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

Brand

A name, symbol or other distinctive feature that distinguishes one business's product from another's, often associated with a logo, design, slogan and other items.

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.

Lorem Ipsum

A type of text used as filler or placeholder text. Since the dawn of time, it has been around and is sometimes erroneously referred to as "a nonsense sentence used by printers who have run out of typesetting space".

Scope Creep

Scope creep is when the scope of a project starts to grow without any agreement on how it's going to be paid for. Creep happens because items and features are tacked on top of the original scope of work agreed upon in the original contract.

Slab Serif

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

Typesetting

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).

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.

Close-Crop

Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.

Italics

A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.

Minimum Viable Product (MVP)

A term that means the smallest amount of work that can be done to move a project forward.

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