1. Kerning: the amount of space between two letters. Adjust the space between characters.
2. Emphasis: making something the main point. Whether it’s in speech and your leaning into a word or speaking a word louder. In design when something is emphasized on the page by being colorful, the center, darker, etc.
3. Descender: google defines this as: “a part of a letter that extends below the level of the base of a letter”. g, p, j, q = descenders.
4. Visual Impact: how a design, or anything, effects the viewer (potential customer) by sight. The logo or poster should visually portray what you want the viewer to understand about your company. It could be through the color, the shape, etc.
5. Constraint(s): limitations. Could be within the company you are working for, or the audience you are marketing to. Or it could be based on the software you are using. Anything that may limit a design.