Display Type – Lare type used to attract attention. Usually 18pt or larger.
Sans Serif Typeface: A typeface without serifs whose letterforms are of uniform thickness.
Serif Typeface: A typeface whose letterforms are of varying thickness and begin or end with a
thin supplemental stroke.
Storyboard: A series of sketches resembling a comic strip in a sequence for television ad or
film. Each frame indicates one camera shot.
x-height – The height of a lower case letter.
Elements and Principles of Design – See handout.
Thumbnails – Small rough sketches visualizing an idea or concept.
Points – Standard unit of measuring type equaling 1/72 of a inch. There are 12 points in a
Leading – In hot metal type composition, lead was inserted between lines of type for spacing.
The term is still used today to refer to the space between lines of type.
Layout – A preliminary plan or sketch of the basic elements of a design shown in their proper
positions prior to making a comprehensive. An arrangement of pictures, type, and heading.
Kerning – Adjusting the space between letters for a better visual fit.
Grid – A set of horizontal and vertical lines used as a guide for alignment of type and photos;
creates a uniformity of design.
Gutter – The space between two columns of type on a page or the inside margins of a facing
Corporate Identity – A visual and/or verbal definition of a company’s personality and goals.
Format – General term for the style, size and allover appearance of a publication.
Bleed - Portion of
Hue – Hue is one of the main properties of a color described with names such as "red",
"yellow", etc. The two other main properties are lightness and colorfulness. Hue is also one of
the three dimensions in some colorspaces along with saturation, and lightness.
Saturation – The purity of a hue (the name of a color found in its pure state in the spectrum --
Red, Yellow, Blue).
Bitmap (Photoshop) – A bitmap is a type of graphic composed of pixels (picture element) in a
grid. Each pixel or "bit" contains color information for the image. Bitmap graphics formats have
a fixed resolution which means that resizing a bitmap graphic can result in distortion and
Vector (Illustrator)- Imaging program that generates information based on shapes rather than
pixels. Anchor points and pathways work together to form shapes.