Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
A field of study that aims to understand the user experience of a product or service. Conducting UX research includes interviewing, observing, and surveying users. Understanding the user experience is important because it helps designers understand how to design a better product that will be more appealing and usable for people.
A key performance indicator is a variable that measures how well an entity is performing. It's a figure that designates an individual or item's performance level. A particular company may use metrics such as sales, revenue, production, and market share to gauge the success of their firm.
A design language developed by Google. The goal of Material Design was to create fluid, natural movement for users on any platform they happen to be using.
In typography, a bowl is a curved shape used to control the area of white space.
An iterative process that designers use to understand the user, challenge assumptions, and redefine the problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. Design Thinking provides a solution-based approach to solving problems. It is a way of thinking and working as well as a collection of hands-on methods.
The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.
An iconic design that is made up of two or three letters.
The portion of a letter such as y, p, q or j that hangs below the baseline of the text.
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.
Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.