Advertising Design Terminology

1. Advertising Design Terminology

2. Stability in design; condition in which the various elements on a spread are at rest. Creates a pleasing and harmonious effect. • Asymmetric balance • Symmetric Balance Balance

3. Balance achieved by strategic arrangement of unequal elements. • A heavy item on one side does not necessarily require a corresponding heavy element directly across from it. • Informal Balance Asymmetric balance

4. When there is an exact balance or “mirror image” of one half of the design. Symmetric Balance

5. What type of balance is it?

6. The main story in the spread Body Copy

7. The type selected for body copy, as distinguished from headlines and captions. It is usually 10 or 12 point type and is set in one typeface. Body Type

8. Plain or ornamental frame around any page element. Border

9. Placement of element, usually a headline, or picture at a midpoint in relations to some other element Centered

10. Spectrum shading of a picture, type, or object Color

11. Line used to separate columns of type Column Rule

12. System of page layout in which the basic content area of the page is divided into two, three, or more columns vertically. Columnar design

13. Copy, headline, art, basically anything that you can use to put on a layout for an advertisement. Element

14. Formed by arranging photos, type, or other age elements to form an even band of white space across the two facing pages. Eyeline

15. A line of large type used to tell the reader what they are to follow, generally introducing the topic and main point of interest of the copy. Headline

16. Blank are of any page that is not covered by type or pictures. White space is planned and used to create moods and special effects. White Space

17. What element did they use?

19. Design of the typeface that is put onto a page • Serif • The stroke on the endpoint of a letter. Type which is designed with these strokes. • San Serif • Letters no having serifs. Font

20. This font is san serif This font is serif