Comm Graphics Review

  1. proportion
    the principle of design that deals with size relationships
  2. negative leading
    leading that is smaller than the point size of the type
  3. gestalt
    when the viewer sees the whole visual graphic and communication
  4. consistency
    the most important goal when applying a logo
  5. kerning
    the space between two letters
  6. a logo must be able to be reproduced in
    one color
  7. typecases
    where the names, uppercase and lowercase, come from
  8. unity
    the principle of design that requires all the elements to work with one another
  9. analogous
    five colors that are in order around one side of the color wheel
  10. line art
    when artwork is 100% black and 100% white and has hard edges
  11. parts of a company's stationary package
    letterhead, envelope, business card, and mailing label
  12. split complimentary
    three colors, a compliment and the two adjacent to its compliment
  13. four identities
    retail, product, corporate, and service
  14. four type classifications
    old style, transitional, modern, slab serif, and sans serif
  15. identity
    all the visual communications of a company
  16. laser writer
    Canon-invented; one of three parts that made DTP (desktop publishing) possible
  17. symmetrical balance
    a type of balance
  18. additive primaries
    red, green, and blue
  19. leading
    the space between lines
  20. lowercase
    the small letters
  21. font
    a complete set of characters necessary for setting type
  22. emphasis
    the principle of design that requires one element dominating
  23. 1450
    the year Gutenberg invented his invention that changed the world
  24. David Ogilvy
    "If it doesn't sell, it isn't creative."
  25. four alignments for body text
    flush left, flush right, centered, and justified
  26. 720DPI
    the typical DPI for internet files
  27. stochastic
    when the dot is fixed in size but the number and position change
  28. postscript
    Adobe-invented; one of the three parts that made DTP possible
  29. tracking
    the space across a line
  30. five typeface names
    Helvetica, Optima, Garamond, Bodoni, and Futura
  31. vector program
    a program that uses mathematical lines to describe artwork
  32. x-height
    the invisible line that describes the top of the small letters
  33. photoshop
    a raster program
  34. Red Green & Blue (RGB) mixed at 100% equals
  35. four transformation tools in Illustrator
    scale, sheer, rotate, and reflect
  36. complimentary colors
    two colors directly across from each other on the color wheel
  37. customers own
    the brand
  38. place
    the command to bring an art or photographic file into InDesign
  39. Balance
    the principle of design that is about weighing the elements in composition
  40. Fairfax Cone
    "There's no such thing as a mass mind."
  41. subtractive primaries
    blue, red, and yellow
  42. four these that a logo must visually do for a company
    describe, explain, restate, and reinforce
  43. PDF
    a file that can be shared and printed across platforms, PC & MAC
  44. cap line
    the invisible line at the top of all alphabet characters
  45. postscript
    Adobe-invented programming language
  46. raster
    a program that uses pixels to describe artwork
  47. four print file formats
    EPS, PDF, TIFF, and PICT
  48. Illustrator
    a vector program
  49. blue, red, and yellow mixed at 100% equals
  50. printing ink
    only prints in 100% of it's value
  51. Gutenberg
    invented moveable type
  52. logo/logotype
    the cornerstone of a company's identity
  53. infrasignal
    the information underlying the message that can betray the sender
  54. four process colors
    cyan, magenta, yellow, and black
  55. the correct ratio of DPI to LPI for printing photographs
  56. four visual elements or graphics
    icon, index, symbol, and metasymbol
  57. halftone
    when the dot position is fixed but the size of the dot changes
  58. triadic colors
    three colors equidistant from each other on the color wheel
  59. baseline
    the invisible line at the bottom of all alphabet characters
  60. the correct ratio for photograph reproduction size
  61. tetradic colors
    two sets of complimentary colors, next to each other on the color wheel
  62. all multipage documents must conform to the multiples of
  63. continuous tone
    when artwork changes value from black to white without hard edges
  64. the brand of a company is a(n)
  65. asymmetrical balance
    a type of balance
  66. sequence
    the principle of design that deals with the natural order of elements
  67. four color models
    CMYK, RGB, PMS, & BRY (blue, red, and yellow)
  68. Macintosh
    Apple-invented; one of the three parts that made DTP possible
  69. 300DPI
    the typical DPI for print files
  70. device-independent
    vector files because they can print to any kind of printer
  71. imposition
    the layout of the pages in a document so they print correctly
  72. uppercase
    the big letters
    acronym for "what you see is what you get"
  74. JPEG
    the file format for photographs on the internet
  75. alphasignal
    the hard data or primary facts and figures of a communication
  76. the invisible line that describes alphabet characters that varies
  77. Luke Sullivan
    wrote "Hey Whipple, Squeeze This."
  78. four groups that the logo must appeal to
    customers, employees, shareholders, and vendors
  79. Adobe
    invented a cross-platform file format that works on both PC and Mac
Card Set
Comm Graphics Review
communication graphics final review