Texture

An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.

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.

The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.

The meeting point where two lines cross.

Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.

A data visualisation tool that can be used to explore and group people's thoughts or reactions to a set of concepts. Affinity diagrams are often used in user research and design thinking as an experimental technique for generating new ideas or solutions.

The emergent patterns in these visual representations can help identify which aspects your audience will respond well to, thus enabling decisions on the information architecture and next steps in the process.

It is important to note that affinity diagrams were initially developed for qualitative research but have since been adapted for quantitative research (though they are not typically used with statistical data).

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

The name, logo, and other identifying information at the top of a newspaper or magazine publication.

A collage consisting of images, colours and text that is assembled to convey an idea or theme.

A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.