Tone

The feeling or mood created by a design.

More terms you might want to know

Logotype

The typographic presentation of a company's name in a stylized form.

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.

Design Sprint

A way to create and test designs. Designers use design sprints as a time-intensive method of quickly testing ideas and then pivoting into designing for user needs. A designer may then take the prototype they created on the first day of the design sprint and fix any usability issues with it, which is a quick way to get feedback on their work before continuing development.

Abstract Mark

An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.

Bottom Navigation

One of the most common types of navigation in UI design. It's usually a system of one or more horizontal buttons placed at the bottom of the screen, directing users to other parts of an app or website. Bottom navigation is often used as an alternative to scrolling or tabbing through links on a page.

Trim Size

The width and height of a document, after having been cut down to size from a larger sheet.

Pilcrow

Also called a paragraph mark, a paragraph sign or section marker, is a typographical character for separating paragraphs. It looks like a "ΒΆ".

Printer's Proof

A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.

Centre Aligned

A layout where all the content, mostly text, is aligned to the centre. The overall purpose of a Centre Alignment is to make it easier for users to read and scroll through content.

Symmetry

The arrangement of different elements in relation to each other so that they appear to be mirrored. Symmetrical designs can be found throughout art and architecture, as well as in nature.

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