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50 Cards in this Set
- Front
- Back
Commoditization
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-Spurs Branding
-Everyone makes the same thing which prompts brands to differentiate themselves through brand and price -Sell an idea behind a product, not just the product itself |
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Why do we use visuals (5)
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To preserve
To illustrate To persuade/conviction Beautification Gift of uncommon vision (seeing things we normally wouldn't see) |
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Levels of Visual Literacy move on a spectrum of
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Recognition comprehension (low VL)
Expression Comprehension (hi VL) |
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History of Visual Com:
Highlights of Classical Period Until Hieroglyphics |
-15000 BC drawings found in cave
-3100 BC Sumerian Clay Tablets -3000 BC- 300 AD Hieroglyphics -Finding of Rosetta stone allowed us to figure out meaning of hieroglyphics |
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Hieroglyphics Details
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Images represented ideas and words
Written on Papyrus Pictures indicated sounds (Rebus) |
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Pictures indicating sound
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Rebus
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Classical Period
Phoenicians |
- 1500 BC Phoenicians created alphabet
- Turned hieroglyphics into 22 characters - Based on Initial sound of depicted image |
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Classical Period
Greeks |
1000 BC
Standardized letter form Baseline for writing Even distribution of space btwn letters Uniformity of weight and stroke |
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Classical Period
Romans |
Parchment writing surface- Vellum
Codex-book instead of a scroll Added serifs to type |
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Classical Period
Chinese |
100-200ad
Paper Block printing Movable type |
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Age of Mass Com
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1400-1890
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Age of Mass Com
Significance of Gutenberg's 42 line bible |
-1455
-Movable type -Made all copies the same -Raised level font on block, arranged in sentences, and then stamped them down |
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Age of Mass Com
Garamond type face |
1540's
More elegant Easier to read |
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Age of Mass Com
Victorianism |
1837-1901
Reign of Queen Victoria in England Sentimental Images Floral Woman and Home Life Chaotic No Order |
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Thomas Nast
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Age of Mass Com
Victorianism Santa Cause creator |
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The Modern Era
Arts and craft movement |
fell after victorian
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The Modern Era
Art Nouveau |
Sophisticated
Symmetric Inspired by Japanese Nature Base Line Less Sentimental |
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The Modern Era
Modernism Motto |
Form Follows Function
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The Modern Era
Bauhaus |
Modernism
Geometric Slanted Form follows function |
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The Modern Era
Dada |
Modernism
Against Bauhaus Radical Used type as a graphic design element Photomontage Heartfelt |
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Helvetica Font
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The Modern Era
Modernism Type should be seen not heard Don't make it fancy |
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Joseph Binder
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The Modern Era
Did ads for world's fair clean simple optimistic modern |
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Peter Behrens
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The Modern Era
Created graphic company standards Standardized brand logo Industrial designers Visual identity campaigns |
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Post Modern
Retro |
Comes back
Synical Uses something old and reinvents it |
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Post Modern
Nostalga |
Good old days
just like before recreate |
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Post Modern
David Carson |
Microsoft designer, neo data
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Demassification
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Radio first, then magazine, then TV, now alternative media...
ex: no one knows the top song in american because of all of the mediums |
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Conglomeration
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Mergers, acquisitions
Downside: expensive, hard for career climbing, quality suffers, too much sameness Upside: More resources and opportunities |
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Communication Models:
Shannon Weaver (5) |
Stimulation (want to say something)
Encoding (prepare message) Transmission (medium it is sent) Decoding (people getting message) Internalization (applying meaning to message) |
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Gate Keepers
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Regulate Communication Model
Media people who can shape and alter a message on the way to an audience ex: photographers, designers, illustrators, writers, editiors |
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Regulators
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Non media people, institutions, pressure groups that try and influence messages before they reach audience
FCC, FTC |
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Noise (2)
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Channel: interface that doesn't work
Semantic- Symbols that dont make sense |
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Filters (3)
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Informational- layout with too much info
Physical- Legibility of type Psychological- Poor color choices |
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Elements of Visual Structure:
The Frame |
Where something happens
Establishes figure/ground relationship Stable Reversible Ambiguous |
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Elements of Visual Structure:
The Point |
The smallest area of attraction, a bullet that draws attention
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Vanishing Point
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Lines converge toward one vanishing point on the horizontal line and vertical lines point to one place
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2 point perspective
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2 Vanishing points look more realistic
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3 types of lines
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graphics- pointing toward something, arrow
contours- forms edges index- shows you where to look |
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Meaning of line types (4)
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Horizontal- even, restful, stable
Vertical- tension, action Slanted- energy, movement, action, chaos Irregular- most energy, confusing, interesting |
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Meaning of shapes (5)
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Square- boring rarely used
Rectangle- More commonly used Triangle- solid with energy Circe- restful, stable, complete Irregular- wild, unstable |
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form
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combining shapes and 3d
using shading to create 3D element Highlight and shadow |
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Gestalt Psychology
grouping |
3 types
-similarity -proximity -color |
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Gestalt Psychology
figure/ground relationship |
figures have boundaries, grounds don't
figures are nearer than grounds Figures have shape, grounds don't symmetrical shapes are figures |
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Gestalt Psychology
visual weight |
larger shapes are heavier
irregular shapes are heavier isolated shapes are heavier dark heavier than light |
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Closure
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Gestalt theory
close up shapes, open forms create opportunities to close them up |
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Semiotics
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Theory of how we understand graphics, the science of signs
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Semiotics
Iconic |
Resemble what they signify, obvious
ex: lightning |
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Semiotics
Indexical |
Suggests a connection with something
ex: rain storm coming |
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Semiotics
Symbolic |
Have to learn to be interpreted
Symbol: electricity |
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1 pica rule
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margins, distance from heading to picture, consistent, tab is often a pica
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