White Space

The area of negative space around and between elements in a design.

More terms you might want to know

Serif

The small decorative stroke at the end of a stroke in a letter, or a typeface.

Placeholder Text

Text that is used to fill in a gap in a document.

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.

Heatmap

A graphical representation of the density and distribution of data points. Denser regions in the image are interpreted as the data points' frequency, while lower densities are interpreted as fewer data points in that area.

Heatmaps show you where people worldwide are clicking on content to help you understand how people interact with your website designs and content.

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.

Bowl

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

Quick Keys or Shortcuts

A Shortcut is a computer function that performs a set of commands to save time. A Quick Key is a keyboard shortcut used to trigger an action.

Logotype

The typographic presentation of a company's name in a stylized form.

Character

A letter, symbol, or another alphabet unit.

Pantone (PMS)

The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.

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