Lexicon Post 11/22/16

1. Kerning

Kerning is a term used in typography, in which the spacing is changed between letters so they can be closer together. This can result in more visually pleasing type, often because lines can better echo each other in the typography.

 

2. Emphasis

Emphasis is important because it draws the eye to the focal point of a piece. Emphasis happens when there is a heavier visual weight in one section of a visual, and can be achieved through contrast, inclusion or exclusion of color, or anything else that would draw the eye to that part of the visual.

 

3. Descender

The descender is the part of the lower case letter that falls below the baseline.

 

4. Visual Impact

Visual impact refers to the impact the audience gets from a visual element, including graphics, typography, logos, photos, and any other image or visual display or layout. This would include any emotional responses or other reactions to the visual.