Chapter 3
Terms
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- Format
- the support for the graphic design
- Formal Principles of Design
- Balance, emphasis, unity, Rhythm, positive and negative space, illusion
- Types of illusions
- scale, volume, perspective
- Line quality
- how a line is drawn (e.g. delicate, bold, etc.)
- Visual Texture
- illusionary; they simply give the impression of real textures
- Illusion
- To create 3d space or spatial depth (can be shallow/deep, recessive/projected) on a 2d surface
- Assymmetric balance
- when you arrange dissimilar or unequal elements of equal weight on the page
- Color
- consist of hue, value, and saturation
- Alignment
- visual connection can be made between and among elements, shapes, and objects when their edges or axes line up with one another
- Types of Unity
- correspondence, grid, alignment and flow
- Unity
- Established when the elements in a design look as though they belong together (establishing an integrated whole, rather than unrelated parts)
- Substractive Color system
- Color produced by reflecting a wavelength. Only the wavelength of the color that is seen is reflected, the rest is absorbed (The primary colors in pigment are yellow, red, blue// in printing, yellow, magenta, cyan, and black (k) for contrast)
- Formal elements of graphic design
- Line, shape, value, color, texture, and format
- Visual weight
- creating a illusion of physical weight on a 2D surface
- Line direction
- the orientation of the line
- Pattern
- Defined as a repetitive arrangement of elements, like a wrapping paper design or a plaid shirt
- Flow
- elements should be arranged so that the audience is led from one element to another through the design
- Symmetric design
- the arrangement of all identical or similar visual elements so that they are evenly distributed on either side of an imaginary vertical axis, like a mirror image
- Tactile Texture
- real; we can actually feel their surface with our fingers
- Embossed
- Raised texture
- Rhythm
- pattern created by repeating or varying elements, with consideration given space between them, and by establishing a sense of movement from one element to another
- Strong contrast
- a drastic difference between light and dark
- Volume
- the illusion of a form with mass and weight
- Balance
- an equal distribution of weight
- Shape
- the general outline of something (also called a closed path)
- Perspective
- a schematic way of translating 3d space onto 2d space
- Focal point
- the part of the design that is most accentuated
- Visual Hierarchy
- arranging elements according to emphasis, is directly related to establishing a point of focus. It goes beyond a focal point to establish a priority order of all the information in a work.
- Value
- the lightness or darkness of a visual element
- Important principles of design
- Balance, emphasis, positive and negative space
- Texture
- the tactile quality of a surface or the representation of such a surface quality
- trompe l'oeil
- literally, "to fool the eye"; a visual effect on a 2d surface where the viewer is in doubt as to whether the object is depicted real or a representation
- Emphasis
- the arrangement of visual elements giving stress or importance to some visual elements
- Scale
- a technique where overlap and different sizes occurs to achieve illusion
- Line type
- Refers to the way it moves from its beginning to its end (straight, curving, or angular)
- Low contrast
- subtle difference between light and dark and has plenty of gray tones
- Debossed
- Embedded, decrease texture
- Positive and Negative Space
- interdependent and interactive
- Correspondence
- when you repeat an element like color, direction, value, shape or texture, or establish a style, you establish visual connection among the elements
- Grid
- a guide (a modular compositional structure made up of verticals and horizontals that divide a format into columns and margins)
- Line
- a mark made by a tool as it is drawn across a surface (also called a open path)
- Additive Color System
- the color system of white light (when working with light, the three primaries are green, red, and blue-- when added together, they create white light)