Font Type

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

More terms you might want to know

Vector

A graphic element that has a definite length and direction. Examples of vectors would be straight lines, edges, or curves.

Monochrome

Designs that are created in one colour. It can be any colour, but the whole design will range from light to darker shades. As the name implies, it is typically a single hue, with black and white also being typical combinations for this type of design.

Heuristic Evaluation

A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.

Avatar

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.

Empathy

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.

Descenders

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

Empathy Map

A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.

Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.

Crop Marks

Also called trim marks, are markings on artwork that tells the printer where to cut the page.

Design Debt

A concept used in systems design to describe the negative consequences of making seemingly innocuous design changes. Shorthand for a product's delayed but inevitable need to be reworked due to earlier, seemingly trivial decisions not having been fully thought through in the original release.

Designers incur this "debt" by making quick and easy choices that save time in the present but cause more complex problems later on down the road when it becomes necessary to change or add something.

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.

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