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.
The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.
A name, symbol or other distinctive feature that distinguishes one business's product from another's, often associated with a logo, design, slogan and other items.
The surface quality of an element.
A design or decoration impressed into the surface of a material.
Black, white, and all the values of shades in between.
A discipline that analyses the usability of an application by assessing its interaction design and user experience.
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.
The arrangement of different elements in relation to each other so that they appear to be mirrored. Symmetrical designs can be found throughout art and architecture, as well as in nature.
A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.
The use of repeating elements and motifs for decorative purposes. In design, repetition occurs in many ways. It can be achieved by using a shape or design element in a pattern, and it can also be achieved through the use of multiple shapes or motifs that have similarities