The main text of an advertisement or editorial as opposed to headings and subheadings.
A design process that can help guide the path of any product or application from discovery to launch stages. A UX roadmap can also be used in marketing to analyse how products are perceived by customers and then determine future options for growth.
A selector that can be applied to any HTML element. Classes should be used when designing for multiple instances. For example, if you want all <h1> tags in the website to look blue, then you could use the class="blue-text" attribute.
The last line of a paragraph following the rest, or a single line in a paragraph that is out of place with the rest.
A photograph that is purchased and licensed for exclusive use by an individual or business.
A graphic element that has a definite length and direction. Examples of vectors would be straight lines, edges, or curves.
The ratio of a rectangle's width to its height. It is measured by dividing the shorter side length, here "w" or width, by the longer side length, "h" or height. The aspect ratio may be given as either a fraction or as a decimal.
The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.
The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.
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.
A graphical representation of a scenario, usually created and presented in sequence.