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A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.

More terms you might want to know

Pica

A unit of measurement that equals 1/6 of an inch, or 1/72 of a foot.

Brutalism

A style of architecture and design that was popular in the 1960s and 1970s. Brutalist buildings are typically characterised by durability, simplicity, and an emphasis on form following function. Brutalism is not a single style but an umbrella term for architecture with a stark and futuristic look.

Hierarchy

Also known as visual hierarchy, hierarchy is the ordering of priorities in a design. This may include different visual elements, such as contrast, colour, font size and placement on a page. The graphic designer's job is to create an understandable document using organisational systems that the reader easily understands.

Script Font

A type of font designed to imitate handwriting.

Greyscale / Grayscale

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

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

Trim Size

The width and height of a document, after having been cut down to size from a larger sheet.

Carousel

A series of slides that are positioned one after the other. As you scroll through the images, the next image in the sequence is automatically loaded. Once you scroll to the end of the carousel, it cycles back around like a horse on a circular track.

Opacity

The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.

Type Properties

The attributes of a typeface. Type properties include weight, width, colour and x-height.

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