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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.

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.

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.

A measure of the ease of understanding text.

A small picture or design that represents an idea, function, or some other type of visual concept. For example, in computer graphics and web development, an icon is a pictorial representation of a program or file type.

A design style first introduced by Microsoft Design Language based on minimalism and simplicity. This newer trend focuses on reducing nonsensical designs and makes the content more accessible for all users.

In this way of designing, fewer elements are used to create shapes and less emphasis on gradients and textures. This modern trend moves away from skeuomorphism. Instead, it focuses on a realistic view or illustration with buttons and icons appearing flat with no shadows.

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.

The end (straight or curved) of any stroke that doesn’t include a serif. Some typefaces feature ball terminals on letters such as the ‘f’, ‘a’, and ‘c’.

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.

The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.