Kerning

The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.

More terms you might want to know

A/B Testing

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.

Triadic Colours

A triad is a group of three colours that are equally spaced on the colour wheel.

Flat Design

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.

RAW Image

A digital image captured by a digital camera or scanner that has not been processed in any way by the camera software.

Microcopy

The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.

Brand Identity

The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.

Class

A selector that can be applied to any HTML element. Classes should be used when designing for multiple instances. For example, if you want all <h1> tags in the website to look blue, then you could use the class="blue-text" attribute.

x-height

The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.

Golden Ratio

Also known as the divine proportion, is a number, or a ratio, sometimes approximated by phi and widely considered aesthetically pleasing. The golden ratio has been featured in nature and art in many ways, including hexagonal honeycombs, the human body, and mathematics. More frequently, it is used in design and digital art to represent a path (or steps) one can take to achieve a particular look or result. In art, an artist may produce something (a painting or drawing, for example) using the golden ratio as a basis for its composition.

User Interviews

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

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