Design
Black space: the graphics, photographs and type in a layout.
Call to action: a marketing and sales device that tells the customer how to take the next step towards a purchase or execute an activity; often uses an imperative verb.
Design grid: a drawn pattern of lines and coordinates used as a framework for a page layout.
Focal point: the centre of interest in a page layout.
Reverse: the technique of printing white or light-coloured text on a black or dark background for emphasis. A reverse greatly reduces legibility, especially with small type.
Rule: a line used for borders, boxes and other typographic effects. Specified in a range of thicknesses called weights, measured in points.
Signature: the advertiser’s name, logo and contact information.
Template: a predesigned document for a particular purpose. For example, an ad template enables a person to generate an advertisement with formatting already complete.
Visual centre: the area of an advertisement located slightly above and to the right of the mathematical centre. Serves as a focal point of the ad.
White space: in design, the absence of type, photographs or graphic elements. Trapped white space is white space appearing within lines of type, usually created by justifying type on a short line length.
Widow: in composition, a single word or part of a word on a line by itself, ending a paragraph, or starting a page.
Call to action: a marketing and sales device that tells the customer how to take the next step towards a purchase or execute an activity; often uses an imperative verb.
Design grid: a drawn pattern of lines and coordinates used as a framework for a page layout.
Focal point: the centre of interest in a page layout.
Reverse: the technique of printing white or light-coloured text on a black or dark background for emphasis. A reverse greatly reduces legibility, especially with small type.
Rule: a line used for borders, boxes and other typographic effects. Specified in a range of thicknesses called weights, measured in points.
Signature: the advertiser’s name, logo and contact information.
Template: a predesigned document for a particular purpose. For example, an ad template enables a person to generate an advertisement with formatting already complete.
Visual centre: the area of an advertisement located slightly above and to the right of the mathematical centre. Serves as a focal point of the ad.
White space: in design, the absence of type, photographs or graphic elements. Trapped white space is white space appearing within lines of type, usually created by justifying type on a short line length.
Widow: in composition, a single word or part of a word on a line by itself, ending a paragraph, or starting a page.
