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| What is a creative brief? |
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| A document used by creative agencies to develop creative deliverables |
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| What are the 7 things that should be included in the creative brief? |
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1. Background info
2. Target Audience
3. Goals & Objectives
4. Mandatories
5. Deliverables
6. Timeline
7. Budget |
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| What is horror vaqui vs. minimalism? |
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Horror vaqui- busy design
Minimalism- simple, clean design |
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A famous ad man from the 1930's-1950's. Invented several ad characters that still exist today (tony the tiger)
Inherent drama= image is focus |
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| Another famous ad man. Developed "story appeal". The "hathaway man" eyepatch |
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| The placement and visual hierarchy of type, graphics and photography. |
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| What is visual hierarchy? |
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| The order, dominance, size and spacial relationship between design elements |
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| What was Ogilvy's ideal layout? |
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Image
Headline
Body Copy
NO REVERSE TYPE |
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| What is strategic design? |
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| Design based on a specific set of well-defined, established goals |
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| A mark, symbol or type treatment that helps define product, communicates primary benefit, is compelling memorable and simple, and is long-term and revealing. |
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| What is a brand identity? |
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| The overall look and feel of a brand. Design-oriented |
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| Acquired recognition and value of a brand over time |
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Ecapsulated post script
80's
More universal than .ai |
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Portable document format
Most universal
'93 |
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Joint photographic experts group
Lossy (omits unneeded elements for smaller file space)
Primarily web-based |
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Tagged image file format
lossless
print and photography
big files |
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Portable network graphics
lossless
web and digital media |
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Graphics interchange format
extremely lossy
256 colors
web only
only format that can hold simple animations |
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graphic designer
designed NYC subway maps
modernist
minimalist |
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-Designer of "I <3 NY" logo
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-solid color fields, minimalist
-looks like vector style graphics
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-IBM, ABC, UPS
-everything is linked: product, architecture, logo, design
-Design is relationship between form and content |
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| What is the difference between art directors and graphic designers? |
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Definition
Art directors unify the vision, make decisions about visual elements used and what artistic style to use.
Graphic designers execute the art directors vision. Gives order to information |
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| What was the first form of print process? |
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Definition
Rudimentary print processes
Invented in china 868 AD (Diamond Sutra) |
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| a system of printing and typography that uses moveable components to reproduce the elements of a document (usually individual letters or punctuation) |
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| What were the important differences between woodblock printing and moveable type? |
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-metal type pieces (more durable)
-lettering more uniform
-lead to typography and fonts |
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| What is the printing press? |
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Definition
A system invented by Gutenberg in 1441.
Printing becomes a mechanized moveable type system.
Wine press + moveable type = printing press |
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| Why is the Gutenberg Bible significant? |
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"42 line Bible"
It was the first major book printed with a metal movable type printing press.
Only 21 copies survive |
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A type case is a compartmentalized case that holds movable type.
Simply, a way to organize typography.
Capital letters were in the "uppercase"
other letters were in the "lowercase"
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| What is the California Job case? |
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The most popular and accepted type case designs in America.
Compartments were arranged by letters' frequency of use. TNEIOR nearest the typesetter |
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Typesetting is the composition of text material.
In other words, the retrieval of the stored letters (called sorts in mechanical systems and glyphs in digital systems) |
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| Letterpress is relief printing of text and image using a literal press in which a reversed raised surface is inked and then pressed into a sheet of paper to obtain a positive right reading image. |
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| The face of the letter (where the ink is placed) |
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| What is the difference between a typeface and a font? |
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Typeface is a set of one or more fonts. Encompasses and entire font family (roman, bold, italic)
Font designates a specific member of the typeface. |
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| The height of the letter x (from baseline to x height) |
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The mid vertical line of a character. The vertical line in T.
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| A horizontal line in a character. The horizontal line in e or t. |
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| A part of the character that goes below the baseline |
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| A part of the character that goes above the x height. |
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| The loop on a character. As in a or d |
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| The middle of a character. Such as the middle in p or d |
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| When two characters connect, occurs often in italic characters. |
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| The space between two lines. From cap height to baseline |
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| The space between letterforms on the full line |
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| The space between letterforms specific to two letters. |
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originally a sociologist
designed for Ray-gun (music magazine in the 90's)
broke rules of typography pushed the boundaries of legibility |
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| A set of colors that can be combined to make a useful range of colors. Usually range of 3 |
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| What are additive primaries? |
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| What are subtractive/reflective primaries? |
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CMYK
Cyan, Magenta, Yellow, Black
print |
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What is black and white in additive?
Subtractive? |
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In additive white is the combination of all color light, black is the abscence of light
In subtractive white is the absence of ink, black is the mixture of all colored ink |
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| The actual pigment or color |
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(tone) a measure of how light or dark a color is without considering hue.
shades of one color |
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| The colorfulness or intensity in relation to another color. Usually a comparative term for two distinctly different hues |
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| The colorfulness or intensity of a color relative to its own brightness. Comparative term using two shades of one hue. |
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| the warmth or coolness of a color (red-orange warm blue-green cool) |
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| What are matchprint or laminate proofs? |
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| The industry standard for contact prints and color proofing. Layers are fused together to give an extremely accurate representation of the final printed piece. |
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| In offset printing, a spot color is any color generated by an ink that is printed using a single run. CMYK or CMYKOG |
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| Why is spot color and digitalization (pantone) important? |
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| Consistency --to build brand equity and identity and recognition for clients |
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Command-G
Shift-Command-G |
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Open Preferences options
ID |
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