Type Properties

The attributes of a typeface. Type properties include weight, width, colour and x-height.

More terms you might want to know

Diary Study

A technique for understanding people’s experience of a product or service. Participants are asked to keep daily records of their experience using the product, and these records are taken into consideration when designing the design.

Gamification

The process of adding game-like qualities to an experience like a website or application. To ensure that these activities are engaging enough for the users, it often includes gradual rewards such as levels and badges systems, which can further encourage engagement with the app.

Pantone (PMS)

The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.

Font Size

A measure of the height of a set of text on an element.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

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.

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.

Descenders

The portion of a letter such as y, p, q or j that hangs below the baseline of the text.

CMYK

CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).

White Space

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

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