Red, green, and blue. These colours can be used to form a wide variety of colours in different devices such as computer monitors and televisions.
The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.
The degree of difference between the two sides of an object or system.
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 main text of an advertisement or editorial as opposed to headings and subheadings.
A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.
The art of drawing original characters and symbols — especially for decorative purposes.
The small decorative stroke at the end of a stroke in a letter, or a typeface.
The setting on a camera's lens which controls how much light comes into the camera. Aperture settings can usually be set to F-stop values ranging from F1.4-F22. The higher the aperture value, the smaller the opening is, and vice versa, which affects the depth of field in photos and how much light reaches and illuminates a subject or scene in a photo.
A generic term for adding colour to an image. A tint can be applied by darkening a colour to create different shades or lightening the saturation, creating a washed-out look.
The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.