Character Set

A set of symbols or "characters" including letters, numbers and various other symbols.

More terms you might want to know

Font Case

The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.

HTML

A language used to create web pages, and it stands for Hypertext Markup Language.

Pantone (PMS)

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.

Serif

The small decorative stroke at the end of a stroke in a letter, or a typeface.

Logotype

The typographic presentation of a company's name in a stylized form.

Orphan

One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.

Layout

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.

Bowl

In typography, a bowl is a curved shape used to control the area of white space.

User Interviews

The act of gathering qualitative data about a person's thoughts and feelings related to a product.

Serial Position Effect

A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.

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