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.

More terms you might want to know

Analogous Colours

Colours that have a relation in their hue. A colour wheel can be used to help identify analogous colours. Analogous colours are typically found next to each other on the colour wheel.

Call to action (CTA / C2A)

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.

HTML

A language used to create web pages, and it stands for Hypertext Markup Language.

Left-aligned

Text that flows from left to right and is the default reading direction of a page with its content aligned on the left margin.

Aperture

The setting on a camera's lens which controls how much light comes into the camera. Aperture settings can usually be set to F-stop values ranging from F1.4-F22. The higher the aperture value, the smaller the opening is, and vice versa, which affects the depth of field in photos and how much light reaches and illuminates a subject or scene in a photo.

System Font

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

Quick Keys or Shortcuts

A Shortcut is a computer function that performs a set of commands to save time. A Quick Key is a keyboard shortcut used to trigger an action.

Thumbnail Sketch

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.

HEART Framework

A framework that helps a company evaluate any aspect of its user experience according to five metrics, which form the acronym HEART. These metrics are: 1. Happiness 2. Engagement 3. Adoption 4. Retention 5. Task success

Class

A selector that can be applied to any HTML element. Classes should be used when designing for multiple instances. For example, if you want all <h1> tags in the website to look blue, then you could use the class="blue-text" attribute.

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