| A | B |
|---|
| align | To arrange elements so they line up with other elements. |
| alley | Space between columns on a page. |
| art | All pictorial matter; photos, paintings, drawings, etc. |
| balance | Proper placement of elements by weight. |
| bleed | Any image that extends to the edge of a sheet or page after trimming. |
| clip art | High contrast drawigns usually on white, slick paper and made to be cut and pasted into place. |
| color swatch | Samples of an ink color. |
| comprehensive | Layout that looks almost like the final printed piece will look. |
| continuous tone art | Photographs, paintings, and other images having a completed range or variation of tones from white to black. |
| copy | Everything that will be printed or reproduced: type, photos, etc. |
| design | The plan and arrangement of graphic elements. |
| element | Each individual portion of the printed message. |
| emphasis | Arrangement of elements that attracts attention to the most important element. |
| four-color process | Technique of printing using the four process colors of ink to simulate full color. |
| gutter | Space where two pages meet at the binding. |
| high contrast | Few or no tonal gradations between dark and light areas. |
| layout | Preliminary plan or blueprint for any pice to be printed. |
| line art | Any solid image consisting of black lines on white background without gradation of tones. |
| logo | A trademark or unique type of lettering spelling out the name of a company or product. |
| margin | Space that frames the content of a page or sheet. |
| optical center | Point slightly above and to the left of the mathematical center. |
| PMS | Abbreviation for Pantone Matching Systems, a widely used method of specifying spot color. |
| proportion | Size relationship of one part of the design to the other parts. |
| rough | Simple sketch showing the size and position of the various elements of a design. |
| screen tint | Area of image printed with dots so ink coverage is less than 100% and simulates shading. |
| sequence | Arrangement of elements to promote eye movement in logical order. |
| thumbnail | Small, quickly drawn sketch that shows all possible ways to combine various elements of a proposed printed piece. |
| unity | Overall sense that all elements are related. |
| white space | Space not occupied by type, art, or other graphic elements. |
| primary colors | The three basic colors, red, yellow, and blue. |
| cool colors | Restful colors like blue and green that recede from the viewer. |
| warm colors | Stimulating colors like red and orange that tend to project toward the viewer. |
| hue | Distinctive characteristics of a given color that enable it to be recognized by name. |
| intensity | The full strength or purity of a color. |
| shade | Black added to any color to make it darker. |
| tint | White added to any color to make it lighter. |
| tone | Range of light values from white to black and bright to dull. |
