AA (Author's Alteration) A change in concept direction, design layout or content after it had been set for final approval in digital format. Assymetry Deliberate imbalance to generate stress, energy or tension. Balance The arrangement of elements in a visual field that produces a sense of order and stability. Brainstorm A creative session where team members discuss challenges, strategic direction and think together to build innovative and creative solutions. Comp (Comprehensive layout) A layout or dummy that is carefully drawn or proofed to size showing all elements in correct size and position. Rendered to present a close appoximation of the finished printed piece. Composition (Layout) The arrangement of elements in a visual field so as to please the eye to obtain an intended effect. Contrast A relationship difference between two visual elements to generate emphasis, to distinguish and separate. Dingbat An ornamental symbol or element used to attract attention. Dummy A prototype that shows how a three-dimensional object, such as a book or package, will look by using the proposed materials, but not necessarily showing all the graphics. Dummy text ÒNonsenseÓ text, sometimes in Latin, used in a comp to represent areas of text. This is used so that the viewer can concentrate on the creative visuals rather than getting distracted by words and content. Flush Even, or aligned, on one edge. This term can be applied to the alignment of an element in design. Folio A page number. Odd numbers are right-hand pages, even numbers are left-hand pages. Format A design area of uninterrupted space defined by edges. Term used to describe the appearance and style of an illustration or page layout. For example, a horizontal format is one in which the width is greater than the height. Grid A planned architecture of space and elements on a page. Grouping A powerful design tool. A way of structuring information that appears in a visual field. Threading parts together in manageable units to create hierarchical relationships. Hierarchy Manipulating the viewer by emphasizing design elements and content in order of importance. Icon An image; a representation. A simile or symbol. A picture on a screen that represents a specific command. Line A line is direction, it has no beginning and no ending. Logo A trademark or signature of a company or product. Layout A drawing, sketch or plan of a piece, page or advertisement showing all elements in position, a blueprint. Illustration An image that has been drawn or painted, as opposed to photographed. Masthead Usually refers to the title or name of piece that appears at the top of the page. Mechanical The camera-ready assembly of typographic and illustrative elements and printers instructions ready to be reproduced for printing. Mounting A method of presenting visuals, or comps, using a board or paper as backing. Packaging A pack that is constructed and designed for an individual product. Point The intersection of two lines. Portfolio A case that contains samples of a designer's work. Print Any design project that will be printed on paper. Includes brochures, advertisements, direct mail, identity systems etc. Does not include multimedia or web projects. Shape Uniting lines to create a form that is two dimensional that possesses height and width. Three basic shapes: triangle, square, & circle. Theory All other shapes are built from the three basic geometric shapes. Space Widely used term in graphic design. 1. The space the actual work of art occupies 2. negative space indicates the space around a positive shape. 3. illusion of space in a two dimensional field. Spatiality The way space is used in a composition. Specs Itemized list of specifications or detailed instructions for each part of a project. Can include color, size, typeface, paper, image size, etc. Spread A term that refers to two facing pages in a publication. Storyboard Used to show how a film sequence will look by using a series of illustrations rather like a comic strip. Template A page with preprinted images used as an aid for creating multiple pages having the same look. Texture The tactile element suggesting or showing how something "feels". Two types of textures: "actual" texture of the material used, "simulated" texture is created by the artist using visual elements. Thumbnails Very rough, small and quick initial sketches. Used to work out an idea before execution. Tone The voice of the visual language that reveals the clients attitude towards the audience and the subject.

Ampersand A symbol derived from the Latin "et", meaning "and". Ascender The part of the lowercase letterform that extends above the mean line, or top of the x-height. Baseline The imaginary line on which letters rest. Descenders hang below the baseline. Body Copy Generally 6 - 14 point size type used for regular reading matter. Centered One of the five formats of type when all copy is centered from left to right in a given space. Characters Term referring to letters, symbols, punctuation marks, etc. in an alphabet. Copy A term synonymous with both text and manuscript, generally refers to the Òwriting.Ó Copy Block A block of type, whether it is one paragraph or that it stands by itself. Descender The part of the lowercase letterform that hangs below the baseline. Display A form of typeface in a layout that is generally used as headline, sub-headlines, or other copy that is short in length and requires that it captures attention. Flush Left One of the five formats of type in which all lines of type begin at one fixed point on the left, but varies in ending on the right (hence, ragged right). Flush Right One of the five formats of type in which all lines of type begin at one fixed point on the right, but varies in beginning on the left (hence ragged left). Font A term synonymous with weight, it refers to the member of the typefaceÕs family, i.e., light, medium, bold, semibold, etc. Headline The line of copy that engages the reader and requires attention and quick readability. Typically is set in display type, a larger point size and sets the writing tone for the printed piece. Justified One of the five formats of type in which all lines of type begin at one fixed point on the left and one fixed point on the right. A designer must be careful when setting type in this manner the format produces more space between words and can look incorrect if not adjusted. Kerning Term that refers to adjusting the spaces between characters or letters. Most typefaces need to be kerned on the computer to avoid the unnatural spaces that can occur when typesetting. Leading The amount of space between lines of copy. The space is measured in points. For example, you may have 10 point type on 12 point leading. This is usually referred to as 10 on 12 or 10/12. The term originated with the letterpress, actual pieces of lead were used to space lines of text for printing. Ligature Two or three characters linked to create a single letterform, for example- ff, ffi, ffl. Mean line The implied line at the top of the x-height. Orphan A very short line ending a paragraph and carried over to the top of another column. Point A unit of measure that is equal to 1/72 of an inch. Points also refer to the size of the type. Point Size Term referring to the size of type. Point sizes range from 2 to 720. Rule A typographic line whose thickness is specified in points. Runaround Type set to fit around another design element or image, reflecting its contour. Sans Serif Type without serifs. Serifs Feet at the end of the main strokes of letters. Stress The direction of thickening in a curved stroke of a letterform. Sub-Headline A line of copy which follows the headline, further clarifying what the headline is saying or introducing a smaller topic within the main subject. Typeface A family of type, i.e., Helvetica, Bodoni, Univers etc. Within a particular typeface, there are many fonts. Widow In typeset copy, a widow is a word that stands alone at the end (or last line) of a paragraph. It looks like a mistake and generally a designer tries to kern the copy, causing the one lone word to be brought up into the main body of the copy. X-Height The height of lowercase letters excluding ascenders and descenders. It is limited by the baseline and the mean line.

Chroma The purity or degree of saturation of a color; relative absence of white or gray. CMYK Cyan, Magenta, Yellow, and Black. This form is usually used for print, while the opposite (RGB) is usually used on monitors. Flat color Solid areas of color without any tonal values. Gradation Refers to when one color blends smoothly into another; with no visible steps. Hue In color, the hue can vary depending on lighting, other surrounding colors, and even different perceptions of the human eye. Metallic Of or pertaining to metal in nature or appearance. Pantone The brand name of an internationally recognized color matching system which is standardized throughout the complete range of designer materials and applications. Also known as PMS (Pantone Matching System). Saturation The density of a color. Tint An even tone area whether solid or screened. Tone The varying shades of a color. Toyo A color matching system based on a series of numbers. Trumatch A color matching system based solely on the characteristics of CMYK colors in printing. Value A density or numeric assignment of a color, tone or density made by direct comparison or by use of a densitometer. Color printing values range from 2% minimum controllable dot to 98% maximum controllable dot. Values in color can be preselected for density, hue and depth by using a process printing guide. This is an excellent way to pre-visualize how a particular color may be expected to reproduce on a printing press.

Depth of field Controlled by the aperture (opening in the lens). Refers to the depth of the photo which is in focus. The greater the depth of field, the more of the photo from foreground to background will be in focus. Digital Photograph The need for film is eliminated. The image is captured directly from a digital camera to a computer or to a digital storage device. Large format Refers to cameras that use large sheets of film either 4" x 5" or 8" x 10". Used by professional photographers for unmatched detail in still life and landscape photography and superior enlargements. Medium format Refers to cameras that use larger 2 1/2" square film. Used by professional photographers for portraits that require more detail for better enlargements. Positive A positive image on film material made as a contact from a negative, or coming directly from slide film. Film positives are used for plate making in offset lithography, for photo photosilkscreen and for direct use in any design project. Print Film A photographic film which records a negative image. The film is then used to render a positive image on print. Slide Film Also known as chrome film. Image is recorded as a positive. Standard format Refers to cameras that use 35mm film. The size of the film is 24mm x 36mm. Used by most people, and by professional photographers for action shots.