Working in the Design Industry Flashcards

What distinguishes a 'sans-serif' typeface from a 'serif' typeface?

Answer: Sans-serif fonts lack the small decorative strokes at the ends of letterforms that serif fonts have

Sans-serif typefaces do not have the small finishing strokes (serifs) that are present on serif typefaces.

A design studio is pitching creative concepts to a new client. Which deliverable is most appropriate at the initial concept stage?

Answer: Rough sketches or low-fidelity wireframes presenting multiple directions

Early-stage concepts are best communicated with rough sketches or wireframes that can be quickly revised based on feedback.

Which of the following rights does 'work for hire' typically grant the client?

Answer: The client receives full copyright ownership of the work

Under work-for-hire agreements, the client is considered the legal author and owns all rights to the creative work.

What is the primary role of a creative director in a design agency?

Answer: To oversee the visual direction and quality of all creative output

A creative director provides artistic vision and ensures all design work meets the agency's and client's standards.

When designing for accessibility, which contrast ratio does WCAG 2.1 Level AA require for normal body text?

Answer: 4.5:1

WCAG 2.1 Level AA requires a minimum contrast ratio of 4.5:1 between text and its background for normal-sized text.

A designer wants to show a client how a brochure will look before printing. Which file format is most universally accepted for this type of review?

Answer: PDF

PDF is the standard format for sharing print-ready proofs because it preserves layout, fonts, and colors across devices.

What is 'leading' in typography?

Answer: The vertical space between lines of type

Leading is the vertical distance from one baseline to the next, controlling how open or tight text appears.