Microcopy

A framework that helps a company evaluate any aspect of its user experience according to five metrics, which form the acronym HEART. These metrics are: 1. Happiness 2. Engagement 3. Adoption 4. Retention 5. Task success

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.

CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).

The part of a letter, usually a vertical line, that rise above the x-height.

A brief snippet taken from the text of an article.

A type of design that features the strokes running predominantly from the upper left to the lower right.

It can also be used in reference to a type of lettering, typically for advertisements, to be read in either direction. It is also used to help the reader navigate through and around the advertisement.

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.

An example of a typical user and the actions they take. Typically these are written in the form of a story.

The art and discipline of putting together set of typefaces into a harmonious and readable type system. A typeface designer spends much time considering many things such as clear visual message, readability at different sizes, legibility at small point sizes, ease of use for printing processes on its own or over the top of other fonts.

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.