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Involves using a desktop computer and publishing software to create documents for publication
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
The amount of space each character takes up is adjusted to the width of that character
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
With radial designs the elements radiate from or swirl around in a circular or spiral path
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
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