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’.

More terms you might want to know

Eye-Tracking

A tool that allows user experience designers, or people who design products and websites with consumers in mind, to track where users look on the screen. Eye-tracking can measure users’ attention and the duration of time they spend on different areas of a website. With this information, websites can create user experience solutions such as buttons with varying colours designed to catch the eye.

User Interface (UI)

A type of graphical interface that allows the user to interact with the application on a screen, such as a computer monitor or smartphone, using various types of input devices.

Negative Space

The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).

Bowl

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

Asymmetry

The degree of difference between the two sides of an object or system.

Monochrome

Designs that are created in one colour. It can be any colour, but the whole design will range from light to darker shades. As the name implies, it is typically a single hue, with black and white also being typical combinations for this type of design.

Responsive Design

The process of developing a product or design system that can be altered to fit different device and interaction contexts.

White Space

The area of negative space around and between elements in a design.

Card Sorting

A UX design technique in which you divide your users into groups, show them cards with different names for unrelated objects and ask them to categorise them.

Pictorial Mark

A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.

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