Typography

The art and technique of arranging type to make written language legible, readable, and appealing when displayed.

More terms you might want to know

ID

A selector that can be applied to any HTML element. ID should be used when designing for a single instance, such as using the id="main" attribute on an <h1> tag.

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.

Masthead

The name, logo, and other identifying information at the top of a newspaper or magazine publication.

Font Size

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

Information Architecture

The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.

Logotype

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

Load More Scrolling

A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.

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.

Baseline

An imaginary line on which most letters "sit". As such, it equals the height of an em square. The expected result of a baseline is to reference the height with which text is aligned. The alignment ranges from ascenders, which are the upper strokes in b, d, and h, down to descenders like j or y.

Foil Stamping

The process of applying a thin layer of foil to paper coated with adhesive on one side.

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