A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
A set of colors which can be used to create a particular visual effect. It is usually composed of multiple primary, secondary, and tertiary colours.
A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.
Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.
A technique used to sequentially present items in a list or other data set that are too long to display at one time.
A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.
An imaginary line on which most letters "sit". As such, it equals the height of an em square. The expected result of a baseline is to reference the height with which text is aligned. The alignment ranges from ascenders, which are the upper strokes in b, d, and h, down to descenders like j or y.
A design language developed by Google. The goal of Material Design was to create fluid, natural movement for users on any platform they happen to be using.
The way that a user navigates through a website, app, etc.
A system used to describe and identify typefaces by their basic visual characteristics.
The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.