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

Vertex

The meeting point where two lines cross.

Analogous Colours

Colours that have a relation in their hue. A colour wheel can be used to help identify analogous colours. Analogous colours are typically found next to each other on the colour wheel.

Thumbnail

A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.

Mood board

A collage consisting of images, colours and text that is assembled to convey an idea or theme.

Information Architecture

The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.

Load More Scrolling

A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.

Resolution

The measure of a device or computer system's ability to capture fine detail. A higher number of pixels can provide more details and finer images on the screen.

Heatmap

A graphical representation of the density and distribution of data points. Denser regions in the image are interpreted as the data points' frequency, while lower densities are interpreted as fewer data points in that area.

Heatmaps show you where people worldwide are clicking on content to help you understand how people interact with your website designs and content.

Masthead

The name, logo, and other identifying information at the top of a newspaper or magazine publication.

HEART Framework

A framework that helps a company evaluate any aspect of its user experience according to five metrics, which form the acronym HEART. These metrics are: 1. Happiness 2. Engagement 3. Adoption 4. Retention 5. Task success

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