1. Kerning
Adjusting the spacing between letters in a font type to allow for a more proportional and visually pleasing effect.
2. Emphasis
Using design principals to draw focus or to make an aspect of a design more prominent.
3. Descender
The portion of a letter that goes under the baseline of the font or path. It’s like a cave diver descending below the surface of the Earth.
4. Visual Impact
How markable is the design or visual piece? Is it memorable? If so it is likely visually impactful.
5. Constraint(s)
Keeping the design controlled in certain ways to allow for more creativity and/or uniformity.