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iplumbyou.com I had local advertising covered but I needed to be more accessible to my customers. I needed to take orders over the internet and make it easy for my customers to see what I do and what areas I cover, before the first call. Hoax Design met and exceeded my needs. They set up a site that delivers what I need and more in only a few days. They worked with me to give me a greater understanding of how internet advertising works, which allowed me to target my customer’s specific needs in my service area. Business runs smoother now than it had ever ran before. I owe a great deal of my company’s well being to Hoax Design.

Hal Cartrett
H.S. Cartrett Plumbing and General Repair
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Design Glossary

Design Term Glossary


Our design term glossary defines the majority of the terms commonly used in graphic & web design.



A

 

Abridge: To shorten by omissions while retaining the basic contents; to reduce or lessen in duration, scope, authority, etc.; diminish; curtail (Websters, p. 6)


Adobe Acrobat: Suite of applications to create and view PDF files.


Aliasing: The term is commonly applied to spatial aliasing, which manifests as visible pixelation - a blocky or jagged effect - especially with near horizontal or near vertical lines of high contrast.


Anti-alias: The blending of pixel colors on the perimeter of hard-edged shapes, like type, to smooth undesirable edges (jaggies).


Alpha channel: A special 8-bit grayscale channel that is used for saving a selection.


Alley: the space between columns within a page. Not to be confused with the gutter, which is the combination of the inside margins of two facing pages.


Ascender: in typography, the parts of lowercase letters that rise above the x-height of the font, e.g. b, d, f, h, k, I, and t.


Assonance: Resemblance of sounds. Also called vowel rhyme - rhyme in which the same vowel sounds are used with different consonants in the stressed syllables of the rhyming words, as in penitent and reticence.

Asymmetric: Not identical on both sides of a central line; unsymmetrical; lacking symmetry (Webster's, p. 129)


B


Banner: the title of a periodical, which appears on the cover of the magazine and on the first page of the newsletter. It contains the name of the publication and serial information, date, volume, number .

Baseline: in typography, the imaginary horizontal line upon which the main body of the letters sits. Rounded letters actually dip slightly below the baseline to give optical balance.

Bevel: Adding a beveled effect to a graphic image gives the image a raised or lowered appearance by applying highlight colors and shadow colors to the inside and outside edges.

Bitmapped (mode): the Paint graphics mode describes an image made of pixels where the pixel is either on (black) or off (white).


Black (font): a font that has more weight than the bold version of a typeface.

Bleed: an element that extends to the edge of the page. To print a bleed, the publication is printed on oversized paper which is trimmed. Relative to Crop marks.

Block quote: a long quotation -- four or more lines -- within body text, that is set apart in order to clearly distinguish the author's words from the words that the author is quoting.

Body type: roman -- normal, plain, or book -- type used for long passages of text, such a stories in a newsletter, magazine, or chapters in a book. Generally sized from 9 point to 14 point.

Byline: in newsletter/magazine layout, a credit line for the author of an article.

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