The main text of an advertisement or editorial as opposed to headings and subheadings.
A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.
Layout is a defining characteristic of design. It dictates the positioning of content and design elements. Layouts can range from the simple, such as a four- or two-column layout, to more complex designs like grids with multiple hierarchy levels.
Also called trim marks, are markings on artwork that tells the printer where to cut the page.
The process of applying a thin layer of foil to paper coated with adhesive on one side.
An example of a typical user and the actions they take. Typically these are written in the form of a story.
The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).
An iconic design that is made up of two or three letters.
In typography, a bowl is a curved shape used to control the area of white space.
A logo, symbol, design, or pattern used to promote and distinguish one's brand or company from others.
A term that means the smallest amount of work that can be done to move a project forward.