The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.
A philosophy that companies should take a user-centred approach to design, making sure they focus on the customer's needs and not on their company's needs. UX designers need to figure out what users want before building something and not after. They must also ask themselves if including "features" will provide any value to the product or service.
A diagram that reflects the processes and steps a user would take when completing a certain task or goal. The User Journey Map also highlights the key activities, touchpoints, stakeholders, and benefits of an experience. In order to develop an effective strategy that helps guide users through the process of reaching their goals and objectives, the User Journey Map provides a comprehensive view of how your customers will navigate towards achieving their goals.
The arrangement of different elements in relation to each other so that they appear to be mirrored. Symmetrical designs can be found throughout art and architecture, as well as in nature.
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.
The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.
Vector graphics are made up of two sets of points: control points (which determine shape) and anchor points (determining length). Anchor points attach geometry to form a shape like a ball or a heart.
The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.
The feeling or mood created by a design.
Also known as visual hierarchy, hierarchy is the ordering of priorities in a design. This may include different visual elements, such as contrast, colour, font size and placement on a page. The graphic designer's job is to create an understandable document using organisational systems that the reader easily understands.
A type of print/design created with a metal stamp to create a shape out of paper using a die cutting machine. Die cuts can be used in apparel, home decor and promotional products.