Apr

Front 1

what is graphic design

Back 1

-commercial art

-visual language

-used to convey a message to an audience

-visual representation of an idea

Front 2

branding

Back 2

entire development process of creating a brand, name, and identity

Front 3

brand experience

Back 3

every bit of contact a brand has had
-how consumers experience the brand and interacts with it

`

Front 4

identity design

Back 4

systematic visual and verbal program that establishes a consistent visual appearance (feeling)

-apple

-nike check

-mcdonalds

Front 5

corporate communication

Back 5

any visual communication that communicates internally with employees and applications used by a corp to communicate externally with other businesses

(emphasis on maintaining a consistent corporate voice)

-annual reports

-sales kits

-new product offering applications

Front 6

environmental design

Back 6

solves problems about info in constructed or natural environments

-architectural interiors

-exhibits

-environmental wayfinding

Front 7

information design

Back 7

highly specialized large amounts of complex information clear and accessible to thousands

-road signs

Front 8

interactive/experience design

Back 8

advertising for screen based media
that user interacts with the applications

-web

-moblie

Front 9

motion graphics

Back 9

screen based visual communication moving in duration

-film title

-tv graphics

-email videos

-promational

Front 10

package design

Back 10

complete strategic planning and designing of the form, structure and appearance of a products package

-casing

-promotes brand

-presents info

-brand experience

-cds/Nestle

Front 11

promotional design

Back 11

intended to introduce, sell or promote brands, ideas or events

(tshirts/coozies)

Front 12

publication design

Back 12

design of editorial content

makes content accessible, communicates, enhances experience, establishes a voice, format for production

-magazines

-newspapers

-covers

Front 13

typographic design

Back 13

creation and design of fonts, type treatments, and the drawing of letterforms

-posters

Front 14

information design

Back 14

-charts

-graphs

-sings

-web sites

-sign system

Front 15

mass media

Back 15

different media employed

-print, digital, broadcast, unconventional, or film

Front 16

nature and impact of visual communications

Back 16

created for a specific audience

message is intentionally designed, transmitted and then received by viewers

Front 17

employment

Back 17

-design studios

-branding firms

-publishers and other media

-advertising and PR

-integrated communications

-marketing

-freelance

Front 18

collaboration

Back 18

developing a strategy, negotiating a fee, choosing a printer

Front 19

formal elements

Back 19

any designer must have a foundation in two-dimensional design and color

-building blocks of design

-line

-value

-shape

-texture

-color

-format

Front 20

line

Back 20

a circular point or dot is the smallest unit of a line

-a elongated point

-path of a moving point

-also is a mark made by a visualizing tool

Front 21

line categories

Back 21

solid line-a mark as it is drawn across a surface

implied line- noncontinuous line that is perceived as continuous

edges- meeting point or boundary line between shapes and tones

line of vision- eye movement

linear- line as predominant element

Front 22

shape

Back 22

general outline of something, closed form or closed path

-hard edge

Front 23

figure/ground

Back 23

aka positive/negative space, visual perception and relationship of shapes

-figure/positive shape is a definite shape, immediately discernible

-shapes/areas created between and among are known as the ground or negative

Front 24

color

Back 24

subtractive color model is built on subtractive primary colors

subtractive primary: yellow, red, blue

printing: yellow, magenta, and cyan are the colors of the process inks used for reproduction

-black added to increase contrast

Front 25

additive color system

Back 25

working with light three primaries are green, red, and blue

-when added together they create white light

Front 26

color: CMYK

Back 26

using all four process inks yellow, magenta, cyan, and black are called the "four color process"

-used to reproduce color photographs, art, illustrations

Front 27

Color: PMS swatch

Back 27

Pantone Matching System (PMS) offers many custom mixed colors

Front 28

Colors: other terms

Back 28

hue- name of a color

value- light or darkness

shade, tone and tint are different aspects of value

saturation-brightness or dullness

Front 29

Value

Back 29

lightness or darkness

contrast- high and low

Front 30

texture

Back 30

quality of a surface or representation of such a surface

tactile = can actually feel

visual textures are illusions

printing techniques: embossing, debossing, stamping, engraving, letterpress

Front 31

texture: Patterns

Back 31

a repetitive arrangement of elements

-must be a systematic repetition with obvious directional movement

-three basic building block: dots, lines, grids

-in small unit can be based on the dot or point

-moving path is based on lines

-two intersecting units yield a pattern grid

Front 32

format

Back 32

perimeter as well as the field it encloses, outer edges or boundaries
-also used to describe the type of application (poster, cd cover, ect)

Front 33

balance

Back 33

equal distribution of weight, can be symmetric or asymmetric

Front 34

symmetric balance

Back 34

identical or similar elements that are evenly placed on either side of a vertical line (mirror image)

Front 35

asymmetric balance

Back 35

dissimilar or unequal elements of equal weight on a page

Front 36

visual hierarchy

Back 36

arrangement of all graphic elements according to emphasis (big>small)

Front 37

emphasis

Back 37

giving stress/importance to some visual elements

-isolation

-placement

-scale

-contrast

-direction and pointers

-nested structures

-stair structures

Front 38

focal point

Back 38

most accentuated

Front 39

rhythm

Back 39

a sequence of elements at prescribed intervals across multiple pages, coherent visual flow (allusion of motion)

Front 40

unity

Back 40

elements in a design look as though they belong together

goals-establishing an integrated whole

Front 41

perceptual organization

Back 41

perceiving visual units by location, orientation, likeness, shape and color

Front 42

correspondence

Back 42

when you repeat an element

Front 43

continuity

Back 43

handling of design elements to create similarities of form

Front 44

alignment

Back 44

aid in unifying a static or multiple page applications

-positioning of visual elements relative to one another so that their edges or axes line up

Front 45

flow

Back 45

audience is led from one element to another through the design (transition)

-movement and is connected to rhythm

Front 46

scale

Back 46

scale- size of an element or form seen in relation to other elements or forms within the format

-can lend visual variety to a composition

-adds contrast, dynamism and positive tension to shapes

-create illusion of 3 dimensional space

Front 47

the picture plane and depth

Back 47

three planes

-foreground: nearest viewer

-middle ground: between foreground and background

-background:appears in the distance or behind most important part

Front 48

Typography

Back 48

design of letterforms

Front 49

display type

Back 49

usually large or bold , function as titles, subtitles, headlines and subheadlines (larger than 12)

Front 50

text type

Back 50

main body of written content, form of paragraphs, columns or captions (12 or smaller)

Front 51

letterform

Back 51

particular style/form of each individual letter of our alphabet

Front 52

typeface

Back 52

unified by consistent visual properties

-create the essential character

-remains recognizable

name of writing (comic sans)

Front 53

type font

Back 53

name, size, style (times, 14, bold)

Front 54

type family

Back 54

several font designs ranging in style variations based upon a single typeface design (helvetica CY)

Front 55

type style

Back 55

modifications in a typeface (bold, italic)

Front 56

serif vs sans serif

Back 56

serif has added element to the upper or lower end (feet)

Front 57

type measurement

Back 57

point-height

pica-width

Front 58

type of alignment

Back 58

-flush left

-justified

-flush right

-centered (centered on imaginary vertical axis)

-asymmetrical (not conforming)

Front 59

type pairings

Back 59

limit mixing (no more than 2)

contrast (select for contrast, chose for similar proportions)

Front 60

selecting type face

Back 60

-visual interest

-appropriateness

-clarity

-relationship

Front 61

spacing

Back 61

letter-between letters

-word-between words

-line-distance between lines

Front 62

margins

Back 62

margins are borders "frame text"