Graphic Design ch. 4-7,10

Positioning chart

a visualizing research technique in which adjectives or other descriptors are entered along the x and y axes to describe the personality of a product, service, and so forth

flush

alignment of text of other elements on the margin

Negative Space

also known as white space, the space around an object, and between more than one object, including the background of a page

Pattern

an element that repeats in a predictable and decorative manner

Unique selling proposition

a way to differentiate product brands by proposing specific benefits consumers would get if they used the item being sold

Keyword

a word that represents an essential part of an idea

Saturation

level of intensity in a color

random word technique

a technique in which a word is chosen randomly and its principle meaning is then applied to a design problem as a way to generate new ideas

Shape

a two-dimensional space, created by joining the two ends of a line

Balance

the distinction of items in a composition that achieves visual equality symmetrically or asymmetrically

Scale

the distinctive relative size, extent, or degree of elements within a design composition

Contrast

the juxtaposition of forms, treatments, or ideas to create visual or intellectual tension, resulting in an enhanced perception of differences between the elements

kerning

the manual adjustment of space between pairs of letters

Word mapping

the mapping of words into a diagram-based sketch as part of a research technique for linking ideas

Direction

the orientation of elements within a design composition

Depth

the perception of physical space, also the complexity of meaning within a design

Texture

the two- or three- dimensional tactile quality of a surface, either real or perceived, that has the potential to cause an emotion or sensation from the viewer

leading

the vertical measurement of distance from the baseline of one letterform or line of type to the next

bleed

type, image, or color that extends beyond the trimmed edges of a page

rag

unaligned vertical margin in a typeset column of text

Know the 10 tips given by Charles Goslin in the SPEAKOUT : On Visualizing Ideas. In this question describe one that could help YOU.

• "Sketch out with a thick black marker" • I need to sketch more, without getting too detailed. Too often will I give up on an idea because I don't know how to draw it perfectly with my pen or pencil

RGB vs CMYK

Red/Green/Blue and Cyan/Magenta/Yellow/Black

What does the client usually provide for a large design project? D________ B_________

Design brief

Explain how meaning can be conveyed through a typeface or type treatment?

Designers use elements of type to express mood and suggest tones of voice

Aesthetic presentation can cause an idea to __________ with its audience.

Resonate

Mood boards

a collection of visual material used to help explain references, provide inspiration, and build census

Visual Hierarchy (Dominance)

a compositional principle based on how the emphasis of an element on the page creates visual hierarchy, determining what is seen first, second, and so on

Unity

a design principle in which elements work together in harmony

mock-up

a draft version of a design

Line

a narrow, elongated mark, as in a drawn line; a horizontal and vertical row of characters or type; a boundary

Rhythm

a pattern effect that relies on the repeat of a line, shape, or thing to create unity and energy in a visual design

Deconstruction

a philosophical movement that began in the 1960s when the term was coined by a French philosopher Jacques Derrida. It critically scrutinized literature, power structures, and cultural values, while making extensive use of irony, puns, and word play with the goal of destabilizing defined meaning and eliminating assumptions

Brainstorming

a problem-solving session where creative thoughts are allowed to flow freely and spontaneously

Frame

a structural format that puts the meaning of something into a specific context

Analogous Color

colors that sit next to one another on the color wheel

tracking

creation of consistent spacing to a group of letters within a word, paragraph, or entire column of type

Focus groups

field or primary research that involves group meetings in person or online and that makes use of phone surveys. Participants are selected based on how the might typify a consumer and are observed for their attitudes, reactions, and choices toward a product of service

Complementary Color

pairs of colors that sit opposite each other on the color wheel

Observational research

research conducted in the actual context of the thing being studied, including surveys and observations

justified

simultaneous left and right alignment of type, resulting in a rectangular block of text

Value

the brightness of a color based on shades of light and dark, ranging from white to black

So why is research essential to great design???

• "The wheels of our brain start turning the minute we begin questioning and collecting." • With research you can handle last-minute projects, and you wont find yourself designing "blind" with no resources and background information. • Research has a significant impact on all phases of the design process, from creating confident sketches to developing a full concept to making sophisticated revisions to presenting final designs

What advice did Somi Kim give on "understanding the client"?

• "Understand the client. This includes key objectives, the nature of their business, vision, or mission, decision-making criteria, and budgetary limitations for project production." • You need to translate the clients "insider" language to something the public will understand and relate to

Could a playful accident help you find a good idea? How does the idea of playful accident work into the design of the Bloomberg LP sign created by Paula Scher?

• Accidents can reveal ideas that might have been otherwise discarded or overlooked • Errors might possibly lead to a great design direction like famous inventors (post-it notes, vulcanization) • Generating a playful accident by embracing the creative process can lead to good ideas

Page 112 describes how you might better understand the audience for a classical production. What did the author state?

• Ask a few questions o What is the age range? o Does the audience have a background in music or are they novices who simply enjoy listening to it? o What media will we us? Are the announcements going to be mailed out directly or distributed in the neighborhood? o What designs were used in the past? What have attendees responded to before? Were the designs edgy or traditional? • As you learn the basic profile of the audience, you will be able to engage in a more focused design exploration going forward

What is the main point of this chapter?

• Chapter 5 is all about generating ideas. • "Waiting for an idea to simply arrive in your head is generally quite futile, especially in a high-pressure deadline situation." • Overtime, the number and quality of your ideas may improve

What are "thought starters"?

• Clear strategies for finding ideas and understanding creativity (allows us to take an active role in our own creative process)

When given a new client the first three areas to research : C______, S______, A_______.

• Client, subject, audience

A design brief includes : [ list all the bulleted points ]

• Company profile • Design objectives • Target audience • Main competitors • Product or service details • Market or legal requirements • Media • Scope of work • Budget and timeline • Design examples

How does form impact graphic design?

• Form must follow the function • The form a design takes will convey meaning whether the designer intends it or not • To achieve the most effective communication you need to find the best point of intersection between what you are able to convey through form and content and what the viewer will perceive

How does "montage" embody a complex thought? How do you make one?

• Montage is used to encapsulate a thought quickly • It's reductive because you chose two images to express the essence of an idea • 1. Research the subject 2. Decide on at least 3 sets of keywords that embody the basic aspects of your content 3. Chose one set to begin and list as many images as you can for each keyword 4. Cross reference list A with list B, thumbnailing images of each possible pair as montages 5. After making as many thumbnails, review them all to see which ideas stand out from the rest

Find a typeface example for each below. Type the classification with the typeface. [For the test : be able to match typeface to type classification]

• Old Style • Transitional • Modern • Slab Serif • Sans Serif • Script/Decorative

What is incubation? (ppt) The book called it "taking a break", how could it improve ideas? What is thinking-with-your-pencil? (we discussed in class)

• Returning to your work after a break allows you to see it with fresh eyes, with a new perspective, and designers need as many perspectives as possible to fully explore the possibilities of design • Thinking-with-your-pencil means written or sketching down any idea that comes to you so that you can allow your creativity to evolve (it is also great for tracking your ideas and seeing how far you have evolved)

When a client approaches her with a new project, where does Lukova start?

• She immerses herself in the client's project, caring about it as much as they do • She wants her clients problems to become her problems because she wants to feel sympathy for the issue and use her skills to resolve it

How does Luba Lukova form ideas for her conceptual posters?

• She lets shapeless, chaotic pictures come to her mind • She learns as much as she can about the subject matter by reading and researching • She tries to forget it all and follow her intuition • She makes loose drawings until her idea starts to take shape

Typeface Anatomy : describe each term. [ Be able to label ]

• Spine (middle of "S") • Serif (bottom of serif letters "l") • x-height (height of lowercase letters) • crossbar (middle line of the letter "A") • stem (the back on the letter "K") • counter (the visually enclosed area of a letter, ex: "d") • bowl (curve of the letter "e") • link (connector between the two circles on a "g") • decender (part of the letter that falls below the baseline) • ligature (when two letters overlap) • tail (the extra mark on the letter "Q")

Explain why many designers create certain types of working environments.

• The setting in which you work helps set a creative tone. • An environment that is physically and psychologically comfortable will foster your creativity • Ex: some people work better in clean spaces, while others work better with clutter

What is the difference between the terms : typeface & font?

• Typeface- a single design of type comprising the full alphabet and all corresponding fonts • Fonts- variations such as regular, italic, bold, and bold italic

Explain the difference between virtual and actual research and the benefits of each.

• Virtual research- browsing the internet o There are a vast number of pictures online, but taking your own pictures still works the best • Actual research- browsing the books of a library o Some books can viewed online, but having the physical book in your hands will have more influence on you

Why do we study art & design history? Why does that help us?

• We look back on the past to understand how an experienced designer handles a design problem. (if you look through the designers eyes you will find that your knowledge has grown)

How does a graphic designer gather all the necessary information needed for a project?

• look online or in the dictionary (some clients have a design brief) o become familiar with a client, the project's subject, and the target audience (front-end work of a design project) o company's marketing strategy and overall mission, the product or service they want to promote, and the competition they have • ask the right questions o the classic 5 "w" questions • when is the project due? • Where is the design appearing? o Keep a journal • Conduct virtual world and actual work research • Look at other designers • Do individual research (talk to friends) • Conduct observational research and focus groups