Backslanted

A type of design that features the strokes running predominantly from the upper left to the lower right.

It can also be used in reference to a type of lettering, typically for advertisements, to be read in either direction. It is also used to help the reader navigate through and around the advertisement.

More terms you might want to know

Pantone (PMS)

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.

Embossing

A decoration technique used primarily on paper, metal, and some plastics in which ink or another printing medium is pressed into the material's surface to create a three-dimensional effect.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

DPI

The print resolution of a printer. It's a measure of how many dots per inch can be printed on paper. Higher DPI means more detail and smoother transitions between colours.

Descenders

The portion of a letter such as y, p, q or j that hangs below the baseline of the text.

Heatmap

A graphical representation of the density and distribution of data points. Denser regions in the image are interpreted as the data points' frequency, while lower densities are interpreted as fewer data points in that area.

Heatmaps show you where people worldwide are clicking on content to help you understand how people interact with your website designs and content.

Logotype

The typographic presentation of a company's name in a stylized form.

Card Sorting

A UX design technique in which you divide your users into groups, show them cards with different names for unrelated objects and ask them to categorise them.

Prototype

Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.

Avatar

A graphical representation of the user on a device, used to represent various users in different contexts. It can be a photo, image or drawing.

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