Chapters 17, 18, 19 + Key Commands

Color

Color

Pure Hue of pigment

Hue

The specific color.

Primary Colors

Red, Blue, Yellow, the Pure pigments.

Secondary Colors

Colors made from mixing two Primaries: Green, Orange Purple.

Tertiary Colors

A primary mixed with a Secondary Color; Red violet, Yellow Orange, etc

Color and Value

Hues of specific colors have a value; yellow is lighter than purple.

Complementary Colors

Colors directly across from each other on the color wheel.

Vibrating Colors

Using complements in complex designs right next to each other.

Split Complements

Colors to either side of complements on the color wheel; create tension in colors without jarring.

Warm Colors

Orange, red, yellow, colors in fire.

Cool Colors

Shades of greens, blues and purples, etc. the colors of the ocean.

Projecting / Receding Colors

Warm colors project forward; cool colors recede.

Simultaneous Contrast

The fact that a color is affected by a surrounding color.

Monochromatic

A Hue plus all its tints and shades.

Shade

A pure Hue plus black.

Tint

A pure Hue plus white.

Color Harmony

All of the colors in the piece must be in the same family so they work well.

Color Families

Groups of colors that are well harmonized together.

Jewel Tones

Dark pigments (Sapphire blue, Ruby red, Emerald green).

Candy Hues

Bright colors of Skittles, intense and plastic.

Color Associations

Different historical Eras resonate with a color palette and are known for those colors, earth tones of the '60's.

Color & Status

In medieval times, purple garments were expensive and they were reserved for royalty; it was death to wear them as a commoner.

Non-Facing Pages

Two pages whose margins are the same regardless of which side of the spread they are on; DO NOT create a unified spread

Facing Pages

Spread with mirror image inner and outer margins.

Using White Space

Allow white space to take up a significant part of the layout.

Foot Space

The margin at the bottom of the page.

Head Space

The margin at the top of the page.

Thumb space

Outer margins where we hold book.

Gutter

Inner margin where pages are bound.

Alley

Space between two columns of type.

Mix & Match

Use a Serif and a Sans Serif Family of fonts in a publication.

Hand Rendered Type

Can work in logo, headline or package, gives vintage feel.

What Color should you avoid for type on a white page?

Yellow, light pink or light blue.

Runovers after Bullets

Should be flush with type above.

In terms of hierarchy, the following is the order from first to last:

Headline Subheadline Initial Capital Standfirst Pull Quote Captions Divider heads Text type Byline Folio Dateline Photo credits

Goal of a designer is to make text

With an even tone of gray

Ideal number of characters per line

55-70

Ideal amount of leading

At least three points larger than the text size.

Hyphens (off keyboard)

Show breaking of syllables over two lines.

Key command to wrap type after bullet

⌘\

Soft Return

shift return and it returns the cursor to the left margin on the next line.

Bad Breaks

Period at the end of a line followed by a one or two letter word such as It or If or As.

Hyphenation Bad Breaks

When a long word is hyphenated, and hyphen falls after the first syllable as in es-tablishment.

Justified copy

is the second easiest to read.

Flush left copy

has a rag on the right.

Rivers

are vertically aligned enlarged word spaces in justified copy.

Rivers can be alleviated by adjusting

Tracking, adjust the column width a bit or by replacing a short word with a longer one.

When using centered type

address the phrasing of each line, so the breaks occur at natural places.

Never allow two hyphens in a row

at the end of subsequent lines of type.

Never track your body copy out too wide,

because you lose the word units and it is harder to read.

Set Solid

The point size and the leading are the same. 9/9.

You can shape your text boxes

to add interest to your layout.

Tracking your text type at -2 up to +10

usually about the best, but it depends on the particular font.

Widow

when the last line of a paragraph is less than half the column width.

Orphans

when either the first or the last line of a paragraph is in a different column from all the other lines.

Widows are undesirable

They interrupt the even tone of gray.

Cartouche ornaments

are ornate, decorative frames.

Fillet Ornaments

are ornate decorated lines used in text and titles.

Coin Ornaments

are designed to be mirror images of each other and used in corners.

Directionals

arrows or hands that are used to point the eye.

Paragraph Divider Ornaments

Small tiles used to indicate paragraph breaks in place of space in text.

The Dot on the i

Tittle

⌥ ⇧ B

gives an i without the tittle ı

Bullet

⌥ 8

Cents Symbol

⌥ Shift 4

Trademark Symbol is ™

⌥ 2

Copyright Symbol is ©

⌥ G

Registered Symbol is ®

⌥ R

Aligning Type under a bullet

⌘ \

The grid

Series of column lines, margins and horizontal lines to organize information

Fillets

Directionals

Borders

Dingbats

Flourishes

ParagraphDividers

Cartouche frames

Coins

Neutral Colors

Taupes, Tans, Grays

Analogous Colors

Colors next to each other on the color wheel; harmonious.

Neutral Colors

Neither warm nor cool, mid tone value.

Earth Tones

Browns, Tans, olive greens, russets, mustards.

Jarring Effect

Complementary colors cause the eye to vibrate back and forth.

American Typewriter

Avant Garde

Balmoral

Baskerville

Bellevue

Belwe

Benguiat

Berkeley

Bernhard

Berthold Script

Bodoni

Bookman

Caslon 540

Centennial

Century Schoolbook

Clarendon Bold

Clearface