Serif

An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.

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.

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.

A UX design technique in which you divide your users into groups, show them cards with different names for unrelated objects and ask them to categorise them.

A technique used to sequentially present items in a list or other data set that are too long to display at one time.

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

A type of text used as filler or placeholder text. Since the dawn of time, it has been around and is sometimes erroneously referred to as "a nonsense sentence used by printers who have run out of typesetting space".

A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.

The typographic term for the dot above the letters 'i' and 'j'.

The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.