The art or process of arranging text and/or pictures on a printed or electronic “page”. The layout establishes the overall appearance, relative importance, and relationships between graphic elements to achieve a balance of information for maximum appeal, effectiveness, or impact. Often alternative layouts, or roughs, are prepared to explore different arrangements before the final layout …
The part of a lowercase letter which extends below the “baseline” or bottom of the letter, as in the letters g, j, q, p, and y. See also: ascender
Left and right panels fold inwards to meet in the middle resulting in six panels This fold works well for brochures that have a “big reveal” message or image, because it is presented as you would open a gift, with the folded panels opening to reveal the inside panel. See also: single fold, tri-fold, accordion …
the last line or the last few words of a paragraph that appear at the top of the next column or page; the first line of a paragraph that appears at the bottom of the column or page; a word on its own line at the end of a paragraph use it in real life: …
text that is the main content of a given page or document and sets the visual and emotional tone for the look of the page use it in real life: A page in a magazine may have a main story, two sidebars and a callout. The main story is the body text or copy.
the heaviness or thickness of the strokes of a letterform that can be expressed as light, regular, bold, extra bold, etc. use it in real life: Varying the weight of type can add style to a layout or solve a compositional issue. Also it can address a content or structural issue in which the text …
Historically, a font is a given alphabet and its associated characters of a single size and style containing all the letters, numbers, and marks needed for typesetting. This used to be an actual box that held the pieces of lead and wood of a particular typeface. These pieces of type would be arranged on strips …
the visual components that form part of the overall brand and are defined by guidelines that state specific fonts, colors, sizes, placement, and usage to ensure the identity is consistent in all its applications and thereby retains the visual integrity of the brand. use it in real life: your identity is not your logo or …
The words we live by: identity or corporate identity Read More »
