Serif

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

More terms you might want to know

Lettermark

A symbol that is used in the design industry to give a more personal touch. Lettermarks can be an individual's name or initials that are cleverly designed and incorporated into a company's logo.

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.

Crop

A portion of an image where the remainder is discarded.

Iterative Design

A way of developing new products or services using a process of repeated and regular refinement, in which prototypes are made, evaluated, revised, and re-evaluated until the desired result is achieved. High profile companies have successfully implemented iterative design to create effective and innovative products.

UX Audit

A discipline that analyses the usability of an application by assessing its interaction design and user experience.

Avatar

A graphical representation of the user on a device, used to represent various users in different contexts. It can be a photo, image or drawing.

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.

Minimum Viable Product (MVP)

A term that means the smallest amount of work that can be done to move a project forward.

Brand

A name, symbol or other distinctive feature that distinguishes one business's product from another's, often associated with a logo, design, slogan and other items.

Load More Scrolling

A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.

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