Tone

The feeling or mood created by a design.

More terms you might want to know

Pixel-perfect

A phrase that is used in reference to someone's work. The term pixel-perfect can be used to describe something as being flawless without any errors.

Resolution

The measure of a device or computer system's ability to capture fine detail. A higher number of pixels can provide more details and finer images on the screen.

Ascenders

The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.

Centre Aligned

A layout where all the content, mostly text, is aligned to the centre. The overall purpose of a Centre Alignment is to make it easier for users to read and scroll through content.

Abstract Mark

An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.

Font Type

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

Uppercase

Also known as caps, a type property that specifies that all letters in a body of text are capitalised.

Hierarchy

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.

Bold

A greater typographic weight than the standard typeface, often used to highlight text that the writer wants to emphasise or denote sections, headlines or quotes in printed material.

Bold type is a little heavier than the average type because of its higher contrast, making it more readable. The opposite of bold type is light type, also known as regular or book.

Monogram

An iconic design that is made up of two or three letters.

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