Stem

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

More terms you might want to know

Readability

A measure of the ease of understanding text.

Bowl

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

Hero Image

The primary graphic that appears at the top of a webpage, designed to grab people's attention.

Isolation Effect

A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.

Ascenders

The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.

A/B Testing

A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.

Style Guide

A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.

AI File

An Adobe Illustrator vector format file. Files with the extension .ai are often used for artwork and illustrations as users can resize them without distortion. It is composed of several layers with objects and text on each layer. Users can import Illustrator files into many other programs like InDesign, Acrobat, Photoshop etc. If you design or print your t-shirts, you can create your designs in Illustrator and apply them to your t-shirt using a heat press.

EPS File

An Encapsulated PostScript file (.eps) is a vector graphics format. EPS files are typically used to exchange artwork between different design programs, such as Adobe Illustrator and other vector graphics applications, including CorelDRAW, Inkscape, SIAE Draw and others. EPS files can also be used to provide a file format for print.

Cool Colours

Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.

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