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Substituting one visual element for another to convey a unique concept or meaning
Substitution
Serif like extentions projecting from arms and curved strokes
Spur
A primary vertical or near-vertical full-length stroke of a character
Stem
Any single linear element in a character
Stroke
Letter or sign designed to represent an activity, idea or object
Symbol
A stroke ending that tapers into a teardrop shape
Teardrop Terminal
The end of a main stroke in a character
Terminal
A short stroke extending from a letterform
Tail
A common, high-resolution, graphic file format used for saving raster or bitmapped images such as scans, photographs, illustrations, and logos
TIFF/ Tagged Image File Format
The thinning ending of a stroke
Taper
A typeset sample produced to show the visual properties of a typeface
Type Specimen
Spacing added to or removed from groups of letters outside the original spacing and kerning specified within a font file
Tracking
An address referring to a document on the internet
URL/ Uniform Resource Locator
Letters larger than–and often differing from–the corresponding lowercase letters.
Uppercase (Capitals/Caps)
A nonspatial continuum in which events progress in an irreversible succession from the past through
the present and into the future
Time
A series of framed images put together, one after another, to stimulate motion and interactivity
Video
A digital image that is composed of lines and curves that are defined by mathematical objects
Vector
An alphabet created for the purpose of reproduction. A set of characters making up an alphabet with design features that make them similar to each other. It may be named after the individual who designed it (Bodoni, Caslon, Garamond, Gill, Fruitger), refer to a county (Caledonia, Helvetica), or be named for it’s appearance or character (Futura, Eurostyle, Modern).
Typeface
What makes it different from competing products, and
more importantly, what leads customers to buy it
USP/- Abbreviation for Unique Selling Proposition
The intersection of a bowl with a stem, a diagonal stem with horizontal a horizontal stem or two bowls
Waist
The heaviness of a typeface, independent of its size; can refer to a style within a font family (Thin or Regular).
Weight
This should make the intervals between words look the same and be consistent. One must achieve a visual balance that is appropriate for the piece and it’s legibility. Considerations include: type face, point size, line length, and general color of the page. Words must not appear to run together or be spaced so wide that they appear as separate words. The goal is to have word spacing that facilitates a natural flow an dreadability of the text.
Word Spacing
A desirable technical connection between what the designer/operator sees on the screen and what will emerge as the final output on film or print
WSYIWYG
Contraction of binary digit, this is the smallest unit of information that a computer can hold
Bit
The process of creating separate negatives and plates for each color of ink (cyan, magenta, yellow, and black) that will be used for publication
Color Separation