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 selector that can be applied to any HTML element. ID should be used when designing for a single instance, such as using the id="main" attribute on an <h1> tag.
The measure of a device or computer system's ability to capture fine detail. A higher number of pixels can provide more details and finer images on the screen.
A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.
A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.
The name, logo, and other identifying information at the top of a newspaper or magazine publication.
A generic term for adding colour to an image. A tint can be applied by darkening a colour to create different shades or lightening the saturation, creating a washed-out look.
The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.
The area of negative space around and between elements in a design.
Also known as a suspension point, is a series of dots (…) that is used either as a substitute for some text that has been omitted from a sentence or when the author does not wish to pause in their writing.
The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.