CHAP 8
Typeface
Refers to a set of letters, numbers, and other characters created, like a piece of art, by a typeface designer
clip art
A picture or drawing created by someone with the intention that the artwork will be used by others.
bleed
An element that extends through a margin and off the edge of a printed page.
license
A legal agreement that gives permission and states detailed conditions for using a copyrighted image.
pica
A printer’s measurement equal to 1/6 of an inch.
Serif
Typefaces with small decorative strokes or “feet” at the ends of the main strokes that define each letter.
embedded graphic
A graphic that appears in a layout at full resolution, with all of its associated data copied into the layout file.
emphasis
A design principle in which certain elements in a design stand out more than others.
stock photo
An image produced and sold by a professional for use by the general public.
rhythm
A design principle that connects elements in a design and guides a viewer’s eye from one item to the next.
Descender
The part of a lowercase letter that extends below the baseline, as in the letter “y.”
screen capture
A digital raster image of visible screen content; a snapshot of a computer screen generated by the operating system or other dedicated software.
gutter
The white space between columns on a page.
Sans serif
Typefaces with no serifs.
unity
A design principle that pulls together all of the individual elements, making the design look like a single unit.
x-height
In simple terms, the height of the lowercase letter “x” in a given font.
text wrapping
A feature that controls how text flows around a graphic or other object in a layout.
layout
The arrangement on a page of all the key elements without regard to the specific content.
Ascender
The part of a letter that extends above the x-height, as in the letter “f.”
white space
Also called negative space; the blank areas of a design that function like a design element.
Points
The unit of measure used to indicate the size of type. One point is approximately 1/72 of an inch.
watermark
A pale image placed on the background of a page and which is often used for logos or other identification.
master pages
Page designs that can be applied automatically to any page within a document.
balance
A design principle in which the weight of elements is distributed in a visually appealing way.
layout
The arrangement on a page of all the key elements without regard to the specific content.