Purpose of design

an element to which the eye first moves

how elements are distributed on the page

centers all design elements around the visual center

arranges design elements off center

created by lines that the eye follows on a page

created with the use of appropriate and consistent elements

nonprinted space; do not overcrowd type/graphic elements; use 80-85%

isolate a page or section of a page; can be light/dark; on all sides or selected sides

family of alphabetic characters, numbers, punctuation marks, and other symbols that share a consistent design

how easily words, phrases, and blocks of text can be read

the ease with which individual letters can be distinguished

typefaces are measured by a system called

the little extra stroke found at the end of main vertical and horizontal strokes of some letter forms; typically easier to read; usually used for large bodies of text

Serif example

type which does not have serifs; used for displays, special emphasis, small bodies of text; usually difficult to read in large bodies of text

Sans Serif example

designs are unusual and unique; designed to attract attention

Display & Decorative example

designed to resemble handwriting; should never be used in all capital letters; generally reserved for invitations, greetings, or advertisements

Script example

special formatting applied to text

Style that appears darker than the surrounding text

Style that slopes to the right

Style that shows a line underneath the word/words

Alignment that is jagged on each side

Alignment is is even on each side

Alignment that displays even on the left and jagged on the right

Alignment that is even on the right side and jagged on the left side