Vector

A graphic element that has a definite length and direction. Examples of vectors would be straight lines, edges, or curves.

More terms you might want to know

Style Guide

A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.

Contrast

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.

Bowl

In typography, a bowl is a curved shape used to control the area of white space.

Font Style

Designers and developers use font styles to denote differences in meaning between two or more words, phrases, sentences, paragraphs, or blocks of text. Typical font styles in CSS and web development are normal, italic, oblique and inherit.

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.

Foil Stamping

The process of applying a thin layer of foil to paper coated with adhesive on one side.

Mood board

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

Trim Size

The width and height of a document, after having been cut down to size from a larger sheet.

Information Architecture

The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.

Readability

A measure of the ease of understanding text.

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