Script Font

A type of font designed to imitate handwriting.

More terms you might want to know

Call to action (CTA / C2A)

An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.

KPI

A key performance indicator is a variable that measures how well an entity is performing. It's a figure that designates an individual or item's performance level. A particular company may use metrics such as sales, revenue, production, and market share to gauge the success of their firm.

Terminal

The end (straight or curved) of any stroke that doesn’t include a serif. Some typefaces feature ball terminals on letters such as the ‘f’, ‘a’, and ‘c’.

Soft Return

Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.

Bowl

In typography, a bowl is a curved shape used to control the area of white space.

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.

Warm Colours

Colours on the same side of the colour wheel as red, such as pink, orange and yellow.

Microcopy

The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.

Onboarding Flow

The process of a new user being brought in to a new product. The design for this process aims to have an effective, efficient, and engaging user experience.

PPI

PPI stands for Point Per Inch. PPI is the number of dots per inch in a printer's resolution or the number of pixels per inch in a monitor's screen resolution. The more PPI, the higher your image quality will be as it becomes sharper and clearer. The lower your PPI, the lower your image quality will be, and the more likely you'll see individual pixels in an image.

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