The main text of an advertisement or editorial as opposed to headings and subheadings.
A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.
The process of applying a thin layer of foil to paper coated with adhesive on one side.
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 PNG (Portable Network Graphics) file is a bitmap image format that has been designed to store images with an alpha channel. This format is primarily used for transparency so that it can be placed over other graphics in many design applications.
A language used to create web pages, and it stands for Hypertext Markup Language.
A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.
A diagram that reflects the processes and steps a user would take when completing a certain task or goal. The User Journey Map also highlights the key activities, touchpoints, stakeholders, and benefits of an experience. In order to develop an effective strategy that helps guide users through the process of reaching their goals and objectives, the User Journey Map provides a comprehensive view of how your customers will navigate towards achieving their goals.
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.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.