Style Guide

A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.

More terms you might want to know

Monochrome

Designs that are created in one colour. It can be any colour, but the whole design will range from light to darker shades. As the name implies, it is typically a single hue, with black and white also being typical combinations for this type of design.

User Interface (UI)

A type of graphical interface that allows the user to interact with the application on a screen, such as a computer monitor or smartphone, using various types of input devices.

Foil Stamping

The process of applying a thin layer of foil to paper coated with adhesive on one side.

Responsive Design

The process of developing a product or design system that can be altered to fit different device and interaction contexts.

Pantone (PMS)

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.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

System Font

A type of font that comes pre-installed in an operating system.

Class

A selector that can be applied to any HTML element. Classes should be used when designing for multiple instances. For example, if you want all <h1> tags in the website to look blue, then you could use the class="blue-text" attribute.

Information Architecture

The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.

Serif

The small decorative stroke at the end of a stroke in a letter, or a typeface.

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