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.
Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
The act of gathering qualitative data about a person's thoughts and feelings related to a product.
How well or poorly something can be read.
A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.
A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.
A style of typeface that uses a width-to-height ratio of 1:1.
In typography, a bowl is a curved shape used to control the area of white space.
Also known as an Ishikawa diagram, is a widely used technique in project management. The diagram provides a means of evaluating the cause-and-effect relationship between the various activities necessary for completing a project by visualising all activities in the project as bones that interconnect on an anterior and posterior spine, with causality flowing from one to another.
A triad is a group of three colours that are equally spaced on the colour wheel.
The attributes of a typeface. Type properties include weight, width, colour and x-height.