Tittle

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

More terms you might want to know

Gestalt Theory

A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.

Pica

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

Aperture

The setting on a camera's lens which controls how much light comes into the camera. Aperture settings can usually be set to F-stop values ranging from F1.4-F22. The higher the aperture value, the smaller the opening is, and vice versa, which affects the depth of field in photos and how much light reaches and illuminates a subject or scene in a photo.

User Journey Map

A diagram that reflects the processes and steps a user would take when completing a certain task or goal. The User Journey Map also highlights the key activities, touchpoints, stakeholders, and benefits of an experience. In order to develop an effective strategy that helps guide users through the process of reaching their goals and objectives, the User Journey Map provides a comprehensive view of how your customers will navigate towards achieving their goals.

User Scenario

An example of a typical user and the actions they take. Typically these are written in the form of a story.

Hick's Law

A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.

User Interviews

The act of gathering qualitative data about a person's thoughts and feelings related to a product.

Font Weight

The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.

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.

Landing Page

A standalone web page with content intended to capture a visitor. Often, it has the same URL as the website's home page and is used in paid or sponsored search engine marketing (known more commonly as pay-per-click) advertising campaigns.

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