1. grid - a series of regularly spaced horizontal and vertical lines used as a means of organization.
2. designers use a grid as a simple way of organizing large amounts of information. the grid can help a designer compare and contrast different forms of information without compromising the quality of each piece. it presents the project/projects in an easily read composition
3. a modular grid is a grid with four rows and four columns. when repeated these grids, or modules, are able to further subdivide or separate various projects.
4. margins - the negative space between the format edge and the page contents.
columns - vertical alignments of type that create horizontal divisions between margins.
grid modules - individual units of space separated by regular intervals that, when repeated across the page format, create columns and rows.
flowlines - alignments that break the space into horizontal bands
gutter - blank space between columns
5. hierarchy - a system of things ranked one above the other. designers can use hierarchy by manipulating the text in a way that is easily navigated by the viewer.
6. typographic color - altering the scale relationships of type. changing the weight, rhythm, value, texture of text achieves a visual darkness and even an illusion of spatial depth.
7. clear hierarchy can be achieved in many ways. It is important to maintain good organization. keeping similar material in close proximity, shifting or maintaining certain alignments, and size contrast (experimentation with stroke weight, distance, scale are all effective ways of achieving hierarchy.
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