Leading

All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.

More terms you might want to know

Tone

The feeling or mood created by a design.

Lean UX

A philosophy that companies should take a user-centred approach to design, making sure they focus on the customer's needs and not on their company's needs. UX designers need to figure out what users want before building something and not after. They must also ask themselves if including "features" will provide any value to the product or service.

Style Guide

A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.

Monochrome

Designs that are created in one colour. It can be any colour, but the whole design will range from light to darker shades. As the name implies, it is typically a single hue, with black and white also being typical combinations for this type of design.

Greyscale / Grayscale

Black, white, and all the values of shades in between.

Hero Image

The primary graphic that appears at the top of a webpage, designed to grab people's attention.

Emblem

A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

Descenders

The portion of a letter such as y, p, q or j that hangs below the baseline of the text.

Cap Height

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

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