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What are the 3 different synergies of design?
Use of text, space, and graphics.
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What are the 4 principals of ad?
contrast, repitition, alignment, and proximity.
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Explain contrast
Ex: ipod ad, avoid using too many elements, keep it simple, take interesting object and emphasize it.
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Explain repition
Ex: jones soda, repeats variety in brand, works with color and variety to show uniqueness of product, color consistancy in fonts
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Explain alignment
Ex: nike ad. pronounced text, uniform, linear, aligned nice with visual.
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Explain proximity
Ex: american apparal. Helps organize a piece, no more than 3-5 items, tag line, product, brand.
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Relevance
each graphic has a specific function
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Proportion
size of graphic is set to its importance.
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Direction
A good design leads a reader through a piece. "Z" design.
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Big picture
Where is the ad going to be? Wil your target audience see it?
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Restraint
Not over doing text/graphics
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Native File Formats
a default file format that can only be used for its specific application. Ex: photoshop, InDesign, and Illustrator.
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Non-Native File Formats
standard image format that is cross-compatible with different applications. Ex: TIFF, GIF, JPEG, PNG.
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One file used for web images:
GIF. Images using fixed color palettes, limited to 256, best for logos.
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Another file used for web images:
JPEG. used for photographic images, can use full spectrum of colors.
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One file used for print:
TIFF. Used for bitmaps only.
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Another file used for print:
EPS. Used for both vector graphics and bitmaps.
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2 kinds of computer graphics are:
Raster and vector images.
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Raster
made up of pixels, more commonly called bitmap. Bitmaps are best used for photos and images with subtle shading.
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Vector
made of paths. Uses a mathmatical relationship between points and the paths connecting them to describe an image. Best used for page layout, type, line art, and illustrations.
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RGB Color Model
- -radiated light
- -additive color
- -for computer displays
- -72 DPI
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CMYK Color Model
- -reflected light
- -subtractive color
- -for print
- -300 DPI
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3 typeface relationships:
concordant, conflicting, contrasting.
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Concordant
This relationship uses the same typefamily with minimal variety in size, weight, style.
*gives a calm impression
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Conflicting
This relationship uses combinations of typefaces with similar size, weight, and style while using similar type familys.
*looks like a 3rd grader did it
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Contrasting
This relationship uses a combination of very different typefaces from each other.
*attractive to the eyes, adds 'flair'
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6 categories of type are:
Old style, modern, slab serif, sans serif, decorative, script.
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6 types of contrast
Size, weight, structure, form/shape, direction, color.
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