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69 Cards in this Set
- Front
- Back
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Who is generally credited as being the inventor of moveable type?
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Johannes Gutenberg
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Briefly describe the role and responsibility of the graphic designer?
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concieve, plan, and execute w/ specific message & specific audience w/ limitations that are financial, physical, or psychological.
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What is Semiotics?
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The study of influences on our perception
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How is type size measured?
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in points until it reaches about 2in high
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Describe the different focuses of advertising and editorial illustration.
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advertising: intended to sell a product, takes a longer process, more conceptual.
editorial: communicates emotion, less process |
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Describe the characteristics of serif and sans serif typefaces and name three of each.
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sans serifs don't have projecting strokes. SANS SERIF: Helvetica, Calibri, Century Gothic
SERIF: Baskerville, Bodoni, Garamond |
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concerns when printing small type over another area of the same color
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see ch 10, pg 180
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Ascender
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section of a lower case letter that extends above the x-height
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Counter
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white shapes inside a letterform
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Serif
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stroke that projects off the main stroke of a letter at the bottom or the top
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Type Size
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see pg 54. measured by points. measured from the top of the ascender to the bottom of teh descender.
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x-height
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Height of the body of a lowercase letter like an a, with no ascenders or descenders
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descender
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the part of the lowercase letter that falls below the body of the letter. The letters a b c d e have no descenders, but 9 does.
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baseline
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the line that the typography sits on is called a baseline.
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Type Family
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Complete range of sizes and variations of a typefaces
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process colors: CMYK
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CYAN, MAGENTA, YELLOW, BLACK
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PMS
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Pantone Matching System, ch 10
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continuous tone art
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photography, gradients, grayscales
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German design school that shaped 20th-Century graphic design, product design, furniture and architecture.
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Bauhaus
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pica
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typographic measurement of 1/16 in
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pica
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typographic measurement of 1/16 in
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three early art movements that effect Bauhaus
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constructivism, dadaism, expressionism
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three early art movements that effect Bauhaus
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constructivism, dadaism, expressionism
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gestalt principles, name five
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closure, similarity, proximity, continuation, figureground
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gestalt principles, name five
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closure, similarity, proximity, continuation, figureground
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points
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typographic measurement of 1/72 inch, or 1/12 pica
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points
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typographic measurement of 1/72 inch, or 1/12 pica
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color....
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is not an unchanging, absolute property of the object. It is dynamic and affected by its environment.
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color....
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is not an unchanging, absolute property of the object. It is dynamic and affected by its environment.
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what makes a successful add:
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1) attracts attention 2) communicates a message 3) persuades an audience
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what makes a successful add:
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1) attracts attention 2) communicates a message 3) persuades an audience
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good design..
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will always aid communication
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good design..
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will always aid communication
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"from today painting is dead!"
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Paul Delarouche
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"from today painting is dead!"
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Paul Delarouche
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Corporate identities, 3 designers:
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paul rand, saul bass, lester beall
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Corporate identities, 3 designers:
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paul rand, saul bass, lester beall
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dot gain
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ink can hit and bleed into the white parts
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dot gain
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ink can hit and bleed into the white parts
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duotone
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two-color halftone reproduction made from one-color, continuous tone artwork
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hue
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name of a given color
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value
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lightness or darkness of a color or a tone of gray
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bleed
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part of an image that extends beyond the edge of a page and is trimmed off
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DPI
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DOTS PER INCH. This refers to the number of dots a device is capable of producing
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Gutter
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Inner section of a page caught in the center binding
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letterspacing
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the amount of space between letters in a word
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duotone
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two-color halftone reproduction made from one-color, continuous tone artwork
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saturation
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intensity of brightness of a color
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hue
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name of a given color
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value
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lightness or darkness of a color or a tone of gray
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egyptian
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a slab-serif type category
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display type
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any type larger than 14 point
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bleed
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part of an image that extends beyond the edge of a page and is trimmed off
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DPI
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DOTS PER INCH. This refers to the number of dots a device is capable of producing
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Gutter
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Inner section of a page caught in the center binding
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letterspacing
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the amount of space between letters in a word
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saturation
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intensity of brightness of a color
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egyptian
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a slab-serif type category
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display type
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any type larger than 14 point
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shade
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darker value of a hue, created by adding black
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analogous colors
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hues that lie next to one another on the color wheel
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justify
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to align lines of type that are equal in length so both edges of the column are straight
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tint
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light value of a hue, created by adding white
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Bitmap
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aka raster image. Comprised of dots
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Line Art
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black and white copy with no variations in value
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Modern
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type category that has great variation between thick and thin strokes, and thin, unbracketed serifs.
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Word Spacing
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the varying space between words
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Leading
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Amount of space placed vertically between lines of type
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Tracking
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adjustment of space between characters throughout a text (even throughout, not just between two letters)
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