Text that flows from left to right and is the default reading direction of a page with its content aligned on the left margin.
An example of a typical user and the actions they take. Typically these are written in the form of a story.
A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.
Designs that are created in one colour. It can be any colour, but the whole design will range from light to darker shades. As the name implies, it is typically a single hue, with black and white also being typical combinations for this type of design.
A symbol that is used in the design industry to give a more personal touch. Lettermarks can be an individual's name or initials that are cleverly designed and incorporated into a company's logo.
The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.
Also known as the divine proportion, is a number, or a ratio, sometimes approximated by phi and widely considered aesthetically pleasing. The golden ratio has been featured in nature and art in many ways, including hexagonal honeycombs, the human body, and mathematics. More frequently, it is used in design and digital art to represent a path (or steps) one can take to achieve a particular look or result. In art, an artist may produce something (a painting or drawing, for example) using the golden ratio as a basis for its composition.
A style of architecture and design that was popular in the 1960s and 1970s. Brutalist buildings are typically characterised by durability, simplicity, and an emphasis on form following function. Brutalism is not a single style but an umbrella term for architecture with a stark and futuristic look.
A type of design where the colours or tones gradually change from one colour to another. Gradients are often used in graphic design to add visual interest and give the appearance of "extensions" or "glosses" of a particular colour.
The use of light or dark objects positioned over colourful backgrounds. Blurred backdrops allow bright colours to come through and convey a sense of frosted glass.
The study of how colours are related to one another. It is about how we see colour, mix and modify it (according to our needs), and put colour together to achieve the desired mood or atmosphere.