VIC3001 Test 3 – Flashcards

Points and Lines

Sequence of individual dots that creates energy

o Create a sense of movement o Good for directional force

o Create a sense of suppleness and movement o Fitness, health care

o Strong and confident

o Delicate, even timid

-Squares -Rectangles -circles -triangles

o More sophisticated than squares

o Draw in the eye o Endless, rhythmic patterns of time

o Dynamic, active o Can burden a design if you use too many Too much tension

o Anything "fancy"- die cuts o At least 2000 pieces

o Less expensive for smaller amounts o Variable Data

The colors in our retina are red, green and blue

Hue is another word for color Saturation : how much white is mixed in Brightness: How much black is mixed

Tint: adding white to a pure hue Shade: adding black to a pure hue Tone: adding grey to a pure hue

Print uses reflective color

CMYK- "Process" Cyan Magnenta Yellow Black ("Key")

4 color process Halftone Spot color

Premixed ink Really good for branding Very rich, specific color

you have to use CMYK

only offset printing

A proprietary color space used in a variety of industries

the more expensive it is

Not reflective Additive Color, RGB

a way of specifying color using hexadecimal values

-Complementary -Analogous -Split Complementary -Triadic -Double Complementary (Tetradic) -Monochromatic -Neutrals, tints, tones, shades

Two Colors Color pair opposite on the color wheel Generally very high in contrast Very high catching, vibrant

Three colors Next to each other on the color wheel More soothing to the eye Lack visual vibrancy

Three Colors Triangle formation High in contrast, attract the eye More sophisticated

Three colors equally spaced out around the color wheel Difficult to balance

Two sets that are opposite the color wheel Difficult to balance

One color Tints and tones and shades of one color, doesn't have much contrast but are very soothing

o The McCullogh Effect o Rules of color

a phenomenon of human visual perception in which colorless gratings appear colored contingent on the orientation of the gratings. For example, if someone alternately looks at a red horizontal grating and a green vertical grating for a few minutes, a black-and-white horizontal grating will then look greenish and a black-and-white vertical grating will then look pinkish.

Convey information The Transparency Effect Contrast is Key Assist in Mnemonic value Understand Limitations Budget constraints Delivery media

Imaginary line that text "sits on" (1)

Horizontal line that marks the top of lower case letters (5)

Lower portion of lower case letters that extends below the base line (7)

Extension in lower case letter that rises above the mean line (12)

Negative space (8)

distance between baseline and mean line

Type is measured in point Measured from the top of the ascender to the bottom of the descender 72 points =1 inch

the automatic spacing between all characters

manual spacing between individual characters

the vertical spacing between lines of text Type faces that have a large X-height, need more leading

Best readability

Limited readability

symmetrical effect

The heading needs to go closer to the text it is describing

Serif fonts have ornamental strokes; Times New Roman is the most common example

Old style

a traditional Serif

a Modern Serif

o Slab serif, more mechanical o Good for signage

When creating an identity/branding, beware the "font du jour"

Comic sans Papyrus Harabara Hobo Std Brush Script Marker Felt

Helevetica Times New Roman Futura Myriad Pro Baskerville Garamond

Think, large amount of text

Think, design of the typeface Sans serif are generally more legible

o A general rule of thumb is to use a sans-serif headline with serif copy.

o A general rule of thumb is to use a serif headline with sans-serif copy.

Math based, Illustrator (.Al)

Pixel-based, bitmapped, photoshop