Text that flows from right to left and is the default reading direction of a page with its content aligned on the right margin.
Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.
A unit of measurement that equals 1/6 of an inch, or 1/72 of a foot.
The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
The portion of a letter such as y, p, q or j that hangs below the baseline of the text.
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.
A way to create and test designs. Designers use design sprints as a time-intensive method of quickly testing ideas and then pivoting into designing for user needs. A designer may then take the prototype they created on the first day of the design sprint and fix any usability issues with it, which is a quick way to get feedback on their work before continuing development.
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.
The main text of an advertisement or editorial as opposed to headings and subheadings.
A sample of the target audience for which a product or service is intended.