Ascenders

The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.

More terms you might want to know

Soft Return

Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.

ID

A selector that can be applied to any HTML element. ID should be used when designing for a single instance, such as using the id="main" attribute on an <h1> tag.

Colour Palette

A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.

Hamburger Menu

A well-known UI element in computer applications. It's an expandable menu of context-specific commands typically launched from the application's main menu.

Tint

A generic term for adding colour to an image. A tint can be applied by darkening a colour to create different shades or lightening the saturation, creating a washed-out look.

Aperture

The setting on a camera's lens which controls how much light comes into the camera. Aperture settings can usually be set to F-stop values ranging from F1.4-F22. The higher the aperture value, the smaller the opening is, and vice versa, which affects the depth of field in photos and how much light reaches and illuminates a subject or scene in a photo.

Foil Stamping

The process of applying a thin layer of foil to paper coated with adhesive on one side.

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.

Call to action (CTA / C2A)

An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.

Ascenders

The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.

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