A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.
The main text of an advertisement or editorial as opposed to headings and subheadings.
The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.
The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.
A printing term that describes how close an object is to the edge of a printed page. Bleeds are often used in graphic design for books, magazines, posters and other printed materials with photographs or illustrations.
An example of a typical user and the actions they take. Typically these are written in the form of a story.
An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.
A portion of an image where the remainder is discarded.
A digital file created in Adobe's illustration and photo manipulation software Photoshop. PSD files are used to edit images, create graphics, art, icons, images, among a plethora of other things.
One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.
The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.