format
deals directly with the space, size, and shape of the area you are working with
design
organizing elements to support a concept
design elements
line, typography, shape, texture
balance
organization of design elements to create a sense of equal distribution of visual weight
color
provides a body of practical guidance to the visual impacts
hue
main essence of the color
value/tint/shade
tones of colors produced of that hue
saturation
color brightness or dullness
contrast
a distinct difference in shape, texture, size, color, font, concept
unity
successful coordination of all individual components of the design achieved by using a grid
hierarchy
elements lead the reader through order of significance
type font
a typeface or letter set that is created by a type designer
type styles
variations within a font
Serif fonts
fonts with sharp triangles or square rectangles on the ends of their strokes
Sans Serif fonts
seemingly consistent stroke, lacking serifs
script font
resembles handwritten letters. very casual or very formal
proportional font
size of the letter is determined by its width
display fonts
designed to run larger for headlines or billboards
point
how we measure type
pica
there are 12 points to this. 6 of these make an inch
leading
the vertical space between lines (double spaced)
kerning
space specified between particular pairs of letters
tracking
how tight or loose the characters are; space between letter forms
em dash
longer, used in between thoughts
en dash
shorter, used for dates and numbers
alignment
organization of lines of text in a text block (left, center, right)
justified
right and left lines begin and end at the same point
text font / body copy
everything that is not a headline or a caption
widow
last line is at the top of the page by itself
orphan
first line is at the bottom of the page by itself