COMM 251 - MIDTERM

Another name for Saturation

Value

Dot

Small point in a circle.

1 demands attention

2 cause tension

3 are connected

Body copy

Bulk of reading text

Contrast

a drastic difference between such elements as color or value (lightness/darkness) when they are presented together.

Draws readers eyes.

Human Communication

to bring together; to create common ground for shared meaning and understanding

Can images communicate?

Yes

Ethos

credibility/character (built by audience)

4 attributed of objects

Color, Form, Depth, and Movement

Comparative Method

Color compared with similar objects. Must be a universally accepted standard.

Saturation (value)

Amount of color concentration and lightness and darkness

Lines

Succession of non-distinguishable dots (points) drawn closely together. Creates shapes.

secondary colors

orange, green, purple

Tone

Adding gray to a color

Typeface is also known as what?

Font

Reverse type

light text on a dark background

Sans serif

A font that does not have the small line extensions on its characters.

Kerning

adjusting the space between INDIVIDUAL characters.

Shade

Adding black to a color

Pathos

emotional appeals

Logos

Word choice and arrangement

Persausion

People who want to achieve certain goals are directed by one or more strategies and put into action by certain/specific tactics.

identification

Perceived relationship (real or implied) between source and receiver.

The brain what?

Sees

The mind what?

Interprets

Primary colors for painting

Red, yellow, bue

Primary colors for printing

Magenta, cyan, yellow, black

Objective Method

Scientific. Measure color based on temperature. Hue, Saturation, Brightness. Subjective method and contextual relationship.

Another name for Hue

Chroma

Hue (chroma)

Names of colors on the color spectrum

Brightness

Dullness, intensity, and strength

Subjective method

Person's mental state/association with an object affects emotional response to a color

contextual relationship

colors are affected by other colors near them

Form

form, shape.

3 elements of Form

dots, lines, shapes

Moods of Lines

Curved = playful

Straight = stiff/rigid

Thick = strong/confident

Thin = delicate/timid

Diagonal Lines

strong, stimulating effect that moved eyes across a composition

The Shape

Outline form of an object.

Created by dots and lines.

Sit in a visual field.

3 shapes

Triangle

Parallelogram (4 sides) - square implies sturdiness, rectangle frames meditated images

Circle - all points in the circumference

composition

Use of elements in an image

Picture Plane

the flat picture surface

Spatiality

space, together, far apart

Depth

Arrangement of objects.

"Virtual weight"

Axial (formal)

Equal arrangement of objects of both sides of imaginary axis

Asymmetrical (informal)

Deliberate imbalance, one side of axis is heavier and creates: stress, anxiety, or visual excitement.

Size

Big or small relates to distance

Lighting

Creates shadows and light intensities

Flat lighting

Differences between light and shadow are more or less minimized (strong light and weak shadows)

chiaroscuro lighting

Differences in shading and lighting emphasized. Strong lights, strong shadows, emotional, powerful, film noir, graveyard.

Back lighting

Flattens 3D form; emphasized shape

Interposition

Placement of one object in front of another

Vanishing point

where parallel lines appear to converge

Horizon line

Viewers eye level looking onto a scene

Social Perspective

Most important object in the composition is the largest

Movement

Moving eyes in certain directions within a composition

Goal of movement?

Don't move eyes off the composition

Graphic movement

motion of the eyes as they follow an image

CRAP

Contrast, Repetition, Alignment, Proximity

Gestalt Theory

Shape, configuration structure, forms specific whole.

Explains: positive/negative spaces

proximity

Group related items together.

Closeness implies relationship

Examples:

White space

Body copy

Leading

Paragraph spacing

Ways to group

1. Similarity (by size, color, shape, etc.)

2. Proximity (how close together they are)

white space

Space with no text or images

Leading

line spacing

Paragraph spacing

the amount of space above and below a paragraph

Alignment

Nothing is placed on the page arbitrarily.

Every item should have a visual connection with something else on the page.

What does alignment do?

Creates unity, organizes the page, and creates invisible lines that move eyes across the page.

Types of alignment

Flush left, flush right, centered, justified alignment

Repitition

Repeat an aspect of the design throughout the entire piece.

Shows consistency, creates dynamic text, increases organization and consistency

Types of Repetition

Bold font, lines, bullets, formatting, color, design element

Types of contrast

Typefaces (bolding)

Lines (hairlines, thickness)

Emphasis (bolding)

White space

Color vs black and white

Larger vs smaller items

Color theory

Understanding the role color plays in design.

Primary colors

red, blue, yellow

tertiary colors

yellow-orange, red-orange, red-violet, blue-violet, blue-green, yellow-green

Complimentary colors

colors opposite each other on the color wheel (good for contrast)

Color triads

Three colors spaced an equal distance apart on the color wheel.

Primary triad - RYB

Secondary triad - GOV

Split complement triads

Choose a color from one side of the wheel, find its complement directly across the wheel & use the colors on each side of the complement

Analogous

Composed of colors next to each other on the color wheel.

Shares undertones

Hue

color

Tint

Adding white to a color

monochromatic colors

Combining one hue with any number of corresponding tints and shades

Warm colors

red, orange, yellow

Come forward

Cool colors

blue, green, violet

Recede into the background

CMYK

Print - 4 color process

RGB

Screen

Font

the size, style, and design of text

Example of font weight

Bold

Example of font style

Italics

Weight (bold)

Thickness of a character in relation to its height.

Types of weight

Hairline, thin, light, normal, bold, heavy

Slope (italics)

Slant if a character

Width

Width vs narrowness of a character

Regular vs condensed vs narrow

Serif

A font that has small lines at the beginning and end of characters and that is usually used with large amounts of text.

Tracking

Adjusting the spaces between characters uniformly (letting spacing)

Leading

Distance between 2 or more lines of text.

Hyphen

Compound modifier

Combines 2 words

"Odd-looking"

Endash

Between 2 words to indicate duration.

"March—April"

Em dash

Abrupt change if thought or period of time.

"Beware— it's almost graduation!"

Underlining

Tells typographers to indicate italics

Dont use

ALL CAPITALS

Draws attention

Widows

Last line of a paragraph that has fewer then 7 words.

Orphans

Last like of text ends at the top of the next column or page by itself.