The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.
The surface quality of an element.
The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.
A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
The design of the interaction between users and products. Interaction design is focused on creating products that enable the user to achieve their objective(s) in the best way possible.
Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.
Also called trim marks, are markings on artwork that tells the printer where to cut the page.
The art of drawing original characters and symbols — especially for decorative purposes.
The relative lightness or darkness of a hue.
A tool that allows user experience designers, or people who design products and websites with consumers in mind, to track where users look on the screen. Eye-tracking can measure users’ attention and the duration of time they spend on different areas of a website. With this information, websites can create user experience solutions such as buttons with varying colours designed to catch the eye.