Character

A letter, symbol, or another alphabet unit.

More terms you might want to know

Hierarchy

Also known as visual hierarchy, hierarchy is the ordering of priorities in a design. This may include different visual elements, such as contrast, colour, font size and placement on a page. The graphic designer's job is to create an understandable document using organisational systems that the reader easily understands.

Diary Study

A technique for understanding people’s experience of a product or service. Participants are asked to keep daily records of their experience using the product, and these records are taken into consideration when designing the design.

Sketching

A basic design tool that helps designers create and communicate ideas.

Style Guide

A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.

Pantone (PMS)

The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.

Uppercase

Also known as caps, a type property that specifies that all letters in a body of text are capitalised.

Gradient

A type of design where the colours or tones gradually change from one colour to another. Gradients are often used in graphic design to add visual interest and give the appearance of "extensions" or "glosses" of a particular colour.

RGB

Red, green, and blue. These colours can be used to form a wide variety of colours in different devices such as computer monitors and televisions.

Script Font

A type of font designed to imitate handwriting.

Pagination

A technique used to sequentially present items in a list or other data set that are too long to display at one time.

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