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.
The print resolution of a printer. It's a measure of how many dots per inch can be printed on paper. Higher DPI means more detail and smoother transitions between colours.
A standalone web page with content intended to capture a visitor. Often, it has the same URL as the website's home page and is used in paid or sponsored search engine marketing (known more commonly as pay-per-click) advertising campaigns.
A portion of an image where the remainder is discarded.
The meeting point where two lines cross.
A system of columns and rows designers use to create layouts. It's used in graphic design and web development to align elements for easy use on the page. Grids are a key part of design because they help you create balance, rhythm, proportion and hierarchy in your layout.
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.
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.
A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.
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.
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.