Pantone (PMS)

The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.

More terms you might want to know

Type Size

The height of a font, measured in points or pixels.

Infinite Scroll

Generally used when a page has so much content that it would be impossibly long to load the entire page at once. Infinite scroll consists of an auto-generated list of items that constantly loads new items as they load off the bottom of the screen.

Warm Colours

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

Responsive Design

The process of developing a product or design system that can be altered to fit different device and interaction contexts.

Thumbnail Sketch

A quick and rough sketch of what you are about to work on. Good for getting the ideas out of your head and onto the page while you're still in that creative phase.

User Scenario

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

Conversion Rate

The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.

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).

Grid

A system of columns and rows designers use to create layouts. It's used in graphic design and web development to align elements for easy use on the page. Grids are a key part of design because they help you create balance, rhythm, proportion and hierarchy in your layout.

Empathy Map

A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.

Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.

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