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Generally used when a page has so much content that it would be impossibly long to load the entire page at once. Infinite scroll consists of an auto-generated list of items that constantly loads new items as they load off the bottom of the screen.

An example of a typical user and the actions they take. Typically these are written in the form of a story.

A design or decoration impressed into the surface of a material.

Colours that have a relation in their hue. A colour wheel can be used to help identify analogous colours. Analogous colours are typically found next to each other on the colour wheel.

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 statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.

The art and discipline of putting together set of typefaces into a harmonious and readable type system. A typeface designer spends much time considering many things such as clear visual message, readability at different sizes, legibility at small point sizes, ease of use for printing processes on its own or over the top of other fonts.

Also called a paragraph mark, a paragraph sign or section marker, is a typographical character for separating paragraphs. It looks like a "¶".

The act of gathering qualitative data about a person's thoughts and feelings related to a product.

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.