Negative Space

The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).

More terms you might want to know

Sketching

A basic design tool that helps designers create and communicate ideas.

Wordmark

A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.

Cap Height

The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.

Cool Colours

Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.

Italics

A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.

Persona

A sample of the target audience for which a product or service is intended.

Brand

A name, symbol or other distinctive feature that distinguishes one business's product from another's, often associated with a logo, design, slogan and other items.

PDF File

An abbreviation for Portable Document Format. The PDF format was originally developed to share documents between different operating systems in the late 1980s. Any text document, image or page layout can be saved as a PDF file that includes all of the font information needed to display it without losing quality.

Crop Marks

Also called trim marks, are markings on artwork that tells the printer where to cut the page.

Analogous Colours

Colours that have a relation in their hue. A colour wheel can be used to help identify analogous colours. Analogous colours are typically found next to each other on the colour wheel.

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