in addition to exam one & two review info

Advertising is controlled identifiable persuasion by means of mass communication. 

Graphic design is the organization of visual information for attention, clarity, understanding, and/or communication effectiveness, not always for persuasive selling.

The design process - brainstorming Thumbnails (generate ideas, establish a visual record) generally seen only by the artist and colleagues, Roughs (provide a somewhat clearer focus of potential solutions) shown to the client to determine viability of direction. Comps (when necessary, are to sell the client on the finished design solution. Can also be used by production staff to match color, style, placement, etc.) Repros (used by production staff to produce finished product.)

Typography is the symbols of language uniformly rendered in a composition.

Advantages of type over other visual media:

concrete presentation of abstract information.

many alternatives for identical information. 

color can change without altering message. 

immediate understanding by literate audience.

inexpensive

easy to create technically

can be created quickly

many formats are possible

Attract Attention
The size of the type can be used as a large focal point such as in poster or headline display. The style can be unusual or bold or colorful in contrast with other elements, such as call-out boxes in magazine publication, or paragraphs initial letters.

Set a Mood
The style of type and its weight have the same effect on the viewer as the speaker's voice does on the listener. The designer can also choose format, symmetry or asymmetry, as visually expressive devices. Certainly line spacing and ink color can impart a value or texture to type settings.

Legibility/Readability
Caps, lowercase, italic, style, decorative, reverse, size, leading, tabular setting, lists, color, line length (long and short - hyphenation.)

Fassett's theorem of legible line length, 45 to 65 characters per line.

Short Lines require inordinate hyphenation creating legibility problems and word spacing problems that are aesthetically displeasing.

Hyphenation: If a word is too long to fit specified line length, it can be broken between syllables with a hyphen and continued on the next line.

Long Lines require more fixation points to view contents of line and create opportunity for error when returning to the beginning of the next line.

Type selection
A well chosen type style visually works with existing imagery in terms of line, weight, proportion, and balance (it may be a relationship of harmony or contrast but it is a controlled relationship). A well chosen type brings an appropriate mood or emotive quality to the communication task as well as acting as a vehicle for conveying clear and legible ideas.

Terms:  font, serif, sans serif, light, medium, bold, italic, expanded, condensed, upper&lower case, small caps, x-height, baseline, justified, centered, flush left, flush right, leading (10/12, 9/10, set solid), text/display, run-around.

Separating a title from body text.
Size, style, weight, italic, width, color, format, line space, letterspace, indent, reverse, box, caps, caps & small caps, face (shadow, outline, expanded, condensed), underline (EEYUK - well, not an elegant solution) 

Measuring type
Ascender, descender, x-height, baseline, ems, points (72 points = 1 inch), picas (12 points = 1 pica), (6 picas = 1 inch)

Proofread and markup using marks such as:
indent, no indent, run-together, transpose, bold, italic, caps, small caps, delete, lowercase, space, line break, no change, flush left, flush right, centered, justified.

Printing - processes 

relief (raised surface) - letterpress.
intaglio (incised surface) - gravure.
planographic (flat surface) - lithography (offset), also xerography, serigraphy.

Terms: Halftone, continuous tone, line copy, tint screen.

Photo selection - reject for: damaged surface, extreme size (small or large), wrong format, poor contrast, inappropriate subject, poor focus.
 

PRINTING The example shown is a rough layout for a 8 1/2" x 11" letter size flyer to be printed.  The image will be a photograph that will bleed on three sides (top, left, and right). The photo and text will be black, the headline blue, and the logos red and blue.    Pre production           Obtain:  photo  manuscript (written text),  art (ex: Repros for logos-black and white, or ruby red and white, high contrast, clean precise). If available, obtain color separations for each logo.

  Production

• Set type.
• Page make-up or mechanical (production of camera ready imagery).
• Separate colors for logos, photo-mechanical (camera or digital laser scan), or mechanical (overlay/keyline). Note: graphic films are supersensitive to blue. Blue photographs like white on the neg. 
  Graphic films are insensitive to red. Red photographs like black on the neg. Light blue lines can be used as guides on black and white artwork and will not show in the background of the final reproduction.
• Make negatives of line art & type.
• Make halftone of photo.
• Strip negatives onto flats for platemaking.
• Make plates, one for each color.
• Must be printed on larger paper to allow trim for bleed.
• Each sheet through the press once for each color.

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Selecting paper
Desired image for objective, weight, color, texture, opacity, strength, techniques used (emboss, die-cut, fold), environment, durability/permanence, price? availability? recycled?

Sample question on design judgement and legibility

You are shown a corporate newsletter format, letter size (81/2" x 11").
The masthead is all caps in a large size Commercial Script. 
The body type is 10/10 Helvetica set at 14.5 picas, three columns to a page.

Please explain what is wrong with this and describe how it could be corrected.

Please be able to define or describe the following terms related to Macintosh computing.

bit mapped (pixel oriented) A bit mapped text character or graphic is comprised of pixels (picture elements). A bit map is the set of pixels that represent the position and binary state (on or off) of a corresponding set of items to form an image. 

object oriented (vector graphic) An object oriented application uses mathematical points based on vectors (giving both  magnitude and direction) to define lines and shapes.

Difference between "drawing applications" and "painting applications."

In an object oriented application the quality of the line between each point is determined by the resolution of the output device. Easy to alter and edit. Smaller file size regardless of image dimensions.

In a pixel oriented application the input resolution determines the output quality. Editing or alteration involves erasing and redrawing or editing each pixel. Large size images make larger files.

Terms:

• desktop The working environment on screen. 
• icons Graphic representation of an object or collection of data. 
• pointer Visual indicator of screen location (cursor). 
• menus Screen list of available commands which can be initiated by their selection.
• windows Screen area that displays contents of a disk, folder, or document.
• mouse Mechanical device used to manipulate the pointer, the mouse button is used for selection or activation of command or tool. 
• applications Programmed instructions to perform specific tasks. 
• files A named collection of data. 
• folders A place on the Mac where files and applications are kept.

A computer disk is a magnetic storage medium for data. The hard disk is a rigid platter which may be permanently installed in the computer, a peripheral device, or in removable cases.  Hard disks may hold hundreds or thousands of MB of data.

RAM, random access memory, is the working space instantly available to the computer user as soon as the computer is turned on. Applications and documents are stored there while working as long as computer is on. When the computer is off items in RAM are gone. 

ROM, read only memory, can only be read from, and not written to. ROM resides in a chip on the motherboard or a CD ROM disk. It is permanent and cannot be changed.

Virtual memory: Virtual is computer jargon for "imaginary" or "conceptual," or something that seems as though it exists, but doesn't. "Virtual memory" uses a portion of the hard drive as though it was actually RAM thereby increasing memory available.

The Save command writes data from RAM to disk under the file name in the title bar of the document.
The Save As... command allows you to select the name and location of a file before it is saved. Some applications will also let you save a document in another format.

PLUS SOME INFO FROM THE FIRST TWO REVIEWS