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Desktop Publishing

Involves using a desktop computer and publishing software to create documents for publication

typography

refers to the style and arrangement or appearance of text

typeface

the basic design of a character

serif

attributes or strokes at the tips of the letters called serifs; Used for body text in printed publications

sans serif

There are no attributes (serifs) at the tips of the letters; Used for very large or very small text and for digital display

Ornamental or Decorative

Designed strictly to catch the eye; Used for decoration

Script

Appear to have been written by hand with a calligraphy pen or brush; used for invitations

font

the specific size, weight and style applied to a typeface

font style

refers to the slant, weight and special effects applied to the text

font family

the different sizes, weights and variations of a typeface

monospaced typeface

Each letter takes up the same amount of space regardless of the letter size

Proportional Typefaces

The amount of space each character takes up is adjusted to the width of that character

Leading

The vertical spacing between lines of text

Kerning

Horizontal spacing between pairs of letters

Tracking

Horizontal spacing between all of characters in a large block of text

Alignment

Visual relationship between all of the elements in a layout, even if the elements are far apart

Symmetrical Balance

Elements of the design are centered or evenly divided both vertically and horizontally

Asymmetrical Balance

Off-center alignment created with an odd or mismatched number of elements

Radial Balance

With radial designs the elements radiate from or swirl around in a circular or spiral path

Contrast

The use of big and small elements, black and white text, squares and circles

Proximity/Unity

Grouping elements to demonstrate their relationship to each other

Repetition/Consistency

Repeat some aspect of the design throughout the entire layout

White Space

Negative or space empty of any color

Rule of Thirds and Grids

Using imaginary grids to visually divide the page into thirds vertically and/or horizontally and placing most important elements within those thirds

Optical Center and Z-Pattern

the spot the eye first sees when it encounters a page; the pattern eye follows when scanning a page

Lines can:

organize, create movement, connect, seperate, provide texture, convey a mood, define shapes, provide emphasis, provide a frame

Geometric shapes

triangles, squares, circles

Natural shapes

leaves, flower petals

Abstract shapes

a blend of geometric and natural shapes.

color can be used to:

evoke emotion, add/detract attention, create movement, lead the eye

Color palette

a chart used to choose colors

Complimentary colors

colors that look good when used together

RGB

red, green, blue

hexadecimal

what RGB is expressed as on web pages

CMYK

Cyan, Magenta, Yellow and Black

Hue

a color

Shade

a hue + black

Tint

a hue + white

Saturation

the amount of the hue used

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