The art and technique of arranging type to make written language legible, readable, and appealing when displayed.
The relative lightness or darkness of a hue.
A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.
A logo, symbol, design, or pattern used to promote and distinguish one's brand or company from others.
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.
The attributes of a typeface. Type properties include weight, width, colour and x-height.
A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.
The word "bracket" is often used to refer to parentheses and is written as either [] or () and used to delimit blocks of text, e.g. a set of instructions. Within brackets, items are arranged from left to right in order of precedence.
A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.
Colours that have a relation in their hue. A colour wheel can be used to help identify analogous colours. Analogous colours are typically found next to each other on the colour wheel.
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.