ADN 111 Basic Terms

Visual Literacy

The understanding and interpretation of visual images and their meaning.

Parallel Design Techniques

The use of similar design techniques in both physical and digital mediums.

Principles of 2-dimensional Design

The fundamental concepts that guide the arrangement and composition of visual elements in a two-dimensional space, including balance, emphasis, contrast, and rhythm.

Balance

The distribution of visual weight across an image to create a sense of equilibrium.

Emphasis

The size relationship between elements in a design to highlight the most important element and create a focal point.

Contrast

The use of different elements or values to create variety and draw attention to important elements in a design.

Rhythm

The repetition and flow of visual elements to create a sense of movement and guide the viewer's eye through the design.

Symmetrical Balance

A type of balance where the weight of elements is evenly distributed across and within the format, creating a sense of harmony.

Asymmetrical Balance

A type of balance where elements are arranged in an unbalanced manner to create contrast and visual interest.

Grid Systems

A tool used in design to bring visual structure and balance to a composition by organizing and presenting information in a systematic way.

Dominant Element

The most important element in a design that stands out and attracts the viewer's attention.

Accent

A secondary point of emphasis in a design that supports the dominant element and contributes to the overall unity of the composition.

High Contrast

The use of strong differences in value or color to create a powerful visual impact and draw attention to specific elements.

Subtle Contrast

The use of subtle differences in value or color to create a sense of depth and add visual interest to a design.

Rhythm in Design

The repetition of visual elements to create a sense of movement and flow in a composition.

Repetition

The use of repeated elements in a design to create a sense of unity and rhythm.

Invisible Roadmap

The guiding path created by the arrangement of visual elements in a design that leads the viewer's eye through the composition.

Rhythm

A variation of rhythm is used to create interest in design.

Repetition

Repetition can create texture and interest in a design.

Color

Color is a key element in graphic design and can have different meanings in different cultures.

Hue

Hue refers to the quality that distinguishes one color from another.

Tone

Tone refers to the brightness or darkness of a color.

Chroma

Chroma refers to the saturation or intensity of a color.

Color Wheel

A color wheel is an organization of color hues that shows relationships between primary, secondary, and tertiary colors.

Tint

A tint is created by lightening a color by adding white.

Shade

A shade is created by darkening a color by adding black.

Tone

A tone is created by adding gray to a color.

Content

Content refers to the subject matter or words in a design.

Form

Form is the visual aspect and utilization of the principles and elements of design.

Shape

A shape is a line that is closed and has width, height, and an inside and outside.

Positive Space

Positive space refers to the figure or shape in a composition.

Negative Space

Negative space refers to the background or ground in a composition.

Geometric Shapes

Geometric shapes are defined within mathematical parameters, such as circles, squares, and triangles.

Organic Shapes

Organic shapes are formed in nature and can be undefined or geometric in form.

Man-Made Shapes

Man-made shapes are found in architecture, clothing, and artwork.

Lines

Marks that span a distance between two points or the path of a moving point.

Marks

Created when a pencil is placed on a piece of paper, they create contrast, mass, balance, value, and other effects.

Contour line

An outline or internal line that defines the shape or form of an object.

Descriptive lines

Lines that serve the purpose of describing something in the real world.

Boundaries

Lines used to define the shape of an object.

Passive lines

Lines that are not physically present but separate shapes.

Implied lines

Lines that are suggested or psychological rather than physical.

Speed of the line

The perceived speed of a line, which can be influenced by thickness and direction.

Thick line

A line that appears slower in direction.

Thin line

A line that appears faster in direction.

Horizontal line

A line that appears more peaceful.

Vertical line

A line that appears less peaceful.

Diagonal line

A line that gives the most action.