Involves using a desktop computer and publishing software to create documents for publication
refers to the style and arrangement or appearance of text
the basic design of a character
attributes or strokes at the tips of the letters called serifs; Used for body text in printed publications
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
Appear to have been written by hand with a calligraphy pen or brush; used for invitations
the specific size, weight and style applied to a typeface
refers to the slant, weight and special effects applied to the text
the different sizes, weights and variations of a typeface
Each letter takes up the same amount of space regardless of the letter size
The amount of space each character takes up is adjusted to the width of that character
The vertical spacing between lines of text
Horizontal spacing between pairs of letters
Horizontal spacing between all of characters in a large block of text
Visual relationship between all of the elements in a layout, even if the elements are far apart
Elements of the design are centered or evenly divided both vertically and horizontally
Off-center alignment created with an odd or mismatched number of elements
With radial designs the elements radiate from or swirl around in a circular or spiral path
The use of big and small elements, black and white text, squares and circles
Grouping elements to demonstrate their relationship to each other
Repeat some aspect of the design throughout the entire layout
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
organize, create movement, connect, seperate, provide texture, convey a mood, define shapes, provide emphasis, provide a frame
triangles, squares, circles
leaves, flower petals
a blend of geometric and natural shapes.
color can be used to:
evoke emotion, add/detract attention, create movement, lead the eye
a chart used to choose colors
colors that look good when used together
what RGB is expressed as on web pages
Cyan, Magenta, Yellow and Black
the amount of the hue used
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