The main text of an advertisement or editorial as opposed to headings and subheadings.
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.
The process of a new user being brought in to a new product. The design for this process aims to have an effective, efficient, and engaging user experience.
The attributes of a typeface. Type properties include weight, width, colour and x-height.
An observation in Psychology that suggests that the number of mental objects the average person can keep track of is seven (plus or minus two).
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.
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.
A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.
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 user interface design carefully crafted to trick people into doing things they might not want to do.