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.
The feeling or mood created by a design.
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.
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.
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.
Black, white, and all the values of shades in between.
The primary graphic that appears at the top of a webpage, designed to grab people's attention.
A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.
The art of drawing original characters and symbols — especially for decorative purposes.
The portion of a letter such as y, p, q or j that hangs below the baseline of the text.
The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.