Tone

The feeling or mood created by a design.

More terms you might want to know

Onboarding Flow

The process of a new user being brought in to a new product. The design for this process aims to have an effective, efficient, and engaging user experience.

Uppercase

Also known as caps, a type property that specifies that all letters in a body of text are capitalised.

Cap Height

The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.

Responsive Design

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

Typeface Design

The art and discipline of putting together set of typefaces into a harmonious and readable type system. A typeface designer spends much time considering many things such as clear visual message, readability at different sizes, legibility at small point sizes, ease of use for printing processes on its own or over the top of other fonts.

Empathy Map

A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.

Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.

User Flow

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

Font Type

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

Serif

The small decorative stroke at the end of a stroke in a letter, or a typeface.

Agile Design

A process that involves assigning people to work on different parts of the design and making sure that they focus on one area at a time. This method is an excellent way to release products more quickly and with higher quality.

The most common types of agile methods are Scrum, Kanban, XP and Agile Modeling. It can often be difficult for companies to make the switch because it requires significant changes in how product development occurs.

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