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.
A system of columns and rows designers use to create layouts. It's used in graphic design and web development to align elements for easy use on the page. Grids are a key part of design because they help you create balance, rhythm, proportion and hierarchy in your layout.
The ratio of a rectangle's width to its height. It is measured by dividing the shorter side length, here "w" or width, by the longer side length, "h" or height. The aspect ratio may be given as either a fraction or as a decimal.
The art of drawing original characters and symbols — especially for decorative purposes.
A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.
Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.
A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.
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.
An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.
The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.
An iconic design that is made up of two or three letters.
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.