Emblem

The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.

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

Colours on the same side of the colour wheel as red, such as pink, orange and yellow.

CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).

The use of light or dark objects positioned over colourful backgrounds. Blurred backdrops allow bright colours to come through and convey a sense of frosted glass.

The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.

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

The use of repeating elements and motifs for decorative purposes. In design, repetition occurs in many ways. It can be achieved by using a shape or design element in a pattern, and it can also be achieved through the use of multiple shapes or motifs that have similarities

A letter, symbol, or another alphabet unit.

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.