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Arts and Humanities
MCJ 106 Midterm
Terms in this set (16)
Five things to ask before starting a project:
1. Who is the audience?
2. What is the message?
3. How am I getting the message to them (format)?
4. What similar messages has the audience seen before or elsewhere?
5. How does this publication relate to my other publications?
Four ways to achieve consistency in designs:
- Consistent top, bottom, side margins.
- Consistent typeface, type size, and spacing - specifications for text, headlines, subheads, and captions.
- Uniform paragraph indents and spaces between columns and around photographs.
- Repeating graphic elements such as vertical lines, columns and borders on each page.
High impact publications have a lot of:
Two things every effective graphic design balances are:
Consistency and contrast
The four basic principles are:
Contrast: brings the eye to what's most important
Repetition: organizes and strengthens unity in a page
Alignment: creates a clean, sophisticated, fresh look
Proximity: organizes information, reduces clutter, gives reader a clear structure
Which of four basic design principles are "useful" for one-page designs, but "critical" for multi-page pieces?
Repetition - being consistent
What is the difference between black, white and grey space?
Black: graphic or image
White: nothing in the space
Know these terms relating to design principles/page layout: sink, rules, bleed, grid, gutter, jumpline
sink: white space at top of page
rules: lines that enhance alignment
bleed: a graphic extending past the margin
grid: helps specify placement of text, display, type and/or artwork
gutter: space on inner sides of facing pages
Define three types of relationships within text:
concordant: one type family without much variety in style, size, weight, etc.
conflicting: using typefaces similar in style, weight, etc.
contrasting: combination of separate typefaces and elements clearly distinguished from each other
Define the following: x-height, cap height, ascender, descender, bowl, serif
x-height: height of main body of lowercase letter; height of a lowercase x
cap height: height of uppercase letter forms in a font
ascender: part of lowercase that letter that extends about x-height
descender: part of lowercase letter that extends below x-height
bowl: space w/in letters like b, Q
serif: short cross-strokes at top and bottom ends of letters
combination of weight, size, font in a type
Define type weight
letter width and stroke thickness
Type best for text, and size:
Type best for display and size:
serif. 14 point
bold faced of body text or sans serif of another class. 48 - 60 point
What are the type categories?
oldstyle, modern, slab serif, sans serif, script, decorative
Define kerning and tracking
kerning: adjustment of space between pairs of letters
tracking: automatically governs space placed between each character throughout a block of text
Distinguish between thick/thin structure of type like: moderate, radical, no thick/thin structure
moderate: slight difference btwn thick-thin change
radical: big difference btwn thick-thin change
no thick/thin structure: same thickness throughout letter
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