Serif

A digital image captured by a digital camera or scanner that has not been processed in any way by the camera software.

A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.

A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

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 type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

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.

Also known as caps, a type property that specifies that all letters in a body of text are capitalised.

A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.

A set of symbols or "characters" including letters, numbers and various other symbols.