10 terms

DPublishing St. 2

STUDY
PLAY
Contrast
Difference degrees of lightness and darkness on the page. Also, used as an organizational aid so that the reader can distinctly identify the organization of the publication.
CRAP
Contrast, Repetition, Alignment, Proximity.
Directional flow
Established by organizing a positioning element in such a way that the reader's eyes are drawn through the text and to particular words or images that the designer wishes to emphasize.
Focal Point
The center of interest on a page or set of facing pages, created by using color, contrast and proportion.
Repetition
Duplication of elements or details on one or more pages.
Rule of Thirds
States that page is arranged more effective and appealing to the eye than other designs. Nine equal parts.
White Space/Negative Space
The non-printed space of margins and gutters.
Consistency
Conformity in the application of something, typically that which is necessary for the sake of logic, accuracy, or fairness.
Balance
Attained by equally distributing the weight of various elements, such as blocks of text, graphic images, headings, ruled lines, and white space on the page. Can be described as either symmetrical or asymmetrical.
Proportion
A part, share, or number considered in comparative relation to a whole.
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