Text that flows from left to right and is the default reading direction of a page with its content aligned on the left margin.
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 phrase that is used in reference to someone's work. The term pixel-perfect can be used to describe something as being flawless without any errors.
A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.
An iterative process that designers use to understand the user, challenge assumptions, and redefine the problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. Design Thinking provides a solution-based approach to solving problems. It is a way of thinking and working as well as a collection of hands-on methods.
CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).
A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.
A brief snippet taken from the text of an article.
The main text of an advertisement or editorial as opposed to headings and subheadings.
In typography, a bowl is a curved shape used to control the area of white space.
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.