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Design

A visual language that is built on fundamental principles and elements

Vector Images

An image made up of paths and curves rather than a grid of pixels. File extensions include .EPS, .AI, .SVG, and .DRW

Raster Images

An image made up of individual pixels. File extensions include .JPEG, .GIF, and .BMP

Dots per inch (DPI)

A term to describe the measure of sharpness within an image. It is best to use at least 300 DPI for printed work

Complementary Colors

The colors that are opposite of each other when viewed on the color wheel

Analogous Colors

Colors that are adjacent to one another on the color wheel. Examples of Analogous colors include: red violet, red and red orange

Triadic Colors

Triadic colors are three colors evenly spaced on the color wheel. One colors dominates, the second supports, and the third accents

Pixels per inch (PPI)

A measurement of the resolution of a computer display. At least 72 PPI is used for digital work

CMYK

CMYK is a four-color printing process made up of cyan, magenta, yellow and key (black)

RGB

RGB stands for red, green and blue. The 3 colors of light typically used to display images on a digital screen

Pantone

Pantone is developed by Pantone Corporation. It is a professional color company. Pantone is the proprietary color system for blending colors and is widely used. The colors in this system cannot be mixed in CMYK

 

Bleed

Bleed area is located outside the edges of a document. Imperfections in the trimming process can’t be noticed when printing a color or a image outside the page’s edge

Die Cut

A metal ruler that cuts shapes or holes in various types of materials

Gradient

A gradual change from one color to another

Slug

An additional area beyond the bleed where production notes such as a job number or printing date can be place. It is trimmed off before the final delivery of the document

Typography

The artistic arrangement of type in a readable and visually appealing way

Kerning

The adjustment of space between two characters in your type

Hierarchy

The visual arrangement of design elements according to importance

Ascender

The part of certain lowercase letters (b,d,f,h,k,l,t) that extends above the x height

Descender

The portion of the letter that extends below the baseline of your font

Alignment

The positioning and arranging of lines of text, images, or shapes. It can be on the left, right, centered, or justified

Logo

A recognizable graphic design element, such as a name, symbol or trademark, representing an organization or product.

 

Asymmetrical

The arrangement of elements are different on both sides of an axis

Symmetrical

The elements are arranged in the same way on both sides of an axis

Saturation

The degree of intensity and vividness of a color

Focal Point

Areas of interest, emphasis, or difference within a composition that capture and hold the viewer’s attention

Widow

A very short line (one word, or the end of a hyphenated word) at the end of a paragraph or column

Orphan

A single word, part of a word or very short line, that appears at the beginning of a column or a page

Grids

A framework made up of evenly divided, intersecting columns, and rows

Margins

The space around the edge of a page

Negative Space

The areas of a design that are not filled with content. It is also known as “white space”

Contrast

The degree of difference between two juxtaposed elements. Examples of contrast are dark or light, thick or thin, or rough or smooth

Texture

The actual tactile surface of a design or the visual tactility of your design

 

Scale

The change of size of an object while keeping its shape and proportions intact

Baseline

An imaginary horizontal line upon which the base of each capital letter rests

Pica

A typesetting unit of measurement equaling one-sixteenth of an inch

Pixel

The smallest element of an image

Ratio of the Golden

Expressed mathematically as 1:1.618 is used to construct the golden rectangle. It can be split into a perfect square and a rectangle the same aspect ratio as the original rectangle

Proximity

The position and space given to the placement of elements in a composition

Graphic Design

The art of arranging pictographic and typographic elements to create effective communication.

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