Call to action (CTA / C2A)

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.

More terms you might want to know

PSD File

A digital file created in Adobe's illustration and photo manipulation software Photoshop. PSD files are used to edit images, create graphics, art, icons, images, among a plethora of other things.

Slab Serif

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

Composition

An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.

Cap Height

The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.

Miller's Law

An observation in Psychology that suggests that the number of mental objects the average person can keep track of is seven (plus or minus two).

Call to action (CTA / C2A)

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.

Stem

The part of a letter, usually a vertical line, that rise above the x-height.

Gamification

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.

Onboarding Flow

The process of a new user being brought in to a new product. The design for this process aims to have an effective, efficient, and engaging user experience.

x-height

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.

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