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Applied Visual Comm > Typography > Flashcards

Typography Flashcards

1
Q

Concordant

A

Relationship between only 1 type family without much variety in size, weight ect.

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2
Q

Conflicting

A

A combination of typefaces that are similar (but not the same) in style, size, weight ect.

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3
Q

Contrasting

A

Occurs when you combine separate typefaces and elements that are clearly different

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4
Q

Categories of type:

A

Old style, modern, slab serif, sans serif, script and decorative

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5
Q

Characteristics of Oldstyle:

A
  • Diagonal stress (in an O)
  • lowercase serifs are always at an angle
  • Bracketing (the curve when a serif meets the stem)
  • thick to thin contrast
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6
Q

Characteristics of Modern:

A
  • Vertical stress
  • Horizontal serifs that are very thin
  • Radical thick to thin contrast
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7
Q

Characteristics of Slab serif:

A
  • Vertical stress
  • Serifs on lowercase are horizontal/ thick slabs
  • little or no thick to thin contrast
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8
Q

Characteristics of sans serif:

A
  • without serifs on the end
  • no thick to thin transition
  • no stress
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9
Q

What is leading?

A

The default space between lines of text in a column

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10
Q

What is tracking?

A

The entire line of text expanded or condensed

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11
Q

What is kerning?

A

The space between any 2 characters

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12
Q

What is the Bowl?

A

The fully closed, rounded part of a letter. (0, g)

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13
Q

What is the ascender?

A

The final height of a letter

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14
Q

What is a descender?

A

The bottom piece of a letter

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15
Q

What is the cap height?

A

The final height of a capital letter

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16
Q

What is the median?

A

The final height of a lowercase letter

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17
Q

What is the baseline?

A

The line that all letters rest on

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18
Q

What font is based on simple geometric designs?

A

Futura

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19
Q

The shape of the world is sometimes recognized before the eye actually reads the word?

A

Coastline

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20
Q

What is the most popular that is recognized by simple curves with various weights?

A

Helvetica

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21
Q

What was the first typeface modelled after the artistic writing of the monks?

A

Black letter

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22
Q

When the last line of a paragraph has fewer than seven characters, what is it called?

A

A widow

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23
Q

What typeface (created by Jenson) that was inspired by ancient Roman buildings and has straight lines and regular curves?

A

Roman

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24
Q

What types of font should not be paired together?

A

Italic and script

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25
Q

When the last line of paragraph ends at the top of the next column, what is it called?

A

An orphan

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26
Q

A typeface that is best used for headings and online and works better at lager sizes?

A

Transitional —— check answer

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27
Q

What are 6 ways in which you can vary the contrast of typography?

A
  • type
  • colour
  • size
  • line thickness
  • shapes
  • space
28
Q

What is a typeface that is best used for paragraph text that some believe help guide the eye especially at smaller sizes?

A

Serif

29
Q

What is an example of en dash? And why is it that way?

A

October-December. A small version of a dash

30
Q

What is an example of an em dash? And why is it that way?

A

The pies – meat and fruit – were cheap. They are a full dash

31
Q

What is an example of a hyphen?

A

Hello –

32
Q

What is proximity? Why do you use proximity? When should you use it?

A
  • Visual unity in a design.
  • Minimize visual clutter, emphasize organization and increase viewer comprehension
  • items relating to each other should be grouped close together
33
Q

What do you avoid with proximity?

A
  • too many separate elements on a page
  • too many relationships or relationships that don’t make sense
  • sticking items in blank space
34
Q

What is alignment? Why do you use it? When should you use it?

A
  • every element in a design is visually connected to another
  • it allows for cohesiveness and nothing feels out of place or disconnected
  • nothing should be placed arbitrarily, every item should be visually connected
35
Q

What do you avoid with alignment?

A
  • using more than one text alignment on the page

- be creative (don’t just use centre)

36
Q

What is repetition? Why do you use it? When should you use it?

A
  • breeds cohesiveness in a design
  • establish a style for each element in a design and use it on similar elements
  • turn the inconspicuous repetition into a visual key that ties the publication together
37
Q

What do you avoid with repetition?

A

-repeating too much that it becomes annoying

38
Q

What is contrast? Why do you use it? What elements can cause contrast?

A
  • unique elements in a design should stand apart for one another
  • contrast & organize info, draw the reader’s eye to the page & provide focus
  • colour, tone/value, size/shape, and direction
39
Q

What to avoid with contrast?

A

make them very different otherwise you have conflict

40
Q

What is a brand?

A

the perceived emotional corporate image as a whole

41
Q

What is identity?

A

is the visual aspect that forms part of the overall brand

42
Q

What is a logo?

A

identifies a business in its simplest form via the use of a mark or icon

43
Q

Who designed the original colour wheel? When? How?

A

1666 Issac Newton. Experimenting with the nature of light

44
Q

How was a colour wheel created?

A

slit sunlight through a prism and created a colour circle based on how the colours disperse in wedges

45
Q

What is the colour wheel divided into?

A

primary, secondary, and tertiary

46
Q

What are secondary colours?

A

green
purple
orange

47
Q

What are tertiary colours?

A

Repeat the process to get tertiary colours:

  • red-violet
  • blue-violet
  • blue-green
  • yellow-green
  • yellow-orange
  • red-orange
48
Q

What are colour relationships?

A

creating combinations of colours that are pretty much guaranteed to work together

49
Q

What kind of colour relationships are there?

A

complementary
split complementary triads
analogous colours

50
Q

What are complementary colours?

A

colours directly across from each other

  • blue and orange
  • red and green
51
Q

What are triads?

A

set of three colours equidistant from each other always creates a triad of pleasing colours

52
Q

What is a primary triad and a secondary?

A
  • primary: red, yellow, blue

- secondary: orange, green, purple

53
Q

What are split complementary colours?

A

choose a colour from one side of the wheel, finds its complement directly across the wheel, but use the colours on each side of the complement instead of the direct complement

54
Q

What is an analogous?

A

combination of colours next to each other on the colour wheel. They share the same undertone of the same colour, creating harmony

55
Q

What are monochromatic tones?

A

-combination composed of one hue with any number of corresponding tints and shades

56
Q

What is a hue?

A

pure colour (base colour)

57
Q

What is a shade?

A

add black to the hue

58
Q

What is a tint?

A

add white to the hue

59
Q

What is a tone?

A

add grey to the hue

60
Q

What are some facts for warm colours?

A
  • Adding more red or yellow to can warm them up
  • warm colours come forward/stand out from and background
  • takes very little of a warm colour to make an impact
61
Q

What are facts about cool colours?

A
  • adding more blue can cool it down
  • cool colours recede into the background
  • you can use more of a cool colour to make an impact or to contract effectively
62
Q

What is RGB colour?

A

-beams or light produced by a computer, screen eat directly from the screen to your eyes

63
Q

What does equal amounts of RGB? What does an absence of RGB create?

A

White

Black

64
Q

What is the benefit to RGB?

A
  • much wider gamut (range) of colour

- may look different in print from your screen

65
Q

What is CMYK?

A

Cyan, magenta, yellow and key colour (black)

66
Q

What does CMYK serve to do on ink paper?

A

CMYK serves as a filter, subtracting varying degrees of red, green and blue from white light to produce a selective gamut of colours

67
Q

Review the 10 commandments of colour theory

A

1-10

Applied Visual Comm (1 decks)

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