A greater typographic weight than the standard typeface, often used to highlight text that the writer wants to emphasise or denote sections, headlines or quotes in printed material.
Bold type is a little heavier than the average type because of its higher contrast, making it more readable. The opposite of bold type is light type, also known as regular or book.
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 design technique employed on websites and mobile apps that encourages users to scroll to view additional content.
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.
A field of study that aims to understand the user experience of a product or service. Conducting UX research includes interviewing, observing, and surveying users. Understanding the user experience is important because it helps designers understand how to design a better product that will be more appealing and usable for people.
The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.
The use of light or dark objects positioned over colourful backgrounds. Blurred backdrops allow bright colours to come through and convey a sense of frosted glass.
The adjustment of all characters in a line by moving them closer together or farther apart.
A symbol that is used in the design industry to give a more personal touch. Lettermarks can be an individual's name or initials that are cleverly designed and incorporated into a company's logo.
A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.
The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.