User Flow

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

More terms you might want to know

Embossing

A decoration technique used primarily on paper, metal, and some plastics in which ink or another printing medium is pressed into the material's surface to create a three-dimensional effect.

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.

Stock Photo

A photograph that is purchased and licensed for exclusive use by an individual or business.

Bleed

A printing term that describes how close an object is to the edge of a printed page. Bleeds are often used in graphic design for books, magazines, posters and other printed materials with photographs or illustrations.

Monogram

An iconic design that is made up of two or three letters.

Display Typface

Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.

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.

Responsive Design

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

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.

Design Thinking

An iterative process that designers use to understand the user, challenge assumptions, and redefine the problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. Design Thinking provides a solution-based approach to solving problems. It is a way of thinking and working as well as a collection of hands-on methods.

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