Week 3: Imagery and Media

Big words: 

1. Value
2. Hue
3. Monochromatic color combination
4. Complementary color combination
5. Analogous color combination
6. Triadic color combination
7. Dominance --> determined by value and hue
8. balance
9. grids
10. typography
11. composition
12. layout
13. alignment 
14. proximity

Analyzing value and dominance

1. what are the lightest structures in display?
2. Divide them into two more levels of gray values
3. Are the appropriate elements dominant? 
4. Is the layout balanced? 
5. If one element needs to be adjusted, what will the impact be on everything else? 

Typology: 

1. Text has to be Visible, legible, readable. 
2. Visibility: 
• size
• contrast
• interference
• occlusion
3. Legibility (letter forms): 
• letter spacing
• character shapes (image resolution)
• contrast
• interference
4. Readability: 
• Line length: ideal-2/3 and 1/3 of a standard page width; no scrolling or wall-to-wall text 
• Letter forms: lowercase letters are easier to read
• Typeface: Book faces (serif or sans-serif) for texts; display or italic faces for short titles or labels. 
• justification: ragged right
5. text as visuals: 
• The gray value of your text has to be moderate
• Factors influencing the value: typeface, point size, 
• You can make your text "shout" through typeface selection, point size, boldness, italics, and color.
• Typefaces convey affective meaning through metaphor and through common use

Questions to ask: 

1. Need further clarification on how to analyze the dominance and balance. 
2. Produce a value analysis and a grid diagram for your assigned website. (where?)