Baseline

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.

More terms you might want to know

Design Thinking

An iterative process that designers use to understand the user, challenge assumptions, and redefine the problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. Design Thinking provides a solution-based approach to solving problems. It is a way of thinking and working as well as a collection of hands-on methods.

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.

Orphan

One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.

Landing Page

A standalone web page with content intended to capture a visitor. Often, it has the same URL as the website's home page and is used in paid or sponsored search engine marketing (known more commonly as pay-per-click) advertising campaigns.

Trim Size

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

Monogram

An iconic design that is made up of two or three letters.

Body-storming

A UX design technique to explore and map out a service, product, or system through physical navigation, often completed at the start of a design process to provide designers with an understanding of how users will navigate the system. In addition, body-storming can be used in development to test functionality or measure ease of use.

Font Type

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

Mock-up

A non-functional first draft of a design.

Brand Identity

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.

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