Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
A measure of the ease of understanding text.
Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.
A graphic element that has a definite length and direction. Examples of vectors would be straight lines, edges, or curves.
A psychological phenomenon that states that people tend to remember unfinished or interrupted tasks better than completed tasks.
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.
PPI stands for Point Per Inch. PPI is the number of dots per inch in a printer's resolution or the number of pixels per inch in a monitor's screen resolution. The more PPI, the higher your image quality will be as it becomes sharper and clearer. The lower your PPI, the lower your image quality will be, and the more likely you'll see individual pixels in an image.
A measure of the height of a set of text on an element.
Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.
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.