A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.
The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.
The process of arranging type to make written material readable. The arrangement of type involves decisions about individual letters and words (e.g. line spacing, letter spacing, and word spacing) and more significant page layout decisions (e.g., margins, headline position on the page).
A phrase that is used in reference to someone's work. The term pixel-perfect can be used to describe something as being flawless without any errors.
The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.
A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.
The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).
The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.
Text that is used to fill in a gap in a document.
The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.
A printing term that describes how close an object is to the edge of a printed page. Bleeds are often used in graphic design for books, magazines, posters and other printed materials with photographs or illustrations.