A/B Testing

A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.

More terms you might want to know

PDF File

An abbreviation for Portable Document Format. The PDF format was originally developed to share documents between different operating systems in the late 1980s. Any text document, image or page layout can be saved as a PDF file that includes all of the font information needed to display it without losing quality.

Layout

Layout is a defining characteristic of design. It dictates the positioning of content and design elements. Layouts can range from the simple, such as a four- or two-column layout, to more complex designs like grids with multiple hierarchy levels.

Brutalism

A style of architecture and design that was popular in the 1960s and 1970s. Brutalist buildings are typically characterised by durability, simplicity, and an emphasis on form following function. Brutalism is not a single style but an umbrella term for architecture with a stark and futuristic look.

Terminal

The end (straight or curved) of any stroke that doesn’t include a serif. Some typefaces feature ball terminals on letters such as the ‘f’, ‘a’, and ‘c’.

HTML

A language used to create web pages, and it stands for Hypertext Markup Language.

Stock Photo

A photograph that is purchased and licensed for exclusive use by an individual or business.

Trim Size

The width and height of a document, after having been cut down to size from a larger sheet.

Microcopy

The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.

Point Size

A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.

Masthead

The name, logo, and other identifying information at the top of a newspaper or magazine publication.

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