Vocabulary Essay

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Chapter 16 vocabulary 1. Typography- is the art of arranging letters in a pleasing and appropriate manner. 2. Typeface- refers to the distinctive set of letters, both uppercase and lowercase. 3. Font- in a particular typeface and size, a complete alphabet plus numbers and punctuation marks. 4. Serif type- has many strokes, or serifs, at the tips of each letter. 5. Sans serif type- on the other hand, has no serifs. 6. Leading- the space between two lines of type. 7. Tracking- adjustment of horizontal spacing between letters. 8. Kerning- a special version of tracking. 9. Set width- a third way to control letter to spacing is by controlling. 10. Flush left- type runs flush with the left edge of the column. 11. Justified- has the straight margins on the both the right and left edges. 12. Flush right- runs flush with the right edge of the column. 13. Widow- is an unacceptably short line of just a single word at the end of a paragraph. 14. Orphan-is a partial line (end of paragraph) that appears at the top of a column or page. 15. Skew-special effect allows more flexibility than the italicized effect. 16. Scale- feature allows designers to stretch the height and width of letters. 17. Layer-can produce 3-d effect. 18. Reverse- the letters appear white. 19. Banner- headline that runs across the entire width of a page. 20. Kicker- a clever word or phrase that runs above the main headline; usually set in italics. 21. Slammer- a two part headline that uses a boldface word or phrase leading into the main headline. 22. Raw wrap- a headline style in which the story wraps around the headline on two sides. 23. Hammer- a headline that uses a bug bold phrase to catch the readers eye and then adds a lengthier main below. 24. Tripod- a three-part headline that includes a boldface word or

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