The adjustment of all characters in a line by moving them closer together or farther apart.
The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.
Also known as visual hierarchy, hierarchy is the ordering of priorities in a design. This may include different visual elements, such as contrast, colour, font size and placement on a page. The graphic designer's job is to create an understandable document using organisational systems that the reader easily understands.
The use of light or dark objects positioned over colourful backgrounds. Blurred backdrops allow bright colours to come through and convey a sense of frosted glass.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
The setting on a camera's lens which controls how much light comes into the camera. Aperture settings can usually be set to F-stop values ranging from F1.4-F22. The higher the aperture value, the smaller the opening is, and vice versa, which affects the depth of field in photos and how much light reaches and illuminates a subject or scene in a photo.
Also called a paragraph mark, a paragraph sign or section marker, is a typographical character for separating paragraphs. It looks like a "ΒΆ".
A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.
A type of font designed to imitate handwriting.
A greater typographic weight than the standard typeface, often used to highlight text that the writer wants to emphasise or denote sections, headlines or quotes in printed material.
Bold type is a little heavier than the average type because of its higher contrast, making it more readable. The opposite of bold type is light type, also known as regular or book.
A term that means the smallest amount of work that can be done to move a project forward.