Balance

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.

More terms you might want to know

JPEG Image

JPEG stands for Joint Photographic Expert Group, an international standards body that sets standards for creating and handling compressed digital images. The JPEG file format was designed to balance good visual quality and small file size, typically through lossy compression. The JPEG file format is widely used as a means of compressing digital images, particularly those produced by digital cameras.

Font Case

The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.

GIF

A file format that supports both static and animated images. It is a popular file format on the internet and social media due to its wide colour support, portability, and animating capabilities.

Aspect Ratio

The ratio of a rectangle's width to its height. It is measured by dividing the shorter side length, here "w" or width, by the longer side length, "h" or height. The aspect ratio may be given as either a fraction or as a decimal.

Mock-up

A non-functional first draft of a design.

Pagination

A technique used to sequentially present items in a list or other data set that are too long to display at one time.

Pixel-perfect

A phrase that is used in reference to someone's work. The term pixel-perfect can be used to describe something as being flawless without any errors.

Cap Height

The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.

Heatmap

A graphical representation of the density and distribution of data points. Denser regions in the image are interpreted as the data points' frequency, while lower densities are interpreted as fewer data points in that area.

Heatmaps show you where people worldwide are clicking on content to help you understand how people interact with your website designs and content.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

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