The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.
The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.
The adjustment of all characters in a line by moving them closer together or farther apart.
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.
A way of developing new products or services using a process of repeated and regular refinement, in which prototypes are made, evaluated, revised, and re-evaluated until the desired result is achieved. High profile companies have successfully implemented iterative design to create effective and innovative products.
An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.
A measure of the ease of understanding text.
A field of study that aims to understand the user experience of a product or service. Conducting UX research includes interviewing, observing, and surveying users. Understanding the user experience is important because it helps designers understand how to design a better product that will be more appealing and usable for people.
A type of design where the colours or tones gradually change from one colour to another. Gradients are often used in graphic design to add visual interest and give the appearance of "extensions" or "glosses" of a particular colour.
A triad is a group of three colours that are equally spaced on the colour wheel.
The meeting point where two lines cross.