Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.
Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.
The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.
Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.
An abbreviation for Portable Document Format. The PDF format was originally developed to share documents between different operating systems in the late 1980s. Any text document, image or page layout can be saved as a PDF file that includes all of the font information needed to display it without losing quality.
The typographic term for the dot above the letters 'i' and 'j'.
The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.
The part of a letter, usually a vertical line, that rise above the x-height.
The width and height of a document, after having been cut down to size from a larger sheet.
A tool that allows user experience designers, or people who design products and websites with consumers in mind, to track where users look on the screen. Eye-tracking can measure users’ attention and the duration of time they spend on different areas of a website. With this information, websites can create user experience solutions such as buttons with varying colours designed to catch the eye.
Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.