Reading...
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22 Cards in this Set
- Front
- Back
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What is readability?
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The speed or ease with which long passages of text can be read continuously
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Why are serifs used?
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To help guide the eye in long text.
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What is legibility?
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The measure of the degree to which typeset characters and words can be deciphered by the eye.
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True or False: We read using whole words and the top of letters.
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True.
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What do designers use as a substitute for all caps and running text?
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Small caps.
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How are small caps designed?
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To match the x-height of lowercase letters.
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Why aren't small caps mixed with capitals?
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Small caps creates a cleaner look with no ascenders.
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What are lining numerals?
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Uniform widths that allow the letters to line up when in columns
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What are two characteristics of lining numerals?
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1) Same height as capital letters
2) Bulky when used in running text |
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What are non-lining numerals?
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They are proportional with individual set widths.
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What are two characteristics of non-lining numerals?
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1) they have ascenders and descenders
2) also called text or old style |
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Why is punctuation important?
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It allows us to understand the author’s original message as intended.
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Where are ornaments used?
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In line with text or separately to create new forms.
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When were ornaments used?
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To decorate sections of text when printed in letterpress.
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What is logotype?
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The type or lettering to depict the name or initials of an organization in a way that is memorable
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What is a visual identity?
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Consists of items such as: colours, patterns, icons, signage components and a selection of typefaces.
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What often becomes the reason to create an entire typeface?
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Logotype.
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A logo must be...
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Scalable, describable, effective without colour, and memorable.
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Why aren't lower case letters used in vertical stacking?
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The ascenders and descenders make the spaces seem uneven.
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Why are letters on vertical paths set to a centre alignment?
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To adjust uneven widths.
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What is another word for enlarged capitals?
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Dropped capital.
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What is the purpose of a grid?
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To break time or space into regular units.
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