Ligature

A form of typographic ornament used by a type designer for decorative purposes. Common ligatures are based on joining two or more letters together, often with figures embedded in the design

More terms you might want to know

Onboarding Flow

The process of a new user being brought in to a new product. The design for this process aims to have an effective, efficient, and engaging user experience.

Landing Page

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.

Gestalt Theory

A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.

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.

Shade

The relative lightness or darkness of a hue.

Descenders

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

RAW Image

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

Link

A prominent design feature of web applications. Links can be used to navigate websites, provide shortcuts to content, or change views within a web application. These links allow for ease of access and save time when users need to find information or use services from other domain names.

CSS

CSS or Cascading Style Sheets are a language for describing the look and formatting of HTML elements in a webpage.

Logotype

The typographic presentation of a company's name in a stylized form.

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