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The Complete Graphic Designer by Ryan Hembree

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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.
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