a zig zag fold with at least two parallel folds that go in opposite directions; also known as zig-zag
a color that becomes white when all colors have been added; RGB is an example
the placement of text or graphics on a line (right, left, center, or justified)
the type of balance when both sides of the central axis are not identical, yet appear to have the same visual weight
use of elements so they counter each other; creates a product that is in harmony
the joing of pages with either wire, glue or other means
standard type of paper used in copiers and printers
a heavy weight paper; typically used for business cards, greeting cards, post cards, etc.
maintaining the same layout and style throughout the publication; i.e. fonts, colors, spacing, graphic elements, etc.
the differences in values, colors, textures, shapes, and other elements within a presentation
the visual path created by the arrangements of elements.
the visually dominant elements in a presentation; the center of interest
folding the sides in toward the middle of a page
dividing the page in half; often called a booklet fold
the arrangement of all key parts of a publication without including specific content.
a standard American paper size that is 8.5 x 14 inches
a standard American paper size that is 8.5 x 11 inches
as a design element, lines can be used to divide or unite elements on a page, denote direction of movement, or anchor objects on a page
the physical or visual size of a publication or an object in the publication.
rough draft of the finished publication that shows the major elements of the publication
a type of paper that is low quality and inexpensive
the optical center is slightly to the right of and above the actual center of a page
the actual weight in pounds of 500 full sheets of paper regardles of the basic size or grade of paper; paper sizes vary based on the type of paper; also known as ream weight
to bind pages together with glue to create a book
a package of 500 sheets of paper
the use of the same visual effects a number of times in the same project; the consistent repetition of graphic elements works to create visual unity
one of two or more horizontal sections of typed lines lying above or below each other on a page and separated by a rule or a blank space
a type of binding that staples down the middle of folded pages; frequently used to assemble booklets
a design element that includes geometric, natural, or abstract shapes.
space is the distance or area between or around things; space separates or unifies, highlights, and gives the eye a visual rest.
a type of binding that secures pages by using metal combs or plastic combs that fit into holes punched along the edge of the pages; allows the publication to lay flat when opened
a named group of character and paragraph format that can be applied to text
color that becomes white when all colors have been removed or subtracted; CMYK colors are called subtractive colors
type of balance that occurs when the weight of a composition is evenly distributed around a central vertical or horizontal axis
Table of contents
a listing of the major entries in a publication
a standard American paper size that is 11 x 17 inches; sometimes referred to as ledger paper
a specific group of people for which you design your documents; can be categorized by age, gender, income
the surface quality of a shape; i.e., rough, smooth, soft, hard, glossy, etc.: texture can be physical (tactile) or visual
a small sketch that shows only the large elements of the page
the amount of time given to complete a document or project
two parallel folds resulting in three panels on each side of the paper; also known as a brochure fold
the measure of lightness and darkness in color
areas on a page with no text or graphics; designed to provide a visual break and to give other elements on the page a greater impact; also known as negative space
the visual path that draws the eye from top left to top right down to bottom left and then to bottom right