Visual Communications Lecture Notes

2.3.1.2.3.8 Notes  Desktop Publishing-The term for the creation of digital documents using page layout software; this production method revolutionized the work of the graphic designer.  Golden Section-A geometrically calculated proportion; recognized throughout art and design history as aesthetically pleasing.  WYSIWYG-What You See Is What You Get; used to describe the ability to see type and image detail on a computer screen that is the equivalent of the printed version.  Centered Alignment-Lines of type which are aligned along a central axis.  Eye Flow-The path of a viewer's eye.  Free Form-Lines of type which do not appear to follow a strict justified, right, left, or centered alignment.  Justified Alignment-Lines of type which are spaced to align along both a left and a right margin, creating a block.  Left Alignment-Lines of type which are aligned to a left margin and ragged on the right.  Margins-White space which frames the elements in a page layout.  Right Alignment-Lines of type which align to a right margin and are ragged on the left.  Alley-The space between columns  Bleed-In a composition, layout elements which extend all the way to the edge of the picture frame.  Column-In a layout, a defined block of space that contains type or image; columns are bordered by margins.  Display-One of two general terms used to describe type size; display type is larger than text and suitable for use in a headline.  Gutter-The space between two adjoining pages.  Spread-The term for two facing pages.  Text-Also known as body copy, one of two general terms used to describe type size; text type is 12 points or smaller, which distinguishes it from headlines.  Grid-An underlying structure upon which a layout can be built; typically comprised of rows, columns, and the gaps between them.  International Style-Also known as Swiss Style, a style characterized by the use of asymmetrical balance, rigid typographic grids, and the use of sans-serif typefaces.  Josef Müller-Brockmann-Swiss graphic designer, teacher, and key proponent of the International Style movement; pioneered the use of grid systems in graphic design.  Module-Name for the basic component of a layout grid which overlays a matrix of columns and rows.  Row-A component of a layout grid which spans the page horizontally.  de Stijl-Means "the Style;" a Dutch art movement focused on the use of simple geometric form and primary colors. The painter Mondrian was part of this movement.  Caption-In page layout, lines of descriptive text positioned under a graphic or photograph.  Headline-In a layout, a main heading above a block of text.  Hierarchy-The organization of elements according to importance. In typography, hierarchy is achieved by placement, size, color, or style.  Paragraph Rule-In page layout, a term used to describe a line used as a graphic element and positioned within a column of text.  Subhead-In a page layout, a heading smaller and of lesser importance than a headline.  Big Type-A layout style characterized by the use of a very large headline.  Circus-A layout style characterized by the use of a wide variety of shapes and sizes of design elements.  Frame-A layout style characterized by the use of a border.  Mondrian-A layout style named after a Dutch painter and characterized by emphasis dividing the space into obvious sections.  Picture Window-A vertical layout style characterized by a large picture at the top with a headline and body copy below.  Rebus-A layout style characterized by a headline with some of the words replaced with pictures.  Silhouette-A layout style characterized by picture elements that are cut out of their backgrounds.  Wireframe-In web design, a schematic which shows the underlying structure of a web page.  Caption-In page layout, lines of descriptive text positioned under a graphic or photograph.  Centered Alignment-Lines of type which are aligned along a central axis.  Column-In a layout, a defined block of space that contains type or image; columns are bordered by margins.  Eye Flow-The path of a viewer's eye.  Free Form-Lines of type which do not appear to follow a strict justified, right, left, or centered alignment.  Headline-In a layout, a main heading above a block of text.  Hierarchy-The organization of elements according to importance. In typography, hierarchy is achieved by placement, size, color, or style.  Justified Alignment-Lines of type which are spaced to align along both a left and a right margin, creating a block.  Left Alignment-Lines of type which are aligned to a left margin and ragged on the right.  Margins-White space which frames the elements in a page layout.  Readability-How easily words and blocks of words can be read.  Right Alignment-Lines of type which align to a right margin and are ragged on the left.  Spread-The term for two facing pages.  Subhead-In a page layout, a heading smaller and of lesser importance than a headline.  Typeface-The complete name of a type family member; typically contains the name of the publisher, family, weight, posture, and width.