Slab Serif

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

More terms you might want to know

Greyscale / Grayscale

Black, white, and all the values of shades in between.

Clickstream

A sequence of user actions on a website. In UX design, it's important to note the order in which users interact with your site so you can redesign it for optimum usability.

DPI

The print resolution of a printer. It's a measure of how many dots per inch can be printed on paper. Higher DPI means more detail and smoother transitions between colours.

Scope Creep

Scope creep is when the scope of a project starts to grow without any agreement on how it's going to be paid for. Creep happens because items and features are tacked on top of the original scope of work agreed upon in the original contract.

User Flow

The way that a user navigates through a website, app, etc.

Stem

The part of a letter, usually a vertical line, that rise above the x-height.

Hard Return

When you need to break a line of text and start on a new line in a text box.

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.

Pantone (PMS)

The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.

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.

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