Photographs refer to representative art that is produced using a camera. They are continuous-tone and require a halftone process for reproduction.

Typography is a visual form of communication. It is much more than a grouping of letters that form a word. Typography has form and shape, personality and character, texture, and the power to express mood, meaning, and idea.

Every publication should be designed for its readers, but strategic publications must be designed to meet specified purposes and to deliver key messages to target publics.

Target publics refer to specific groups of people that you need to reach with a specific message about your organization. Organization’s publics are groups who are either affected by or have an effect on the organization.

Knowledge of standard typesetting modes can assist in many design processes. The modes are justified, align left, align right, and centered.

Serif fonts have serifs that form horizontal lines to guide readers’ eyes across lines of text. Roman fonts have serifs that taper at the end and form horizontal lines across each row of text.

Fonts come in two different types, typeset and bit mapped. Bit mapped fonts form letters from dots that look ragged on diagonals and curves of letters. Typeset fonts produce smooth lines on diagonals and curves of letters.

Characterizing publics by generation is based upon defining moments that influence members of the generation for the rest of their lives. These events effect people psychologically like wars and economic struggles.

Recent research indicates that the time USA and European populations enter life stages has changed considerably in the past 25 years. People are leaving childhood sooner, taking longer to grow up and much longer to grow old.