Today you will have your final test. Here are all the Principles,  Elements of Design, and vocabulary you need to study. The second part of the test will be your Art History Time Line, and you will have to match what happened with the correct date. Also your last chance to turn in any late projects.

Elements of Design

1. Line

2. Value

3. Color

1. Form

2. Shape

3. Texture

4. Space

Principles:

Balance

Balance is an equilibrium that results from looking at images and judging them against our ideas of physical structure (such as mass, gravity or the sides of a page). It is the arrangement of the objects in a given design as it relates to their visual weight within a composition. Balance usually comes in two forms: symmetrical and asymmetrical.

Two Types:

Symmetrical and Asymmetrical

Rhythm

Rhythm is the repetition or alternation of elements, often with defined intervals between them. Rhythm can create a sense of movement, and can establish pattern and texture. There are many different kinds of rhythm, often defined by the feeling it evokes when looking at it.

Dominance

Dominance relates to varying degrees of emphasis in design. It determines the visual weight of a composition, establishes space and perspective, and often resolves where the eye goes first when looking at a design. There are three stages of dominance, each relating to the weight of a particular object within a composition.

Unity

The concept of unity describes the relationship between the individual parts and the whole of a composition. It investigates the aspects of a given design that are necessary to tie the composition together, to give it a sense of wholeness, or to break it apart and give it a sense of variety. Unity in design is a concept that stems from some of the Gestalt theories of visual perception and psychology, specifically those dealing with how the human brain organizes visual information into categories, or groups

Closure

Closure is the idea that the brain tends to fill in missing information when it perceives an object is missing some of its pieces. Objects can be deconstructed into groups of smaller parts, and when some of these parts are missing the brain tends to add information about an object to achieve closure. In the below examples, we compulsively fill in the missing information to create shape.

Continuance

Continuance is the idea that once you begin looking in one direction, you will continue to do so until something more significant catches your attention. Perspective, or the use of dominant directional lines, tends to successfully direct the viewers eye in a given direction. In addition, the eye direction of any subjects in the design itself can cause a similar effect. In the below example, the eye immediately goes down the direction of the road ending up in the upper right corner of the frame of reference. There is no other dominant object to catch and redirect the attention.

Similarity, Proximity and Alignment

Items of similar size, shape and color tend to be grouped together by the brain, and a semantic relationship between the items is formed. In addition, items in close proximity to or aligned with one another tend to be grouped in a similar way. In the below example, notice how much easier it is to group and define the shape of the objects in the upper left than the lower right.

Contrast or Opposition

Contrast addresses the notion of dynamic tension to the degree of conflict that exists within a given design between the visual elements in the composition.

Positive and Negative Space

Positive and negative space refers to the juxtaposition of figure and ground in a composition. The objects in the environment represent the positive space, and the environment itself is the negative space.

Rule of Thirds

The rule of thirds is a compositional tool that makes use of the notion that the most interesting compositions are those in which the primary element is off center. Basically, take any frame of reference and divide it into thirds placing the elements of the composition on the lines in between.

Marketing Terms and Practices

Focus Group

A focus group is when a group of people are asked about their attitude towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.

Demographic

A demographic refers to selected population characteristics Commonly-used demographics include race, age, income, disabilities, mobility, education, home ownership, employment status, and location.

Market Research

market research seeks to understand the behaviours, whims and preferences, of consumers in a market-based economy, and aims to understand the effects and comparative success of marketing campaigns.

Target Market

is a business term meaning the market segment to which a particular good or service is marketed. It is mainly defined by age, gender, geography, socio-economic grouping, technographic, or any other combination of demographics.

Advertising Campaign

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.

Public Relations

Public relations (PR) is the practice of managing the flow of information between an organization and the public. Public relations gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment.

Brand Identity

A brand is a collection of experiences and associations connected with a service, a person or any other entity.Brands have become increasingly important components of culture and the economy, now being described as “cultural accessories and personal philosophies”.

Interruption Marketing

Interruption marketing refers to the practice of interrupting someones daily life with advertisements. Banner ads, people handing out leaflets at metro stations, and television commercials are all examples of this.

Permission Marketing

Permission Marketing refers to the practice of getting someones permission before marketing a message to them. Examples of permission marketing include online surveys, sweepstakes, and free products which are given in exchange for personal information.

Web 2.0

Refers to a change in which web browsers can be used in a way previously exclusive to software applications. Web 2.0 is many times used to describe “glossy” logos and banners which are common to many sites which use web 2.0.

Audio Logo

An audio logo is the sounds that a company uses in conjunction with visual imagery in order to sell a product or service.

Tag Line

A tagline is a memorable phrase that will sum up the tone and premise of a brand or product (like a film), or to reinforce the audience’s memory of a product.