Small Caps

Small uppercase letters, generally about half as tall as regular uppercase letters.

More terms you might want to know

Style Guide

A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.

Placeholder Text

Text that is used to fill in a gap in a document.

Eye-Tracking

A tool that allows user experience designers, or people who design products and websites with consumers in mind, to track where users look on the screen. Eye-tracking can measure users’ attention and the duration of time they spend on different areas of a website. With this information, websites can create user experience solutions such as buttons with varying colours designed to catch the eye.

Landing Page

A standalone web page with content intended to capture a visitor. Often, it has the same URL as the website's home page and is used in paid or sponsored search engine marketing (known more commonly as pay-per-click) advertising campaigns.

KPI

A key performance indicator is a variable that measures how well an entity is performing. It's a figure that designates an individual or item's performance level. A particular company may use metrics such as sales, revenue, production, and market share to gauge the success of their firm.

Responsive Design

The process of developing a product or design system that can be altered to fit different device and interaction contexts.

Margin

The space that an item has around it.

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

Font Weight

The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.

Vector

A graphic element that has a definite length and direction. Examples of vectors would be straight lines, edges, or curves.

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