The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.
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.
A selector that can be applied to any HTML element. Classes should be used when designing for multiple instances. For example, if you want all <h1> tags in the website to look blue, then you could use the class="blue-text" attribute.
The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.
A layout where all the content, mostly text, is aligned to the centre. The overall purpose of a Centre Alignment is to make it easier for users to read and scroll through content.
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.
A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.
Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.
Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.
An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.
A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.