Vocabulary

Target audience- people to whom you try to convey a message.

Message- any information that is conveyed by an image, piece of music, or reading passage.

Work ethic- A set of characteristics you follow while doing work. Examples of traits you can set as your work ethic are:
  • Responsibility for your actions and thoughts.
  • Listening to others' ideas.
  • Organization.
  • Meeting deadlines.
  • Good attitude.
  • Time management.
  • Honesty and integrity.
Employability skills- Skills that an employer looks for while they're interviewing you. Examples include:
  • Commitment
  • Skills needed to gain employment and progress within an enterprise.
  • Being able to contribute to the company.
  • Keep up with times.
20/20 Rule- The idea that you should look twenty feet away for twenty seconds every twenty minutes.

Right-To-Know Laws- Laws which require your employer to inform you about any safety hazards in your workplace.

Icon- An graphic that uses abstract elements in order to represent a certain subject, such as comedy, film, or restaurants.

Vector-based Graphics- Type of image that utilizes points, lines, and shapes instead of pixels.

Specs/ Specifications of a project- Guidelines which must be followed while working on a project.

Dialog Box- A box on the window screen that displays information for a project and can be used to alter aspects of the work.

Palette- A window or toolbar which offers options and tasks in a computer application.

Guidelines-  Rules and restrictions that must be followed while performing an assignment.

Extensions- a set of letters preceded by a dot that comes after any file name. (Ex: Extension for Adobe Illustrator is '.ai'.)

Contextual Menu- A menu that shows up on a computer screen when operation like right click is used.

Clipping Mask- A feature that allows only a certain portion of a design to be visible in an Illustrator document.

Hue- An actual color

Primary colors- the three main colors from which all other colors come. They are red, blue, and yellow.

Secondary colors- Colors that come from mixing two primary colors together. They are green, violet, and orange.

Tertiary colors- Colors that come from mixing a primary color and a secondary color. They are blue-green, yellow-green, red-violet, blue-violet, red-orange, and yellow-orange.

Neutral colors- Colors of low saturation/ brightness that can be made by mixing together complementary colors.

Continuous tone image-  An image where all variations of color can be represented. Images that have a virtually unlimited range of colors or shades of grey.

Resolution- The amount of pixels within an image which helps determine the size and quality of the image.

File size- The actual amount of disc space taken up by the file. The file size increases along with the resolution.

Typography- The art of expressing ideas through the selection of appropriate typefaces.

Typeface- A distinctive design of visual symbols that can be used in a printed image or design.

Serif- A smaller line used to finish off the main stroke of a character.

Body type- Type sizes that can range from 4 pt to 12 pt. These sizes are used in large bodies of text.

Display type- Type sizes above 12 pt that highlight a message (ex. headlines, subheadings).

Reverse type- White type used on a solid black or darker color background. It can be used to attract attention.

Point size- The size of the typeface, measured from the top of the typeface to the bottom of the typeface.

Ligatures-  A structure when two identical letters seem to be combine together.

Ampersand-  They symbol used to represent 'and' (&).

Small caps-  Uppercase letters that are smaller than regular capitals and are about the same size as regular lowercase letters.

Lowercase-  The non-capital letters in writing.

Uppercase-  The capital letters in writing that are used for titles, names, and sentence beginnings.

Flush left- All text is aligned to the left.

Flush right- All text is aligned to the right.

Center- All text is centered.

Justified- Everything is aligned on left and right, except for the last line of the paragraph.

Small caps- Capital letters that align at the waist line.

Semibold- Partly bold

Lining- Horizontal and uniform

No lining- Not uniform

Typeface faking- Can be done by slanting, inflating, or shrinking letters.

Leading- The space in between lines of type.

Margins- The extra white space on the top, bottom, and sides of the page.

Kerning- Allows one to manipulate the space between individual characters.

Tracking- Allows one to adjust the spacing between letters in an overall paragraph/ body text

Concept- Something formed in one's mind.

Final product- The end result that must be developed from a concept.

Thumbnail- A quick sketch to get your thoughts out of your head and onto paper.

Initial cap- Larger decorative capital letter at the beginning of text/paragraph.

Combination mark- Graphics with both text and symbol/icon. Signified brand image you wish to project. The text and the art are supposed to work with each other.