The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.
The art and discipline of putting together set of typefaces into a harmonious and readable type system. A typeface designer spends much time considering many things such as clear visual message, readability at different sizes, legibility at small point sizes, ease of use for printing processes on its own or over the top of other fonts.
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.
All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.
A portion of an image where the remainder is discarded.
A selector that can be applied to any HTML element. ID should be used when designing for a single instance, such as using the id="main" attribute on an <h1> tag.
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
In typography, a bowl is a curved shape used to control the area of white space.
The arrangement of different elements in relation to each other so that they appear to be mirrored. Symmetrical designs can be found throughout art and architecture, as well as in nature.
A low-fidelity representation of a user interface design.
An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.