Hue

A colour that appears to be pure and lacks any lightness (or tone) or saturation.

More terms you might want to know

Vertex

The meeting point where two lines cross.

Soft Return

Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.

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.

Customer Experience

The sum of all experiences an individual has with a company or its delivery channels during their journey. From handling and registering a complaint to ordering new products, these interactions are monitored and analyzed at every touchpoint by frontline employees, developers, designers, and product managers for improvement opportunities.

Lorem Ipsum

A type of text used as filler or placeholder text. Since the dawn of time, it has been around and is sometimes erroneously referred to as "a nonsense sentence used by printers who have run out of typesetting space".

Ascenders

The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.

Wordmark

A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.

Die Cut

A type of print/design created with a metal stamp to create a shape out of paper using a die cutting machine. Die cuts can be used in apparel, home decor and promotional products.

UX Roadmap

A design process that can help guide the path of any product or application from discovery to launch stages. A UX roadmap can also be used in marketing to analyse how products are perceived by customers and then determine future options for growth.

Minimum Viable Product (MVP)

A term that means the smallest amount of work that can be done to move a project forward.

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