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ACSA - Publisher
ACSA - Desktop Publishing Basics
| Term | Definition |
|---|---|
| Balance | graphics don’t overpower text and the page is not too heavy on one side or the other; matching text boxes at top and bottom of publication |
| Proximity and Unity | the distance between elements on a page; used to demonstrate a relationship or lack of a relationship between elements; captions next to related photograph |
| Alignment | justification of elements; related items should be justified the same to emphasize their relationship to each other; characteristics of an event are all centered |
| Repetition and Consistency | consistent pattern of font and color schemes and graphic types; repeated fonts, color schemes, or graphics; specific font, size, and style for headings, subheadings, and body text; do not mix photographic images and cartoon images on the same page |
| Contrast | the use of color and size to emphasize the most important elements on a page; white font on black paper or light gray on dark blue |
| White Space | the blank or negative space on a page that is used to give the reader’s eyes a break or focus reader's attention on important details; white space does not have to be white |
| Scheme | a planned combination of elements, such as a combination of font styles and sizes |
| Target Audience | who you are creating your publication for |
| Age | general age of target audience; will determine design elements that are used in publication |
| Educational Background | general education level of the target audience; will determine the amount of text, word choices, and amount of graphics used in the publication |
| Interests | does the audience, as a whole, share common interests |
| Group Memberships | is the audience a member of a particular group; does the audience share similar group memberships |
| Identify and provide contact information | purpose of publication that often includes the name, address, phone numbers, email address, web address, and a logo or picture; business cards and letterheads |
| Business Card | contains contact information for business or person; used to help recipients remember you or your business and typically includes the contact’s name, company, logo, address, telephone and cell phone numbers, email address, and fax number |
| Letterhead | the use of a heading at the top and sometimes also at the bottom of a letter; used by businesses, organizations, or individuals to communicate a message and relay contact information |
| Advertise, educate, and inform | purpose of publication that includes information about an event, product, or idea |
| Flyer | used to advertise/communicate information about a one-time upcoming event; typically used to convey information that is temporary in nature and has a short life span; advertises a single event and is used for a one-time purpose |
| Brochure | used to educate, inform or advertise about a specific topic; describe a single entity in detail such as a course or a product or service; more long-term nature than that of a flyer |
| Newsletter | to provide informational updates to a specific club, group, or organization on a regular basis - weekly, monthly, quarterly; describe a variety of events over a specific time period; usually tailored to a specific group |
Created by:
mmabe
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