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Design & Layout Principles

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Design & Layout Principles S T Design & Layout Principles U D Proportion E size or amount of a design object in relation to the other objects in the N document T V Balance O appearance of having equal visual weights C A Symmetrical B creating balance by using the same objects, shapes, colors or movement on U L each half of a design so it appears one side of the design is a reflection of the A other R Y Asymmetrical creating balance in a design using a variety of objects, shapes, colors, H movement or white space which have equal visual weight but are not the exact A N same on each half D O Hierarchy U organization structure which ranks objects by importance T Emphasis use of design elements to draw attention to a focal point Repetition use of repeated design elements, such as size, color, typeface, spacing or grid structure Harmony feeling of cohesiveness between all design elements in a design Medium method used to deliver content to audiences Single-page Layouts any documents which are viewed at once on one page or screen Multi-page Layouts any documents which contain multiple pages or screens Headings short bursts of text which provide important information about content Subheading used to break long body text into shorter segments Accompanies: Design & Layout Principles 1 S T Design & Layout Principles U D Kicker E small headline which helps classify information N T Hammer V larger headline than main headlines meant to draw attention to a main article O C Deck A summary of important information in an article B U L Pull Quote A larger quote pulled from the body text and emphasized R Y BodyText main segment of text which communicates information H A N Frames D lines which enclose another design element O U White Space T any space which is not occupied by design elements Grids system for laying out design elements consistently using a series of vertical, horizontal and diagonal lines; used only when creating a document and will be invisible when the design is published Guides individual lines within a grid which content should be aligned; can also be added individually as designers need Margins area surrounding any design element Columns vertical divisions of content Gutters margins between columns Rows horizontal divisions of content Hue refers to the location of a color on the color wheel Accompanies: Design & Layout Principles 2 S T Design & Layout Principles U D Value E measurement of lightness or darkness N T Saturation V measurement of purity and vibrancy of a color O C Display Typography A short amounts of text such as headlines or subtitles B U L Text Typography A text intended to be read at length R Y Baseline line letters sit on H A N Cap-height D height of capitalized letters O U X-height T height of lowercase letters Ascenders strokes going above the x-height Descenders strokes going below the baseline Stem main vertical stroke of a letter Crossbar horizontal stroke connecting two vertical strokes Cross Stroke horizontal stroke intersecting a vertical stroke Arm horizontal letterform where at least one end does not attach to a vertical stroke Tail descending stroke Leg lower stroke of a “k” Accompanies: Design & Layout Principles 3 S T Design & Layout Principles U D Spine E main curved stroke of an “s” N T Shoulder V curve in lowercase “n” and “m” O C Kerning A spacing between individual letters B U L Leading A spacing between the baseline of lines in a paragraph R Y Serif decorative lines at the end of a stroke H A N Bracket D curved line connecting the serif to a stroke O U Spur T projection off a main stroke but not enough to become a serif Beak serif projection extending from the end-point of an uppercase “L”, “T” or “E” Terminal end of a stroke without a serif Teardrop Terminal end of stroke with a teardrop shape Bowl curved portion to enclose a counter Counter negative space in a letter Apex peak of an uppercase “A” Eye closed portion of “a” and lowercase “e” Swash decorative element added to or replacing terminal serif Accompanies: Design & Layout Principles 4 S T Design & Layout Principles U D Tittle E dot above a lowercase “j” or “i” N T Double-story “g” V lowercase “g” which includes a loop O C Single-story “g” A lowercase “g” which does not include a loop B U L Ear A small projection from upper right side of a double-story lowercase “g” R Y Typeface set of characters designed to go together H A N Font D specific style of characters within a typeface O U T Accompanies: Design & Layout Principles 5 .
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