NCC Art and Design final

kiss

Keep It Simple Stupid

Market Research

Studying target audience and competitors.

User Research

Gathering insights on user preferences and behaviors.

Thumbnails

paper or screen. The designer begins to indicate words and images with simplest lines and spaces

Comps/Comprehensives

Polished versions of roughs. is the page layout of a
proposed design as initially presented by the designer to a client, showing the relative positions of text and illustrations before the final content of those elements has been decided upon. Typography, imagery, and layout are more refined, presented to the client

Resolution

Expressed as dpi or ppi, defines image quality.

Pixel Dimensions

Width and height measurement in pixels.

File Size

is calculated by multiplying the surface area of a document (height x width) to be scanned by the bit depth and the dpi2. Because image file size is represented in bytes, which are made up of 8 bits, divide this figure by 8

Unity

Key design principle focusing on coherence.

Shape and Space

Fundamental design elements related to form and area.

Color Theory

Study of how colors interact and influence design.

5 Gestalt Principles

Similarity

Proximity

Continuation

Closure

Figure/Ground.

Icon

Direct representation in semiotics

graphic design

the art and practice of planning and projecting ideas and experiences with visual and textual content

4 things that make up design

1: aesthetics

2: structure

3: emotion

4: utility

serif

times new roman like fonts

sans serif

fonts like ariel or helvitaca

brief

Includes rough outline about the company initiating the project, its history and mission, the goals of the company's communication, a target audience (age, sex, social levels), and the general requirements (media, budget, and time frame).

research

Helps determine what the project is really about and where it can go. Tell me what kind of research can you do?

roughs

Enlarge a few of the best ideas into rough approximations of the design

critique

Present roughs to colleagues in a critique It's an evaluation in which the professor, classmates, and when you're at a firm, manager, and co-workers review the solutions you
have created.

presentation

Show finished comp to the client, explaining ideas behind the solution and going over entire concept. Sell your idea. Make the client feel that primary goals are met

resolution

is the ability to distinguish fine spatial detail. The spatial frequency at which a digital image is sampled (the sampling frequency) is often a good indicator of resolution. This is why dots-per-inch (dpi) or pixels-per-inch (ppi) are common and synonymous terms used to express resolution for digital images.

pixel dimensions

are the horizontal and vertical measurements of an image expressed in pixels. The pixel dimensions may be determined by multiplying both the width and the height by the dpi. A digital camera will also have pixel dimensions, expressed as the number of pixels horizontally and vertically that define its resolution

bit depth

is determined by the number of bits used to define each pixel. The greater the bit depth, the greater the number of tones (grayscale or color) that can be represented. Digital images may be produced in black and white (bitonal), grayscale, or color.

compression

is used to reduce image file size for storage, processing, and transmission. The file size for digital images can be quite large, taxing the computing and networking capabilities of many systems. All compression techniques abbreviate the string

file formats

PNG
JPG
PDF
GIF
TIFF.

Vector Graphics vs. Raster Graphics
(and when to each each file type)

vector graphics

High quality graphics used in illustrations, typography, logos, and advertisements

principles of design are

• Unity

• Variety

• Hierarchy/Dominance

• Proportion

• Balance

• Scale

• Emphasis/Focal point

• Contrast

• Rhythm/Movement

• Proximity

• Repetition

• Grid

The 6 elements of design are

• Shape and space

• Line

• Size

• Color

• Texture

• Typography

the four: VISUAL IDENTITY
TRADEMARKS

• Marks

• Symbols

• Logos

• Combination marks

the three semantics are

• Icon

• Index

• Symbol

kerning

space between letters

leading

space between lines of text

tracking

adjusts letter spacing over a range of characters

zine

short magazine

collage

artistic composition of materials pasted over a surface; an assemblage of diverse elements

Gestalt Principles

Similarity: When we see things that are similar, we group them. Also draws attention to differences

Proximity: nearness. We will group things that are close to each other

Continuation: viewer’s eye will follow a line or curve. Continuation occurs when

the eye is carried smoothly into a line or curve that links adjoining objects.

Closure: familiar shapes are more readily seen as complete than incomplete. When the eye completes (or closes) a line or curve in order to form a familiar shape , closure has occurred.

Figure/Ground: The eye and mind separate an object (figure) from its surroundings (ground).

the 5 gestalt principles are

• Similarity

• Proximity

• Continuation

• Closure

• Figure/Ground

Semiotics terminology

SYNTACTICS: way to understand formal parts of a sign.

SEMANTICS: the associative meaning behind a sign. Gray sky suggests rain

PRAGMATICS: how a sign is actually understood by the user and context plays a important role. Gray sky rain for me, good for farmer

PICTOGRAM: symbol used to cross language barriers for international signage. Ie traffic signs

TRADEMARKS: a symbol, word, or words legally registered or established by use as representing a company or product.

Keep in mind:

• You’re making a mark to symbolize your client and their product

• Reproduced in many sizes, must remain legible and strong in all sizes

• May be reproduced in newspaper ad, it must produce well in color and black/white

• Simplicity is a virtue

• Symbol: abstract or representational; represents invisible qualities of a product, such as reliability, durability, strength or warmth.

• Symbols, icons, indexes are good conceptual approaches in the development of a trademark symbol

COMBINATION MARK: symbol and logo used together. WWF

LOGO

unique type or lettering that spells out the name of a company or product. Usually constructed out of a variation of an existing typeface.

more about graphic design

PERSUADE – IDENTIFY – INFORM EDUCATE – SYMBOLIZE – ACTION

the art and practice of planning and projecting ideas and experiences with visual and textual content.

Typography

the style and appearance of
printed matter

• Legible
• Readable
• Appealing

DESIGN WORK INCORPORATES

AESTHETICS: to achieve notions of beauty

STRUCTURE: to organize and arrange

EMOTION: to accentuate/evoke feelings

UTILITY: for use and experience

form

the communication can be
physical or virtual, and may include
images, words, or graphic forms.