Persona

A sample of the target audience for which a product or service is intended.

More terms you might want to know

Stem

The part of a letter, usually a vertical line, that rise above the x-height.

Leading

All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.

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).

Character

A letter, symbol, or another alphabet unit.

GIF

A file format that supports both static and animated images. It is a popular file format on the internet and social media due to its wide colour support, portability, and animating capabilities.

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.

Vector Graphics

Vector graphics are made up of two sets of points: control points (which determine shape) and anchor points (determining length). Anchor points attach geometry to form a shape like a ball or a heart.

Kerning

The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.

Bold

A greater typographic weight than the standard typeface, often used to highlight text that the writer wants to emphasise or denote sections, headlines or quotes in printed material.

Bold type is a little heavier than the average type because of its higher contrast, making it more readable. The opposite of bold type is light type, also known as regular or book.

Storyboard

A graphical representation of a scenario, usually created and presented in sequence.

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