A standalone web page with content intended to capture a visitor. Often, it has the same URL as the website's home page and is used in paid or sponsored search engine marketing (known more commonly as pay-per-click) advertising campaigns.
The art and technique of arranging type to make written language legible, readable, and appealing when displayed.
Small uppercase letters, generally about half as tall as regular uppercase letters.
Commonly used to describe a 2D graphic that is made up of an organized grid of pixels, in other words, a bitmap.
Scope creep is when the scope of a project starts to grow without any agreement on how it's going to be paid for. Creep happens because items and features are tacked on top of the original scope of work agreed upon in the original contract.
In typography, a bowl is a curved shape used to control the area of white space.
A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.
The typographic term for the dot above the letters 'i' and 'j'.
A framework that helps a company evaluate any aspect of its user experience according to five metrics, which form the acronym HEART. These metrics are: 1. Happiness 2. Engagement 3. Adoption 4. Retention 5. Task success
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.
A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.