The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.
Also known as the divine proportion, is a number, or a ratio, sometimes approximated by phi and widely considered aesthetically pleasing. The golden ratio has been featured in nature and art in many ways, including hexagonal honeycombs, the human body, and mathematics. More frequently, it is used in design and digital art to represent a path (or steps) one can take to achieve a particular look or result. In art, an artist may produce something (a painting or drawing, for example) using the golden ratio as a basis for its composition.
Small uppercase letters, generally about half as tall as regular uppercase letters.
Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.
The main text of an advertisement or editorial as opposed to headings and subheadings.
Text that flows from left to right and is the default reading direction of a page with its content aligned on the left margin.
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
A system used to describe and identify typefaces by their basic visual characteristics.
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).
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.
A process in which subjects use a product or service under test conditions and report their experience.