"God is in the details" - Mies Van DerRoche - it is important to have big ideas and the detail must be perfect.
"Nothing ever goes away" - Marshal Mcluran - example - cars replacing horses, horses didnt go away they have just moved into a new category/art.
highlight - lightest part of photo
midtone
shadows
terminiology
factual - denoteatedinformation design ex. sources
Connotated - Text that is more subjective. ex. poetry, lyrics etc.
weights - thickness of fonts
TYPE FACES HAVE CHARACTER!!!
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