The Complete Graphic Designer

179

Folio

The page number and other copy in the lower portion

of a page, typically a title or issue date if it’s a periodical.

Free association

A brainstorming technique in which any thought, word,

or idea that comes to mind about a particular subject

is written down for further exploration, such as colors,

smells, visual metaphors, etc.

Golden Ratio

An aesthetically pleasing ratio used in Classical archi-

tecture and design, which is found throughout nature.

The ratio of two sides is 1:1.618.

Graphic standards manual

A manual created by a designer to instruct a client on

the appropriate and consistent use of the elements of

their corporate identity. Guidelines are created so that

anyone designing materials will know the “rules” of how

the company’s logos, colors, layouts, etc. should appear

to maintain consistency across their program.

Grid

An invisible framework of guides that allows the designer

to organize and arrange elements on a page.

Gutter

The white space between columns of type or between

pages on a two-page spread.

Halftone pattern

Reproducing a continuous tone image by photograph-

ing it through a fi ne screen to convert the image into a

series of dots.

Headline

A title for a piece of visual communication, usually less

than one sentence in length, which briefl y describes the

subject matter to follow.

High-context society

Societies in which shared cultural experiences and

education allow for more symbolism and meaning to be

embedded into the design so a literal interpretation is

not necessary. (See Low-context society)

Horizon line

In a publication such as a book or magazine, this is the

place where the majority of text will align near the top of

the page. It is in a consistent spot so that when a reader

turns the page they know where to begin reading again.

House sheet

Paper that printers buy in bulk and keep in stock for

print jobs. This is usually a medium-quality paper avail-

able in both coated and uncoated sheets.

Icon

In semiotics, this type of sign is a realistic representa-

tion of an object or thing. This may be a photograph or

realistic illustration of the object being represented.

Idea tree

A brainstorming technique in which an idea or concept

is written down and circled, and then related topics

branch out from this core idea.

Index

In semiotics, this type of sign references an object or

thing, but does not necessarily resemble the actual

signifi ed object (such as a biohazard sign).

Kerning

The spacing between individual letterforms.

Kinetic identity

A corporate identity in which various iterations of a logo

mark or logo type may be used in different manners

and not necessarily appear in a consistent place on

printed collateral. Patterns, colors, and images may all

be incorporated into a kinetic identity system.

Glossary of Terms

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