Target Audience: a particular group at which a film, book, advertising campaign, etc., is aimed
Work Ethic: the principle that hard work is intrinsically virtuous or worthy of reward
Employability skills: skills which recognize that employment and market performance stem from the initiative, creativity and competencies of all employees, and not just from the wisdom of senior management
20/20 rule: A rule used to prevent digital eye strain; every 20 minutes, look at something 20 feet away for 20 seconds
Right-To-Know Laws: the legal principle that the individual has the right to know the chemicals to which they may be exposed in their daily living
Symbol: a thing that represents or stands for something else, especially a material object representing something abstract
Icon: a person or thing regarded as a representative symbol of something
Logo: a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc
Descriptive logo: logos that draw a direct correlation between their visual message and company's products and services
Symbolic logo: a design that uses a symbol as an abstract representation of a business
Typographic logo: a design that implements the use of typeface to present their image
Combined logo: a design that uses both symbolic and typographic qualities
Hue: a color or shade
Primary colors: any of a group of colors from which all other colors can be obtained by mixing
Secondary Colors: a color resulting from the mixing of two primary colors
Tertiary Colors: a color made by mixing either one primary color with one secondary color, or two secondary colors, in a given color space
Neutral colors: colors that help to put the focus on other colors or serve to tone down colors that might otherwise be overpowering on their own
Color Schemes: an arrangement or combination of colors, especially as used in interior decoration
Complementary: colors directly opposite each other in the color spectrum, such as red and green or blue and orange, that when combined in the right proportions, produce white light
Analogous: groups of three colors that are next to each other on the color wheel, with one being the dominant color, which tends to be a primary or secondary color, and one on either side of the color
Triadic: colors that are evenly spaced around the color wheel
Monochromatic: all the colors (tints, tones, and shades) of a single hue
Cool Colors: the phrase used to describe any color that is calm or soothing in nature
Warm Colors: colors that tend to advance in space and be overwhelming
Subtractive Primary Colors: a four-color printing process that uses cyan, magenta, yellow and black
Additive Primary Colors: the primary color elements that make up white light
Typography: the style and appearance of printed matter
Typeface: a particular design of type
Serif: a slight projection finishing off a stroke of a letter in certain typefaces
Body type: the specific typeface that is used in the main text
Display type: large or eye-catching type used for headings or advertisements
Reverse type: white characters on a dark background, which is a good way to grab the reader's attention
Point size: the height of the type body
Ligatures: a special double character in a font representing two letters as one
Ampersand: the symbol for "and" (&) that is monogrammatic
Lowercase: the small letters of a typeface
Uppercase: the large, capital letters of a typeface
Flush left: type that is aligned with its left margin
Flush right: type aligned with its right margin
Centered: centered text that is placed in the center of each line
Justified: text that is aligned at both the left and right margins
Type Family: complete set of related typefaces having identical design characteristics
SMALL caps: capital or uppercase letters that are a smaller size than regular capitals in a given font
Lining: a modern style of numerals where all figures are of the same height
Non-lining: style of Arabic Numerals where the characters appear at different positions and heights as opposed to the modern style of all numerals at the same size and position
Leading: refers to the distance between the baselines of successive lines of type
Margin: the area between the main content of a page and the page edges
Kerning: the setting of two letters closer together than is usual by removing space between them
Tracking: refers to a consistent degree of increase (or sometimes decrease) of space between letters to affect density in a line or block of text
Concept: an abstract idea; a general notion
Final product: the final result or outcome of a process, series, endeavor, etc, esp in manufacturing
Thumbnail: a small picture of an image or page layout
Initial cap: a capital letter at the beginning of a text that is set in a larger point size
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