ISC100 Final - Adriane
basic anatomy of type
(i'm not typing this out look at your notes)
what is the Hopkins & Baumann grid?
12 column grid per page; catalogs and magazines use this
what is the general expectation of a line's length
50-75 characters (including space and punctuations)
tint
Adding white to a hue/pastel
legibility vs. readability
legibility: the ease with which one letter can be told from the other when reading (controlled by the type creator, chosen by designer); readability: refers to how font is arranged (type size/case, controlled by designer)
picas
length of lines, column depths, margins, space between columns of type (12 pts = 1 pica, 6 pica/72 pts = 1 inch)
what is a script?
looks like handwriting/connecting and non-connecting scripts/personal, human touch/used in headlines and displays
what is a leading
measure in points (line space - type size)
tertiary colors
mix of primary colors and secondary (yellow-orange, red-orange, red-violet, blue-violet, blue-green, yellow-green)
secondary colors
mix of two primary colors (green, purple, orange)
geometric sans serif
modern, stylist/ex: Gothic/commonly used in branding and architecture
transitional sans serif
modern, used everywhere/ex: Arial
horizontal lines
most stable & restful
what are the 3 type relationships?
concordant (one font family, can be dull or formal); conflicting (typefaces are similar but not the same, avoid this); contrasting (clearly distinct, visually appealing)
what can negative/blank space do?
create a focal point, provide visual rest, unify and/or divide, improve readibility
color wheel
created by Sir Isaac Newton (1704) while working with prisms & assigned musical notes to colors; helps us understand color relationships and pick color palettes that work
who is Johannes Itten?
created theory of structural compositional oppositions (polar contrasts)
CMYK (color model)
cyan, magenta, yellow, key (usually black); subtractive, used in print; white is the absence of color so you can't print it; Rosette pattern (prints in different patterns, not laid on top of each other)
axis
describes the posture (draws a line through the thinnest parts of a letter)
Fournier & Didot
devised a point system (mid 1700's); two units of measurement
VSC IS....
driven by research, commercial, conclusive, can only do one thing, meets clients needs, solves a problem
diagonal lines
dynamic, high energy, movement
what is a modern serif?
elegant and modern/no obvious brackets/ex: Didot/not good for body copy
what is typography?
endows human language with visual form; gives voice and inflection
what are decorative typefaces?
everything else/rarely in all caps/ex: comic sans, papyrus
barriers of creativity
fear of the messy unknown, being judged, of the first step, and losing control.
type is measured....
from ascender to descender line; x height matters
what are the zones (in association with the Yerkes-Dodson Law)
from inside to outside: comfort zone, growth zone, panic zone
what are the different types of shape?
geometric (common shapes), natural (found in nature, i.e. flowers), and abstract (depictions of real things without being exact, i.e. stick figures/pictures)
what is proximity?
grouping related items together; physical closeness implies a relationship
warm colors
have a base of red or yellow; fall/fire/sun rises & sets; energizing, positive, passionate; come forward
cool colors
have a blue base; night, water, nature; calming, relaxing; recede into background
what is an old style serif?
heavy with rounded ends/friendly or mellow/ex: palatino/used in long printed texts
points in type
heights of letters, space between two lines
saturation
how bright/intense a color is; weak vs. strong
what is alignment?
how elements line up in relation to the page & other elements
value
how light or dark the color is (lighter = higher value, darker = lower value)
what is direction?
how the eye is directed through a layout, guides the viewer through
Munsell Color System
hue (pure color), value (light/dark), saturation/chroma (intensity)
what are the types of sans-serifs
humanist, transitional, geometric
vertical lines
imply strength
what is the comfort zone
it provides a state of mental security, regular happiness, low anxiety, reduces stress (but is NOT where the magic happens)
what is the sweet spot?
it's more productive; easier to deal with unexpected changes, push boundaries, and brainstorm and harness creativity
what are the different types of text alignment?
left align, right ragged (default usually, easier to read); right align, left ragged (harder to read in large text); center aligned, both sides ragged (as hard or harder to read); justified (left and right alignment); asymmetrical (no alignment)
define case
uppercase, lowercase, etc.
what is the rule of thirds?
use a grid to position focal points and accents
what is focus?
used to attract the viewer's attention & encourage them to look closer
what is line spacing?
vertical space occupied by a line of type plus the space between two lines
What is VSC
visual (has a graphic component) strategic comm.
humanist sans serif
warmth, personal/ex: Optima/versatile/used in long reading and small text
spot color
way of making color; pantone matching system reproduces images or type in a single, specific color; pre-mixed ink; guarantees accuracy
what is type foundry?
where people design and produce typefaces and fonts
what is a transitional serif?
wider, sharper serifs with flat bases/ strong and stylish/ex: Times New Roman/used in long printed texts
how do you measure horizontal space?
word spacing, tracking (consistently manipulates the space between ALL letters), kerning (reducing the space between specific letter pairs)
triad (color palette)
three evenly spaced colors (i.e. primary triad); share no base color, have a pretty high contrast
Define ISC
I: integrated (different forms working together and complimenting each other) S: strategic (based on research, planning, and goals) C: communication (working toward effectively conveying ideas
Which of the 4 P's do we focus on in this class
Promotion
what is a shape
a line bent back on itseld that creates a closed form; flat, two dimensional
define a sort
a piece of moveable type representing a particular character
what is the grid
a place for everything and everything in its place; custom grids, vertical grids, sometimes horizontal
the guide
a single line
what are color models?
a way of making color
what are the different types of lines
actual line, implied line (i.e. connecting the dots), psychic line (i.e. a hand pointing in a certain direction)
shade
adding black to a hue; adds depth
tone
adding gray to a hue
font family
all of a font's variations and styles
what is a slab serif?
also known as Egyptians/thick, block-like/often friendly, used in wanted posters/ex: Rockwell
what is unity?
an agreement between parts that make up a whole
what is a focal point?
area of interest, emphasis or difference
VSC is NOT...
art. art is personal, open to interpretation, expresses artist's feelings, brings attention to problem
define BP CRAP
balance, proportion, contrast, repetition, alignment, proximity
black letter (type classifications)
based on the decorative handwriting of monks; heavy thick letters with sharp diagonal lines/classical or ominous connotation/ commonly used in newspapers
weight
boldness of the stroke (ultra, medium, bold)
stroke variation
change in thickness
analogous (color palette)
colors next to each other on the color wheel (i.e. blue, blue-green, green)
primary colors
colors we can't make (red, blue, yellow)
what is creativity?
combining old to create new in a way no one else has
when do you use pantones?
no full-color photos, uses only one or two colors; needs a color that cannot be accurately reproduced with CMYK; needs even coverage over a large area; more vibrant colors than CMYK inks produce; special effects such as metallic or fluorescent
what are the different types of serifs?
old style, transitional, modern, slab
split compliment (color palette)
one color + the color on each side of its compliment; fairly high contrast, sophisticated and unique; i.e. green, red-orange, red-purple
monochromatic (color palette)
one hue + tints, shades, and tones; subtle, peaceful contrast
complimentary (color palette)
opposite on the color wheel, highest contrast and good for accent colors; i.e. Christmas colors, sports teams (makes it exciting, high motion)
what are saccadic jumps
our brain automatically forming words as long as the first and last letter are there - clusters of words and sentence fragments
what are the mental blocks to creativity
peer judgement, all work & no play, to mess up is wrong, avoiding ambiguity, worrying about the right answer, resistance to change, stopping with the first idea, culture blocks, "i am not creative"
what is repetition?
purposefully reusing an element more than once, providing consistency; visual glue that holds a design together
RGB (color model)
red, green, blue; additive, light is coming AT you, not reflected (used digitally)
RYB color model
red, yellow, blue; subtractive (how color is created in eyes, light contains all colors, colors we don't want are subtracted out);
posture
relationship of vertical access to baseline (i.e. italic)
Give some examples of VSC
samples, slogans, magazine ads, social media ads, flyers
elements of design: lines
series of points grouped together; they convey feeling/mood
what is an optical center?
slightly above geometric center
what is a z-pattern?
takes advantage of natural eye pattern based on how we read in the west
what is typeface?
the design of a set of characters aesthetic and visual form (i.e. Arial)
Yerkes-Dodson Law
the principle that performance increases with arousal only up to a point, beyond which performance decreases (shocking rat example; bell curve)
hue
the pure color (i.e. blue)
color gamut
the range of colors that be produced by any given process or device; almost infinite number of colors possible; human eye can see 1-10 million different colors - CMYK ~ 4000 colors, RGB sees a bit more
semiotics
the study of signs (anything that stands for something else)
what is font?
the variation in weight, size, and style of a typeface (i.e. 12 pt, underlined)
what is contrast?
the visual differences between two or more elements, often draws viewer's eye to the page
the greatest creative thinkers...
think fluently (Edison's quota: one minor invention every 10 days); have intense child-like curiosity & high degree of inquiry; break ingrained habits; make novel combinations & connect the unconnected
