A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
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.
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.
The surface quality of an element.
Vector graphics are made up of two sets of points: control points (which determine shape) and anchor points (determining length). Anchor points attach geometry to form a shape like a ball or a heart.
The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.
Text that is used to fill in a gap in a document.
The process of applying a thin layer of foil to paper coated with adhesive on one side.
A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.
A type of design technique utilised in the creation of visuals and illustrations. Blur is used to create an impression of movement or a sense of depth.
The act of gathering qualitative data about a person's thoughts and feelings related to a product.