Font Type

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

More terms you might want to know

Pixel-perfect

A phrase that is used in reference to someone's work. The term pixel-perfect can be used to describe something as being flawless without any errors.

Persona

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

Raster

Commonly used to describe a 2D graphic that is made up of an organized grid of pixels, in other words, a bitmap.

Cap Height

The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.

Rule of Thirds

A rule of thumb used in photography to create more visually appealing images which states that an image should be composed so that the subject or focus of the image occupies one-third of the picture space, with two equal vertical lines dividing their composition into two.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

Backslanted

A type of design that features the strokes running predominantly from the upper left to the lower right.

It can also be used in reference to a type of lettering, typically for advertisements, to be read in either direction. It is also used to help the reader navigate through and around the advertisement.

System Font

A type of font that comes pre-installed in an operating system.

Brand Identity

The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.

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.

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