Slab Serif

A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.

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.

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.

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.

Text that is used to fill in a gap in a document.

A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.

A colour that appears to be pure and lacks any lightness (or tone) or saturation.

Text that flows from left to right and is the default reading direction of a page with its content aligned on the left margin.

The adjustment of all characters in a line by moving them closer together or farther apart.

An imaginary line on which most letters "sit". As such, it equals the height of an em square. The expected result of a baseline is to reference the height with which text is aligned. The alignment ranges from ascenders, which are the upper strokes in b, d, and h, down to descenders like j or y.