measuring variation

weight: overall thickness of the stroke, in relation to their height

width: how wide the letterform in a typeface are in relation to their height

style: divided into serif and sans serif, it also refers to the typeface's history

today we measure type from top of the ascender to the bottom of the descender

point: size of the type with units 0.35mm (pts)

pica: 6 picas to an inch (p)

36pts=1/2 in, 12pts=1p

x-height: the distance between the baseline and the mean line in a typeface

cap height: the height of a capital letter above the baseline for a particular typeface

leading: refers to the amount of added vertical spacing between lines of type

dancing dance

a little fun i stumbled upon, oh the inspiration. lol

defining definitions.

grid: regularly spaced horizontal and vertical lines

• the use of a grid allows for an organized way of displaying a designer's ideas. it is an easy way to read concept; good for compare/contrast

modular grid: a grid with four rows and four columns

margins: the negative space between the format edge and the page contents

module: an individual component that can placed with others

flow-lines: alignments that break the space into horizontal bands

gutter: blank space between columns

hierarchy: a way to level the information portrayed in importance, this makes it easier for the viewer to navigate through.

• by grouping like materials and placing them in a visually pleasing alignment, one can create an excellent sense of hierarchy. to do this one can shift the image or create a much more significate size contrast.

typographic color: something different. a change in the rhythm, value, texture and weight of text that makes it either recede or be drawn forward to the eye and can sometimes dramatically change the hierarchy of the text.