The main part of text in your design or publication

The visual arrangement of design elements in a way that signifies importance

common design term and usually aims to achieve a more proportional and pleasing balance of space between each character.

can cause tension and overlap, making the content unreadable, and too-loose leading can equally make the type appear disjointed

art of a lowercase letter that extends above the x-height

found at the end of horizontal and vertical lines. ___________ typefaces tend to look professional, authoritative, and traditional in appearance.

typeface with thicker, blockier serifs, very commonly used in headlines and titles, but rarely in body copy. They tend to look sturdier, stronger, and bolder.

center, left, right, and justified, each with their own time and place for application.

A short excerpt pulled from the main text and used as a visual element to help highlight important ideas and draw interest to the piece.

A color scheme built out of only one color, including lighter and darker tones of that color.

The degree of transparency an element has. The lower the opacity, the more transparent an element is.

the higher your resolution, the better your images appear, and the more detail is rendered.

A Brand is the collection of concepts, ideas, and emotions that encapsulate your company’s values and ethos. A brand

Also called ‘negative space’, texture refers to the areas of a design that are not filled with content. White space is an important design element as it helps to let a design ‘breathe’, helps avoid overly complicated designs, and keeps designs looking clean.