Hue

A colour that appears to be pure and lacks any lightness (or tone) or saturation.

More terms you might want to know

Serif

The small decorative stroke at the end of a stroke in a letter, or a typeface.

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

CMYK

CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).

Thumbnail

A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.

Font Colour

Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.

Bold

A greater typographic weight than the standard typeface, often used to highlight text that the writer wants to emphasise or denote sections, headlines or quotes in printed material.

Bold type is a little heavier than the average type because of its higher contrast, making it more readable. The opposite of bold type is light type, also known as regular or book.

Typesetting

The process of arranging type to make written material readable. The arrangement of type involves decisions about individual letters and words (e.g. line spacing, letter spacing, and word spacing) and more significant page layout decisions (e.g., margins, headline position on the page).

Proximity

The placement or otherwise of a thing in relation to other things. In design, proximity may be considered as the distance between two items in space or their relative location to each other.

Fitts' Law

A prediction model used in human-computer interaction. It states that the time required to move to a target area rapidly increases as the distance to the target increases. The law was proposed by Paul Fitts, an American psychologist, in 1954 as a mathematical model of movement with limited cognitive capacity.

Fitts hypothesized that one would quickly select its first apparent target when reaching for an object before considering alternatives — a phenomenon called "target fixation." This tendency would increase progressively with increased distance between the subject and object until it eventually became exponential (i.e., too far away).

Letterpress

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

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