back 13

placement and visual hierarchy of type, graphics and photography

Front 14

visual hierarchy

Back 14

the order, dominance, size and spatial relationship of visual elements from on another
1. picture
2. headline
3. copy

Front 15

reverse type

Back 15

white font on black background
difficult to read - ogilvy

Front 16

strategic design

Back 16

based on a specific set of well defined established goals

Front 17

logo

Back 17

a mark, symbol, or type treatment that defines the product, communicates a primary benefit, should communicate clearly, should be long term and enduring

Front 18

brand equity

Back 18

value + recognition

Front 19

brand

Back 19

created in the mind
principles of branding are universal across virtually every business venture

Front 20

marketing

Back 20

vehicle in which we deliver the brand and its message

Front 21

brand position statement

Back 21

To (target market) (company name) is the (frame of reference) that (point of difference)

Front 22

vector graphics

Back 22

geometrical primitives
easily change color, objects and elements
file types: .ai .eps

Front 23

raster graphics

Back 23

(bitmap graphics) rectangular grid of pixels
more photographic
file types: .psd .jpg .tiff .png .pdf

Front 24

when should vector graphics be used?

Back 24

logos
illustrations
when scalability is needed

Front 25

when should raster be used

Back 25

photographic
going to press

Front 26

half tone screen

Back 26

made up of dots or dot prints

Front 27

logo trends

Back 27

cubist
spores
ghosts tendrils
shift
parts
pixels
hexehedron
dust
peep show
stains
bursts

Front 28

.ai

Back 28

native Adobe Illustrator file type
(vector)

Front 29

.eps

Back 29

Encapsulated Post Script
Developed in the 80s specifically for
page layout in the publishing industry
(vector)

Front 30

.pdf

Back 30

Portable Document Format
Universal file format
(vector and raster)

Front 31

.psd

Back 31

Adobe Photoshop Document
Not backwards compatible

Front 32

.jpg

Back 32

Joint Photographic Experts Group
(raster/lossy)

Front 33

.tiff

Back 33

Tagged Image File Format
(raster/lossless)

Front 34

.png

Back 34

Portable Network Graphics
Largest benefit is ability to
use transparency in the image file
(raster/lossless)

Front 35

.gif

Back 35

Graphics Interchange Format
Limited to a maximum of 256 colors
Can hold frame information for simple illustrations
(raster/lossy)

Front 36

Massimo Vignelli

Back 36

NYC Subway Maps (1972)
Modernism
Minimalism

Front 37

Modernism

Back 37

rejection of old way of thinking, moving away from more romantic ascetics and ideologies

Front 38

Minimalism

Back 38

characteristic of modernism, subject is reduced to its necessary elements and stripped of extraneous elements

Front 39

Mitton Glaser

Back 39

I heart NY
Bob Dylan posters

Front 40

Saul Bass

Back 40

West Side Story
Film Credits - made into theatrical event
father of his ascetic (similar to simple vectors)

Front 41

Paul Rand

Back 41

IBM
UPS
ABC
"design is the relation between form and content"

Front 42

Art Director

Back 42

unifies the vision that appeals to a target audience, makes decisions about visual elements and what artistic style to use

Front 43

Graphic Designer

Back 43

creates using a combination of words, symbols, and images
refers to both the process (designing) and the products (design)
*composition is the most important feature of graphic design

Front 44

Printing Process

Back 44

first invented in China (593 AD)
first newspaper in Beijing (700 AD)
Diamond Sutra - first woodblock printed book (868 AD)

Front 45

Woodblock/Woodcut Printing

Back 45

areas to show 'white' are cut away with a knife, chisel, or sandpaper leaving the characters or image to show in 'black' at the original surface level.
relief, mirror image, like a stamp

Front 46

Movable Type

Back 46

printing that uses movable components to reproduce the elements of a document (usually individual letters or punctuation)
created in China around 1040 AD
metal type pieces were more durable and the lettering was more uniform, leading to typography and fonts.

Front 47

Printing Press

Back 47

Mechanical system of print developed in 1441 by the German Johannes Gutenberg

Front 48

Gutenberg Bible

Back 48

1450 AD
First major book printed with metal movable type printing press

Front 49

Type Case

Back 49

Compartmentalized wooden box used to store movable type, also called job case
Capital letters are called uppercase bc they were stored above the non-capitals in the "lowercase"

Front 50

California Job Case

Back 50

Most popular
Compartments arranged by frequency of use
Most frequent letters - t, n, e, i, o, r

Front 51

Type Setting

Back 51

composition of text material
sorts - mechanical system
glyphs - digital system

Front 52

Letter Press

Back 52

Relief printing using a "type high bed" creating 3D quality
Hatch Show Print - company that does traditional letter press

Front 53

Typeface

Back 53

set of one or more fonts designed with stylistic unity (family)

Front 54

Font

Back 54

specific member of a type family: roman, italic, bold (individual)

Front 55

Leading

Back 55

space between lines

Front 56

Tracking

Back 56

space between letters on the full line

Front 57

Kerning

Back 57

space between two individual letters

Front 58

Sociologist

Back 58

study of the development of human society

Front 59

David Carson

Back 59

Sociologist
Editor of Surfer Magazine and Raygun
Quicksilver logo
Abstract Expressionism

"don't mistake legibility for communication"

Front 60

Abstract Expressionism

Back 60

Expression of movement and spontaneous
represents a visual interpretation of the artist’s motion on and around the canvas
Carson: what the means specifically to the artist

Front 61

Whose view point is Carson in direct opposition to?

Back 61

Massimo Vignelli

Front 62

Chris Ashworth

Back 62

Art director at Raygun
Produced blah blah blah magazine

Front 63

Western Union
"Power of Yes!"

Back 63

Done by David Carson
Expressive typography

Front 64

Primaries

Back 64

set of colors that can be combined to make a useful set of colors
three colors are usually used since human vision is trichromatic

Front 65

Visible Light Spectrum

Back 65

Electromagnetic spectrum that is visible to the human eye
Does not contain all the colors that the human eyes and brain can distinguish
Unsaturated colors such as pink, purple, or magenta, are absent because they can only be made by a mix of multiple wavelengths

Front 66

Additive Primaries

Back 66

Red, Green, Blue (RGB)
Used for creating content for the web. Content will be published on a monitor.

Front 67

Additive Primaries / Black

Back 67

White (or white light) represents a combination of all of the additive primaries
Black is absence of light altogether.

Front 68

Subtractive/Reflective Primaries

Back 68

Cyan, Magenta, Yellow, Black
Using inks as part of the four-color printing process
Creates content hat will be published in print mediums

Front 69

Offset Printing

Back 69

Commonly used printing technique where the inked image is transferred (or "offset") from a plate to a rubber blanket
Lithographic Process

Front 70

Subtractive/Reflective Primaries and White

Back 70

black is expressed by black ink in printing, then white is expressed as the complete absence of ink

Front 71

Traditional Primaries

Back 71

RYB (red, yellow, and blue) is a historical set of subtractive primary colors. It is primarily used in
art and art education, particularly painting. Is impossible to mix certain colors bc RYB are not evenly spaced around a uniform color wheel.

Front 72

Press Notation

Back 72

4/0 - four colors on one side and zero on the other

4/4 - four colors on both sides

Front 73

Color Properties

Back 73

Hue
Value
Chroma
Saturation
Temperature

Front 74

Hue

Back 74

actual color of the pigment

Front 75

Value

Back 75

Measure of how light or dark a color is without consideration of its hue (greyscale)

Front 76

Chroma

Back 76

colorfulness or intensity of color in relation to another color under similar lighting conditions
*compares colors of different hues

Front 77

Saturation

Back 77

colorfulness of intensity of a color relative to its own brightness
*compares colors of different values but of same hue

Front 78

Chroma + Saturation

Back 78

used to describe a color's perceived intensity

Front 79

Temperature

Back 79

warmth or coolness of a color
red-orange = warmest
blue-green = coolest

Front 80

Temperature (in relation to light)

Back 80

measured in Kelvin
cool = highest # (10,000)
warm = lowest # (1,000)

Front 81

Matchprint/Laminate Proofs

Back 81

industry standard for contact prints and color proofing
Each separation is transferred to a
separate sheet and the layers are fused or laminated together to give an extremely accurate representation of the final printed piece.
Kodak's brand name

Front 82

Spot Color

Back 82

Any color generated by an ink (pure or mixed) that is printed using a single run. (offset printing)
Print notation: 6/0
Any color generated by a non-standard offset ink
Used to develop brand identity through consistency of execution

Front 83

Pantone Bridge System

Back 83

Ink catalog and selection tool
Used to maintain consistency (brand recognition and equity is achieved through this)

Front 84

Russian Constructivism

Back 84

rejected the idea of “art for art’s sake” in favour of art as a practice directed towards social purposes.

Front 85

Alexander Rodchenko

Back 85

Russian Constructivist

One has to take several different shots of a subject, from different points of view and in different situations, as if one examined it in the round rather than looked through the same key-hole again and again

Front 86

fair use

Back 86

It is a doctrine in
United States copyright law that allows limited use of copyrighted material without requiring permission from the rights holders

Front 87

HDR Photography

Back 87

High Dynamic Range imaging

wide dynamic range allows HDR images to more accurately represent the range of intensity levels found in real scenes, ranging from direct sunlight to faint starlight