A type of design technique utilised in the creation of visuals and illustrations. Blur is used to create an impression of movement or a sense of depth.
The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.
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.
Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.
How well or poorly something can be read.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.
The meeting point where two lines cross.
A basic design tool that helps designers create and communicate ideas.
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.
The process of adding game-like qualities to an experience like a website or application. To ensure that these activities are engaging enough for the users, it often includes gradual rewards such as levels and badges systems, which can further encourage engagement with the app.