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78 Cards in this Set
- Front
- Back
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RYB
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Red, Yellow, Blue
Traditional Used for painting, crafts, design (physical objects) |
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CMY(K)
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Cyan, Magenta, Yellow, blacK
Print production |
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RGB
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Red, Green, Blue
Web and devices HTML colors use hex notation for RGB color values |
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Primary colors
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Cannot be made from other colors
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Secondary colors
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Made by mixing two primary colors
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Tertiary colors
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One primary color mixed with a secondary color
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PMS
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Pantone Matching System
CMYK One standardized color reproduction system |
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Achromatic scheme
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Colorless - black/white/gray
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Tint
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Color+White
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Shade
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Color+Black
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Tone
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Color+Gray
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Hue
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The degree to which a stimulus can be described as similar to or different from stimuli that are described as red, green, blue, and yellow (the unique hues).
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Saturation
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Chroma, colorfulness.
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Lightness
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Brightness, intensity
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HSL
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Hue, saturation, lightness
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HSV
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Hue, saturation, value
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HSB
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Hue, saturation, brightness
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HSI
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Hue, saturation, intensity
For web and devices |
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Color wheel
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Basic tool to combine colors
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Cool colors
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Purple, blue, green
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Warm colors
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Red, orange, yellow
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Complementary harmony
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Direct opposites on color wheel
Create contrast |
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Analogous harmony
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Adjacent on the color wheel
Blend well |
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Monochromatic harmony
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Different shades/tints/tones of same hue
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Triad harmony
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Colors that are evenly spaced around the color wheel
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Split complementary harmony
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Base color + the two colors adjacent to its complement
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Double complementary harmony
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Two adjacent complementary pairs
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Tetradic color harmony
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Two non-adjacent complementary pairs
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Accented harmony
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Neutral colors + one color wheel color
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Neutral harmony
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Includes only low-chroma colors like beige, brown, and ivory + achromatic colors
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Color palette
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Color scheme based on a specific color harmony
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Gradient
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Smooth color transition of two or more colors
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Visual Grammar
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Point
Line Plane Shapes (positive, negative) Mass Color |
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Negative space
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Relies on the space that surrounds the subject to provide shape and meaning
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Design principles
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Balance (equilibrium)
Rhythm (repetition) Emphasis (attention control) Direction and movement Unity (harmonious agreement) |
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Pixel
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Basic unit of programmable color on a computer display or in a computer image
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Vector
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Resolution-independent, scalable format (math-generated)
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Resolution
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Pixels per inch
Web: 72 dpi Print: 300 dpi |
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Bleed
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Printing images/graphics that extend beyond the edge of the paper that gets trimmed off
Insure that the paper will be trimmed down to the document size Standard bleed sizes: 0.125" or 0.25" |
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Crop marks
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Crossed lines placed at the corners of an image or a page to indicate where to trim
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Alignment
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Lining up the top, bottom, sides, or middle of text or graphic elements on a page
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Typeface
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Set of characters (letters, numbers, punctuation marks) of the same design
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Font
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Different sizes, weights, styles
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Font family
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Typeface variants
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Glyph
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Single character or symbol in a font or a typeface that conveys certain meaning
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Apex
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Top of A
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Ascender
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Rising part of b
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Stem
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Stem of b
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Descender
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Bottom of p
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Bowl
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Circle of p
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Serif v. Sans Serif
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Know to differentiate!
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Script v. Cursive
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Know to differentiate!
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Ligature
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Two or more characters joined as a single glyph
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Tracking
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Overall letter spacing
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Kerning
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Selective letter spacing that adjusts the space between individual letter forms
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Leading
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Line spacing
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Baseline
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Along bottom of Sam in Sample
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Mean line
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Along top of amp in Sample
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Caps line
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Along top of S and l in Sample
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Alignment
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Flush left
Centered Flush right |
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Justification
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Text justification
Character justification |
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Orphan
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A word, part of a word, or very short line that appears by itself at the end of a paragraph.
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Widow
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A paragraph-ending line that falls at the beginning of the following page/column, thus separated from the remainder of the text.
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Typographers' concerns
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Legibility (typeface)
Readability (text) Appropriateness for audience Appropriateness for message Reproducibility Practicality |
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Logo
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aka "mark"
Symbol |
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Logotype
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aka "wordmark"
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A great logo is...
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Distinctive
Practical (color, size adaptable) Graphically effective (communicates visually) Simple in form (communicates only one idea) One message Appropriate (content) |
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Identity
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The effective sum of the facts that can be used, in the minds of various audiences, to distinguish a given entity from all others
"Least tangible yet most valuable asset" |
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Verbal identity
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Name (legal, formal, communicative)
Domain name(s) (and subdomains) Slogan, tagline - short, memorable phrase that captures brand essence Units / department names |
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Visual identity
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Logotype
Typography Grids, free space Colors Photos Additional graphic elements |
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Identity style guide
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Logo and style guidelines unify communications and help to make them a clear and strong impression
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Safe area / mandatory free space
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Not a golden standard, and will depend on on mark/logotype proportions.
Should be proportional, rather than numeric Alternatively, a logotype element can be used to define the mandatory free space |
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Duotone
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Created by combining two monochrome of different colors
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Desktop icon standards
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48 +/- 16
48 × 48 pixels 32 × 32 pixels 16 × 16 pixels (pixel-based) NOTE: web apps icons may have different specifications (common size for iPhone application icon ~ 150 × 150 px) |
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Favicon
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Favorites icon
Icon that appears in the Favorites list and in the address bar Always is set to 16 x 16 px |
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Gestalt Principles
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Proximity
Similarity Figure-Ground Symmetry Continuity Closure |
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Layout
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A graphic design in which a designer establishes the arrangement, proportions, and relationship between the individual elements on the page to be designed, that is: the images, body copy, headings, captions, and other graphic elements. Visually structure content.
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Grid
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Framework for a page layout
Lines that make up the structure of a layout Used for both print and web design Guide for image, text, page alignment |
