1. Kerning allows the designer to adjust the space between individual characters. This process of adjusting the spacing between letters allows for a more visually appealing layout and helps avoid awkward looking text. The goal is to make the typography pleasant to look at and readable. This can be sort of an optical illusion because letters all have unique shapes and need to fit together in a way that works best for each pair.
2. Emphasis can be created by strategically placing elements on a page in order to draw attention to the eye. This can be done by using the principles of contrast, repetition, alignment and proximity. An element of a design that dominates or becomes the center of interest has emphasis.
3. Descender: In typography, a descender is the part of a lowercase letter that appears below the base line of a font. An ascender is the part that extends above the base line of the font. Letters with descenders are usually g, j, p, q, y.
4. Visual Impact is a descriptive metaphor used to convey the effect that an image had on a person. Impact means to hit with force. In the case of a work of art, a piece with visual impact can have a sudden and lasting effect.
5. Constraints are a fundamental part of design. Design constraints can help achieve consistency that allows a brand to establish visual identity.
