Call to action (CTA / C2A)

An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.

More terms you might want to know

Material Design

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.

Negative Space

The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).

Font Type

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

Brand Mark

A logo, symbol, design, or pattern used to promote and distinguish one's brand or company from others.

Tracking

The adjustment of all characters in a line by moving them closer together or farther apart.

Interaction Design

The design of the interaction between users and products. Interaction design is focused on creating products that enable the user to achieve their objective(s) in the best way possible.

Aperture

The setting on a camera's lens which controls how much light comes into the camera. Aperture settings can usually be set to F-stop values ranging from F1.4-F22. The higher the aperture value, the smaller the opening is, and vice versa, which affects the depth of field in photos and how much light reaches and illuminates a subject or scene in a photo.

Typesetting

The process of arranging type to make written material readable. The arrangement of type involves decisions about individual letters and words (e.g. line spacing, letter spacing, and word spacing) and more significant page layout decisions (e.g., margins, headline position on the page).

Crop Marks

Also called trim marks, are markings on artwork that tells the printer where to cut the page.

Tone

The feeling or mood created by a design.

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