Also known as a widow, this term refers to the words or short lines at the beginning or end of a paragraph. These words are isolated from the rest of the content, often causing an unwanted focal point.
A set of design standards for a specific brand to ensure complete consistency in the style and formatting of design assets. This often includes guidelines for color schemes, typefaces and how logos are used and placed within an asset, among others.
Similar to, yet importantly different from kerning, tracking is adjusting the spacing throughout an entire word. Once kerning has been used to determine the right spacing between each letter, tracking can be used to change the spacing equally between every letter at once.