The written information that accompanies a design.
The main text of an advertisement or editorial as opposed to headings and subheadings.
A way to create and test designs. Designers use design sprints as a time-intensive method of quickly testing ideas and then pivoting into designing for user needs. A designer may then take the prototype they created on the first day of the design sprint and fix any usability issues with it, which is a quick way to get feedback on their work before continuing development.
All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.
Also called a paragraph mark, a paragraph sign or section marker, is a typographical character for separating paragraphs. It looks like a "ΒΆ".
A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.
The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.
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.
A quick and rough sketch of what you are about to work on. Good for getting the ideas out of your head and onto the page while you're still in that creative phase.
A concept used in systems design to describe the negative consequences of making seemingly innocuous design changes. Shorthand for a product's delayed but inevitable need to be reworked due to earlier, seemingly trivial decisions not having been fully thought through in the original release.
Designers incur this "debt" by making quick and easy choices that save time in the present but cause more complex problems later on down the road when it becomes necessary to change or add something.
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.