Pica

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.

Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.

A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.

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

The typographic presentation of a company's name in a stylized form.

A way of expressing colours on digital media. To specify a hex code, you need to consider the three primary colours: red, green and blue. The hex code is always six characters long and looks like this: #RRGGBB and their values range from 00 to FF.

CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).

When you need to break a line of text and start on a new line in a text box.

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.

A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.