Microcopy

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.

More terms you might want to know

Colour Theory

The study of how colours are related to one another. It is about how we see colour, mix and modify it (according to our needs), and put colour together to achieve the desired mood or atmosphere.

Logotype

The typographic presentation of a company's name in a stylized form.

Warm Colours

Colours on the same side of the colour wheel as red, such as pink, orange and yellow.

Typesetting

The process of arranging type to make written material readable. The arrangement of type involves decisions about individual letters and words (e.g. line spacing, letter spacing, and word spacing) and more significant page layout decisions (e.g., margins, headline position on the page).

Design Thinking

An iterative process that designers use to understand the user, challenge assumptions, and redefine the problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. Design Thinking provides a solution-based approach to solving problems. It is a way of thinking and working as well as a collection of hands-on methods.

Body-storming

A UX design technique to explore and map out a service, product, or system through physical navigation, often completed at the start of a design process to provide designers with an understanding of how users will navigate the system. In addition, body-storming can be used in development to test functionality or measure ease of use.

x-height

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.

Abstract Mark

An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.

Margin

The space that an item has around it.

Type Classification

A system used to describe and identify typefaces by their basic visual characteristics.

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