The Complete Graphic Designer

183

Glossary of Terms

Translucent

A substance or item such as paper that allows light to

pass through it.

Uncoated paper

A paper that does not contain a special coating. Un-

coated paper allows ink to be absorbed into the paper

fi bers resulting in colors that often appear muted.

Usability testing

A focus group comprised of people from various

demographics that remark on a process or a product’s

packaging or design, including its aesthetic and func-

tional qualities.

Varnishes

Clear inks that are available in dull or gloss fi nish.

When used with full-color printing, they help “seal” the

artwork.

Verso

The left page of a spread is the verso page. (See recto)

Vinyl graphics

Sheets of adhesive vinyl that are cut into shapes and

letterforms and then applied to surfaces including

windows, signs, and vehicles.

Violator

Starbursts or other graphic devices that are applied

to a design to call attention to an important piece of

information. They “violate” the integrity of the design

and are best avoided.

Visual hierarchy

The organization and arrangement of design elements

that help lead the viewer’s eye throughout a composi-

tion. The purpose is to infl uence the order in which

information is received.

Visual vocabulary

The type of images, graphics, and colors that a target

audience prefers and is used to seeing. Examining com-

peting companies, products, or services, as well as the

hobbies or interests of the intended receiver determine

what elements are most effective.

Wayfi nding

Another term for directional signage that guides people

from place to place.

Widow

When only one word appears on a line of text.

X-height

In typography, this is the height of lowercase letters

within a type family. Traditionally, the larger or taller the

x-height, the easier a font is to read.

TB

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