A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.
A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.
A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.
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.
The art of decorative writing practised by many different people in many different cultures. Calligraphy is sometimes used to add a personal touch to wedding invitations, special event invitations, and other projects.
A way of developing new products or services using a process of repeated and regular refinement, in which prototypes are made, evaluated, revised, and re-evaluated until the desired result is achieved. High profile companies have successfully implemented iterative design to create effective and innovative products.
A decoration technique used primarily on paper, metal, and some plastics in which ink or another printing medium is pressed into the material's surface to create a three-dimensional effect.
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.
Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.
A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.