Visual Communication Fall 2017 Weber Exam 1

"Great design is eliminating unnecessary details."

- Minh Tran

What makes them different and which is more cost effective?

A process color is printed using a combination of the four standard process inks: cyan, magenta, yellow, and black (CMYK). Use process colors when a job requires so many colors that using individual spot inks would be expensive or impractical, as when printing color photographs

An orphan has no past;

A widow has no future.

What do the colors on the warm end indicate?

Action.

Ascender and Descender

An ascender is the portion of a minuscule letter in a Latin-derived alphabet that extends above the mean line of a font. That is, the part of a lower-case letter that is taller than the font's x-height. Ascenders, together with descenders, increase the recognizably of words.

How many points in an inch?

Appox, 72.

Why do we use printed color guides when choosing colors on the screen?

Because screens can skew colors.

Why do you have to know if this is an international campaign when picking colors?

Black: Many countries—including India, Japan, Germany and Thailand—stay away from use of this color due to its association with death, fear and unhappiness. However, black can be seen as "powerful and expensive" in China. Blue: This is a color that represents high-quality, purity and trust nearly across the board. Van Vliet said "social media" blues are now everywhere, as it stands for "sharing," a lynchpin of the modern era of marketing. Red: Giordano says there's an association with love in China and Japan, ambition and desire in India, and misfortune in Nigeria. Yellow: While yellow is thought of as a pleasant color in China, Russia and Germany see it as a color that inspires envy and jealousy. Purple: Love is what purple represents in China, but it means quite the opposite in Japan (sin and fear) and Thailand (a color of widows and mourning). Green: This is a seemingly-positive color in most regions of the world: China sees green as a color representing sincerity and trustworthiness, and Japan sees green as a color of good tastes, love and adventure.

What color light is specifically harmful to your eyes (visible spectrum)?

Blue light, which is part of the visible light spectrum, reaches deeper into the eye and its cumulative effect can cause damage to the retina. Furthermore, in certain wavelengths, blue light is implicated in the develop ment of age-related macular degeneration (AMD).

What color light is specifically harmful to your eyes (visible spectrum)?

Blue light.

What is the acronym "CRAP"?

C. is for Contrast. Creating contrast for elements means that discrete elements stand out. Contrast is all about making things stand out. A call to action that is red on a black and white website will stand out in a big way. Users know where to look first, second, third, last. This helps with scanning, especially with making 'special' things stand out. R. is for Repetition. Repetition, for instance making a header and footer the same color, makes scanning a website easier. Bullet lists are easy to scan, right? Because the repetition of the little dots makes it so. This can create a cohesive look to a website. Obviously, color and shapes are important with repetition. A. is for Alignment. Columns within a page makes it easier to scan horizontally. Newspapers use this to great effect. Aligning a whole bunch of elements with one another makes them scan faster. Alignment makes things easier to read. P. is for Proximity. Proximity means that things are associated with one another - or not. The closer things are, the more they are associated. The farther things are away from one another, the less they are associated. This helps immensely in navigation. This kinda folds into the 'chunking' method of making data more digestible.

CMYK is a subtractive profile and RGB is additive in terms of light. When added together, what colors do they both make?

CKYK - Black RGB - White

Cap height

Cap height refers to the height of a capital letter above the baseline for a particular typeface

Typographical combinations - What makes the best pairing?

Complementary fonts that balance each other.

Color combinations

Complementary: Complementary or opposite colors from the color wheel. Split Complementary: Three colors—the main color and colors from either side of its complement. Triad: Three colors from equidistant points on the color wheel. Monochromatic: Different shades and depths of a single color Analogous: The main color and the colors from either side of it on the color wheel. Neutral: Uses a color that has been reduced by adding black Achromatic: No color—just blacks, whites and greys. Secondary: Green, purple and orange used together.

What are the Three "C"s of design?

Composition The way in which the components of a design are visually combined and arranged. Composition takes into account placement, grouping, alignment, visual flow and the divisions of space within a layout. Components The visual elements used within a design. Photos, illustrations, icons, typography, linework, decoration, borders and backgrounds are all components. Concept Abstract elements of theme, connotation, message and style. These intangible ingredients of a design or image are critical to its visual presentation and delivery of message.

What were some of the topics in Elizabeth Gilbert's TED Talk?

Creativity is around you, not of you. Take the pressure off yourself. Impostor Syndrome. Chaos Imperative. Mindfulness. "Embrace the Shake" video clip and knowing your abilities.

Curvature tool

Default for curved lines (remember the mushroom?). The further the distance between anchor points, the smoother the curve. (Remember Sir Duckington and the pipe cleaners).

What is "pen tool" used for?

Default for straight lines - how do we make handles? Press Shift+C to Convert Anchor Point Tool.

The five anomalies to never use when creating text

Don't hyphenate headlines. Avoid setting headlines that seem out of balance. Don't stack headline vertically. Don't combine different serif fonts or sans serif families of the same type. NO CAP SCRIPTS.

The direction the circle runs for innovative leaders/messages?

From the center outward.

Holding "Spacebar" gives you what tool?

Hand Tool to move the artboard in the middle of working.

Hue

Hue defines pure color in terms of "green", "red" or "magenta". Hue also defines mixtures of two pure colors like "red-yellow" (~ "orange"), or "yellow-green" (limitations to this statement will be addressed later). Hue is usually one property of three when used to determine a certain color. Hue is a more technical definition of our color perception which can be used to communicate color ideas. Hue ranges from 0° to 359° when measured in degrees. Hues are basic colors we learn to connect with words as children. Hues can refer to the set of "pure" colors within a color space.

Theme

It is achieved through images, type, message, colors, composition and visual elements.

What are layers and why do we use them?

Layers are used in digital image editing to separate different elements of an image

What are the three requirements for an effective "why" statement?

Mission, Vision, Values.

Good typography should be invisible, but why?

More attention to the message, not the type.

Strengths and weaknesses of CMYK and RGB.

RGB (red, green, blue) is at the right side, and CYMK (cyan, magenta, yellow, black) is at the left. ... As well, they can get tips from the strengths and weakness sections, plus the final verdict which states that as far as the digital realm is concerned, RGB wins while CMYK is tops in print form.

Serif and sans serif types - Characteristics? What are they best used on?

Serifs are semi-structural details or small decorative flourishes on the ends of some of the strokes that make up letters and symbols. An example would be the Times New Roman font. Sans serif does not have these details or flourishes. An example would be the Arial font. Serif is good for print - sans serif is good for captions/headlines. Sans Serif - Good for attention. Serif: Good for reading in body copy. Script: Personal, but watch for readabilit Monospace: Good for screen presentation or clean message. They have uniform spacing between each letter (mono=one). Novelty: Expressive; again, watch for readability (half of Dafont.com is novelty fonts). Ornament/Dingbat: Just images.

Shape builder Alt key does what to the tool?

Shape Builder tool, you can intuitively combine, edit, and fill shapes on your artboard. ALT allows you to delete.

Key you use in Illustrator to keep objects in proportion/lines constrained.

Shift-drag bounding box.

What "feel" do we give when we don't have a thick outline to a shape?

Soft and serene (remember the flower tattoos with one not having an outline?)

Baseline

The baseline is the imaginary line upon which a line of text rests.

What are the differences between vector and raster images?

The difference between vector and raster graphics is that raster graphics are composed of pixels, while vector graphics are composed of paths. A raster graphic, such as a gif or jpeg, is an array of pixels of various colors, which together form an image. A vector graphic, such as an .eps file or Adobe Illustrator? file, is composed of paths, or lines, that are either straight or curved. The data file for a vector image contains the points where the paths start and end, how much the paths curve, and the colors that either border or fill the paths. Because vector graphics are not made of pixels, the images can be scaled to be very large without losing quality. Raster graphics, on the other hand, become "blocky," since each pixel increases in size as the image is made larger. This is why logos and other designs are typically created in vector format -- the quality will look the same on a business card as it will on a billboard.

X height

The height of a lower-case x, considered characteristic of a given typeface or script.

Kerning

The horizontal space between individual characters. A cognate of the word "Corner". Pretend each letter exists in its own box, kerning determines how far the corners encroach on each individual box.

Why does the color red invoke fear and stress in students?

The negative aspects refer to aggression, dominance that instills fear, danger and stress.

What is "select" used for?

The selection tools are used to facilitate the process of making selections of shapes, colors, and objects inside of Photoshop, and positioning them in the working image area. With tools like the magnetic lasso and magic wand, Photoshop packs a powerful array of selection gadgets!

Key you hold when you need to move only one handle with Direct Select

The shift key.

Leading

The space between each LINE of text. Printing press and putting literal pieces of lead between lines to change the space

Tracking

The space between each character in an entire word.

If there is a small, white arrow in the bottom right of the tool, what does it tell you about that tool?

There are other variations of the tool hidden under it if you click and hold the button.

What are font and font families

There are two types of font family names: family-name - The name of a font-family, like "times", "courier", "arial", etc. generic-family - The name of a generic-family, like "serif", "sans-serif", "cursive", "fantasy", "monospace".

What do colors on the cool end indicate?

Thought and introspection.

Tint

Tint is a color term commonly used by painters. A tint is a mixing result of an original color to which has been added white. If you tinted a color, you've been adding white to the original color. A tint is lighter than the original color. When used as a dimension of a color space, tint can be the amount of white added to an original color. In such a color space a pure color would be non-tinted. Other usage / meanings of tint: * A soft touch or shimmer of a different hue! * Hair color which doesn't fully cover natural hair color. It adds a touch of color which is supposed to wash out within five to eight weeks. * Car Window Tint: means of changing the color/transparency of car windows.

What is direct select used for?

Tool selects and moves existing path's / vector shape mask's segments / anchor points.

Value

Value refers to the lightness or darkness of a color. It indicates the quantity of light reflected. When referring to pigments, dark values with black added are called "shades" of the given hue name. Light values with white pigment added are called "tints" of the hue name.

The Golden Circle

WHAT: Every single company and organisation on the planet knows WHAT they do. This is true no matter how big or small, no matter what industry. Everyone is easily able to describe the products or services a company sells or the job function they have within the system. WHATs are easy to identify. HOW: Some companies and people know HOW they do WHAT they do. Whether you call them a ''differentiating value proposition'' or ''unique selling proposition,'' HOWs are often given to explain how something is different or better. Not as obvious as WHATs , and many think these are the differentiating or motivating factors in a decision. It would be false to assume that's all that is required. There is one missing detail. WHY: Very few people or companies can clearly articulate. WHY they do WHAT they do. This isn't about making money - that's a result. WHY is all about your purpose, cause or belief. WHY does your company exist? WHY do you get out of bed in the morning? And WHY should anyone care?

Saturation

aturation is a color term commonly used by (digital / analog) imaging experts. Saturation is usually one property of three when used to determine a certain color and measured as percentage value. Saturation defines a range from pure color (100%) to gray (0%) at a constant lightness level. A pure color is fully saturated. From a perceptional point of view saturation influences the grade of purity or vividness of a color/image. A desaturated image is said to be dull, less colorful or washed out but can also make the impression of being softer.