Serif

The small decorative stroke at the end of a stroke in a letter, or a typeface.

More terms you might want to know

Logotype

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

Information Architecture

The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.

Zeigarnik Effect

A psychological phenomenon that states that people tend to remember unfinished or interrupted tasks better than completed tasks.

Lean UX

A philosophy that companies should take a user-centred approach to design, making sure they focus on the customer's needs and not on their company's needs. UX designers need to figure out what users want before building something and not after. They must also ask themselves if including "features" will provide any value to the product or service.

PSD File

A digital file created in Adobe's illustration and photo manipulation software Photoshop. PSD files are used to edit images, create graphics, art, icons, images, among a plethora of other things.

Pica

A unit of measurement that equals 1/6 of an inch, or 1/72 of a foot.

Tittle

The typographic term for the dot above the letters 'i' and 'j'.

Stroke

The path of any movement, mark, shape, or other feature of a design. It can be the border of an element or even the tight edge of a text box, etc.

Pixel

A pixel, or a picture element, is the smallest addressable element in a display device.

Uppercase

Also known as caps, a type property that specifies that all letters in a body of text are capitalised.

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