Graphic Design & Visual Communication Flashcards

What is 'kerning' in typography?

Answer: Adjusting space between specific letter pairs

Kerning is the manual adjustment of space between specific pairs of characters to improve visual balance.

Which color scheme uses colors that are directly opposite each other on the color wheel?

Answer: Complementary

A complementary color scheme pairs two colors opposite each other on the color wheel, creating maximum contrast and visual vibrance.

In visual hierarchy, which element typically receives the most emphasis to draw the viewer's eye first?

Answer: Focal point or hero element

The focal point or hero element is designed with the greatest size, contrast, or color intensity to attract the viewer's attention first.

What is the purpose of a 'bleed' in print design?

Answer: To extend artwork beyond the trim edge so no white gaps appear after cutting

Bleed extends the background or artwork 1/8 inch (3mm) past the trim line to prevent white edges from appearing after the paper is cut.

Which of the following best describes a sans-serif typeface?

Answer: Lacks decorative strokes at the ends of letter strokes

Sans-serif typefaces lack the small finishing strokes (serifs) found on traditional type, giving them a clean and modern appearance.

A brand's logo appears in three variations: full color, one color, and black-and-white. This practice demonstrates which aspect of brand identity design?

Answer: Logo versatility and brand standards

Creating logo variations ensures the mark remains effective across all media and backgrounds, which is a core requirement in brand standards documentation.

Which type of image is made up of a grid of pixels, each assigned a specific color value?

Answer: Raster image

Raster images are composed of a fixed grid of pixels and are resolution-dependent, meaning quality decreases when scaled up significantly.