GRC Midterm

What is production printing?-Image transfer -printing method -paper format -sheet-fed -webWhat is production post-press?-finishing/bindingWhat did Marshall McLuhan mean by "the Medium is the Message?"-that the medium influences the message significantlyWhat is planography?-printing from a flat surface where image has been created photographically or digitally -based upon theory that water and oil don;t mix -LITHOGRAPHY -Used for publications, commercial printing including business cards, letterheads, envelops, brochures, posters, flyers, carbonless forms -big use of graphics and photographyWhat is Relief printing?-printing from a raised inked surface, raised image on backside, ring of ink -publications, commercial printing, and imprinting, embossing, die-cutting, scoring perforation, foil stamping and sequential numbering -flexography and letterpressWhat is Intaglio?-engraving, etching, GRAVURE -high volume and quality color printing -money, stamps, fine arts, catalogs -raised ink images where all images are made up of dots including type for Gravure -printing from a recessed or sunken imageWhat is stencil?-silk screen, SCREEN printing -fabric, posters, fine arts, billboards 3D packaging and various substrates (plastic, wood, metal) -think LAYER OF INK -printing by forcing ink through open image area supported by a screenWhat are the Steps of Design?Thumbnail---quick small drawings to visualize Rough Sketch---a pencil sketch accurately drawn to scale Comprehensive---a mockup of what finished piece will look like Graphic Design---camera ready or digital fileWhat are the typical questions to be asked when trying to solve a design problem?Who is the client? Who is their market/audience? What message do they wish to communicate? What media is to be used? When and how? What is the cost?What are the steps of Design Creation?Selection Layout ProductionWhat are the components of visual communication?Purpose Message Audience Image Conceptualization: coming up with designList the elements of designPoint- an element that has a position, but no extension Line- a line is an element characterized by strength and direction Shape- a closed line defined by its perimeter Color- response of the eye to differing wavelengths of light defined by hue, saturation, and value, emotion Red- urgency, speed, authority, hunger, power Yellow-youth, stress Blue-security Green-wealth, calm, nature Orange- affordability Pink- romance black-power purple-royalty brown-dependable Texture- surface appearance of a shape that refers to a tactile materialWhat are the Principles of Design?Primary: Hierarchy Dominance Proportion Balance Unity Variety Support: Scale Emphasis Rhythm Movement Proximity RepetitionDescribe the Principles of Proximity and AlignmentProximity: support element, the position and space given to the placement in a compositionBe prepared to describe design error in each of these and create a rough sketch solutionWhat are LOGOS?-Symbols -that are the embodiment of an organization -often simplistic and or stylized versions of representative imagesWhat is included in the historical development of visual communication?representational--->symbol--->characterWhat is branding?The process of establishing and maintaining identity, image, and association of product or serviceDescribe the psychology of colorWe only see primary colors of light: red, green, blue -color evokes understanding and emotion based upon learned, cultural, and human perceptions -influences 60 to 80 percent of a customer's purchasing decision, meaning color can make or break product -consumer are aware of weather or not a brand and logo color are really connected -color is the first thing noticedDescribe the process color method (CMYK)-subtractive color process -cyan, magenta, yellow, black -halftone processWhat is a color gamut?-cmyk -cmykog -rgbWhat is a spot color matching system?-pantone matching system -DIC (dainippon ink and chemicals) -ToyoWhat are digital coloring systems?-RGB- additive color -Index -GrayscaleWhat are color components?Hue Saturation Value (Brightness)Create color wheels!Analogous colors- composed of colors next to each other (violet, magenta, raspberry) Complementary Colors- Blue--->Yellow, colors opposite wheel Triad Colors: Red, Green, Blue, three colors 120 degrees apart Monochromatic Colors: have same hue but vary in value,What is typography?the art of process of setting and arranging type middle east 1300 BC pre-pohenicion inscriptions by Semitic-speaking people in Egypt cuneiform hieroglyphicsWhat are the parts of type?baseline uppercase lowercase descender counter ascender serif X-height or bodyHow is type measured?12 points= 1 pica 6 picas= 1 inch 72 points = 1 inch points= vertical points of measurements pica = horizontal points of measurementsWhat are the kinds of measurements?x-height or body size Leading or linespacing line lengthDescribe Fonttraditionally considered a typeface, it's style, at one sizewhat is Baskerville?Baskerville is a transitional serif typeface designed in 1757 by John BaskervilleTypefaceBaskervilleStyleBaskervill ItalicsSize42 pt. Baskerville ItalicsFamilyBaskerville Baskeville Boldface Baskerville semiboldTypesetting adjustmentsM = Em space N =En spaceMore adjustmentsLetter spacing- space between letters Word spacing- space between words Tracking- tight and loose Kerning-Adjusting space between letters like A and W to visually please Widows and orphans- Widows for when word carries over to next paragraph. Orphan for when it's the sentenceTypesetting CategoriesText and Display Type that is larger than 14 pt and is typically set in sans serif =display Serif and Sans Serif Uppercase and lowercaseTypesetting FormatsFlush left flush right centered justified---most conservative and can fit most letters and words in line asymmetrical run aroundWhat are the typesetting considerationsreadability and legibility appropriateness reproducibility practicalityWhat is format?The size and shape of the printed piece standard sizes based on commonly produced pair sizesWhat is the look and feel of publication design?Style Overhead graphics---those which remain in place on most pages and every issue Editorial graphics---those that pertain specifically to the editorialMarginsEqual= Easy, but make for a dull, tensionless design Tiny= can be unavoidable in magazine design Traditional= for books Mirrored or symmetrical margins= essential with thin paper "Message= Tense, informal, formal, elegant and luxuriousWhat is a grid?an underlying design structure that is used by designers that provides unity in publicationWhat is the golden section?a proportional ratio that provides aesthetically pleasing design based on phiUse principles of design in layoutbalance, proportion, repetition, emphasis, eye movement, unityPaper making consumes a good deal of natural resourcesStepschipping pulp making additives water removal on foundriner screen drying and rolling

GRC Midterm

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