The designation of a set of character encoding styles for glyphs that are not capital letters.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
The height of a font, measured in points or pixels.
The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.
A technique for understanding people’s experience of a product or service. Participants are asked to keep daily records of their experience using the product, and these records are taken into consideration when designing the design.
The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.
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.
Red, green, and blue. These colours can be used to form a wide variety of colours in different devices such as computer monitors and televisions.
A system of columns and rows designers use to create layouts. It's used in graphic design and web development to align elements for easy use on the page. Grids are a key part of design because they help you create balance, rhythm, proportion and hierarchy in your layout.
The small decorative stroke at the end of a stroke in a letter, or a typeface.
The process of applying a thin layer of foil to paper coated with adhesive on one side.