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.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
Also known as the divine proportion, is a number, or a ratio, sometimes approximated by phi and widely considered aesthetically pleasing. The golden ratio has been featured in nature and art in many ways, including hexagonal honeycombs, the human body, and mathematics. More frequently, it is used in design and digital art to represent a path (or steps) one can take to achieve a particular look or result. In art, an artist may produce something (a painting or drawing, for example) using the golden ratio as a basis for its composition.
Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.
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.
A measure of the ease of understanding text.
Layout is a defining characteristic of design. It dictates the positioning of content and design elements. Layouts can range from the simple, such as a four- or two-column layout, to more complex designs like grids with multiple hierarchy levels.
An example of a typical user and the actions they take. Typically these are written in the form of a story.
The process of applying a thin layer of foil to paper coated with adhesive on one side.
Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.
A psychological phenomenon that states that people tend to remember unfinished or interrupted tasks better than completed tasks.