A sample of the target audience for which a product or service is intended.
The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.
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.
A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.
A psychological phenomenon that states that people tend to remember unfinished or interrupted tasks better than completed tasks.
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.
Colours on the same side of the colour wheel as red, such as pink, orange and yellow.
How well or poorly something can be read.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.
An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.