Example of a mood board I made for Root Elixirs

Mood board: A visual board of mood images, digital or in person. Read about the role they play in my process.

White space: Also known as blank or negative space, this can be used to give a design breathing room and guide the eye, and keep a design clean.




Hierarchy: This is how designers make reading information clearer. Basic rules we follow (or purposefully break) are: important information comes first and is bigger and/or bolder, and we read from left-to-right and up-to-down (in English).

Copy: Essentially, text. Sometimes called body copy when referring to the main part of your text.

Typography: The arrangement of type.

Typeface: A particular design of type, like Helvetica.

Font: A particular size and weight of a typeface, such as Helvetica Bold in 42 pt. However, "typeface" and "font" are often used interchangeably these days.

Kerning: The space between individual letters in a word. Kerning is done to keep the spaces between letters in a word visually equidistant. For example,  "A" and "V" next to each other often have to be kerned tighter. 

Tracking: The overall spacing between all letters in a word or phrase. 

Leading: The space between lines of copy. Remember "double spacing" when writing papers? That.



CMYK: Stands for Cyan, Magenta, Yellow, and Black. The color model used for print purposes.

RGB: Stands for Red, Green, Blue. The color model used for on-screen purposes.

Pantone (PMS): The 'Pantone Matching System' is a standardized system of colors for printing. Each color has a number associated with, for example PMS 300 C, which allows for standardization across designers, files, computers, and printers.