• Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

Card Range To Study

through

image

Play button

image

Play button

image

Progress

1/50

Click to flip

Use LEFT and RIGHT arrow keys to navigate between flashcards;

Use UP and DOWN arrow keys to flip the card;

H to show hint;

A reads text to speech;

50 Cards in this Set

  • Front
  • Back
Commoditization
-Spurs Branding
-Everyone makes the same thing which prompts brands to differentiate themselves through brand and price
-Sell an idea behind a product, not just the product itself
Why do we use visuals (5)
To preserve
To illustrate
To persuade/conviction
Beautification
Gift of uncommon vision (seeing things we normally wouldn't see)
Levels of Visual Literacy move on a spectrum of
Recognition comprehension (low VL)

Expression Comprehension (hi VL)
History of Visual Com:
Highlights of Classical Period Until Hieroglyphics
-15000 BC drawings found in cave
-3100 BC Sumerian Clay Tablets
-3000 BC- 300 AD Hieroglyphics
-Finding of Rosetta stone allowed us to figure out meaning of hieroglyphics
Hieroglyphics Details
Images represented ideas and words
Written on Papyrus
Pictures indicated sounds (Rebus)
Pictures indicating sound
Rebus
Classical Period
Phoenicians
- 1500 BC Phoenicians created alphabet
- Turned hieroglyphics into 22 characters
- Based on Initial sound of depicted image
Classical Period
Greeks
1000 BC
Standardized letter form
Baseline for writing
Even distribution of space btwn letters
Uniformity of weight and stroke
Classical Period
Romans
Parchment writing surface- Vellum
Codex-book instead of a scroll
Added serifs to type
Classical Period
Chinese
100-200ad
Paper
Block printing
Movable type
Age of Mass Com
1400-1890
Age of Mass Com
Significance of Gutenberg's 42 line bible
-1455
-Movable type
-Made all copies the same
-Raised level font on block, arranged in sentences, and then stamped them down
Age of Mass Com
Garamond type face
1540's
More elegant
Easier to read
Age of Mass Com
Victorianism
1837-1901
Reign of Queen Victoria in England
Sentimental Images
Floral
Woman and Home Life
Chaotic
No Order
Thomas Nast
Age of Mass Com
Victorianism
Santa Cause creator
The Modern Era
Arts and craft movement
fell after victorian
The Modern Era
Art Nouveau
Sophisticated
Symmetric
Inspired by Japanese
Nature
Base Line
Less Sentimental
The Modern Era
Modernism Motto
Form Follows Function
The Modern Era
Bauhaus
Modernism
Geometric
Slanted
Form follows function
The Modern Era
Dada
Modernism
Against Bauhaus
Radical
Used type as a graphic design element
Photomontage
Heartfelt
Helvetica Font
The Modern Era
Modernism
Type should be seen not heard
Don't make it fancy
Joseph Binder
The Modern Era
Did ads for world's fair
clean simple optimistic modern
Peter Behrens
The Modern Era
Created graphic company standards
Standardized brand logo
Industrial designers
Visual identity campaigns
Post Modern
Retro
Comes back
Synical
Uses something old and reinvents it
Post Modern
Nostalga
Good old days
just like before
recreate
Post Modern
David Carson
Microsoft designer, neo data
Demassification
Radio first, then magazine, then TV, now alternative media...
ex: no one knows the top song in american because of all of the mediums
Conglomeration
Mergers, acquisitions
Downside: expensive, hard for career climbing, quality suffers, too much sameness
Upside: More resources and opportunities
Communication Models:
Shannon Weaver (5)
Stimulation (want to say something)
Encoding (prepare message)
Transmission (medium it is sent)
Decoding (people getting message)
Internalization (applying meaning to message)
Gate Keepers
Regulate Communication Model

Media people who can shape and alter a message on the way to an audience

ex: photographers, designers, illustrators, writers, editiors
Regulators
Non media people, institutions, pressure groups that try and influence messages before they reach audience

FCC, FTC
Noise (2)
Channel: interface that doesn't work
Semantic- Symbols that dont make sense
Filters (3)
Informational- layout with too much info

Physical- Legibility of type

Psychological- Poor color choices
Elements of Visual Structure:
The Frame
Where something happens
Establishes figure/ground relationship
Stable
Reversible
Ambiguous
Elements of Visual Structure:
The Point
The smallest area of attraction, a bullet that draws attention
Vanishing Point
Lines converge toward one vanishing point on the horizontal line and vertical lines point to one place
2 point perspective
2 Vanishing points look more realistic
3 types of lines
graphics- pointing toward something, arrow

contours- forms edges

index- shows you where to look
Meaning of line types (4)
Horizontal- even, restful, stable

Vertical- tension, action

Slanted- energy, movement, action, chaos

Irregular- most energy, confusing, interesting
Meaning of shapes (5)
Square- boring rarely used
Rectangle- More commonly used
Triangle- solid with energy
Circe- restful, stable, complete
Irregular- wild, unstable
form
combining shapes and 3d
using shading to create 3D element
Highlight and shadow
Gestalt Psychology
grouping
3 types
-similarity
-proximity
-color
Gestalt Psychology
figure/ground relationship
figures have boundaries, grounds don't

figures are nearer than grounds

Figures have shape, grounds don't

symmetrical shapes are figures
Gestalt Psychology
visual weight
larger shapes are heavier
irregular shapes are heavier
isolated shapes are heavier
dark heavier than light
Closure
Gestalt theory
close up shapes, open forms create opportunities to close them up
Semiotics
Theory of how we understand graphics, the science of signs
Semiotics
Iconic
Resemble what they signify, obvious
ex: lightning
Semiotics
Indexical
Suggests a connection with something
ex: rain storm coming
Semiotics
Symbolic
Have to learn to be interpreted
Symbol: electricity
1 pica rule
margins, distance from heading to picture, consistent, tab is often a pica