Complementary Color
- Colors which "cancel" each other out (sometimes called "opposite" colors
- With subtractive color (like ink), combine to create deep gray-ish black
- With additive color (like light), combine to create white
- Common pairings and full of contrast
- Colo
additive color
Overlay light spectrum, RGB (red, green, and blue), white
subtractive color
Using ink/pigment, CMYK, black
Hue
pure color
Tint
hue + white
Tone
hue + grey
Shade
hue + black
Baseline
the invisible line upon which type sits
Ascenders
strokes that rise about the x-height
Descenders
strokes that extend below the baseline
x-height
the height of the main body of the lowercase letters
Tracking
the amount of horizontal space between characters
Leading
the amount of vertical space between lines of type
Units of measure
inch, pica (1/6 inch), point (1/72 inch)
Readability
deals with large amounts of text and how easy that text is to read
Legibility
deals with a short amount of text that is instantly recognizable
Serif
type with feet on the base of letters or at the end of strokes
San serif
type without serifs, usually no transition and tall x-height
why use pantone colors
universal, guaranteed precision, system of colors to have consistency
Serifs are _______ readable than sans serifs
more
Distinctive type is _____ readable
less
Serifs are ______ readable than sans serifs
more
Sagmeister
famous graphic designer, has firm in new york, well known for playing with fonts/inventing new type