Graphic Design Chapters 1& 2

Question 1

Graphic design

Answer 1

form of visual communication used to convey a message of info to an audience

Question 2

branding & identity design

Answer 2

creation of systematic visual and verbal program intended to establish a consistent visual appearance and personality for a brand/group ex: logos, business cards

Question 3

corporate design

Answer 3

used to communicate internally w/ employees, create materials for a sales force & formate to communicate externally with the public ex: annual reports, brochures

Question 4

editorial design

Answer 4

editorial content for print or screen

aka publication design ex: books, magazine

Question 5

environmental design

Answer 5

promotional/informational/identity design which defines or marks an environment ex: billboards

Question 6

illustration

Answer 6

handmade unique image that accompanies printed, digital or spoken text

Question 7

informational design

Answer 7

makes large amount of complex info clear and acessible ex: tax forms, subway map

Question 8

interactive/experience design

Answer 8

advertising for screen based media (touchscreen) ex; kiosks, digital public screens

Question 9

Motion graphics

Answer 9

screen based communication moving in duration ex: film title/credit design

Question 10

package design

Answer 10

planning and design of the form, structure and appearance of a products package- need specialized knowledge of materials, need to think 3d, need to think environmentally

Question 11

promotional/advertising

Answer 11

creating specific visual/verbal messages to persuade/promote/provoke on behalf of a brand or group ex: public service announcements

Question 12

typographic design

Answer 12

focus’s on the creation and design of letterforms

Question 13

lettering

Answer 13

drawing of letter forms by hand- sense of human presence

Question 14

point

Answer 14

smallest unit of a line

Question 15

line

Answer 15

elongated point, considered the path of a moving point

Question 16

linear

Answer 16

when line is predominant element used to unify composition or to describe shapes or forms

Question 17

shape

Answer 17

general outline of something/ enclosed area

Question 18

nonobjective/ nonrepresentational shape

Answer 18

purely invented, not derived from anything

Question 19

figure/ ground (positive/negative space)

Answer 19

refers to the relationship of shapes of figure to ground

Question 20

equivocal space

Answer 20

figure/ground reversal ex: yin yang/ checkerboard

Question 21

subtractive color (reflected)

Answer 21

colors we see on the surface of objects, printed color on paper

Question 22

additive color

Answer 22

colors on a screen, are mixtures of light

Question 23

hue

Answer 23

the name of color, position on the color when ex: blue, orange

Question 24

value

Answer 24

level of luminosity (lightness/darkness) of a color ex: light blue or dark red

Question 25

saturation

Answer 25

brightness or dullness of a color (intensity) ex: bright red/dull blue

Question 26

temperature

Answer 26

how a hue is perceived

Question 27

low contrast

Answer 27

narrow range of values

Question 28

high contrast

Answer 28

wide range of values

Question 29

texture

Answer 29

the tactile quality of a surface or simulation of

Question 30

tactile textures

Answer 30

can be physically touched/felt ex: embossing, stamping, engraving

Question 31

visual texture

Answer 31

illustrations of real textures or scanned/photographed

Question 32

pattern

Answer 32

consistent repetition of a single visual unit

Question 33

format

Answer 33

defined perimeter of designs (dimensions)- often predetermined

Question 34

balance

Answer 34

distribution of visual weight which is pleasing to the eye

Question 35

visual weight

Answer 35

relative amount of visual attraction/importance/emphasis

Question 36

symmetry

Answer 36

equal distribution of visual weights

Question 37

assymmetry

Answer 37

equal distribution of visual weight achieved through wight and counterweight by balancing elements

Question 38

radical balance

Answer 38

symmetry achieved through a combination of horizontally and vertically oriented symmetry (radiates from a point)

Question 39

visual hierarchy

Answer 39

the arrangement of all graphic elements according to emphasis

Question 40

focal point

Answer 40

part of the design that is emphasized/accentuated (vs. accents)

Question 41

rhythm

Answer 41

when pattern causes the eye to move around the page

Question 42

variation

Answer 42

break or modification in the patter or a change in elements

Question 43

unity

Answer 43

when graphic elements are interrelated that they form a greater whole (coherent) -group unity & unity within itself

Question 44

grouping

Answer 44

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

Question 45

correspondence

Answer 45

visual connection between elements, creates commonalities ex: coke

Question 46

alignment

Answer 46

positioning of visual elements relative to on another so that their edges/axes line up

Question 47

scale

Answer 47

size of a graphic element seen in relation to other graphic elements within the composition