Design and Layout
Centered
is ok if it's a short paragraph
CMYK
is used for printing (cyan, magenta, yellow, and key or black) Combing all those colors creates black
RGB
is used in web design Combing all those colors makes white
The setting that digital cameras use to allow you to set the "film speed" or sensitivity to light (even though they do not use film) is called:
iso
What to avoid in composition Avoid writing text vertically
just right it horizontally and rotate it
Justified
looks nice because of the alignment but the uneven spacing between the letters make it looks bad
Hierarchy Contrast
makes it easier on the eye and its pretty
Primary Colors
Pure colors Red, yellow, blue
Tertiary Colors
Result from mixing one primary and 1 secondary color
Similarity
Similar objects appear grouped/part of one whole Similarity and proximity principles are used here to group the layout directions
Spiral
So, there is a whole set of patterns in nature that are based on the golden rectangle
Kerning
space between individual letters
Oranges
creativity, productivity, emotional expression
What fictional creatures did Elsie Wright and Frances Griffith present in their famous 1917 staged photograph
faires
The first consumer camera was produced by Kodak.
true
Common Fate
Humans tend to perceive elements moving in the same direction as being more related than elements that are stationary or that move in different direction The common fate principles help in designing
The golden rectangle
Any rectangle that has side lengths that are equal to 2 successive Fibonacci number Can be divided into Fibonacci squares 13,9 can divide numbers into squares, 8: 5,3: 2,1,1 • can get a spiral if you draw an arc • Spiral
RYB Color Model
Any time there is light, when light strikes a surface it reflects back into our eye
What famous author was convinced that Elsie Wright and Frances Griffith's fairy photographs were real?
Arthur Conan Doyle
Flush left, Flush Right,
Best ones because they are a comfortable read
The term that applies to a blurred background within an image is called:
Bokeh
Color in film
Color in film • Blue cold tones: horror • Desaturation: postop tic films • Color has the power to influence how we feel o Response to color varies on culture and context • Film optics alters colors o Color grading is now less expensive • Digital color grading is a standard practice • The Color treatment of blue and orange makes people pop against the background
Secondary Colors
Come from mixing two primary colors Orange, green,purple
HSV
Hue, saturation and value
Closure
Human vision is biased to closing and completing shapes Closure principle is applied on the letter A which is open
Hue: Red, Purple, Green,
The color
Saturation (CHROMA)
The intensity of a color
Traditional color schemes Monochromatic
a hue with its tints and shades
A digital single-lens reflex camera has these qualities::
an internal mirror, lenses that can be removed and attached, automatic settigns and customizable settings
What to avoid in composition Avoid the stare effect:
have elements merge and intersect
What to avoid in composition Avoid having weight on one side:
have equal weight
What is a composition:
how elements are arrange together on a surface to create a coherent whole
Value (lightness)
how light or dark a color is
law of diffusion of innovation
if you want mass market of success you need to reach the tipping point
What to avoid in composition Avoid having weak edges:
the tip of something is touching the edge
Hierarchy
things are not of equal importance and we have to showcase that as designers creating a visual difference by using different font size, typeface or color
To blur the background, set the aperture (f-stop) as low as possible (such as f2.8), if your camera and your lens permit you to do so.
true
some photographers keep a filter on the front of their expensive lenses as a way of protecting them.
true
Hierarchy Mixing type:
use one type family, and use bold, or roman, or italic
Meristem
where new plant bits form As plants grew they get pushed away from meristem
rags
you want them to go in and out evenly. if it forms a shape its a bad rag
Figure/Ground
• Figure stands for ground • Ground stands for background
The Fibonacci Sequence
• Leonardo Fibonacci, an Italian mathematician in the 13th century o Every sequence starts with 0 and 1; sum is the added numbers o Sequence can be found in the natural world o the next number is found by adding up the two numbers before it. • 0, 1, 1, 2, 3, 5, 8, 13, 21, 34, .. o o The 2 is found by adding the two numbers before it (1+1) o The 3 is found by adding the two numbers before it (1+2), o And the 5 is (2+3), o and so on! The banana has 3 distinct sequence Apple has 5 Can be found in pinecone rows • 0,1,1 o spirals of sunflowers, desert cactus leaves add up to one of the Fibonacci numbers
Golden Number Video
• Spiral out keep same distance • Video basically shows how spirals are filled with golden ratios • Fibonacci's ratio: on pinecones • Pinecone spirals 5:8 or 8:13 • Daisy: 21:34 • Plants use rational number • 1 is the interreges • more than 1 but less than 2 • fraction is phi's number • add knew bits at a135 degree angles
Never
1. Never stretch type 2.• Never use fonts like: papyrus, comic sans, Desdemona, giddyup std, lucida handwriting 3. Never use fonts on noisy backgrounds 4. Never use type vertically
7 principles
1. Proximity 2. Similarity 3. Continuity 4. Closure 5. Symmetry 6. Figure/Ground 7. Common Fate
video
1.0 to 1.68: golden ratio • Leonardo da Vinci is a big fan of the golden ratio • Can be detected in the pyramids • Each new number is the sum of the pervious 2: Fibonacci sequence • Count the number of spirals you get Fibonacci numbers o Fibonacci numbers gives you the most pleasing way to pain the seams together
Type is measured in points
12 points = 1pica 6 pica=1 inch so a 16 point type with 20 point leading is represented as 16/20
• Seurat's Bathers
1884 George Seurat's, The national Gallery, London the whole canvas is a golden rectangle • has golden squares
Continuity
Human vision is biased to seeing continuous forms, even adding missing data I necessary Continuity principles is applied to form letters from disconnected patches
PBS Documentary: The Effect of Color
• You can make someone feel something with color • Rods receive greys • Color theory is the mixture and the implantation • Color o Hue, value, chrome o Color wheel is a tool that help us understand color • Students learn about clash (one off of complementary) • Complementary colors • You are affected by color soul fully • Color is an emotional language • We association color with things in our life • Individual color preference: associated with an experience • Universal aspect: physicals aspects • Cultural associations: learned response: brown dirty and earthy now brown is coffee • Color trends: the economic and social issues influence color trends • Color in art: you can use 160 colors in gifs. o Color is minimums o You get different colors • Color doesn't ever stay static
Al Seckel Ted Talk 1
• You have visual expectations. o Crazy nut visual illusion Not actually to bolts, actually card board • Perceptual illusions fool our brains. • Violate our expectations about shape and on representation. • Priming by experience o If you are a child under the age of ten you will see dolphins • Not only are we easily fooled but we kind of like it.
The Golden Ratio
1:1.618 o The # you get by dividing a bigger Fibonacci # from a # before it: 233/144=1.618 The Greeks discovered the ratio long before Fibonacci and called it Phi Today it is referred to as the: • The golden ratio • Golden mean • Golden section • Golden number • Divine proportion • Fibonacci ratio
How was the image of the Loch Ness Monster staged?
A toy submarine with a sculpted head was placed in the water
Optical Illusion Beau Lotto's Ted Talk 2
Context is everything: determines how we see things What is color for? • Color enables us to see sims and diffs in the areas around us • The light that falls into our eyes is determined by many things around us. • It means I can take two identical squares, put them in light and dark surrounds, and the one on the dark surround looks lighter than on the light surround. What's significant is not simply the light and dark surrounds that matter. It's what those light and dark surrounds meant for your behavior in the past. • The light that falls onto your eye (sensory info) is meaningless • You can take 2 light and dark surrounds and it would make an image look different because your meaning of light compared to dark is different • Instead, color tells us something completely different, that the brain didn't actually evolve to see the world the way it is. We can't. Instead, the brain evolved to see the world the way it was useful to see in the past. And how we see is by continually redefining normality. • No one is an outside observer by nature, we are defined by our ecology • And that ecology is necessarily relative, historical and empirical
What does DSLR refer to?
Digital Single lens reflex
Responding to photographs; subject matter, content, concept
Documentary o Allegorical o Portrait o Still liffe o Meteaphorical o Experimental
Point and shoot cameras will allow you to remove the lens but not the flash.
False
A photograph is:
Focused onto film or other light-sensitive material and then made visible and permanent by chemical treatment, or stored digitally
In what aspect did Eddie Adams stage his infamous "Execution of a Viet Cong Prisoner in Saigon"?
He shot the execution outside in order to get a clearer shot
Gestalt Principles
Human vision is holistic, it imposes structure on visual input and perceives shapes The above notion was explained by German psychologist in the early 20th century The world "shape" in German is gestalt
The Parthenon
Is a golden rectangle o Has the spiral
Proximity
Items that are close appear grouped/ part of one whole List buttons are in a group box, separate from the window control buttons
Why have a compositional structure?
Its more aesthetically pleasing when elements when based on a compositional structure than randomly placing elements on a surface o The Mona Lisa, 1517 Leonardo da Vinci, Musee du Lovre, Paris Completion of triangles: triangle: head and shoulders • Multiple triangles, circle, and rectangle • Triangular geometric configuration o The Death of Socrates, 1787 Jacques-Louis David, Metropolitan Museum, NYC Circles: the size of the circles determine which element is most important Circular geometric configuration o The Last Supper 1498 Leonardo Da Vinci, Santa Maria delle Grazie, Milan Converging lines that all meet up on Christ's face
Who photographed the famed "Raising of the Flag at Iwo Jima"?
Joe Rosenthal
Rule of thirds
John Thomas Smith proposed rule of thirds, as a rule of thumb to any good composition 1797 o Any surface divided into 9 equal parts by 2 equally spaced vertical line and by 2 equally spaced horizontal lines o Placing important elements on the lines or intersections or around the lines creates more emphasizes than putting it in the center Creates more balance can divide rule of thirds into 6th The Germans on Rainbow Beach Objectified the Documentary: follows rule of thirds, the camera man makes sure subjects are on rule of thirds lines.
Lucas Numbers
Lucas angle is 100 degrees A lot of plants don't grow spirally at all
Symmetry
Our eye resolves complex scenes into simply symmetrical shapes
Every work of art, design piece or object has a form. Artist and designers use form to create content and meaning in a piece
Painting o chair o pealer
Eye movement:
Path Z shape Diagonal Converging lines Triangle ciricle • The flagellation of Christ: vougueurou o There is a path going to the body of Christ: converging lines: eye movement to a focul point • No emphasis sometimes there is just a path just a diagonal line o Path viewers eyes take on a surface Geometric configuration or diagram
Visual Perception
People perceive what they are told to perceive People's perception of something is affected by its surrounding Human vision perceives shape
Hormone tells plant bits where to grow
Plants grow in places that are too crowded because there is more growth hormone there
What led to the World Press updating the rules for the World Press photo competition?
There was excessive digital post processing and manipulation in all the photos.
Aperture allows you to control the critical focus of the frame, which lets you decide how much light you are letting in during an exposure.
True
Golden Rectangles are known to be specifically pleasing to the eye
True
The BBC documentary concludes with a note saying "what we're all looking for, mathematicians and artists, is to reflect the harmony of the world in which we live
True
RGB Color model
Tv screen or computer screen
Custom Made Color Schemes
Way 1: take a color like purple, take its complement yellow; then go left and right from its complement and take those colors Way 2: select themes, like passion, dessert, look at picture and select colors that are in that photo
GREEN
balance, harmony, communications, nature, acceptance, tranquilit
Blue
calmness, peace, love, honesty, kindness, truth, inner peace
What objects were staged in photographs of Lebanese building rubble in order to convey the destruction of the 2006 Israel-Lebanon War?
children's toys
Traditional color schemes Analogous (little contrast):
colors picked form the color wheel that are next to one another on the wheel
In photojournalism, it is ethically correct to alter the content of a photograph.
false
To capture motion blur you should select a fast shutter speed
false
Yellow
fun joy, vitality, humor, lightness, creativity, intellect, logic
• Ludqig Mies van der Rohe designed the Barcelno chair
o 1929 o The style: modernist design o Technique: hand crafted o Materials: chrome on a steel frame, with leather cushions filled with foam o Elements of design are implemented: texture shape, and form are used to create balance and proportion o What is being depicted: a leather chair o What is the designer trying to say/significance: the Barcelona chair was originally designed for the German Pavilion at the 1929 international exhibition in Barcelona. It was used for the inaugural ceremony of the exhibition where king of Spain was to peresid. Rohe wanted the chair to be elegant, monumental and worthy of royalty.
What to avoid in composition Avoid having excessive variety or excessive unity
o 3 objects o in the center o no variety excessive unity 3 objects big odd space in center no unity excessive variety • 3 objects • Nice unity: all touching • Nice variety: different sizes • Variety within unity • Plato's rule: find + represent variety within unity
Oxo peeler was designed by sam farber 1989
o Form: minimalist design o Technique: manufacturing o Media being used: rubber and stainless steel o How the elements of design was implemented: texture, shape, and form ware used to provided ease of use and efficiency for users o What is being depicted: a peeler o What is the designer trying to say/ significances: with a minimalistic aesthetic, this piece communicates the idea that beauty and simplicity and come together to create a functional and universal tool. Inspired by his wife's needs for a easier to user kitchen tools. Sam Farber combined simple design and functionality to create the iconic Good Grips tools.
Van Gogh painted a night sky of provence from memory
o Starry Night o 1889 Vincent Van Gogh o The Style of the piece: postimpressionist painting o The technique: brush strokes o Media being use: oil on canvas o How the elements of design are implemented: lines shapes, color, used consistently to create unity Subjective impression o What is behind depicted: a night sky o What is the artist trying to say/emotional significance: piece communicates van Goghs love for gods beautiful creations. It seems as if he was hardly able to contain his feelings and that all his angst and passion seemed to have spilled onto this piece
Red
physical energy, anger, excitement, heat, passion, stamina
Traditional color schemes Complementary (a lot of contrast):
picking a color that is opposite of that color • Complementary with tints and shades
What to avoid in composition Avoid having bad lead room:
place subject on one of the rule of thirds lines
A "consumer-level" camera that attempts to make everything in the frame in focus is called:
point and shoot
Purple
royalty, creativity, imagination, intuition, meditation
Tracking
space between letters
Leading
space between lines
1792 spread from The Meditations of Marcus Aurelius, Antonius
text is a golden rectangle margin is Fibonacci numbers
What to avoid in composition Avoid randomness:
text should be aligned
Shade and Tint
the addition of black and white to a color
Color Schemes
the color patterns