Elements of Art
Element of art that is produced when light, striking an object, is reflected back to the eye.
What is Color?
A color scheme built out of three colors that are next to each other on the color wheel.
What is an analogous color scheme?
Short for "all capitals," refers to text or a font in which all letters are capital letters.
What is ALL CAPS?
Sense of distribution of perceived visual weights that offset one another.
What is Balance?
During this stage an interview will be conducted with the client to get an understanding of what is needed for the project.
What is the initial meeting or brief?
A three-dimensional geometrical figure (i.e.: sphere, cube, cylinder, cone, etc.), as opposed to a shape, which is two-dimensional, or flat.
What is form?
The colors that are opposite of each other when viewed on the color wheel.
What are complementary colors?
The style of letters that usually slope to the right. Used for emphasis within text.
What is italics?
Arrangement of opposite elements (light vs. dark colors, rough vs. smooth textures, large vs. small shapes, etc.) in a piece to create visual interest, excitement, and drama.
What is Contrast?
research for design based on information from the client. Research what works in the client's particular industry. Also, review their previous campaigns to make sure the graphics align.
What is the research or discovery phase?
an identifiable path created by a point moving in space. It is one-dimensional and can vary in width, direction, and length.
What is a line?
A color scheme built out of only one color, including lighter and darker tones of that color.
What is a monochromatic color scheme?
A typeface with small decorative strokes (called ‘serifs’) found at the end of horizontal and vertical lines
What is a serif typeface?
The size of an object in relationship to another object.
What is Scale or Proportion?
Begin sketches based on client needs, as well as subsequent research on the industry and successful pieces seen in it. Come up with 2-4 mockups based on your research and initial client briefing.
What is design/ sketch?
the empty space between the shapes or forms.
What is Negative Space?
The degree of intensity and vividness of a color or hue.
What is Saturation?
A typeface without the small decorative serif strokes.
What is sans serif?
Bonus: An area or object within the artwork that draws attention and becomes a focal point.
What is dominance or emphasis?
Meet with the client to present sketches. The client will give critiques on what they do and don’t like.
What is the Presentation Stage?
The lightness or darkness of tones or colors.
What is Value?
A hue produced by the addition of black.
What is a Shade?
The capitals in a typeface.
What is uppercase?
Bonus: The relationship among the elements of a visual that helps all the elements function together.
What is Unity or Harmony?
Make changes to the design as requested by the client. The client will have picked a final direction for the design and this will be the last stage of designing.
What is the Revision stage?