Font Case

The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.

More terms you might want to know

Font Style

Designers and developers use font styles to denote differences in meaning between two or more words, phrases, sentences, paragraphs, or blocks of text. Typical font styles in CSS and web development are normal, italic, oblique and inherit.

Diary Study

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.

Backslanted

A type of design that features the strokes running predominantly from the upper left to the lower right.

It can also be used in reference to a type of lettering, typically for advertisements, to be read in either direction. It is also used to help the reader navigate through and around the advertisement.

Landing Page

A standalone web page with content intended to capture a visitor. Often, it has the same URL as the website's home page and is used in paid or sponsored search engine marketing (known more commonly as pay-per-click) advertising campaigns.

Hex Code

A way of expressing colours on digital media. To specify a hex code, you need to consider the three primary colours: red, green and blue. The hex code is always six characters long and looks like this: #RRGGBB and their values range from 00 to FF.

Palette

A set of colors which can be used to create a particular visual effect. It is usually composed of multiple primary, secondary, and tertiary colours.

Readability

A measure of the ease of understanding text.

Type Properties

The attributes of a typeface. Type properties include weight, width, colour and x-height.

Italics

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.

Alignment

The process of arranging objects in a consistent and even spatial relationship. It can refer to how text is aligned with respect to its margins or how any two or more things are aligned in general.

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