The Complete Graphic Designer

The Complete Graphic Designer

180

Layers of depth

According to Marty Neuemeier, there are seven layers

of depth in visual communication: perception, sensa-

tion, emotion, intellect, identifi cation, reverberation,

and spirituality.

Leading

The space between lines of text or copy.

Letterpress

A printing technique in which ink is pressed onto a

sheet of paper via raised metal or wood.

Live area

The space between the page margins and gutter in

which body copy or images can appear without the

possibility of being trimmed off or obscured when

printed.

Logomark

A self-contained symbol of a company or organization

that uses unique shapes and graphics to convey the

essence of a company.

Logotype

A typographic solution to a logo design problem that is

made up of unique letterforms.

Low-context society

Societies in which information is transmitted via bullet

point text and through the use of literal imagery and de-

sign rather than symbolism. (See High-context society)

Margins

The area around the outside of a page in which no text

or images should be placed except for page numbers or

elements that will bleed off the page.

Market research

The study of a company, organization, or product’s tar-

get audience, including demographics, buying prefer-

ences, opinions, and perceptions of the brand.

Metallic varnish

A varnish mixed with a small amount of metallic ink.

When viewed in the right light, a slight sheen is visible.

Mock ups

Prototypes of a design solution that are representative

of how the fi nal printed piece will be produced.

Modernism

One of the last great ideological movements in art and

design in which clean shapes, structure, and layout

were preferred and incorporated into design. Heavily

inspired by the International Typographic Style (“Swiss

design”), Modernism fl ourished from the 1940s

through the 1960s and 1970s.

Module

Individual cells created by incorporating a grid struc-

ture into design and determined by columns and rows.

Monogram

A visual symbol of individuality composed of the fi rst

letters of a name.

Monolithic brands

Brands in which all products are marketed under a

dominant brand name.

Negative space

Also known as “white space,” these are open areas

within a composition in which no text, images, or design

elements are placed.

Offset lithography

Most common method of printing where an image on

a plate is “offset” onto a rubber blanket cylinder that, in

turn, transfers the image to a sheet of paper.

Orphan

When only one line of text appears at the top of a new

column of text and is therefore separated from the rest

of a paragraph of text.

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p144-192_Text file_.indd 180CGD p144-192_Text file_.indd 180 1/20/09 3:25:12 PM1/20/09 3:25:12 PM