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Graphic Design II

Quiz #2 -Chapters 3, 4, & 6

What are color complements? …and give examples. Directly opposite on the color wheel: violet/yellow — orange/blue — red/green
What results can be achieved by pairing fully saturated complementary colors together? each color can appear more intense, can appear to vibrate along the edges
Pairing complementary colors that have been muted creates… a harmonious mix
What are analogous color combinations? Give an example. Any three colors (including their tints and shades) that are adjacent to each other on the color wheel. Blue/Violet/Purple — Yellow,Orange,Red
What is cross-cultural color? Color that evokes the same emotional reaction in all humans
Name a cross-cultural color and its meaning Blue is associated with water and sky, perceived as calming and constant; stability; reliable
What connotations does the color green have in American culture? financial wealth (American currency); therefore used in promotion of financial seminars, loan programs, money management, etc.
Associations: Blue — Red — Yellow — Purple Calming, Honesty, Cool — Exciting, Dangerous, Sexy — Imaginative, Cheerful, Cowardly — Regal, Majestic, Creative
Associations: Orange — White — Black — Brown Hot, Active, Childlike — Pure, Innocent, Clean — Mysterious, Ominous, Sober — Earthy, Organic, Flavorful
What other connotations occur with colors? Different cultures can have different (even opposite) meanings, and some colors have seasonal connotations
What are split complementary combinations? A color combined with the two colors on either side of its color complement
Name three attributes of a color that are likely to make it more dominant in a design composition Warmer colors (red, orange, yellow), higher-saturation, high key values,
Why is it important to limit color in a publication’s design to a selection of one to three dominant hues? Causes distraction for the viewer who becomes confused about where to look first and what is of secondary importance
What is additive color? Color, when it is viewed as projected light
What are the three primary hues that comprise the additive color system? The primary colors of red, green, and blue (the RGB acronym)
What is subtractive color? The concept of mixing color pigments on which Johann Wolfgang von Grothe’s color wheel is based. Perceived color as light reflected off a surface.
What are the four colors that comprise four-color process? Cyan, Magenta, Yellow, Black (or Key) — CMYK
Difference between four-color process and printing with a color match system? When to use one over the other? four-color process can be more expensive, inconsistent and and variable, especially with solid areas of color. A match system uses a specific ink formula for a predictable and consistent result.
Who developed the color wheel? Johann Wolfgang von Grothe
What is the difference between a typeface and a type family? A typeface is a single set of designed letterforms that are unified by consistent visual properties. The type family is a range in style variations of a typeface.
What units are used for measuring the height of type and the vertical distance between lines of type? Points are used to measure the height of type and leading
What does the term “leading” mean? the vertical distance between lines of type
What does the term “kerning” mean? selectively adjusting the letterspacing in a word to achieve a more even appearance
When is it appropriate to use a display typeface? …and a text typeface? Display typefaces are used when projecting a mood or attitude is important: Modula-Old English-Comic Sans Text typefaces are used when legibility is a factor: Helvetica-Garamond-Frutiger
How does type add unity to a publication? Consistent use of the same typeface or font family assures unity and cohesiveness by the visual elements being repeated through the publication
What is letterspacing? the distance between characters and words in a line of type
See the slide on typographic terms. Know: Cap height, ascender, baseline, etc. See slide in other section.
What is a type font? A complete set of letterforms that allows for typesetting on a computer
What are the three classifications of serif typefaces Old style, Transitional, Modern
Describe the classification of decorative typefaces? Highly stylized typefaces that defy other classifications fall into the decorative category
Where are the terms "uppercase” and "lowercase” derived from? The upper and lower compartments of a metal type case where the small letters and capital letters were housed.
Under what circumstances is it advantageous to use photography as opposed to illustration? to help readers identify with the models and scenes portrayed —in catalogs where viewing merchandise is important — when recognition & credibility are important — for realism (i.e. to stimulate appetite appeal)
What is an outlined image? When is it advantageous to use? Isolating a subject from its background (also “silhouetting”) for a central image to be featured — used with poorly composed photos, distracting backgrounds, or for compositional element of the main subject
What can an illustration of a subject convey that a photograph cannot? can add expression or feeling to representational imagery, and project a mood — help visualize what cannot be seen — better understand something complex
Why is illustration important to children’s books? they reinforce a young reader’s understanding of a story and of the written word — engaging pictorial narrative
What are the differences between a continuous tone and a halftone image? Continuous tone is comprised of a series of gradations from one tone to the next as opposed to flat and distinct from one another. Halftone is continuous tone filtered through a fine screen to break into a series of dots.
What are the differences between pie charts, bar charts, and graphs? How are they used? PIE- Subject shown as a breakdown into segments or portions — BAR- Comparing data (how things stack up) — GRAPH- Trends (show growth or decline)
What is “Public Domain” imagery? Uncredited illustrations and photographs that are more than 75 years old fall into the “public domain” category, meaning they are no longer protected by copyright
What is “Found Imagery”? Small flat objects such as buttons or leaves can be “photographed” using a scanner and incorporated into your design
Created by: btbell812
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