Calligraphy

The ratio of a rectangle's width to its height. It is measured by dividing the shorter side length, here "w" or width, by the longer side length, "h" or height. The aspect ratio may be given as either a fraction or as a decimal.

The use of design features that are shaped to resemble a familiar object or thing in order to facilitate user interaction.

An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.

A philosophy that companies should take a user-centred approach to design, making sure they focus on the customer's needs and not on their company's needs. UX designers need to figure out what users want before building something and not after. They must also ask themselves if including "features" will provide any value to the product or service.

A sample of the target audience for which a product or service is intended.

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).

A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.

The art and technique of arranging type to make written language legible, readable, and appealing when displayed.