Generally used when a page has so much content that it would be impossibly long to load the entire page at once. Infinite scroll consists of an auto-generated list of items that constantly loads new items as they load off the bottom of the screen.
The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.
The process of a new user being brought in to a new product. The design for this process aims to have an effective, efficient, and engaging user experience.
A pixel, or a picture element, is the smallest addressable element in a display device.
Small uppercase letters, generally about half as tall as regular uppercase letters.
A way to create and test designs. Designers use design sprints as a time-intensive method of quickly testing ideas and then pivoting into designing for user needs. A designer may then take the prototype they created on the first day of the design sprint and fix any usability issues with it, which is a quick way to get feedback on their work before continuing development.
All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.
A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.
An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.
The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.
An observation in Psychology that suggests that the number of mental objects the average person can keep track of is seven (plus or minus two).