Graphic Design Comprehensive Exam

A graphic designer has what two main jobs?

message makers and form builders

As message makers we must:

• define and understand out intended audience

• analyze, interpret and create messages

• develop ideas an consider how they could and will be transmitted

• understand the relationships created using type and image as partners

As form builders we will use our:

• layout and visualization skills

• knowledge of composition basics

• knowledge and skill of typography in combination with image making

• technical production skills as well as learn new skills on the computer

Graphic Design rules of thumb:

• Speak with one visual voice

• Use two typefaces maximum

• Show on thing first and establish hierarchy

• pick colors on purpose

• if you can do more with less, do it

• negative space is magical

• treat type as image, as though it is just as important

• keep type legible and readable

• be universal, its not about you

• pull together and push apart: create rhythms in density and openness

• distribute light and dark; make sure you have a wide range of tonal values

• be decisive, avoid ambiguity

• measure with your eyes

• make what you need; don’t scavenge

• ignore fashion

• move it! static equals dull, create space

• look to history but don’t repeat it

• symmetry is the ultimate evil

graphic resonance

infuse content (direct meaning) with resonance (suggested level of meaning) by our design decisions

connotation

second level of meaning that is conveyed or suggested

denotation

direct meaning of a word, sign or image

gestalt

organized whole that is perceived as more than the sum of its parts

visual/verbal synergy

cooperative action of words and pictures used together to create a meaning that is greater than the individual parts on there own

When selecting color for a job what should a designer consider?

• client’s budget

• cultural associations

• audience profile

• character of company you are representing

• your personal relationship with color

• rimarypfashion: the acceptability and popularity of a color

primary colors

red, blue, yellows

secondary colors

orange, green, purple

tertiary colors

mixing primary with a secondary color (ex: blue green)

hue

the name by which we identify color

value

the degree of lightness or darkness of a hue

tints

lighter than the middle of scale (add white)

shades

darker than the middle of scale (add black)

intensity or saturation

measure of color’s purity and brightness

complements

colors opposites on the color wheel; often bold and exciting when colors are juxtaposed

split complements

one hue and the two hues on either side of its direct complement

analogous

next to each other on the color wheel; often produces a soothing restful quality

monochromatic

one hue in several different values

simultaneous contrast

the way each color looks to us is strongly affected by the colors that surround it; color is relative to those colors around it

PMS

Pantone Matching System: precise matching system between you and your printer when creating spot colors

RGB

Red, Green, Blue: on screen mode of color

CMYK

Cyan, Magenta, Yellow, Black: used for printing processes

Duotone

a two colored job

If you are printing black and it looks flat and lifeless what might you do?

consider adding 50% cyan or magenta to change the temperature and the tone of black; this often adds a richness to the color

What are properties that colors can bring to a design?

• volume

• dominance

• level of excitement

• temperature

• symbolic value

simultaneity

fusing unlike forms so they exist or occur at the same time; in logo design we are creating simultaneity between words and images

serial design

serial design involves a series of independent but related item

in effective serial design, the designer establishes parameters (a visual program) that defines a spatial structure, typographic system and color scheme

visual program

a visual program is a system of parameters used consistently to unify a series or sequence of designs

grid structure, consistent use of type and a color plan are factors that might be included

When printing an image on colored paper, the highlight of the image becomes the color of the paper, Explain…

because all printing inks are transparent, and the paper's color shows through the ink. Areas of the image that are supposed to be pure white or light-colored are not printed with ink; they are simply the unprinted paper itself. Therefore, the color of the paper becomes the "highlight" in these areas, mixing with the transparent inks in the surrounding parts of the image to create the final printed colors

How do typefaces gain resonance and connotative properties?

• historical tradition

• typical use

• cultural associations

• stylistic associations

• optical properties

What are the 2 basic components of a logo?

• Name - the typography is the primary medium for clear communication

• Mark - adds intangible or tangible information about specific company, product or service

What are the qualities of a great logo?

• clearly communicate their company’s message

• are unique and memorable

• are recognizable at a glance

• are synonymous with product or service it represents

• are powerful

• are striking

• are symbolic

• cut across language barriers

• communicate strongly with shape and color

• are flexible in terms of their use and size

• stand the test of time (are a long-term design investment)

type choices for secondary type should be:

• Livable (have longevity and comfort)

• Usable (versatile)

• Available and blendable (work with other fonts without to much emphasis)

What is a good type size to begin designing the secondary type in letterhead design?

9pt type

what are the two basic functions of letterhead (writing sheet)?

• act as a vehicle for communication

• image creating or business promoting sales tool

Monarch stationary is generally reserved for:

reserved for CEO’s and generally have high cotten content

the watermark on a letterhead design should be _______ ________ on the front of the writing sheet.

right reading

what percentage of letterhead is printed on white paper?

about 90%

there are over _______ different shades of white paper available

200

standard sizes for a letterhead?

8.5 × 11

standard sizes for a #10 envelope?

4.125 × 9.5

standard sizes for a business card?

2 × 3.5

what information is normally found on the letterhead?

• company name and logo

• mailing address

• phone and fax numbers of business

• website

What information is NOT found on the envelope?

phone number

What information is found on the envelope?

• company name and logo

• return address (no phone number)

• possibly website

• keep text out of the bottom half inch across the front of the envelope as not to confuse OCR Readers

• generally keep text design within the left third on the front of the envelope; you may design on the flap

What information can be found on the business card?

• company name and logo

• contact name and title (highlight in some way)

• personal contact numbers (direct line, pager, cell, etc.)

• phone and fax numbers of business

• website

• mailing address (if appropriate)

what information should be highlighted, perhaps larger or bolder on a business card?

contact name with title

(potentially website as well)

Identify the business card format:

horizontal

Identify the business card format:

short fold horizontal

Identify the business card format:

vertical

Identify the business card format:

short fold vertical

Identify the business card format:

z fold

Identify the business card format:

tent fold

Identify the business card format:

gate fold

Identify the business card format:

book fold

What are the 7 parts of a business letter?

• Date

• Address

• Salutation

• Introduction

• Body of the Letter

• Closing

• Signature

7 parts of a business letter: DATE

is a critical piece of information documenting when the correspondance was sent

7 parts of a business letter: ADDRESS

the address of the person recieving the correspondence includes a formal name, street address, city, state, and zip code

7 parts of a business letter: SALUTATION

the salutation is the formal way of addressing the person; common salutations are Dear or To Whom it May Concern

7 parts of a business letter: INTRODUCTION

the first few sentences of a letter are introductory; the introduction section introduces the subject of the letter

7 parts of a business letter: BODY OF A LETTER

the body of the letter is where the bulk of the information is shared

7 parts of a business letter: CLOSING

the closing of the letter summarizes what the letter was about and any next steps or actions

7 parts of a business letter: SIGNATURE

the signature section has a complimentary closing; examples are Sincerely, Warmest Regards, and Respectfully Yours

what does OCR stand for?

Optical Character Reader

why shouls we try to keep text elements out of the bottom half inch on the right front of the envelope?

this space is reserved for OCR (Optical Character Reader) postal barcode; the post office will place this barcode on all mail that is processed

why is is not a good idea to make an envelope black or a dark color?

The type readability could be hard the darker the envelope is as you have to reverse the type out in a lighter color, resulting in harder readability

what is a zip code + four?

a nine digit code that includes a standard five-digit zip code plus an additional four digits

it is a unique identifier that helps the United States Postal Service (USPS) sort and deliver mail more efficiently

the last four digits of ZIP+4 code represent a specific delivery route within a five-digit delivery area

what are the three common paper-finishes used for stationary?

smooth, laid, linen

what is the paper weights for a letterhead and business card?

• letterhead: 24 to 28lb writing or bond

• business card: 65 to 80lb cover or bristol

when constructing an envelope comp:

• lightly cut the top fibers on the outside of a fold so the paper doesn’t tear when folding

• score the inside of the fold with a bone folder

• if you need fold lines they should be on the inside of your envelope

• only used a dashed hairline rule in a very light gray if necessary

• tape should not stick out of your seams anywhere!