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J4226 Quiz 1 Review
Design and Visuals
56
Journalism
Undergraduate 3
02/27/2012

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Term
Design
Definition
exercise in
visual language and aesthetics
(form and function)
Term
What types of design?
Definition
architecture
industrial
interior design
fashion/textile design
Term
Visual communication
Definition
Merely the expression of a specific idea
or concept in a visual way (love symbols)
Term
Types of visual communication
Definition
graphic design
photographic design
Term
Strategic visual communication
Definition
symbol/message for a specific audience through the
application of visual design
Term
Advertising
Definition
strategic visual
communication AND strategic writing
Term
Symbol
Definition
form of
visual communication
which represents
an idea,
but is distinct from it
Term
How are symbols applied in a practical way in advertising design?
Definition
Bass logo (abstract-- not representational)
Term
Abstract art
Definition
Art that does not attempt to represent external,
recognizable reality (shapes, forms, colors and textures)
Term
Three modern abstract artists
Definition
Pollock, Mondrian and Kandinsky
Term
Abstract logo designs
Definition
Nike and Chase Bank
Term
Representational logo designs
Definition
a symbol that
stands for, or
represents something (easily recognized)
Term
Examples of representational logo designs
Definition
Air Jordans, Apple, caveman paintings, horses, IBM, Sony's Vaio,
Term
Representational artists
Definition
Rene Magritte (pipe picture)
Term
Creative Brief
Definition
- background / overview
- target audience
- objectives
- mandatories
- deliverables
- timeline
Term
Strategic design
Definition
design based on a specific
set of well1defined,
established goals.
Term
Logo
Definition
Defines the product, communicates a primary benefit, communicates clearly, must be long-term and enduring, reveals more than what meets the eye
Term
Identity
Definition
overall look and feel of one’s brand, visually and verbally, color, paper, design,
typography, and copy to communicate the PERSONALITY
Term
Examples of identity advertisements
Definition
IBM, Apple, Heineken, the Economist magazine,
Term
Brand equity
Definition
VALUE and RECOGNITION
Term
Brand
Definition
“products are made in the factory,
but brands are created in the mind.”

The principles of branding are universal across virtually
every business venture.
Term
Examples of branding
Definition
Kaldi's/Starbucks, KFC place in Chinatown, flea market brands
Term
Marketing
Definition
vehicle in which we deliver the brand
and it’s message
Term
Brand position statement
Definition
Target Market
Frame of reference
Point of difference
Term
Leo Burnett
Definition
inherent drama
Term
Examples of inherent drama
Definition
Red meat adverisements, McDonald's eggs, Elaine's Bagels,
Term
David Ogilvy
Definition
Story appeal, minimalist
Term
Examples of story appeal
Definition
Eye patch ("Man in the Hathaway Shirt"), Dos Equis, Louis Vuitton,
Term
Story appeal and celebrities
Definition
People want to identify themselves in characters
and celebrities
Term
Layout
Definition
Visual hierarchy
Term
Visual hierarchy
Definition
the order, dominance, size and spatial relationship
of your visual elements from one another, and the
media space (context) in which they exist

OGILVY
Term
Visual hierarchy steps
Definition
Photo, headline, body copy
Term
Eye tracking map
Definition
People scan and
skim first and
read second; and
they only read IF
their scan turns
up something
worthwhile
Term
Horror vacui
Definition
lack of visual
hierarchy
lack of whitespace
Term
Adobe Illustrator
Definition
Vector
Term
Adobe Photoshop
Definition
Raster/Bitmap
Term
Vector graphic
Definition
geometrical primitives, polygon(s), easily change colors, objects and elements,
.ai .eps .pdf
Term
.ai
Definition
native, not backwards compatible
Term
.eps
Definition
Encapsulated Post Script, programming
language developed in the 80s to describe page layout, .eps > .ai on universality,
Term
.pdf
Definition
Portable Document Format, universal file format that can hold both vector and raster graphics,
Term
Raster/bitmap images
Definition
data structure representing a generally
rectangular grid of pixels
Term
Types of bitmap graphic files include
Definition
.jpg, .psd, .tiff, .png, .pdf
Term
.psd
Definition
native, not backwards compatible
Term
.jpg
Definition
lossy file scheme, Joint Photographic Experts Group,
Term
high-quality image with a smaller file size
Definition
optimization/web optimization
Term
.tiff
Definition
lossless, Tagged Image File Format
Term
.png
Definition
Portable Network Graphics, transparency in the image file,
Term
.gif
Definition
Graphics Interchange Format, maximum of 256
colors, hold frame information for simple animations
Term
When is vector used?
Definition
logos
illustration
when you need to scale objects
when you need to easily change colors
when you need to easily manipulate lines and objects
Term
When is raster used?
Definition
photography
photo)real treatments
the web
print
when you need to express shades of colors
( in millions of colors)
Term
Modernist?
Definition
A rejection of the old way of thinking, move away from romantic aesthetics
Term
Example of modernist designer
Definition
Massimo Vignelli (New York Subway Guide)
Term
Modernism
Definition
Minimalism
Term
Minimalism
Definition
Expressive typography, simple elements,
Term
Art director
Definition
UNIFIES THE VISION

finds target audience.

makes decisions about visual
elements used, and what artistic style to use
Term
Graphic design
Definition
Important part is composition
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