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150 Cards in this Set
- Front
- Back
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What is Design?
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Visual communication.
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What 5 Elements does Graphic Design involve?
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- Communication
- Design Principles - Aesthetics - Marketing - Psychology |
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What does the Creative part of Graphic Design involve?
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- Concepts
- Ideas - Solving Problems - Taking Risks - Making Unique Problems |
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What are the 3 Goals of Graphic Design?
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1- Get attention
2- Make a message that is easy to read and understand. 3- Create a favorable image. |
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Name the 2 Design Rules.
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1- Form follows function.
2- All elements must have a purpose. |
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What are the 3 Types of Messages.
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1- Persuasive (ad, billboard).
2- Informational (poster, brochure). 3- Educational (booklet). |
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Name the 6 Steps of the Design Process (Thinking Process)
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1- Audience?
2- Objective 3- The message 4- The format 5- The image 6- What are the current trends in graphic design? |
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List the 6 Design Principles.
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1- Balance
2- Unity 3- Harmony 4- Proportion 5- Contrast 6- Rhythm |
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Define the design principle- Balance.
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All the elements on a page look like they are grounded. Mirror images.
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What Design Principle should you consider first?
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Balance.
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How is Balance achieved?
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By controlling size, weight and proportion of the elements.
Can add visual interest. |
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Define Visual Interest.
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What you balance in design.
Different colors, shapes, sizes can make different degrees of interest. |
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What can happen with a lack of Balance?
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Interrupts eye movement.
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Name the 3 kinds of Balance.
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1- Formal / Symmetrical.
2- Informal / Asymmetrical. 3- Mosaic |
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Explain the design principle- Unity.
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-Grouping
-Simple -Shapes and sizes minimal. -Use a dominant element. -3pm. |
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Define the 3 Point Method.
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Use odd numbers = more interesting.
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Explain the design principle- Harmony.
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All elements of a layout get along together to communicate the message.
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Describe the 4 ways to achieve Harmony.
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1- Shapes (H overall shape)
2- Type (blend and work together) 3- Tones (texture, go together) 4- Color |
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How do layouts Harmonize together?
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Through shapes, types, tones and color.
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Explain the Rectangle Rule as it relates to Proportion.
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A- Equal margins are monotonous.
B- Unequal margins are more interesting. |
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Explain the Optical Center.
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Where your eye first hits the page of a layout.
Point slightly above and to the left of the actual center of the page. |
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Explain the design principle- Contrast.
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Grabs attention.
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Explain the design principle- Rhythm.
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Illusion of movement in a design.
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How is Rhythm (movement) achieved?
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With repetition of forms, shapes, type, lines or textures.
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What is vertical format? Horizontal? Diagonal?
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- Up and down direction of eye movement.
-Across direction of eye movement. -Diagonal eye movement. |
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Explain the Bleed Format.
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Dominant picture element is bleeding off the page.
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Define Closure.
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When Ad is cut off the page.
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Define Typography.
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The arrangement and selection of faces of type size and spacing.
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Define Points.
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Used to measure type.
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Define Pica.
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Used to measure line lengths.
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Define Leading.
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Space between lines of text.
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How much larger should leading be than type size?
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20 %
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Define Justified Alignment.
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- Lines are same length
- Can make word spacing problematic. |
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Define Unjustified Alignment.
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-Flushed left / ragged right
-Flushed right / ragged left -Easy to read -Feels informal |
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Define Centered Alignment.
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-Hard to read
-Formal -Dignified |
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Define Alignment - Asymmetrical.
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- No balance
- No pattern |
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Name the 5 things that Type should be.
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1- Easy to read
2- Attract 3- Show important info 4- Expressive 5- Recognition |
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Define Font.
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All the letters, punctuation marks, and numbers in the same type style and point size.
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Define Typeface.
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A family of letters using the same design.
Varies in style, width, weight and texture. |
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Define Type Family.
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Variations in typeface- widths weight style.
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Name the 6 ways to Measure Type.
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1- Size (points, picas)
2- Width 3- Weight 4- Style (bold, italic) 5- Leading (spaced between lines) 6- Kerning (space between letters) |
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Define Kerning.
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Space between letters.
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Serif is used for...
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Body text.
Easier to read. |
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Define Widow.
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Single word left by itself at the end of a paragraph.
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Define Orphan.
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Last word / line of a paragraph that sits alone.
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Define Revered Text.
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Black background, white font color.
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Explain Bitmapped or Jagged Fonts.
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Print out looking jagged because they were designed for the computer screen.
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Explain Boxed Set.
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White space left as a border on all sides.
Keep it from looking crowded. |
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Define En Dash.
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As wide as the letter n and is used like in 2-6 years.
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Define Em Dash.
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Wide as letter m -- used to separate thoughts.
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What are the 4 Functions of Artwork?
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1- Inform
2- Explain 3- Enhance 4- Appeal |
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You should use ___ ___ at actual size for printing.
And what acceptable formats? |
300 dpi (dots per inch)
.TIFF .BMP .EPS |
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For web use your image should be __ __.
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72 dpi.
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What do you mean when you say images are RASTER art?
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Pixel based
Pixelation, |
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Illustrations created by hand are called...
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Line art.
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Most graphics are ____.
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Vector art.
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Define Vector Art.
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Based on numbers.
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Fliers and Posters are used to...
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-Publicize an event
-Advertise a product -Promote an issue |
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Fliers and Posters only have a ___ ___ to grab attention.
Thus.. |
A few seconds.
Fliers must convey information quickly and make a fast impression. |
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What 3 kinds of images should you use in Fliers and Posters.
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-Pictures
-Graphics -Color -Use all 6 of the design principles |
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Let 1/2 of the total flier space be for a _____ your audience an identify with.
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Image
This draws your eye to the flier |
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What should the text in a flier/poster be like?
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-5 Ws and H
-No complete sentences -No dense paragraphs |
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___ doesn't go directly on paper.
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Ink
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What are the 3 parts of the Golden Rule that must be considered before Printing?
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1- No missing info
2- All quality artwork in place 3- Color |
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When working with printers you should know (3)...
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-Their turn around time
-Language -Written cost quotes etc. |
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What does color do? (5)
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1- Gets attention
2- Creates mood and atmosphere 3- Gives accent and contrast 4- Emphasizes points 5- Guides reader through message |
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How are colors created?
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Colors are created because of the light rays they reflect.
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What are Primary colors?
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Yellow
Red Blue |
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What are Additive Primary Colors?
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Blue
Green Red |
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What are Subtractive Primary Colors?
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Cyan
Magenta Yellow |
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What is CMYK?
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-4 color processing
-Cyan magenta yellow black |
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What does Black do in CMYK?
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It adds depth to dark areas and shadows.
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Define the 4 Color Process.
How is color created in print? |
By printing tiny dots of CMYK colors on paper.
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Define Spot Colors.
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-Individual ink of a specific color.
-Used to accent your layout. |
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Define Hue.
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Common name for color.
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Define Tone/Value.
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Shading or tinting a printed element by adding black to white.
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Define Shade.
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Darker hue made by adding black to a color.
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Define Tint.
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Value of color created by adding white to a hue.
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Name 2 kinds of Tone/Value.
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1- Shade
2- Tint |
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Define Saturation/Chroma.
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The intensity of a color.
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Name the 2 main ways of Selecting the Right Color.
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1- Color matching system
2- Color wheel |
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What is a Color Matching System?
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Made up of examples (chips) showing how various colors will appear in print.
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What is a Color Wheel?
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Divides the color spectrum into 12 hues.
-Primary colors -Secondary colors -Intermediate colors |
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Define Monochromatic.
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Using different values of the same color.
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Define Analogous.
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Means 2 colors are adjacent on the color wheel.
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Define Complementary.
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Colors directly across from each other on the color wheel.
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Define Split Complementary Colors.
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Adjacent to those directly cross the color wheel.
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Define Triad.
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The 3 colors that make up the points of an equilateral triangle drawn on a color wheel.
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Name the 4 Functions of Color.
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1- Produces psychological effects.
2- Develop associations 3- Aid retention 4- To create a pleasing atmosphere |
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Name 4 Ways that Color Attracts Attention.
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1- Adds contrast
2- Increases weight of element by 25% 3- Warm colors attract more attention that cool colors. 4- Colors should be used on more significant design elements. |
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Warm color = _____________
Cool color = ______________ |
Excitement
Calm |
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Explain how colors can develop associations.
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Color can be associated with different products or businesses.
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Name the 2 factors that shows how Color Aids Attention.
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1- Color has memory value
2- Use of a 2nd color jumps recall 71% |
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What must color Balance do?
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Needs to accent not dominate.
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What must color Contrast not do?
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It must not distract from other elements.
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Define Color Rhythm.
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Repeat similar colors for a pattern.
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Define Spot Color.
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Custom ink color that can be used instead of or in compliment to process color (cmyk).
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What does Informational Material communicate?
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Communicate information or features and benefits of a product.
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What are the 2 main Steps to a Great Newsletter Design?
Name the 3 Fs and what questions do they pertain to |
1- Planning (first step, most important)
2- Determine the 3 F's 1) Function - What is it trying to do? 2) Form - What is it going to look like? 3) Format - How is it going to be designed? |
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When Planning the Function of a Newsletter you should Identify 6 Things.
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1- Purpose / objective
2- Audience 3- Essential info, copy, msg 4- Format / overall look 5- Timetable 6- Budget |
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What are 5 Factors that aid in Planning the Layout of the Newsletter?
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1- Consider the function
2- Collect copy and artwork 3- Determine a look (mood) 4- Create thumbnails 5- Seek quotes for your project |
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When determining the Format of a Newsletter consider 5 things.
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1- Physical size
2- Shape 3- How will it be displayed 4- What type of publication will it be 5- Consistency and simplicity are key |
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When creating the Format of a Newsletter consider 5 things.
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1- Margins
2- Placement of heads and copy 3- Use of artwork 4- Typography 5- How will you incorporate the design principles? |
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Newsletters are 4 things.
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- Design: similar to newspapers; simple, clean, easy to read
- Audience: specific - Message: tailored - Function: important in PR, company communication, sales |
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What are the Functions of a Newsletter? 4
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1- In-house communication
2- A letter that advocates some kind of action 3- Public relations as advertising 4- Subscriptions based |
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Define Masthead.
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- Creates first impression of publication.
- Contains logo, vol number, date etc. |
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Define Nameplace.
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The actual typeset name of the publication.
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Define Logo or Logotype.
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The entire treatment plus any symbols or slogans.
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Explain Newsletter Headlines.
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-Sans serif or roman
- 18-20 pt - Flush left alignment |
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Explain Newsletter Body Copy.
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- Type should contrast with headlines
- Times - Ragged right alignment |
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Explain the use of 1-3 Columns in a Newsletter.
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1- Traditional, boring
2- More readable 3- Like mags or newspaper watch white space |
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Explain Newsletter: Headline Length.
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Make headlines reach to end of column, or close to it.
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Explain Newsletter: Lining Up Text.
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Columns of text should end no more than one line of being even at the bottom.
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Explain Newsletter: Don't Bump Heads.
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Headlines and stories should be separated by either a rule line or box.
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Explain Newsletter: What to do with Bylines.
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Bylines should contrast with the body type; a different series of the same family is a good choice.
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Explain Newsletter: Pulled quotes, rule lines, subheads etc.
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Can enhance your design and the effectiveness of the newsletter.
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You should try to eliminate ___ in newsletters.
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Widows
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A Magazine Design Should... (3)
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- Reflect content and audience
- Make the magazine stand out - Make use of art and color with care |
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When creating a magazine you should establish a ______ _______.
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Publishing schedule.
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Name and Explain the 4 F's of Magazine.
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1- Function (behind mag)
2- Formula (what is going to be in your mag from issue to issue) 3- Format (how large is mag, masthead, shape) 4- Frames (white space and margins, framing of page) |
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What are the 4 things that Good Magazine Covers accomplish?
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1- Id the mag and set it apart
2- Attract 3- Lure reader inside 4- Faces not places |
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Name the 9 Essentials of Magazine Page Designs.
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1- Square up the elements
2- Distribute elements throughout the layout 3- Keep the elements from fighting 4- Be consistent in making layouts 5- Avoid monotony 6- Use drop case letters to break up text 7- Avoid placing large picture on top of small ones 8- Cross the gutter with care 9- Don’t overdo bleeds |
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Define Pictograms.
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They are visual symbols that give information, pictures without words.
Ex. Signs you usually see for zoos. They just have pictures of animals. |
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Define Logo.
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Symbols, signs, etc. that identify and represent a business.
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Define Logotype.
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The name of an organization in certain typeface. Usually with no graphic symbol.
Ex. Coco-Cola |
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Explain the Psychology of Color.
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Understanding the association between color and emotion. Warm colors are stimulating and cool colors are calming.
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Define Bleeds.
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When an illustration or inked area runs off the page. Makes layout look more professional.
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Define Spot Color.
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The addition of extra color on the printed page.
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Explain the Pantone Matching System.
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An international color language. Lets designer communicate colors through numbers.
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Define Thumbnail Sketches.
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A quick sketch that shows where text and images will go.
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Define Roughs (rough sketches).
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Blowing up the size of 3 good thumbnail sketches
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Define Mechanical.
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The finished design put on a rubber stamp for printing.
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Define The Grid.
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The architecture of the layout of the page.
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Define Columns.
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Organization of text and images into columns.
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Define Gutters.
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The space between two pages in the margin. Where the binding will go.
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Define Margins.
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White space border around the page.
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Define Headlines.
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Intro to the text.
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Define Subheads.
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Transition from the headline to the text.
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Define Header or Running Head.
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Top of the page in a book.
Chapter title and page number. |
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Define Footer or Running Foot.
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Bottom of the page in a book. Page number.
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Define Jump or Jumpline.
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When text continues on another page in the book. Continued on pg 6.
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Define Caption.
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Information about a picture.
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Define Nameplate.
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Logotype on the front of a publication. Identifies that publication.
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Define Masthead.
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Contains nameplate and additional information about the issue of the publication.
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Define Pull-quote.
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Quote that is extracted from an article to get the reader’s attention.
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Define Side Bar.
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Smaller, related story alongside the main story.
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Name 4 Things to Consider when Designing an Ad.
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1- The layout and design
2- Images 3- Headline 4- Text |
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When folding a brochure how should you leave space for the fold?
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Use twice the amount of margins.
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Define Drop Caps.
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Beginning of an article, when the first letter is bigger and bold.
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Define Text wrap.
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Wrapping text around an image.
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