A quick and rough sketch of what you are about to work on. Good for getting the ideas out of your head and onto the page while you're still in that creative phase.
Colours on the same side of the colour wheel as red, such as pink, orange and yellow.
A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.
A photograph that is purchased and licensed for exclusive use by an individual or business.
The art and discipline of putting together set of typefaces into a harmonious and readable type system. A typeface designer spends much time considering many things such as clear visual message, readability at different sizes, legibility at small point sizes, ease of use for printing processes on its own or over the top of other fonts.
The degree of difference between the two sides of an object or system.
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.
The typographic term for the dot above the letters 'i' and 'j'.
Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.
Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.
Also called trim marks, are markings on artwork that tells the printer where to cut the page.