The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.
An imaginary line on which most letters "sit". As such, it equals the height of an em square. The expected result of a baseline is to reference the height with which text is aligned. The alignment ranges from ascenders, which are the upper strokes in b, d, and h, down to descenders like j or y.
A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.
The process of arranging type to make written material readable. The arrangement of type involves decisions about individual letters and words (e.g. line spacing, letter spacing, and word spacing) and more significant page layout decisions (e.g., margins, headline position on the page).
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
A term that means the smallest amount of work that can be done to move a project forward.
A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.
A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.
One of the most common types of navigation in UI design. It's usually a system of one or more horizontal buttons placed at the bottom of the screen, directing users to other parts of an app or website. Bottom navigation is often used as an alternative to scrolling or tabbing through links on a page.
In typography, a bowl is a curved shape used to control the area of white space.
A letter, symbol, or another alphabet unit.