Typography Terms and Definitions

Define the word “grid”

• The grid is an infrastructure upon which to build both complex and austere layouts that enable hierarchy and accessibility through flexibility and consistency. The grid is tied to Swiss Design. A mathematically constructed grid allows simplicity and uniformity in design elements within the layout. 

Why do we (designers) use a grid? What are the benefits?

• The gird is strongly connected to Swiss Design, and designers employ the grid to allow their designs to have simplicity and uniformity. The grid allows different design elements to work together in a cohesive manner within a layout. A major benefit of using a grid is that it allows you to specifically outline design elements for perhaps a project like a corporate manual. Uniformity is easily achieved when using a grid as an outline for a corporate project. 

What is a modular grid?

• A modular grid is formed by the intersections of horizontal and vertical lines. These lines create zones for different pieces of information. 

Margins: The space that surrounds the content of a page.

Columns: A column is one or more vertical blocks of content positioned on a page, seperated by gutters and/or rules. 

Grid Modules: The unit of measurement within the space that are divided consistently from top to bottom both horizontally and vertically. 

Flowlines: The horizontal line that appears on a page that your eye follows. 

Gutter: Empty space between and around columns of type and images on a page. 

Define hierarchy:

• Hierarchy is the arrangement of items in which the items are represented as being above, below, or on the same level as one another. More simply put, it is an ordered set based on importance. 

Define typographic color: 

• Typographic color is the relative lightness or darkness of a block of text. Factors like font size, and the size between letters, and the size between lines dictates the shade of color in a text block. 

What are ways to achieve a clear hierarchy? 

• Hierarchy is achieved within design by consciously emphasizing significant information, while gradually minimizing attention to other design elements. This can be done by exaggerating text or image size, or by isolating certain design elements. Additional graphics can also be used to call attention to a specific feature. 

Define white space:

• White space is the negative space beween images and text that is important to placing objects and achieving a hierarchy. 

Define contrast:

• Contrast occurs by forcing distinction between one thing and another as a way to communicate a message. Contrast can be achieved using size, color, and by using or not using an amount of space.