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

Tint

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.

Scale

The distance between two points of extrusion or an object. It can also be defined as the measurement of size.

Character

A letter, symbol, or another alphabet unit.

Layout

Layout is a defining characteristic of design. It dictates the positioning of content and design elements. Layouts can range from the simple, such as a four- or two-column layout, to more complex designs like grids with multiple hierarchy levels.

Tittle

The typographic term for the dot above the letters 'i' and 'j'.

Iterative Design

A way of developing new products or services using a process of repeated and regular refinement, in which prototypes are made, evaluated, revised, and re-evaluated until the desired result is achieved. High profile companies have successfully implemented iterative design to create effective and innovative products.

A/B Testing

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.

Terminal

The end (straight or curved) of any stroke that doesn’t include a serif. Some typefaces feature ball terminals on letters such as the ‘f’, ‘a’, and ‘c’.

JPEG Image

JPEG stands for Joint Photographic Expert Group, an international standards body that sets standards for creating and handling compressed digital images. The JPEG file format was designed to balance good visual quality and small file size, typically through lossy compression. The JPEG file format is widely used as a means of compressing digital images, particularly those produced by digital cameras.

Serif

The small decorative stroke at the end of a stroke in a letter, or a typeface.

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