KERNING
Adjusting the distance between individual letters in a font, not to all of the letters as a whole. The ability to adjust small details like letter spacing allows for maximized control over distribution of space within a piece.
EMPHASIS
Emphasis is the use of create an aspect of visual prominence, perhaps similar to a focal point. By creating an area of emphasis, whether it is in terms of the design or as a means to highlight important information, the creator is able to attract user attention to the intended point.
DESCENDER
A descender is the part of a letter than extends below its baseline, such as the tail in “y.”
VISUAL IMPACT
Visual impact is a marker of immediate affect a piece has on the viewer. This is the emotional response, both initial and extending into the future. Impact can be positive or negative but cannot be neutral.
CONSTRAINTS
When working for a client, a number of constraints can affect the outcome. These include deadlines, client opinions, company standards/style guides, budget, and available software.