Point Size

A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.

More terms you might want to know

Body Copy

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

Style Guide

A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.

Printer's Proof

A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.

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.

Colour Theory

The study of how colours are related to one another. It is about how we see colour, mix and modify it (according to our needs), and put colour together to achieve the desired mood or atmosphere.

Persona

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

Font Case

The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.

Embossing

A decoration technique used primarily on paper, metal, and some plastics in which ink or another printing medium is pressed into the material's surface to create a three-dimensional effect.

A/B Testing

A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.

Composition

An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.

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