Tone

The feeling or mood created by a design.

More terms you might want to know

Legibility

How well or poorly something can be read.

Minimum Viable Product (MVP)

A term that means the smallest amount of work that can be done to move a project forward.

Lorem Ipsum

A type of text used as filler or placeholder text. Since the dawn of time, it has been around and is sometimes erroneously referred to as "a nonsense sentence used by printers who have run out of typesetting space".

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

User Interviews

The act of gathering qualitative data about a person's thoughts and feelings related to a product.

Balance

The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.

Ball Terminal

In handwriting and calligraphy, ball terminals are the end of a stroke that resembles a ball. They are also used in some typefaces like cursive or old-style typefaces.

Slab Serif

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

Complementary Colours

Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.

Colour Theory

The study of how colours are related to one another. It is about how we see colour, mix and modify it (according to our needs), and put colour together to achieve the desired mood or atmosphere.

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