1. Kerning: the process of reducing the spacing between certain pairs of letters to improve their appearance.
2. Emphasis: something that is given great stress or importance.
3. Descender: a lower case letter that extends below the base line, such as “g,” “j,” or “y.”
4. Visual Impact: the overall effect of a visual piece of work, with color, value, and composition influencing the viewer’s response.
5. Constraint(s):  limitations or restrictions.