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

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.

Hard Return

When you need to break a line of text and start on a new line in a text box.

PDF File

An abbreviation for Portable Document Format. The PDF format was originally developed to share documents between different operating systems in the late 1980s. Any text document, image or page layout can be saved as a PDF file that includes all of the font information needed to display it without losing quality.

KPI

A key performance indicator is a variable that measures how well an entity is performing. It's a figure that designates an individual or item's performance level. A particular company may use metrics such as sales, revenue, production, and market share to gauge the success of their firm.

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.

Interaction Design

The design of the interaction between users and products. Interaction design is focused on creating products that enable the user to achieve their objective(s) in the best way possible.

Crop

A portion of an image where the remainder is discarded.

Repetition

The use of repeating elements and motifs for decorative purposes. In design, repetition occurs in many ways. It can be achieved by using a shape or design element in a pattern, and it can also be achieved through the use of multiple shapes or motifs that have similarities

Storyboard

A graphical representation of a scenario, usually created and presented in sequence.

Font Weight

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

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