A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.
How well or poorly something can be read.
The width and height of a document, after having been cut down to size from a larger sheet.
The typographic presentation of a company's name in a stylized form.
The act of gathering qualitative data about a person's thoughts and feelings related to a product.
The main text of an advertisement or editorial as opposed to headings and subheadings.
The feeling or mood created by a design.
Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.
A logo, symbol, design, or pattern used to promote and distinguish one's brand or company from others.
A series of slides that are positioned one after the other. As you scroll through the images, the next image in the sequence is automatically loaded. Once you scroll to the end of the carousel, it cycles back around like a horse on a circular track.
The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).