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Size
The physical dimensions or magnitude of an object. This word can be absolute or relative depending on context.
Proportion
The size relationships between various elements of a design, or how much of a composition an element occupies.
Ratio
The relative size between two elements, typically expressed as a fraction (e.g., 4:3, 16:9).
Color
A powerful visual quality that defines shape, provides emphasis, and conveys emotion. It can have three main qualities: hue, value, and saturation.
Hue
The color itself (e.g., red, green). It can also be described in terms of temperature, with warm colors like red and cool colors like blue.
Monochromatic
A color scheme using variations of a single hue, with changes in value or saturation.
Analogous
A color scheme using several similar hues, creating a harmonious feel.
Complementary
A color scheme that uses two colors from opposite sides of the color wheel, which have strong interactions.
Value
The relative lightness or darkness of a color. It can be modified by adding white, black, or gray.
Tint
A color created by adding white to a hue, making it lighter than the base color.
Shade
A color created by adding black to a hue, making it darker than the base color.
Tone
A color created by adding gray to a hue, resulting in a color that may be lighter or darker than the base color.
Saturation
The intensity or purity of a color, ranging from bright, vivid colors to dull, muted tones.
Chromatic
Colors with noticeable saturation, where the hue is clearly identifiable.
Neutral
Colors with minimal saturation, such as grays and browns, that don't have a strong hue.
Achromatic
Colors that have no saturation or discernible hue, such as black, white, and gray.
Simultaneous Contrast
The phenomenon where neighboring colors amplify differences in hue, value, or saturation.
Optical Mixing
A technique where small areas of color placed next to each other blend visually, creating a new color.
Color Identifier
Colors used to group and differentiate elements, such as characters or areas in a game.
Color Signifier
A color used to communicate properties of an element, indicating how it can be interacted with.
Emphasis
A specific area or object in a composition that draws attention and becomes the focal point.
Subordination
The process of minimizing other elements to enhance the focus on the focal point.
Line
A fundamental element of design with length and width, used to create shapes, define contours, and imply direction or movement.
Line Weight
The rough width of a line, which can range from heavy to light.
Line Path
The quality of the route a line takes, such as zig-zag, wavy, or jagged.
Contour Line
A line that defines the outer boundary or edge of a shape.
Implied Line
A line that is not physically drawn but suggested by elements in the design, such as high-contrast boundaries or organized visual elements.
Hatching
A technique used for shading or texture by drawing parallel lines close together.
Cross-Hatching
A technique of shading where two sets of hatching lines intersect at an angle.
Geometric Shape
Shapes that are mathematically defined and symmetrical, such as circles, squares, and triangles.
Organic Shape
Shapes that are irregular, rounded, and free-flowing, often seen in nature.
Symmetrical Balance
A composition where equal visual weight is distributed on both sides of an axis, creating a formal and stable design.
Asymmetrical Balance
A composition with unequal visual weight on either side, creating a dynamic and energetic feel.
Radial Balance
A type of balance where elements are arranged around a central point, drawing attention to the center.
Mosaic Balance
A type of balance with no distinct focal points, resulting in a balanced chaos or equal distribution of elements.
Reflection Symmetry
Symmetry achieved by reflecting an image across a central axis.
Rotational Symmetry
Symmetry where elements are arranged around a central point, creating a rotational effect.
Translational Symmetry
Symmetry achieved through the repetition of elements across space.
Contour Bias
The tendency of humans to favor smooth, contoured shapes over sharp, angular ones, due to subconscious associations with safety.
Texture
The perceived quality of a surface, either tactile (actual) or visual (implied), that can influence emotional response.
Actual Texture
A texture that can be physically felt, such as rough stone or soft fabric.
Implied Texture
A texture that is visually represented but not physically felt, such as painted fur or digital textures.
Simulated Texture
A texture that mimics real textures but is created artificially, like painted stone or digital moss.
Invented Texture
A completely abstract texture, not based on real-world surfaces, such as plaid or houndstooth.
Repetition
The use of repeated elements in a design to create unity, interest, and structure.
Pattern
A regular arrangement of repeated motifs or elements in a design.
Rhythm
A combination of repeated elements with variation, creating a sense of movement or flow.
Wabi
Transcendental beauty achieved through subtle imperfection, often seen in hand-made goods.
Sabi
The beauty that comes with time, such as the patina on aged copper or the natural decay of materials.
Typography
The art of arranging type to make it legible, readable, and visually appealing.
Visual Hierarchy
The arrangement of elements in a way that indicates their order of importance, guiding the viewer's attention through the design.
Dominance
The element in a composition that stands out due to its size, color, contrast, or placement, often becoming the focal point.
Contrast
The difference between elements, such as light vs. dark, rough vs. smooth, or large vs. small.
Unity
The quality of being consistent and harmonious throughout a design, where all parts work together as a whole.
Variety
The inclusion of different elements to create interest and avoid monotony, while still maintaining cohesion in the overall design.
Space
The area around and between elements in a design, which can be used to create a sense of organization and breathing room.
Positive Space
The area in a design that is filled with objects or elements.
Negative Space
The empty or unoccupied area around and between elements, which can be used to enhance the overall composition.
Proximity
The principle of placing related elements close together to signify their connection, creating a cohesive and organized layout.
Alignment
The arrangement of elements in a line or relationship with one another, providing structure and visual connection.
Grid System
A framework of intersecting vertical and horizontal lines that helps organize content and ensure a balanced, consistent layout.
Modular Design
A design approach where elements are broken down into smaller, reusable units or modules for easier management and flexibility.
Wireframe
A basic, simplified version of a layout used to plan the structure and functionality of a design before detailed elements are added.
Mockup
A detailed, realistic representation of a design, often showing how it will look when completed, but without functional elements.
Prototype
A working model of a design that allows for testing functionality and user interaction before final production.
Iteration
The process of refining and improving a design through repeated cycles of testing, feedback, and modification.
Affordance
The properties of an object or interface that suggest how it should be used, such as a button that invites clicking.
Signifier
An indicator or visual cue that helps the user understand how to interact with an element, such as arrows pointing in a direction.
Feedback
The response or indication that an action has been completed, such as a sound, animation, or visual change, that assures users their input has been processed.
Usability
The ease with which users can effectively navigate and interact with a system or design.
Accessibility
The design principle that ensures all users, including those with disabilities, can access and use the product or service effectively.
User Interface (UI)
The visual elements and interactive controls through which users interact with a system or application.
User Experience (UX)
The overall experience and satisfaction a user has when interacting with a system, which includes ease of use, efficiency, and emotional response.
Information Architecture
The organization and structure of content within a design or system to ensure easy navigation and logical flow.
Interaction Design
The design of interactive elements and processes that facilitate user engagement and ensure smooth, intuitive user actions.
Visual Design
The practice of creating aesthetically pleasing and effective compositions, focusing on elements like color, typography, and imagery.
Branding
The development of a unique identity for a product, service, or organization, including logos, colors, and messaging, to differentiate it from competitors.
Logo
A graphic symbol or wordmark that represents a company, product, or brand, conveying its identity and values.
Iconography
The use of simplified images or symbols to represent concepts, actions, or objects within a design.
Infographic
A visual representation of data or information, designed to make complex concepts more understandable through graphics, charts, and diagrams.
Point Size
The physical dimensions of text, usually measured in desktop publishing points (DPP). A point is 1/72 of an inch, or about 0.353mm.
DPP (Desktop Publishing Point)
A unit of measurement for font size, equivalent to 1/72 of an inch, or about 0.353mm.
Line Length
The width of the block in which text is set. Narrow columns are typically quicker to read, whereas wider columns can slow down reading.
Leading
The vertical space between the baselines (the bottom of each text line) of successive lines of text, also known as line spacing. The recommended range is between 120% and 145%.
Letter-Spacing
Also referred to as tracking, this is the uniform adjustment to the spacing between all characters in a block of text, affecting its overall density and texture.
Kerning
The adjustment made to the space between specific pairs of characters to achieve more visually appealing spacing.
Typeface
A set of related fonts that share common design characteristics, such as serif or sans serif.
Font
A specific size, weight, and style of a typeface. The terms font and typeface are often used interchangeably today.
Glyphs
The individual characters or symbols within a typeface. Each glyph represents a specific design element within the font.
Serif
Small decorative features at the ends of letters. Serifs give fonts a more traditional feel and are thought to improve readability for longer texts.
Sans Serif
A typeface without the small decorative features (serifs) at the ends of letters. Sans serif fonts are considered modern and are easier to read at small sizes or low resolutions.
Proportional Typeface
A typeface in which each character has its own width. This is the most common type of font used in body text and is considered more aesthetically pleasing.
Monospaced Typeface
A typeface where each character occupies the same amount of horizontal space. Monospaced fonts were historically used in early computing and programming.
Metrics
The measurements that determine the structure of typefaces. Key metrics include the baseline, median, cap height, descender height, and ascender height.
Baseline
The invisible line on which the text sits. It forms the reference point for measuring the vertical alignment of characters.
Median
The midline of a typeface, typically where the body of lowercase letters sits in relation to the height of the font.
Cap Height
The height of uppercase letters from the baseline to the top of the capital letters, excluding any ascenders.
Descender Height
The portion of a lowercase letter that descends below the baseline (e.g., 'g', 'y').
Ascender Height
The portion of a lowercase letter that rises above the median line (e.g., 'b', 'd').
Type designers
People who design typefaces