Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
An imaginary line on which most letters "sit". As such, it equals the height of an em square. The expected result of a baseline is to reference the height with which text is aligned. The alignment ranges from ascenders, which are the upper strokes in b, d, and h, down to descenders like j or y.
The art of drawing original characters and symbols — especially for decorative purposes.
A design process that can help guide the path of any product or application from discovery to launch stages. A UX roadmap can also be used in marketing to analyse how products are perceived by customers and then determine future options for growth.
A graphical representation of the user on a device, used to represent various users in different contexts. It can be a photo, image or drawing.
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 typographic term for the dot above the letters 'i' and 'j'.
The portion of a letter such as y, p, q or j that hangs below the baseline of the text.
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.
A sample of the target audience for which a product or service is intended.
A measure of the height of a set of text on an element.