The print resolution of a printer. It's a measure of how many dots per inch can be printed on paper. Higher DPI means more detail and smoother transitions between colours.
The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.
Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.
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 psychological phenomenon that states that people tend to remember unfinished or interrupted tasks better than completed tasks.
Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.
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 logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.
The main text of an advertisement or editorial as opposed to headings and subheadings.
A graphical representation of the user on a device, used to represent various users in different contexts. It can be a photo, image or drawing.