Express Printing and Graphics
  1205 Alderwood Avenue
Sunnyvale, CA 94089

Express Printing Sunnyvale
  Map and Directions
  Express Phone
(408) 400-0223 | Phone
  Express Fax
(408) 400-0267 | Fax
  Email Express Printing
sales@expressprintingusa.com
  Express Hours
Hours 8:30-5:00 Mon-Fri
  Express Shopping Cart

Design Vocabulary and Definitions

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We're local too!

We're Express Printing & Graphics, a local business, located in Sunnyvale, CA. Being locally owned and operated, we take pride in the Silicon Valley community and want to help other Small Businesses and organizations reach their highest potential.

 

25 years of experience

We've been thriving in Silicon Valley for over 25 years, helping our customers grow their businesses. We transform our years of printing, marketing, mailing, and website experience into articles that are posted here on our website, Twitter and Facebook. Whichever method you prefer to get your local business ideas from, we are happy to inspire all Bay Area Businesses.

 

Our services

We offer printing, marketing, mailing, and website services from our location in Sunnyvale. Our marketing experts can help you find the optimal method of promoting your business. Whether it's postcards, mobile websites, social coupons, or an array of other choices, we can narrow it down to what works best for YOU and your BUDGET.

 

Terry Doland, Owner
Terry Doland, Owner

Design Vocabulary and Definitions for Sunnyvale Desktop Publishing


Black space: the graphics, photographs and type in a layout.

Body text: the text that forms the main body of a document. Also called body copy.

Color correction: altering the color of a photograph or other image by electronic retouching.

Design grid: a drawn pattern of lines and coordinates used as a framework for a page layout.

Display font: a font designed for use in headlines and other large applications. Display fonts are often 16 points or larger in size. Also called display type.

Dingbats: a font consisting of symbols and line art images.

Focal point:
the center of interest in a page layout.

Font: all the characters of the alphabet plus numerals and symbols. In desktop publishing, font is often used interchangeably with type and typeface.

Page layout:
(verb) the process of placing and arranging text and graphics on a page. (noun) the completed document page. Also called page composition.

Point size:
the height of characters in a font. A point is approximately 1/72nd of an inch.

Reverse: the technique of printing white or light-colored text on a black or dark background for emphasis. A reverse greatly reduces legibility, especially with small type.

Rule: a line used for borders, boxes and other typographic effects. Specified in a range of thickness called weights, measured in points.
Script font: a font that emulates a handwriting style.

Template: a predesigned document for a particular purpose. For example, an ad template enables a person to generate an advertisement with formatting already complete.

Visual center: the area of an advertisement located slightly above and to the right of the mathematical center. Serves as a focal point of the ad.
White space: in design, the absence of type, photographs or graphic elements. Trapped white space is white space appearing within lines of type, usually created by justifying type on a short line length. Also called negative space.

Widow:
in composition, a single word or part of a word on a line by itself, ending a paragraph, or starting a page.




This information provided to you by Silicon Valley's Express Printing & Graphics, Inc.
located at 1205 Alderwood Avenue, Sunnyvale, CA 94089

 

 

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