The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.
An example of a typical user and the actions they take. Typically these are written in the form of a story.
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
A type of design where the colours or tones gradually change from one colour to another. Gradients are often used in graphic design to add visual interest and give the appearance of "extensions" or "glosses" of a particular colour.
Text that is used to fill in a gap in a document.
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.
The part of a letter, usually a vertical line, that rise above the x-height.
A style of architecture and design that was popular in the 1960s and 1970s. Brutalist buildings are typically characterised by durability, simplicity, and an emphasis on form following function. Brutalism is not a single style but an umbrella term for architecture with a stark and futuristic look.
The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.
The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.
The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.