Digital Media Notes

1. Digital Media Notes Your Name

2. Typography • Typography is the selection and arrangement of typefaces (fonts), sizes, and spacing on a printed publication or web page. • Typography has a major impact on the overall look and image of your page and its overall quality. • Another name for a typeface is font.

3. Font • All letters, numerals, and any symbols that make up any typestyle in any one size is called a type font. • Fonts are divided into four categories: uppercase (ABC), lowercase (abc), numbers (123), and miscellaneous symbols (!@#).

4. Alignment • Alignment is the placement of elements on a page or in columns, especially text. Left alignment is also called flush-left, left-justified, or ragged right. Right alignment is also called flush-right, right-justified, or ragged left. In justified alignment the text goes from edge to edge. Justified text can also be referred to as full justification. Justified text is used most often in newspaper articles and magazine columns.

5. Centered Text • Lends a formal appearance to text. • Generally harder to read because the starting position of each line changes. • Works best with fairly short lines and extra space between text. • Often used for headlines, invitations, greeting cards, and certificates.

6. Contrast • Contrastis the difference between two or more elements in a composition. • The greater difference the greater the contrast. • Contrast adds interest to the page and provides a means of emphasizing what is important or directing the reader’s eye. • Contrast aids in readability by making headlines and subheadings stand out.

7. Line Spacing • Line Spacing shows how much space appears between lines of text or between paragraphs. • Single spaced lines and double spaced lines are examples of line spacing. • Another term for line spacing is leading.

8. Script Font • In typography, Script Fonts mimic handwriting styles that look as if written with writing instruments like calligraphy pens.

9. Serif vs. Sans Serif • A serif is a little extra stroke found at the end of some letterforms. • Times New Roman is an example of a serif font. • Fonts without serifs are called sans serif. (In French the word sans means without.) • Tahoma is an example of san serif font.

10. Font Effects & Styles Different font effects and styles can create a “font family” and interest in your typography designs. • Bold-Makes your text thicker. • Italic- Makes your text slanted. • Italic Bold- Makes your text slanted and thicker. • Underline- Puts a stroke under your text. • Shadow-Adds a shadow behind your text. • ALL CAPS BOLD-ALL TEXT IS IN CAPITAL LETTERS & BOLD • Small Caps Bold-All Text Is Capital But Use Lowercase Typesets and is Bold • Reverse – The color of the text is a positive against a negative background.

11. Character Spacing • Character Spacing is the amount of empty space between text characters. • Another term for Character Spacing is Kerning. • Condensed -The character spacing between text is tight & narrow. • Expanded-The character spacing between the text is lengthened.

12. Graphic Design • Graphic Design is the process of communicating visually using typography and images to present information. • It is also known as Commercial Art.

13. Design & Composition • Design is the plan, conception, or organization of a work of art; the arrangement of independent parts (the elements of art) to form a coordinated whole. • Composition is the organization of elements of art and principles of design in a work of art.

14. Page Layout & Orientation • Page layout is the part of graphic design that deals in the arrangement of visual elements on a page. • Page orientation is the way in which a rectangular page is oriented for normal viewing. • The two most common types of page orientation are portrait (vertical layout) and landscape (horizontal layout).

15. Portrait & Landscape Page Orientation • Portrait page orientation is when the height of the page is greater than the width. • Landscape page orientation is when the width of the page is greater than the height. Portrait Landscape

16. Keyboarding • Keyboarding is the activity of typing information into a computer or word processor. • The home row keys are the row of keys on the computer keyboard your fingers rest on when not typing. • The home row keys for your left-hand are A, S, D, and F and your right-hand are J, K, L, and ; (semicolon). For both hands, the thumbs rest on the spacebar. • GWAM stands for gross words a minute

17. GRADIENT • A Gradient in art is a visual technique of gradually transitioning from one color to another; or from one shade to another; or one texture to another.

18. Elements of Art • The Elements of Art are the basic components used by an artist when producing works of art. • The Elements of Art include line, shape, value, texture, and color.

19. Line • A line is a point moving in space. • Line quality can vary in lightness, darkness, width, length, curvature, color, or direction. • Line direction may be horizontal, vertical, or diagonal.

20. Shape • A shapeis a two dimensional area that is contained by a line. • When a line overlaps itself it creates a shape. • A shape may be geometric or organic. • A geometric shape has a precise formula and looks as if it was created by a drawing instrument. • An organic shape is acurvy and irregular free form shape that looks like it is derived from nature and drawn by hand.

21. Shape • Geometric Shapes • Organic Shapes

22. Value • Value is the lightness or darkness of a color. • A gradient is a value scale that shows the range of values from black to white. • High values are light. • Low values are dark. High Value Low Value

23. Color • The visual sensation dependent on the reflection or absorption of light from a given surface. • The three characteristics of color are hue, value, and intensity.

24. Color Wheel • A Color Wheel is a circular pattern that illustrates the relationship between colors such as the primary colors, secondary colors, complementary colors, etc. • The word “Hue” refers to the name of a color (for example: the color is red, blue, yellow, or orange).

25. Primary Colors • The Primary Colors are red, yellow and blue. • These are considered primary because combining other colors together cannot create them. RED YELLOW BLUE

26. Secondary Colors • The Secondary Colors are created when two primary colors are mixed together. • The secondary colors are orange, green and violet. ORANGE GREEN VIOLET

27. Tertiary Colors • A Tertiary Color is created when a primary and secondary color are mixed. • Tertiary colors have the name of the primary color first, followed by the name of the secondary color. YELLOW ORANGE RED ORANGE YELLOW GREEN BLUE GREEN BLUE VIOLET RED VIOLET

28. Complementary Colors Green Red • Complementary Colors are colors that are opposite of each other on the color wheel. Blue Orange Yellow Violet Yellow Orange Blue Violet Red Violet Yellow Green BLUE GREEN Red Orange

29. Earth Tones • Colors with elements of browns, tans and grays are examples of Earth Tones. • Earth Tones resemble those colors found in nature. • Intensity is the brightness or dullness of a color. Rembrandt van Rijn Philosopher in Meditation 1623 Oil on wood 11 x 13 ½” (28 x 34 cm) The Louve, Paris

30. Neutral Colors • Neutral colors include black, gray, and white sometimes brown and beige. • They are sometimes called “earth tones” or “achromatic colors”. • Neutral colors don’t show up on the color wheel. BLACK GRAY WHITE BROWN

31. Analogous Colors • Analogous colors sit next to each other on the color wheel. • Analogous Colors tend to look pleasant together because they are closely related. Vincent Van Gogh Sunflowers on Gold 1888

32. Monochromatic Color/Theme • Monochromatic Color schemes use only one color of various values. • In art, a theme is a subject or topic in an artistic work. Picasso, Pablo Femme aux Bras Croises 1901-1902

33. Warm Colors • Colors like red-violet, red, red-orange, orange, and yellow are often called Warm Colors.

34. Cool Colors • Colors like blue, blue-green, green, yellow-green, blue-violet, and violet are often called Cool Colors.

35. Tints, Shades, & Tones • A tint is a color to which white was added. • A shade is a color to which black was added. • A tone is a color to which gray was added.

36. Texture • Texture is the surface quality of materials, either actual (tactile) or implied (visual). • Visual Texture is the experience of texture through the sense of sight. • Texture is an Element of Art • These are examples of Visual Texture: White Marble Oak Water Droplets

37. Balance • Balanceis the way in which the elements in visual arts are arranged to create a feeling of equilibrium in a work of art. • The three types of balance are symmetry, asymmetry, and radial.

38. Balance & symmetry • Symmetry (Formal Balance)is mirror image balance. In symmetrical balance, you could draw a line down the center of your design, and you'd find the exact same elements on either side of that line.

39. Asymmetrical Balance • Asymmetrical balance is a balance of parts on opposite sides of a perceived midline, giving the appearance of equal visual weight.

40. Radial balance is any type of balance based on a circle with its design extending from its center.

41. Focal Point/Emphasis • A Focal Point results when one element differs from the others to create contrast. • Whatever interrupts an overall feeling or pattern automatically attracts the eye by this difference creating Emphasis.

42. Space • Spaceis the distance or area between, around, above, below, and within things. • Although drawings and paintings are created in two dimensions, they can be made to appear three-dimensional. Vincent Van Gogh Van Gogh's Room at Arles 1889

43. Foreground • In art the foreground is the part of the picture plane that appears to be nearer the viewer or in the front. • In the Diego Rivera painting the man and his horses are in the foreground. Foreground Diego Rivera La era 1904

44. Middle Ground • In art the middle ground is the part of the picture plane that is between the foreground and the background. • In the Diego Rivera painting the entrance, ranch house, and wall are in the middle ground. Middle Ground Diego Rivera La era 1904

45. Background • In art the background is the part of the picture plane that seems to be farthest from the viewer. • In the Diego Rivera painting the mountain and sky are in the background. Background Diego Rivera La era 1904

46. Rule of Thirds • One of the most popular 'rules' in photography is the Rule of Thirds. • The Rule of Thirds is applied by aligning a subject with the guide lines and their intersection points, placing the horizon on the top or bottom line, or allowing linear features in the image to flow from section to section.

47. Bird’s Eye View • A bird’s eye view is a picture that is taken from above the subject. • Thus giving it the effect that it was taken from a birds’ eye. • This gave it the name; bird’s eye view.

48. Worm’s Eye View • A worm’s eye view is a picture that is taken from below the subject. • Thus giving it the effect that it was taken from a worm’s eye. • This gave it the name; worm’s eye view.

49. Perspective • Perspectiveis the geometrical technique in art that creates the illusion of three-dimensional plane. • Inone-point perspective, lines appear to go away from the viewer and meet at a single point on the horizon known as the vanishing point. Claude Monet Beach at Trouville 1870

50. One Point Perspective in Photography • One Point Perspective means all sets of parallel lines will seem to converge on the horizon line at one point. • This one point is often called the center of vision. • One point perspective presents a dramatic view of deep space. The photographer placed the tree at the center of the vanishing point & in the middle of the horizon line. The parallel lines direct the viewers’ eye toward the tree.