Notes on all the sections required for Grade 12 final exams.
The notes are on the following sections:
Section A: Design Literacy
The Design process
Design as communication
Visual Analysis and gestalt principles
Design in a business context
Section B: Design in the Historical Context
Anti - Design...
Section A
Question 1
The Design Process
Design is to formulate a plan; to plan out in systematic, usually graphic form; usually graphic form;
to create or conceive for a particular purpose; to visually communicate; to produce a product,
service or enviroment.
What is design?
• Visually communicate
• To formulate a plan to create or conceive for a particular purpose
• Produce a product, system, service or enviroment
1. Ideation - Coming up with ideas + researching
- Problem, brief; existing examples; brainstorming
3. Development - Prepare for production
- Sketches; explore techniques; maquettes; finalse idea + materials; working
drawing idea + materials; working drawings
4. Production - Manufacture
- Timeline of progression (flow chart; budget; documentation)
Design porcess is —> Linear cyclical: 1 —> 2 —> 3 —> 4 —> 5
Continuous review progress and work back in order to make
Improvements constantly more user - friendly.
1
,Question 2
Design as Communication
Anatomy of Typography
• Typeface —> Family of letters (e.g Arial)
• Font —> Individual font memeber if family (e.g Arial bold)
• Kerning: Space between letters.
• Leading: Space between lines.
• Type Size: Highness - lowness point.
• Baseline: Is the imaginary line upon which a line of text rests.
• Italic: Is a cursive font based on a stylised form of calligraphic handwriting.
• Sans Serif: Doesn’t have extending features called "serifs" at the end of strokes.
• Descender: A portion of a letter that extends below the baseline of a font.
• Ascender: A portion of a minuscule letter in a Latin-derived alphabet that extends above the
mean line of a font.
• Stem: Vertical stroke of a letterform.
Illustrative typography: A part of the drawing.
Typography reinforces meaning.
SIZE (emphasis through typography) —> weight / size
2
, Types of Advertising
• Print —> e.g newspapers / magazines, flyers - distiributed + passed on easily
• Guerilla —> unconventional, creative ways of advertising
• Broadcast —> on - air advertising (radio / TV); commercials
• Outdoor —> billboards on roadsides / buildings; vehicles; image > text
• Product Placement —> using products in well known films; subtle
• Mobile —> mobile devices (text messages / pop ups); pinterest; spotify
• Packaging —> promotes brand & other products; logo; slogan; people are seen enjoying goods
• Online —> internet to promote / inform; pop ups
Constrains in Advertising
• Money - stick to budget; size of company determines nature of advertising
• Ethics - consider who will see the advert; respect
• Law - cannot promote illegal acts; insult other brands
Advertising Key Features
• Budget
• Target audience
• Main purpose (persaude / inform)
• Where will it be displayed?
• Allergy info (if recession)
• Price
• Image (what will it look like?)
• Contact detail
3
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