VIC Exam 3
YELLOW
negative illness, irritation, bright can be cheerful. Do not use too much yellow, can be too stimulating
Counter:
negative space in a letter form.
General tips
shoot action use empty space use text on photos
offset/commercial printing
spot can only be used in this type of printing
Balance
symmetrical: very formal assymetrical radial: like throwing everything off the center, everything is raiding out of it
Hue
technical word for color. It can also be referred to as the base color. Saturation and brightness are very similar.
HEX codes
the #and six numbers inside
Alignment
the eye is used to read from left to right. Avoid the urge to put the text to the center. Do it towards the left because our eye is used to read from left to right. It creates kind of natural order that makes it easier for us to read. It goes for the entire tactic. Don't attract information by using borders. Use alignment and negative space.
Saturation
the pyramid of a hue. It's a very rich condensed color. When it's de-saturated it's when the color is mixed with black or white.
Halftones
couple names, ink, it's the process of moving all the dots in CMYK to create an image
centered or justified
creates symmetrical effect but ins't the best for reading
x-height:
distance between the base line and the mean line
Postmodernist:
don't confuse legibility with communication. Not because you can see what it says, it communicates. Like the boring article that was published in a weird font that no one could get because the message didn't really say anything.
Ascender:
extension in lower case letters that rises above the mean line
old-style serif
traditional, artisanal, antique
baskerville serif:
transitional, fresher, newer
measuring type
type is measured in points type is measured from the top of an ascender to the top of the descender or from bottom of descender to the top of the ascender 72 ppints =1 inch 3000 points = high res in print
spot color/ink
used in print. Spot color is premixed ink. Contrary to CMYK where we use all colors to get the desired color, on spot color is all premixed, no layering needed to get the color. It gives a rich pure color, precise. Good for branding. We tie colors very closer to brands. All these brands use specific tones to achieve the desired results. You can print a piece using CMYK and Spot colors. Full color photographs need CMYK for shadows, spot ink for some other parts. There are different kinds of printing. 5 or more ways.
camera
- Professional - Better quality - Time-consuming: editing, transferring - No access
serif styles
--- In general serifs feel more traditional, old-fashioned, dignity, authority. Like the light blue of fonts. --- Sans serifs feel more modern. They can feel friendlier too, less authoritative. Technology company would use it, more legible
GREEN
freshness, nature, organic, morality, health sustainability. Darker green money, stability, affluence, greed, jealousy.
instagram photo composition
A good photo can separate from a bad photo. With Instagram you have to think square. Fill the frame/move closer. There should be head room. You may have to cut the head a little bit, justnot alone. Let the background be interested.
frame
Always frame the picture. Take a look at the atmosphere. Take a lot of shots, not just one, choose the best one.
Proximity
Always use with headings and subheading. Resumes usually don't have enough negative space. Try to be more concise. When combining fonts betters sans serif and sans The typeface that we use Actors are like typefaces, they can communicate a lot about the right message
novelty fonts
Are limited in their use, tend to be difficult to read. Use sparingly. Can add character to the design if used very minimally. Good for logo design. Good point to start, but use little.
type crimes
Avoid bold, italic, underlined caps. Use one. Don't type setting in all caps, it has low legibility and looks like someone is shouting Underlining for emphasis seems amateur, looks like a hyperlink on the web, use bold better. Stroking chokes letter forms, seems amateur.
When choosing a typeface
Avoid using a new typeface. Never try to use three. Stick to one or two. Better to go from sans serif to serif. Never use two typefaces that are different but kind of similar. Make them different enough that it makes sense to change them. Google type combinations. General rule of thumb: stick to no more than two typefaces, choose a typeface with several options. Light, thin, italic. Can create hierarchies with the typeface while maintaining consistency. Helvetica movie Morden: after WWII shouldn't communicate anything by itself, the medium is not the message.
Half-tone process
CMYK printing using many dots one on top of the other
Color quick guide
Color is highly subjective. It's hard to tell what will work where. Certain colors convey certain messages. Shades of colors are also important change perceptions.
complementary
Colors positioned opposite colors in the color wheel. Very high in contrast. Very visually exciting, vibrant. Generally the color pallet has 5 colors. Be careful to use only pure saturated hues. Pure hue is purely saturated, no white, gray, black. When you mix a color with white you create a tint. Mix a gray color with gray create a tone. Mix base with black create a shades.
Color shifting
Colors shift depending on the medium, on what medium you're viewing or using. You can never match the color perfectly on every platform. You can get close, but it might never be perfect.
Rule of thirds
Composition rule of thirds Main subject should be touching one of the points in the corners instead of the middle. Change the rule of thirds Subject has to be in the quares of the far edges. Fill the frame, or make the subject be on the far edges making the backgrouns the main point.
C.R.A.P
Contrast, repetition, alignment, proximity
Offset/commercial printing
Create an aluminum plate for each spot ink and then print them all together. Has a high set up cost. When printing at least 2,000 of them, it'll be worth it. Good for really long runs. Use of spot ink. Get the exact color that you want. Any special kind of texture, foiling or raised up colors, special paper or cuts, loosying, foiling are all necessary for it. Specialty papers.
subtractive color
Cyan magenta and yellow. All mixed make black. That's they they're the printers primary colors.
ORANGE
friendly, creativity, movement. Affordability. Energetic
color harmony
Deals with using different pairings to get to color USING A VARIATION OF TINTS AND COLORS (MIXING THE COLORS WITH GRAY, WHITE OR BLACK ARE BETTER THAN USING THE COLORS PLAIN W/O ANY MIX)
Pantone maching system PMS
Ensures color consistency. It's a brand of spotning. Pantone is used by industrial designers, among others. Pantone is the most common brand of spotting. Every organization should have designated color values. UF brand guide has all the primary color palets that each brand has. The more inks that you use when printing, the more expensive it'll be. They can also use CMYK to print but the colors will not be the same. If you have enough money to get the colors that you want, you can get close enough using CMYK and nothing else.
CMYK
Four color process You have four cyan, magenta, yellow and black. Black is known as key. Layering these creates millions of colors. If you're ever printing a full-color photograph and you're printing it, you have to use CMYK. CYMK can capture the different shades and shadows more accurately. You print little dots. The half-tone process it's like all the little dots process is half-tone. They are all different angles Rossette or daysi pattern are the patterns in CMYK in the print.
proximity
From gestalt laws. We group things that are grouped together. Same for captions.
Good design should
Get attention, attract the eye, convey information, and evoke emotion -choosing good visuals is very important
Proportion
Goes hand with hand with contrast. If everything in the page is important, nothing is important. It means emphasizing something. The relationship of elements within a design. Go big with the photos and text, don't be afraid of white space. Too many things makes the eye wonder, not a definite point where to look at. Have ONE specific focal point. Make sure not to make your eye wonder, compete over different things.
handwritten/script fonts
Handwritten acts as a symbol of humanity, they seem very approachable. Script fonts tend to be difficult to read, not good to use a whole body of text with it.
analogous
Have 3 colors. Adjacent to each other in the color wheel. Next to each other in the color wheel. Because the colors are kind of similar they don't have a lot of contrast. More calming. Harmonious. Not a lot of vibrancy. Using tenths of shades
neutrals, tints, tones, shades
Important to use them in pallets. Neutral are white, ten, black, blue. Using non entirely black is a little more sophisticated than using only black.
web color = additive color
Is not reflective. Web primaries are RGB. Red green and blue. The corneas are seeing these directly. If we have all at full brightness all at once, it creates white. CMYK all at once is black, RGB all at once is white. You can never match print and web colors exactly. You can get close colors but that's as far as you'll get. Even things like the type of paper (stock) can bring get to different results. Establish pantone, CMYK, RGB values that you can ensure consistency. The color picker dialogue box can convert colors for you. Color libraries takes you to spot colors.
color theory
It's about creating visually pleasing color combinations. Color institute checked that in 90 sec. in viewing an object we make an assessment about the object. 60 - 90% of our assessment depends on the color that the object has. The 12-step color wheel has 12 hues (colors) all with the same brightness.
Helvetica movie
Late modernism as a paradigm when Helvetica became really popular - 1957 designed. Like man's capability to study things, create them and have control around the 60s. It's ubiquitous, everywhere. Helvetica surged in 1957. Modernist designers said that typeface shouldn't have a meaning for itself. It should communicate the message, it should be clear, legible, neutral, conveying a message. A defining feature of Helvetica is the horizontal terminals that most letters have that are almost perfectly parallel. The tear drop in the a too. The classist modernist take is that people shouldn't be aware of Helvetica at all. It's to convey content. Like a crystal goblet, just hold it and it and what matters is what's inside. The way the message is dressed can defined the reaction to the message Becasuse it's so used it can be too dull Pollisher post modernist said the type it's its own medium, it can communicate by itself Stefan Sagmaister
Digital printing
More affordable for 200 pieces, just short pieces. It's faster and cheaper. Can print variable data - different pieces of information in each tactic- with it. Good for specific information that might be part of specific
Basic rules
ODE TO COMIC SANS = never use it Generally disliked: Papyrus, harabara, hobostd, brush script, marker felt, Usually liked: Helvetica, times new roman, future, myriad pro, Baskerville (seemed the most credible), Garamond
Monochromatic
One color with different tints and tones. Very soothing because there isn't much contrast. They may not attract attention though, more for relaxation, calming.
Focal point
One focal point on the design only but can have many points aiming towards where the eye should go. Need contrast, texture and color. Use rule of thirds to select a focal point Negative (white, empty space) can also be used to get to a focal point. In general we tend to be drawn towards the eyes, which usually are pointing towards the information or product that is wanted to be sold
print vs web
Print: serif probably better used in large amounts of text, serif has better readability. Becase compbine sans w sans serif Sans serif headline serif for the title Web: sans serif have better readability of the web. Headings in serif, copy in sans serif.
serif vs sans serif
Serif fonts have ornamental strokes; Times New Roman is the most common example serif w/feet Sans w/o feet
style guide
Sets example- road map to ensure consistency in design. Ways to use or not use the color it gives all brand colors and secondary colors.
color in context
Simultaneous contrast demonstrate that if you put a color next to other the effect is different
Use editing apps and take advantage of filters
Some bad pictures can look great with editing. Snapseed and VSCOcam are two than can help.
Directional force
Used to guide the eye towards a certain point. It can be actual or implied. Implied: we don't have a particular line that points us towards it Actual: actual lines that points us towards a certain point.
The transparency effect
Some ways on how we see things are biological. When you have two hues mixed together the resulting color is kind of similar to both creating the illusion of transparency. It can be used to call attention to a certain element.
split complementary
The base color and then the two colors that are adjacent to that color's compliment color to both sides. Nice approach because it's visually contrast but not as strong. Almost as much contrast but more sophisticated.
blackletter typefaces
The first printing types use these typefaces. Also popular in avant-garde and edgy. Also may be good for beers and also tattoos, also used in newspapers.
Triadic
Using three colors that are equally spaced out in the wheel. Careful when using them with the primary colors, avoid using them with primary colors.
Repetition
The stop sign example, it's always hexagonal, same size and way to be written. If all were different there would be chaos. Repetition allows for a visual clue. Includes repetition of color, type face, photographic style, strove lines, etc. It's important for branding. Can give a more professional look. In a multiple page layout it can be very important. To notice that it's the same book. It should always be used with headings and subheadings. Important to know that it is for the same organization.
understand limitations
There are budget constraints. Not enough budget to get the color that you want. Different media can also make them different. If you're printing something in a commercial printer where the more ink, the more money you'll use. To save money but save visual interest is to use percentages of each color. To get to one ink. Tenth of ink to do it. It can give to different sizes of ink. Meet with the printer, call him or her about templates, what bleeds are requires. Each printer is different, but It's always good to meet.
Double complementary or tretradic
Two colors opposite on the color wheel, double that. Red and green are complementary but also one more mix. 4 colors in total, double complementary. Almost overwhelming, hard to balance, too much contrast.
Visual. Simple to capture the moment and edit it with the phone. Why use Instagram? -300 million + users -vest visual social media application -people are more visual than text -mobile friendly (maybe more than FB) -archival, it's there, it doesn't go -entretaining -informative -good for jou,adv,pr
Assist in mnemonic value
We look by color. Mnemonic value is about remembering a brand out of memory.
Color
Web color and print color are different. Color shifts, changes, depends on each screen. The designer has more control in print than virtually. They use different color models. Poster, flyer, In Design. When using InDesign usually you'll use it for print CMYK. For web you'll usually be using Photoshop. You can also design on Photoshop with RGB.
caveat
When creating an identity kit/branding, beware of the font du jour. Be careful to use something popular try to go for something more classic than just a usual one. Don't use overused ones or jut for one.
How colors work
When light passes through a prism it's divided in the electromagnetic spectrum. How humans perceive colors We all have different color perception capabilities. The color cones in your eye are RGB. Humans can perceive about 10 million colors. Because the colors in the eye are RGB, every color we see is a combination of these three. How humans see A lot of things that we see are known as reflective color if we have an object, like a red apple. The apple absolves all colors except red. The color hits the apple, the apple absolves all colors but red and then reflects to get into the eye. If it receives all the colors, it's white.
shade
adding black to a pure hue
tone
adding grey to a pure hue
tint
adding white to a pure hue
Rules of color convey information
alot depends on the culture, nationality and upbringing. Age can determine how we view colors
Contrast
arguably the most important design principle. It can refer to different type of important things in design. Emphasis in subordination can create a focal point. It should be used strategically to draw the viewer's eye. It's really important, it goes back to how we look and perceive things. It can be used to establish the importance of different things. Each time it should be different between what's good what's not and when. Use a visual hierarchy to set it. It's not just colors. It can be size and position too. With the gray scale test we can check the contrast and how effective it is. Usually you want to go with dark type on a light background. If you have light text, go with VERY dark background
tracking
automatic spacing between all characters that can be done automatically the more space you have, between the fonts, the more elegant and luxurious something will be
Left justified/ragged right:
best readability
CMYK all at once
black
BLUE
bright blue: cleanliness, strength, dependability. Light blue: peace, serenity, spirituality, friendliness.
digital printing
can not use spot ink with it
Meanline:
horizontal line that marks the top of the lowercase letters
readability
how quicly can you read large amounts of texts. Left aligned, leading, tracking, kerning, justified the readability will be lower
Baseline
imaginary line that text "sits on"
slab seif:
industrial, mechanical
phone
instant: the basics of Instagram -Low quality, but not bad if done right -Issues with lighting and flash -A lot of editing apps -quick -accessible -no need to be a pro -capturing moments
leading
is the vertical spacing between lines of text. Measured from the one base line to the next. Leading has to be bigger than the fonts size. Same if it's the other way around. Type faces with a larger x-height needs to have a higher leading.
Modernist:
legible, important. The typeface shouldn't communicate by itself, it should just communicate the context. Like a crystal goblet, holds the content but doesn't really present the final one.
Right justified, ragged left
limited, not as good for reading
Descender:
lower portion of lower case letters that extends below the base line
PURPLE
luxury, royalty, nobility, magic, spirituality, all anti-aging products are also important
kerning
manual spacing of negative space between individual characters
legibility
more like a signage, can you tell what the word says? Sans serif is usually more legible from far away like traffic signs, novelty fonts usually have low legivility
RED
positive, energy, vitality but also anger. Fast pace- 24-hour
Reflective colors
reflective colors are what we see CMYK, in print, all colors are absorved but one, which is viewed by the eye. Prism -->object-->eye on screens we use RGB because the color is lit up to hit the retina directly. There is color shift.
Brightness
reflective quality base color and the intense of white in there.
Didot - moden serif:
very big contrast between letters and serif. They're elegant, timeless, associated with fashion very often. Do not set large amounts of texts because it might be hard to read but good for headlines.
Gender and color
we have strong associations of colors, blue for boys, pink for gilrs. That's starting to change. Edgy, avant-garde can send a different message by breaking the difference. Generally women like lighter colors, men like darker colors.
RGB all at once
white
Web colors vs print colors
you can never match web and print colors exactly. Even things like paper (stock) can yield to different results.
Post postmodernist:
younger, back to Helvetica. Dialetics, using Helvetica but feel like they can do it in their own way, make it their own.
