The relative lightness or darkness of a hue.
A letter, symbol, or another alphabet unit.
A file format that supports both static and animated images. It is a popular file format on the internet and social media due to its wide colour support, portability, and animating capabilities.
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.
A design language developed by Google. The goal of Material Design was to create fluid, natural movement for users on any platform they happen to be using.
The area of negative space around and between elements in a design.
Also known as visual hierarchy, hierarchy is the ordering of priorities in a design. This may include different visual elements, such as contrast, colour, font size and placement on a page. The graphic designer's job is to create an understandable document using organisational systems that the reader easily understands.
In typography, a bowl is a curved shape used to control the area of white space.
The feeling or mood created by a design.
A small picture or design that represents an idea, function, or some other type of visual concept. For example, in computer graphics and web development, an icon is a pictorial representation of a program or file type.
A type of design where the colours or tones gradually change from one colour to another. Gradients are often used in graphic design to add visual interest and give the appearance of "extensions" or "glosses" of a particular colour.