The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.
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.
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
A discipline that analyses the usability of an application by assessing its interaction design and user experience.
A measure of the ease of understanding text.
Colours on the same side of the colour wheel as red, such as pink, orange and yellow.
A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.
A well-known UI element in computer applications. It's an expandable menu of context-specific commands typically launched from the application's main menu.
A greater typographic weight than the standard typeface, often used to highlight text that the writer wants to emphasise or denote sections, headlines or quotes in printed material.
Bold type is a little heavier than the average type because of its higher contrast, making it more readable. The opposite of bold type is light type, also known as regular or book.
A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.
The process of adding game-like qualities to an experience like a website or application. To ensure that these activities are engaging enough for the users, it often includes gradual rewards such as levels and badges systems, which can further encourage engagement with the app.