visual comm Flashcards
1
Q
typography
A
the art of designing with words and letters
2
Q
typeface
A
- refers to the shared design of a collection of characters, including letters, numbers, punctuation marks, and symbols
- has a consistent visual appearance
- a family of fonts
3
Q
A
- one variant of a typeface
- a complete character set of a single style or a single size of a typeface
4
Q
Typefaces have what?
A
personas
5
Q
examples of typeface personas
A
direct, friendly, elegant
6
Q
four main categories of type
A
serif, sans-serif, script, decorative
7
Q
serif
A
- has small feet terminating the main strokes of the characters,
- considered easier to read on print
8
Q
sans serif
A
- no small feet terminating the main strokes of the characters, little to no variation in their strokes
- considered easier to read on monitors
9
Q
script
A
has varied strokes similar to handwriting, either cursive or print
10
Q
decorative
A
- miscellaneous group of typefaces designers use in a large point size for display type
- headlines and titles
11
Q
kerning
A
the adjustment of the horizontal space between individual letters to improve their visual appearance in proportion to the font and the rest of the word
12
Q
tracking
A
- the overall spacing between the letters in an entire block of text
- also know as letterspacing
13
Q
leading
A
- the vertical space inserted between lines of text
- also know as line-spacing
- measured in point size
14
Q
point size
A
- needs to be readable with changes in scale
- body type is readable in smaller point size, while decorative type is readable in larger point size
15
Q
visual hierarchy
A
- the reason for using varied sizes and weights of text is to build this
- indicates importance and shows the viewer where to look first, second, and perhaps third
