Box 25 - Jargon

• hierarchy - A clear understanding of which items in a design are most important and which are not.
  
• critique - a review of a work with a two or more people.
  
• contrast - difference between elements in design
  
• dpi - dots per inch,
  
• design firm - a company that designs and creates items such as logos, corporate identity, business cards, websites, etc.
  
• radiation - in design, objects coming from a single point.
  
• type family - also know as font, a design of type including all styles and sizes
  
• leading - the space between lines of text
  
• tracking - the space between a set of two or more letters
  
• kerning - the space between a pair of letters
  
• gradation - a gradual change often shown with tint, opacity, size, weight, ect.
  
• bristol board - a 100lb white medium
  
• medium - something a design is made on. Could be paper, canvas, wood, etc.
  
• linen tester - similar to a magnifying glass, this instrument is used when working with small detail and exact measurements.
• gutter - the space between columns.
• margin - the space from the outside edge of a document to its workable area.
• en-dash - a dash the width of a lowercase n.
• em-dash - a dash the width of a lowercase m.
• x-height - height of a lowercase x.
• descender - characters that extend below the baseline. ex: ygjp
• ascender - characters that extend above the mean line ex: tifbdjhkl