Exam I: All Material

Idea

meeting objectives

Research

look at competitors, the brand, budget, timeframe

Thumbnails

sketches of brainstorming ideas

Roughs

Bigger sized sketch of a potential final idea

Comps

compositions where videos, graphics, stills, and headlines are all put together to bring the idea to life

Website Maps

helps plan out a website

Wire Frames

phone-sized drawn frames

Development Content

copy, tables, headlines, etc

Digital Design

organizing material to communicate

Publish

digital or print

IBM

created first computer that only did numbers

Bill Gates

Microsoft Word

Steve Jobs

Apple

MySpace/Facebook

first popular digital platform

Other tech

smartbook, E-book, I-pad, computer

Ram (Read and Right)

temporary working space where you create and modify documents, is volatile (info can be lost}

Video Ram

helps monitor quickly redraw images, low end uses 256 Kilobytes, high end uses 2-16 megabytes

ROM (Read)

memory for operating system

Hard Drive Memory

physical memory that applications use to store information

Bits

smallest unit of info

Bytes

represents single characters and numbers, 8 bits = 1

Kilobyte

common expression of file sizes, 1,024 bytes = 1

Megabyte

1,024 Kilobytes = 1

Gigabyte

1,024 megabytes = 1

Terabyte

1,024 gigabytes = 1

Computer Slowdown

computer is more than 75% full of content

Computer Failure Risk

computer is 90% full or more of content

Logical Mind

prioritizes words, date, structure, rules, and guidelines

Analog Mind

more visual and creative

Critique (D.I.E)

D: describe I: Interpret E: evaluate

compare with past work, look at technical skills, look at morals and ethics

Point

gets attention, focal point

Line

separates and organizes things

graphic line, contour line, and index line

Frame

highlights, defines, groups, and organizes

Shape

creating some sort of identity

Color

creates energy and mood

Texture

sense of feeling

Value

tones, makes project louder

Gestalt Theory

must understand everything about the environment, foregrounds and backgrounds, weight, grouping, goal is to get everyone to view something the same way

Cro-Magnons

started with drawings to communicate

Egyptians

created set symbols as a way to cmmunicate

Phoenicians

communicated by using sounds, simplified Egyptian symbols, and created first alphabet

Greeks

refined the alphabet and developed new type faces

Dark Ages

sparked religious ppl to create religious books, laminated 1st page, created illuminators, first chapter book were made

Renaissance

period where expression of art boomed

Gutenberg

discovered way to print (1st printing press), made communication widespread (theory of mass comm), new ink, and moveable type

Chinese

used a brush to create their characters, over 700 characters

Thomas Nast

started illustrations

Offset Printing

new ways of printing, images can be put directly on paper

Digital Printing

a way to print on demand

Th’atre

less blocky and inspired photomontages

Dutch Movement

seeking universal design, linear and modern

Germany - Bauhas Movement

bold, simplified, dynamic, contemporary

Germany - Destigl

takes out the design aspect and made structures linear and with block composition (Mondria)

Cubism

taking 2-D shapes and making something new

Victorian Era

embellishment, pretty, design, elegant, elongated

Swiss

functional, dealt with text, came up with justified, center, left and right, left and right format is easier to read, grid system

Art Deca

elongated, geometric, bold

Art Nouveau

structured nature, organic, ornate, vertical

Bahaus

Destigl

Cubism

Victorian Era

Swiss

Art Deco

Art Nouveau

Contrast

dark and light

Harmony

components working together

Proportion

in relation to sizing

White Space

doesn’t have to to be white, reference to negative space

Balance

symmetry and asymmetry

rhythm and repetition

in relation to movement

Perspective

illusion of depth

Unity

what the piece communicates

Helvetica

most legible

Baseline

X-height

Serifs

Ascender

Descender

Counters

Bowl

Stroke

Type Size

in reference to ascenders and descenders

Serif Style

modern, sharp edges, thick and thin, central

San Serif Style

no serifs, same weight, and strokes

Script Style

joined characters

Cursive Style

characters are not joined

Novelty Style

fonts created for personal style, companies typically use these

Glyphs

Black Letter Style

old, can be hard to read, rebels use it

Baseline Shift

moves letters up and down

Leading

space between lines of type, typically 1.5 - 2.5 pts

Kerning

space between letters, requires increasing or decreasing letter spacing to make words easier to read

Body Copy

text of ad, story, or information

Magazines: 8 - 11 pts

Web: 12 - 14 pts

PowerPoint: 18 - 24 pts

TV: 23 - 32 pts

Headline

title or display words, using large typography (24 pts or greater)

Agate

small type to convey lots of information and listings (4 - 6 pts)

Column Breaks

space between columns of type

Newspapers

8,9, or 10 pts

Pica

12 pts = 1

Inch

6 picas or 72 points