Publishing Terminology

Symmetrical Balance – an axis is required to achieve symmetry, this is typically either horizontal or vertical. This form of visual communication appears to me more formal and visually pleasing because it is balanced.

Asymmetrical Balance – otherwise know as informal balance the visual balance is distributed unevenly.

Grids – grids are the basic structure in graphic design. They allow the information to be set out in a way that is easier to read and therefore more visually pleasing.

Margins – this negative space allows the reader to comfortably read the text without any text disappearing into into the gutter. They also give the feeling of openness which males the text more inviting to the reader. Margins also provide space for running heads.

Gutters – when you combine two pages as in a book, brochure, pamphlet, newspaper or magazine there needs to be a defined separation between the two. This defined area is a thicker strip of white-space called the gutter.Having that defined space allows for better printing and reading of the material being presented. The eyes are able to visually finish the ending of one page and then begin with the next page. In some cases, designers will use the term gutter and alley interchangeably depending on the project. Because both are a strips of white-space the only main difference is in size and location in regards to the page layout.

Folio – this refers to the page number of each individual sheet.

Body Copy – the written text found in articles, magazines, books, adverts, etc. This does not include headings, subheadings, cations, pulled quotes, etc.

Columns – is a space in a publication that is mathematically defined to be a certain height and width where graphics and text are placed.

Headlines – a short summary of the article associated to it.

Subheading – a summary for a section of text included within a larger text.

Running Head – a line of text at the top of each page (eg. containing the magazine name and addition).

Pulled Quotes – a quote relating to the article that draws attention to the article as is made to look different to the body text.



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