Warm Colours

Colours on the same side of the colour wheel as red, such as pink, orange and yellow.

More terms you might want to know

Mood board

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

Orphan

One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

Vector

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

Affordance

Affordances describe a relationship between the environment and an animate object, classified as either positive or negative.

Items, such as a car that leads to movement, have a positive affordance. Things like stairs that lead upwards have a negative affordance because they will not allow for any other form of movement other than up or down if used accordingly.

Rule of Thirds

A rule of thumb used in photography to create more visually appealing images which states that an image should be composed so that the subject or focus of the image occupies one-third of the picture space, with two equal vertical lines dividing their composition into two.

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.

Lowercase

The designation of a set of character encoding styles for glyphs that are not capital letters.

System Font

A type of font that comes pre-installed in an operating system.

Die Cut

A type of print/design created with a metal stamp to create a shape out of paper using a die cutting machine. Die cuts can be used in apparel, home decor and promotional products.

Problem?

Got a suggestion or found an issue with the glossary?
Let me know!