Descenders

The portion of a letter such as y, p, q or j that hangs below the baseline of the text.

More terms you might want to know

Thumbnail Sketch

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.

Fishbone Diagram

Also known as an Ishikawa diagram, is a widely used technique in project management. The diagram provides a means of evaluating the cause-and-effect relationship between the various activities necessary for completing a project by visualising all activities in the project as bones that interconnect on an anterior and posterior spine, with causality flowing from one to another.

Diary Study

A technique for understanding people’s experience of a product or service. Participants are asked to keep daily records of their experience using the product, and these records are taken into consideration when designing the design.

Tone

The feeling or mood created by a design.

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.

Brand

A name, symbol or other distinctive feature that distinguishes one business's product from another's, often associated with a logo, design, slogan and other items.

User Interviews

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

System Font

A type of font that comes pre-installed in an operating system.

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

Complementary Colours

Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.

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