There are a few measurements that can be used when setting up your document.
• The Point - There are 72 points to an inch. All type is designated in points. Typefaces may be different sizes from 4pts to 144pts. Line spacing is also measured in points (eg. 2 points of leading, kerning, etc...)
•The Pica- There are 12 points to 1 pica, and approximately 6 picas to 1 inch. The length of the line (linear measurement) is specified in picas, as well as the depth of the area. eg. a block of copy is to be set 10 picas wide by 20 picas deep. Inches are never used in type measurement.
•The em- It is the square of the type size. It is not part of the point system.
•The Agate line-line measurement used by newspapers to sell advertising space. There are 14 agate lines to an inch. The width of the column can vary from paper to paper.
Visual communication should intend meaning and posure through contrast, and harmony, style and cultural target. We are a visual culture. Design is everywhere and is a means of expression and communication. Visual elements such as line, color, scale, texture, shape, tone are the basic ingredients in our design to create instant effortless messages to our readers. Contrast: Asymmetry, Complexity, exaggeration, activeness, boldness, transparency, distortion, justaposition, randomness, sharpness Harmony: Balance, symmetry, simplicity, predictability, neutrality, diffusion, unity Contrast and harmony are some techniques for visual communication
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