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

Asymmetry

The degree of difference between the two sides of an object or system.

Vector

A graphic element that has a definite length and direction. Examples of vectors would be straight lines, edges, or curves.

Interaction Design

The design of the interaction between users and products. Interaction design is focused on creating products that enable the user to achieve their objective(s) in the best way possible.

Letterpress

A printing press that uses movable type and punches to make impressions on paper.

Shade

The relative lightness or darkness of a hue.

Pictorial Mark

A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.

Responsive Design

The process of developing a product or design system that can be altered to fit different device and interaction contexts.

AI File

An Adobe Illustrator vector format file. Files with the extension .ai are often used for artwork and illustrations as users can resize them without distortion. It is composed of several layers with objects and text on each layer. Users can import Illustrator files into many other programs like InDesign, Acrobat, Photoshop etc. If you design or print your t-shirts, you can create your designs in Illustrator and apply them to your t-shirt using a heat press.

Bracket

The word "bracket" is often used to refer to parentheses and is written as either [] or () and used to delimit blocks of text, e.g. a set of instructions. Within brackets, items are arranged from left to right in order of precedence.

Placeholder Text

Text that is used to fill in a gap in a document.

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