Pica

A unit of measurement that equals 1/6 of an inch, or 1/72 of a foot.

More terms you might want to know

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

Tone

The feeling or mood created by a design.

Shade

The relative lightness or darkness of a hue.

Prototype

Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.

User Flow

The way that a user navigates through a website, app, etc.

Serif

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

Affinity Diagram

A data visualisation tool that can be used to explore and group people's thoughts or reactions to a set of concepts. Affinity diagrams are often used in user research and design thinking as an experimental technique for generating new ideas or solutions.

The emergent patterns in these visual representations can help identify which aspects your audience will respond well to, thus enabling decisions on the information architecture and next steps in the process.

It is important to note that affinity diagrams were initially developed for qualitative research but have since been adapted for quantitative research (though they are not typically used with statistical data).

Ellipsis

Also known as a suspension point, is a series of dots (…) that is used either as a substitute for some text that has been omitted from a sentence or when the author does not wish to pause in their writing.

Centre Aligned

A layout where all the content, mostly text, is aligned to the centre. The overall purpose of a Centre Alignment is to make it easier for users to read and scroll through content.

Placeholder Text

Text that is used to fill in a gap in a document.

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