Chapters 17, 18, 19 + Key Commands

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Color

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Tags and Description

218 Terms

1

Color

Pure Hue of pigment

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2

Hue

The specific color.

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3

Primary Colors

Red, Blue, Yellow, the Pure pigments.

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4

Secondary Colors

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

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5

Tertiary Colors

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

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6

Color and Value

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

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7

Complementary Colors

Colors directly across from each other on the color wheel.

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8

Vibrating Colors

Using complements in complex designs right next to each other.

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9

Split Complements

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

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10

Warm Colors

Orange, red, yellow, colors in fire.

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11

Cool Colors

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

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12

Projecting / Receding Colors

Warm colors project forward; cool colors recede.

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13

Simultaneous Contrast

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

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14

Monochromatic

A Hue plus all its tints and shades.

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15

Shade

A pure Hue plus black.

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16

Tint

A pure Hue plus white.

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17

Color Harmony

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

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18

Color Families

Groups of colors that are well harmonized together.

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19

Jewel Tones

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

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20

Candy Hues

Bright colors of Skittles, intense and plastic.

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21

Color Associations

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

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22

Color & Status

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

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23

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

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24

Facing Pages

Spread with mirror image inner and outer margins.

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25

Using White Space

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

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26

Foot Space

The margin at the bottom of the page.

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27

Head Space

The margin at the top of the page.

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28

Thumb space

Outer margins where we hold book.

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29

Gutter

Inner margin where pages are bound.

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30

Alley

Space between two columns of type.

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31

Mix & Match

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

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32

Hand Rendered Type

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

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33

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

Yellow, light pink or light blue.

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34

Runovers after Bullets

Should be flush with type above.

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35

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

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36

Goal of a designer is to make text

With an even tone of gray

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37

Ideal number of characters per line

55-70

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38

Ideal amount of leading

At least three points larger than the text size.

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39

Hyphens (off keyboard)

Show breaking of syllables over two lines.

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40

Key command to wrap type after bullet

⌘\

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41

Soft Return

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

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42

Bad Breaks

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

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43

Hyphenation Bad Breaks

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

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44

Justified copy

is the second easiest to read.

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45

Flush left copy

has a rag on the right.

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46

Rivers

are vertically aligned enlarged word spaces in justified copy.

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47

Rivers can be alleviated by adjusting

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

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48

When using centered type

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

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49

Never allow two hyphens in a row

at the end of subsequent lines of type.

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50

Never track your body copy out too wide,

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

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51

Set Solid

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

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52

You can shape your text boxes

to add interest to your layout.

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53

Tracking your text type at -2 up to +10

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

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54

Widow

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

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55

Orphans

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

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56

Widows are undesirable

They interrupt the even tone of gray.

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57

Cartouche ornaments

are ornate, decorative frames.

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58

Fillet Ornaments

are ornate decorated lines used in text and titles.

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59

Coin Ornaments

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

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60

Directionals

arrows or hands that are used to point the eye.

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61

Paragraph Divider Ornaments

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

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62

The Dot on the i

Tittle

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63

⌥ ⇧ B

gives an i without the tittle ı

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64

Bullet

⌥ 8

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65

Cents Symbol

⌥ Shift 4

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66

Trademark Symbol is ™

⌥ 2

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67

Copyright Symbol is ©

⌥ G

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68

Registered Symbol is ®

⌥ R

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69

Aligning Type under a bullet

⌘ \

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70

The grid

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

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71

Fillets

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72

Directionals

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73

Borders

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74

Dingbats

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75

Flourishes

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76

ParagraphDividers

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77

Cartouche frames

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78

Coins

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79

Neutral Colors

Taupes, Tans, Grays

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80

Analogous Colors

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

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81

Neutral Colors

Neither warm nor cool, mid tone value.

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82

Earth Tones

Browns, Tans, olive greens, russets, mustards.

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83

Jarring Effect

Complementary colors cause the eye to vibrate back and forth.

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84

American Typewriter

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85

Avant Garde

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86

Balmoral

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87

Baskerville

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88

Bellevue

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89

Belwe

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90

Benguiat

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91

Berkeley

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92

Bernhard

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93

Berthold Script

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94

Bodoni

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95

Bookman

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96

Caslon 540

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97

Centennial

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98

Century Schoolbook

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99

Clarendon Bold

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100

Clearface

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