CAP 105 Midterm

  1. What are the 3 different synergies of design?
    Use of text, space, and graphics.
  2. What are the 4 principals of ad?
    contrast, repitition, alignment, and proximity.
  3. Explain contrast
    Ex: ipod ad, avoid using too many elements, keep it simple, take interesting object and emphasize it.
  4. Explain repition
    Ex: jones soda, repeats variety in brand, works with color and variety to show uniqueness of product, color consistancy in fonts
  5. Explain alignment
    Ex: nike ad. pronounced text, uniform, linear, aligned nice with visual.
  6. Explain proximity
    Ex: american apparal. Helps organize a piece, no more than 3-5 items, tag line, product, brand.
  7. Relevance
    each graphic has a specific function
  8. Proportion
    size of graphic is set to its importance.
  9. Direction
    A good design leads a reader through a piece. "Z" design.
  10. Big picture
    Where is the ad going to be? Wil your target audience see it?
  11. Restraint
    Not over doing text/graphics
  12. Native File Formats
    a default file format that can only be used for its specific application. Ex: photoshop, InDesign, and Illustrator.
  13. Non-Native File Formats
    standard image format that is cross-compatible with different applications. Ex: TIFF, GIF, JPEG, PNG.
  14. One file used for web images:
    GIF. Images using fixed color palettes, limited to 256, best for logos.
  15. Another file used for web images:
    JPEG. used for photographic images, can use full spectrum of colors.
  16. One file used for print:
    TIFF. Used for bitmaps only.
  17. Another file used for print:
    EPS. Used for both vector graphics and bitmaps.
  18. 2 kinds of computer graphics are:
    Raster and vector images.
  19. Raster
    made up of pixels, more commonly called bitmap. Bitmaps are best used for photos and images with subtle shading.
  20. 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.
  21. RGB Color Model
    • -radiated light
    • -additive color
    • -for computer displays
    • -72 DPI
  22. CMYK Color Model
    • -reflected light
    • -subtractive color
    • -for print
    • -300 DPI
  23. 3 typeface relationships:
    concordant, conflicting, contrasting.
  24. Concordant
    This relationship uses the same typefamily with minimal variety in size, weight, style.

    *gives a calm impression
  25. 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
  26. Contrasting
    This relationship uses a combination of very different typefaces from each other.

    *attractive to the eyes, adds 'flair'
  27. 6 categories of type are:
    Old style, modern, slab serif, sans serif, decorative, script.
  28. 6 types of contrast
    Size, weight, structure, form/shape, direction, color.
Card Set
CAP 105 Midterm
Midterm review for Intro to Ad.