Positive & Negative Space = the area around or between a design. Asymmetrical = balanced but one part is small and one part is large

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1 Study Guide Compostion COMMERCIAL ART Positive & Negative Space = the area around or between a design Radial Symmetrical = balance is circular Asymmetrical = balanced but one part is small and one part is large Rule of Thirds = Design is broken up in 9 sections or 1/3rds to draw the viewers eye to an area, not in the middle. Typography Bold face = letters that are made heavier looking Serif = little ornate ends on letters San Serif = nothing fancy on the ends of letters Blackletter = text type font that is old fashioned Script = Curvy slanted type Display Font = fun decorative type X height = small case letter x that does not descend below the baseline or above the x line Baseline = the bottom line of the x line, the base. Ascender = above the x line Descended = below the baseline Point size = size of type Counter = the space that is enclosed in a letter such as P, A, O, etc. Underlining text = shows emphasis Blackletter (very old fashioned) Decoritive or Novelty fonts are just plain fun! Modern type looks like this! Text fonts are for reading in books or a lot of text BOLD FACE (SAN SERIF) is easy to read from a long distance and simple SERIF has little ornate ends on the letters

2 Slab Serif is chunky with serifs Script is classy& fancy! Letter spacing and Line Spacing Kerning is the space between letters and leading is the space between lines Drop caps are used when all the letters are in capitols but some caps are larger than the others: this is called drop cap! DROP CAPS The structure of typography Value = darkness and lightness and shades of an object or design Shape = a two dimensional area or design Texture = things or design that you can almost feel if touched and Made to look rough or smooth Color = how we perceive wavelengths of light Line = drawn in straight or curved lines and drawn with a pointed tool Form = an object with three dimensions Small little sketches or drawings = thumbnails Primary colors of ink or paint = Red, Yellow, and Blue Primary colors of light such as pixels are = Red, Green, and Blue (all together makes white )

3 Foreground = front (objects appear to be larger) Background = back (objects appear to be smaller) Unity = different parts look like they belong together Balance = size or relationship to various parts of design Contrast = some parts are more dominant than other parts Proportion = equalizing visual things in design Emphasis = parts being more powerful in design Repetition = is repeating in form or design Layout = Type, artwork and space around design called white space To show depth in design: Objects placed higher on a layout looks closer Art copyrights: serious and should be respected or major fines and lawsuit Careers in Commercial Art & Advertising Art Directors, Illustrators, Graphic Designers, Web design & Game design including apps. The all work together in design teams that must communicate effectively with creative ideas and critique each other s work. Target Audience and Focus Groups = Many ages, different genders, races, and Education levels (a good variety of people) to help you brainstorm for a product or company. Page Layout Adobe InDesign (most common) Columns (text is constrained in a text box) Gutters (the spacing between text columns and pictures) Text Wrapping (text wraps around graphic or photo) White Space (spacing around your layout to hold your eyes to the content) Bleeds (Graphics or pictures bleed off the edges of the layout page)

4 Drop Caps (more powerful and catches the eye) Use of Graphics and Photo software (Adobe) Adobe Photoshop (usually used for photo manipulation, but is very useful for layout and design) easy to manipulate photos and graphics but graphics and text can become pixilated and poor quality. Adobe Illustrator (not used for photos but for graphics such as logo design) Vector based so it uses mathematic lines to create graphics. Graphics can be scalable up and down and shows best quality for this purpose. Adobe In- - Design (used for page layouts, using graphics, logos, photos, text and design all together) Best quality for printing documents with multiple graphics and text, such as book publishing, brochures, flyers and poster layouts. Saving your layout as a.pdf format will help graphics, photos, & type into one printable format. Many tools are used in all three programs that are the same or similar. There are hot keys to help a graphic artist work quickly. Move tool= moves graphics and photos Marquee tool = selects pixels in squares, rectangles, circles and ovals Lasso tool = selects images in whatever selection you wish History = when you go backwards of steps that are made in all three programs Layers = Multiple photos and designs, on different levels or layers to keep photos and graphics separated until you are ready to finish a project. Easy to stack graphics and photos on top of each other in your layout so they can be easily edited and separated from other text, photos or graphics. Filters = Used to make creative effects to photos and graphics Gradient = Gradual change from one color or tone to another in a box, type or graphic including photos. Pasting and editing = Command/Control V to paste Command/Control A select all Command/Control C to copy Graphic Images Vector images or graphics (use of lines that use mathematics to size larger or smaller) Raster images (usually photos that are pixel based) Graphics and/or photos can look pixilated if enlarged to a certain point) Not as quality. Paths are the area around and in between a logo or graphic design. Pen tool makes paths.

5 Is the outline of letters, fonts and or graphic. Is used with a pen, pencil, or paintbrush tool in all Adobe programs. Color (hue) BASIC COLOR WHEEL Three properties of color are: Hue, saturation and value are used when working with color. Hue is the actual color, Saturation is the amount or intensity of color and value is the lightness or darkness of color. Organizing color = color scheme Basic primary colors of paint to mix are: Red Yellow and Blue Basic colors of light are RGB (Red, Green, & Blue) Basic printing colors for ink jet and offset printing are CMYK Cyan, Magenta, Yellow & Black There are warm colors of Yellow, Orange, and Red There are cool colors of blue, cyan, and violet Analogous is any two, three, four or more colors in a row on the color wheel Contrast is the difference between darks and lights on a layout or photo. Split Complimentary is when two colors split from the complimentary color. Monochromatic is the same color from light to dark. SPLIT COMPLIMENTARY

6 Primary colors of light Ink colors and pixel colors Computer monitor = RGB (red, green, and blue) PIXELS Printing colors = CMYK (cyan, magenta, Yellow, and black) INK File formats & Resolution JPG & PNG (basic for photos and logos which can be made transparent and good for Internet use) TIFF = Tagged Image File Format (good quality but large memory size) PDF = Portable Document File most common to share files (readable file and maintains fonts, photos, and designs) Good quality for printing. Resolution is for quality of viewing and printing. 72 ppi pixels per inch = (resolution) is needed for view on computer monitors 300 ppi pixels per inch = (resolution) is for printing quality which is converted to dots per inch (dpi) Shadow and highlights in art