Design Midterm

Selection Tools

(marquee, lasso, magic wand, quick select) method used by each to make selections

Warping techniques

(transform, puppet warp, liquify) use various techniques to manipulate the shape of images

Resolution

A digital measurement of the number of pixels per inch in a digital image, the standard ______ for web images is 72 dpi while images intended for print should be at 300 dpi

Script

A flowing, handwritten font, often with joining letters

Display (headline) type

A larger and bolder version of typeface (14 points or larger) which is used for headlines and sub-headlines

Path

A line that forms the shape of an object, a _____ is made up of a series of points called "anchor points" and line segments between these points

Anchor Point

A point on a path that indicates a change in direction

Typeface

A set of characters that share common design features

Logo

A simple and unique mark or design that is used to identify a company, product or person. Should be easily identifiable and different from the rest

Target Audience

A specific demographic of people within the target market at which a product or the marketing message of a product is aimed at

Business Card

A standard 2x3 inch card that displays contact information for an individual employed by a company

Pantone Matching System

A standardized library of colors that ensures color matching throughout all stages of design and production, used primarily in printing, though sometimes in the manufacture of colored paint, fabric and plastics

Sans Serif

A typeface without serifs. ______ type is more legible in headings than in a long passage of text. _______ typefaces can be further categorized as Geometric or Humanist

Identity

All the visual aspects that form part of the overall brand (stationary, packaging, signage, marketing, etc.)

Mood Board

An arrangement of images, materials, pieces of text etc. Intended to evoke or project a particular style or concept, often used in brainstorming and creative planning for a design project

Baseline

An imaginary line, on which letters in a line of type sit

Balance

Arranging parts to achieve a state of equal visual weight or distribution of parts

Rhythm and Movement

Both implied and actual, they help direct the eye and mind movement of the viewer and provide flow. Created with directional elements and/or repetition of elements

Artboard

Boundary of the printable page in illustrator

Proofing

Checking your semifinal work for mistakes before submitting or sending to print/production

Build/Execute

Composing all of the elements of a layout in a semi-final design using the appropriate application, results in semi-final or mock up

Principles of Design

Compositional Concepts used to organize artwork to make it more aesthetically pleasing, interesting and communicative; how elements of art are combined to work together

Vector

Created in illustrator, resolution independent, math / equation based, easily modified/scaled, smaller file

Raster

Created in photoshop, resolution dependent, pixel based, bitmap, larger file

Shape

Describes a two dimensional, clearly defined area. May be defined by color, tone or line

Technical

Describes the media, materials, tools and methods to create a work of art

Societal

Describes the role a piece of art plays as an artifact of history

Form

Describes the three-dimensional shape that has height, width and depth

Composite image

Digitally combining visual elements from separate sources into a single image, often to create the illusion that all those elements are part of the same scene, common place in advertising

Live paint groups

Divides the drawing surface up into areas, any of which can be colored, regardless of whether the area is bounded by a single path or by segments of multiple paths

Pen tool

Drawing tool that allows you to define your own anchor points, as well as adjust the curve associated with those anchors to create custom paths and shapes

Curvature tool

Drawing tool that enables you to create, edit, add or remove smooth or corner points - all with the same tool

Negative space

Empty space in an artwork, a void

Emphasis

Establishing a center of interest to focus the viewer's attention. If all all the elements are given relatively equal weight, there will be no ______.

Glyphs

Full set of letters, numbers, symbols, and special characters

Humanist

Gentler, more natural curves based on handwriting

Contrast

Interaction of contradictory elements, adds variety within a layout, created by varying size, shape, color, etc.

Positive space

Is filled with something, such as lines, designs, colors or shapes

Direct Selection tool

Lets you select individual anchor points or path segments by clicking on them, or select an entire path or group by selecting any other spot on the item. You can also select one or more objects in a group of objects

Selection tool

Lets you select objects and groups by clicking or dragging over them. You can also select groups within groups and objects within groups

Line

Mark connecting two points, often defines space, and separate, organize and create a rhythm

Shape builder

Merge, subtract or divide shapes to create new or compound shapes

Layer Masks

Method that allows you to selectively hide or reveal parts of a layer

Rough Sketches

More refined sketches used to represent a plan for layout, representative of actual images and text

Layers

Normally used to organize and stack visual information with photoshop

Geometric

Often have strokes that are all the same width, based on simple geometric shapes

Visual Hierarchy

Organizing elements in order of importance

Elements of an effective logo

Original, simple, memorable, timeless, versatile, appropriate

CMYK color

Printed color, the color we see is the spectrum of light which is reflected b the paper or by the ink put on the paper

RGB color

Projected color, this type of color mixing is used in computer monitors, TV sets, and to illuminate actors on stage. No light (or color) is black. All lightened color is white

Feedback

Reactions to a project, a person's performance of a task, etc., used as a basis for improvement, criticism

Space

Refers to distances or areas around, between or within components of a piece

Slab Serif

Relatively little contrast between thick and thin, solid, rectangular shoes

Illustrator basics

Selecting multiple objects (shift to add selection), use basic shapes, type tools, character and paragraph palette, type as outlines, editing a path, applying fills and strokes, live paint groups, name and function of covered tools

Serif

Small finishing stokes on the arms, stems and tails of characters. ______ typefaces are usually used for body type since the ____ form a link between letters that leads the eye across a line of type. Serif typefaces can be further categorized as Old Style, Transitional Modern and Slab _____

Thumbnail Sketches

Small, quick and unrefined sketches used to quickly explore numerous possible design solutions

Control Handles (handlebars)

Special points attached to an anchor point that use direction and magnitude to alter the shape and angle of the curve segment

Research

Stage of design process in which background information is gathered about a person's subject, product or person

Define Task

Stage of design process in which goals are set, audience is determined and project specifications are defined

Typography

The art and technique of arranging type, good ______ will enhance the expressivity of the type's content

Texture

The element of art that refers to how things feel, or look as if they might feel if touched

Expressive

The emotional meaning or response to a piece of art

Unity

The force operating within a work of art that can give it the appearance of oneness or wholeness, the consistency or harmony of the concept

Brainstorming

The generation and conception of any and every possible solution to a design problem, free thinking without editing thoughts or "bad" ideas out

Cap Height

The height of capital letters from the baseline to the top of the caps

X-height

The height of lowercase letters, specifically the lowercase x

Bar

The horizontal stroke in characters such as A, H, R and e

Mean-line

The imaginary line that runs along (non-ascending) lower case letters

Body (text) type

The main body of words or copy in any type of documents, typically between 8 and 12 point

Elements of Art

The most basic visual components of art; line, color, value, shape, form, texture, space

Descender

The part of a lower case letter that drops below the baseline

Ascender

The part of a lowercase letter that ascends above the x-height

Counter

The part of letter that is entirely or partially closed off, the hole of a letter

Brand

The perceived emotional image of a company

Design

The process of making ideas tangible, coming up with solutions to every day needs, wants and problems

Composition

The putting together of elements to create a whole

Value

The relative lightness or darkness of a color

Proportion

The size relationship of parts to the entire work, and each to each other

Point

The standard unit of measurement for font size, leading and other measurements related to type

Old style

Thick Serifs, little contrast between thick and thin strokes

Modern

Thin serifs, extreme contrast between thick and thin strokes

Transitional

Thinner serif, greater contrast between thick and thin strokes

Design process

Thought and planning process used to develop ideas for a creative project, encourages you to refine and develop multiple ideas instead of settling on the first one as a solution

Layer bending modes

Used to control how two layers can be blended into each other ex. overlay

Decorative

Visually distinctive, usually not appropriate for body type

Clone stamp/healing brush

both allow you to fix image imperfections such as scratches, blemishes, etc. By sampling/duplicating the surrounding area