One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.
The attributes of a typeface. Type properties include weight, width, colour and x-height.
The portion of a letter such as y, p, q or j that hangs below the baseline of the text.
In typography, a bowl is a curved shape used to control the area of white space.
An imaginary line on which most letters "sit". As such, it equals the height of an em square. The expected result of a baseline is to reference the height with which text is aligned. The alignment ranges from ascenders, which are the upper strokes in b, d, and h, down to descenders like j or y.
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.
Colours on the same side of the colour wheel as red, such as pink, orange and yellow.
One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.
The process of adding game-like qualities to an experience like a website or application. To ensure that these activities are engaging enough for the users, it often includes gradual rewards such as levels and badges systems, which can further encourage engagement with the app.