Visual Communications and Multimedia Design NOCTI

STUDY
PLAY
Which of the following extensions indicates a graphics file?
JPG
Control M or Command M
move a file
kilobyte is a unit of measurement equal
1,000 bytes
An example of multimedia is
slideshow with music
url stands for
uniform resource locator
resolution best for a web graphic
72 pixels per inch
HTTP stands for
hypertext transfer protocol
HTML stands for
hypertext markup language
elements of style
color, value, shape, texture and line
coherent whole and an uninterrupted flow
continuity
repetition of recurring lines, shapes or motifs
rhythm
when digital photographs are taken the resolution is determined by
PPI
to understand a clients needs, you should
research their marketplace
ask questions about the nature of their business
ask for details about previous media productions
thumbnails
quick, spontaneous sketches of ideas
purpose of brainstorming
generate a lot of ideas
process of colored used in printing
cyan
magenta
yellow
black
aspect that has the most effect on readability
letter spacing
a ligature
two or more characters joined together by a common stroke
kerning
controlling the space between a pair of letters
Quark Express and PageMaker
examples of desktop publishers
proportion wheel
tool used to determine new dimensions when scaling a photograph
Material Safety Data Sheet (MSDS)
information about first aid measures
stability and reactivity
handling and storage
Class C
fire extinguisher used to extinguish a computer fire
spray adhesive and fixative should be used
in a well-vented area
graphic designer
person who lays out a magazine ad
characteristics someone in industry should possess
knowledge and appreciation of the development of visual design
grounding in design
understanding of creative process
on-going curiosity and involvement with fine art
well-developed skills in graphic tools and software
type function
it be read
attract/hold audience
reader-friendly and easy to read
prioritize and emphasize important information
establish coherent harmony among elements in the communication
create and establish recognition
a confusion of terms
font = typeface
font is being interchanged with typeface
Anatomy of type
need to be able to dissect type before using it
strokes (monotonal or uniform)
serifs
letters finishing strokes
counters
enclosed areas within a letters arrangement
races of type
collections of typeface that have a number of characteristics in common
type families
basis architecture of its race
differ in terms of x-height, width, stroke, and configuration

black letter
roan
square serifs
sans serifs
scripts and cursives
catchall

names refer to the types designer
families exist within each group of type
further clarified by style, then further clarified by series
black letter or text
date back to 1500 BC
angular, complex, dark
difficult to read
prevalent example: bible
romans (old style, transitional, modern)
developed in venice and paris
historical
Old style:
oldest, most beautiful, readability, elegant
Transitional:
most difficult to identify, reader friendly
Modern:
poor body type
posters, nameplates, headlines, etc
sans serif
more contemporary
ancient derivation
geometric, clean, open
used on traffic signs
more used today in newsletter, annual reports, magazines, newspapers, posters, packaging and websites
square serif
same basic characteristics as sans
associated with american west "wanted" posters
headlines, posters, and as display face
not reader-friendly
scripts and cursives
mimic handwriting
italics are not part of this group
do not read well
little use as body type
structure is predictable and uniform
limited professional use
nameplates, announcements, and invitations
misc/novelty
catchall
decorative
feeling of chaos or anarchism
few are used beyond specific application
style
subtle architectural differences in the type structure itself
type series
consists of all the sizes of that type
point
formal standard of measurement
point is smallest unit of printing
1/72 of an inch
type height measured in point
rules
straight lines used to demarcate design elements from one another or to box art or other things
key lines
rules that are used for used to frame illustrations/photography
pica
unit of measure that is 12 points in width and 12 points in height
agate
5.5 points in size
em
square of the type size in question
en
.5 of em
type specification (type spec)
use the correct typeface
size type appropriately
lead the lines for a comfortable/efficient read
choose a proper line length
use line arrangement strategies
use caps sparingly
adjust space within/between words
match the weight to the voice of the message
give the words emphasis by adjusting posture and width
style the type appropriately
mix types carefully
remember the margins
display type
any type that runs 14 points or larger
text
reading matter/content
7-12 pt
power and magic of graphic communication
beauty art media and graphic communications central to our lives
seeing/perception are at the heart of learning
evoke emotion provoke action
verbal literacy
learned assimilated, applied, and advanced through vision- reading and writing
aspects of visual communication
How we see
How communication works via basic communication models
How theories of visual communication apply to a variety of audiences, messages, and situations
communication models
sender, message, medium, receiver, feedback
semantic noise
misunderstanding the words or their context
channel noise
problem with the medium used
Static on the radio
colors out of registration
interactive site without working links
film that slips on projector sprockets
poor tv reception
crashing web page
serious typos
receivers
audience
important to know audience intimately and interact first hand
effective communication can be achieved by
Meticulous audience research
Brilliant creative work
Rifle-shot targeting
signage
medium or facet of visual communication where feedback or understanding must be inherent
gestalt
Gestalt- German for "shape"or "configuration"
Assembling different parts, piece, and lines
Use different components to make a whole
Ex: thumbprint and squiggle= sperm cell (Paternity Testing ad)
We take simple shapes and our brain makes a picture
constructivism
relating a pattern of shapes, or visually arranging series of planes together
impressionism
An art style / 19th century movement focused on including the visual impression of movement (change of light, etc)

Impressionists were first to grow up with photography, another way to capture the changes of an atmosphere. (ex: Edgar Degas)
expressionism
most primitive due to the fact that all the works consisted of various paint strokes to display an image, much like the cavemen thousands of years ago had too.
Each piece varied in the color scheme
simplest of all the forms, but the hardest to understand.
cubism
analytical: abstractions from real things which analyze the the planes of the subject
synthetic: works from semi-abstract forms which only suggests an essence (not represent)
futuristic
Heavily Influenced by:
Computers
Electronic Circuitry
Bit-mapping
Wireframes
LED readouts
*results in a cool high tech look
They may stimulate anything from graffiti to wireframe models
Stencil, Shadow, Outline types
constructivism (art style/period)
Created in Russia
had political and ideological motives
posters, murals, sculpture
geometric shapes and typography characterized this group
de stijl
Means "the style"
Universal graphic language grounded in shape and geometric form
Used geometric shapes
art deco
emerged in the 1920s and was popular between the two world wars
It consists of streamlined objects and diagonal lines and decorative geometric elements
it is a sophisticated style and it influences contemporary design
surrealism
Provides strong contrast to slick, racy style of art deco and highly graphic posters and other gov. supported work of the Great Depression
Pop Art
Realism influences
Effected graphic design/borrowed for it
op art
Made entrance at museum of modern art
Inspired by psychedelic drugs, music
Grateful Dead, Bob Dylan, Jimi Hendrix, and the Rolling Stones.
Renaissance in poster design
Fueled by anti-war protests for vietnam, feminism, civil rights
phototypesetting
Method of setting type that was cleaner, sharper, cheaper, and took less time and space
postmodernism
Easier to explain visually
Very amorphous
retro
Retro revived older design styles and applied them using postmodern treatment of type, color and slashing line angles
vernacular
Vernacular adopted old commercial and clip art and used it to fit content and context
.aif
audio interchange file format
.class or .java
java files
.doc
microsoft word
.eps
encapsulated postscript
.gif
graphics interchange format
.htm or .html
web page source text
.jpeg or .jpeg
jpeg graphic
.mov or .qt
quicktime audio/video
.pdf
acrobat-portable document format
.png
public network graphic
leading
The vertical space between lines of text
x-height
The distance between the baseline and meanline of the body of characters in lowercase form
descender
bottom part of the lowercase letter
ascender
An extension that goes above the meanline and is generally found in some lowercase letters.
bowl
The rounded curve that covers the negative space in a letter form.
point size
Measurement of type size. Distance from the ascender to the bottom of the descencer
baseline
The imaginary line upon which the letters in a font appear to rest
stem
The main vertical or diagonal stroke depicted in a letter form
crossbar
A stroke that connects two lines in capital letterforms
ear
The short stroke on the upper right side of the bowl
leg/tail
The lower angled strokes which you can see in the letters K, R and Q. Also known as tails
serif
The name assigned to the finishing strokes at the tops and bottoms of some type faces.
typeface
The overall design of type characters.
type family
A group of typefaces that were designed to be used together. Using fonts in the same family will help to create consistency
typography
technique of selecting and arranging typefaces
tracking
The adjustment of space between groups of letters.
font
The means by which the typeface is delivered. Font can be referred to as regular, italic, light, bold, bold italic, serif, sans serif, decorative, script etc.
body
main part of a text, also body copy
cap height
distance from baseline to capline
contrast
difference in stroke width within a letterform
clotheslining
aligning multiple columns along the same top baseline and varying the depths of each
dingbat
non-alphanumeric mark or ornament
drop capital
capital letter beginning of a text that is insert two or more lines into the first paragraph
flush
aligned
footnote
information at the end of a text referenced within the main text
gutter
space between columns
italic
slanted weight of a typeface
justified
flush on both the left and right sides of the text block
kerning
adjustment of the space between two characters
leading
distance measured in points from baseline to baseline
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