The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.
A non-functional first draft of a design.
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 quick and rough sketch of what you are about to work on. Good for getting the ideas out of your head and onto the page while you're still in that creative phase.
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.
The part of a letter, usually a vertical line, that rise above the x-height.
Affordances describe a relationship between the environment and an animate object, classified as either positive or negative.
Items, such as a car that leads to movement, have a positive affordance. Things like stairs that lead upwards have a negative affordance because they will not allow for any other form of movement other than up or down if used accordingly.
A digital image captured by a digital camera or scanner that has not been processed in any way by the camera software.
The degree of difference between the two sides of an object or system.
A sample of the target audience for which a product or service is intended.
A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.