x-height

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.

More terms you might want to know

Empathy

A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.

Golden Ratio

Also known as the divine proportion, is a number, or a ratio, sometimes approximated by phi and widely considered aesthetically pleasing. The golden ratio has been featured in nature and art in many ways, including hexagonal honeycombs, the human body, and mathematics. More frequently, it is used in design and digital art to represent a path (or steps) one can take to achieve a particular look or result. In art, an artist may produce something (a painting or drawing, for example) using the golden ratio as a basis for its composition.

Customer Experience

The sum of all experiences an individual has with a company or its delivery channels during their journey. From handling and registering a complaint to ordering new products, these interactions are monitored and analyzed at every touchpoint by frontline employees, developers, designers, and product managers for improvement opportunities.

Pagination

A technique used to sequentially present items in a list or other data set that are too long to display at one time.

Orphan

One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.

Die Cut

A type of print/design created with a metal stamp to create a shape out of paper using a die cutting machine. Die cuts can be used in apparel, home decor and promotional products.

Typography

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

RGB

Red, green, and blue. These colours can be used to form a wide variety of colours in different devices such as computer monitors and televisions.

Rule of Thirds

A rule of thumb used in photography to create more visually appealing images which states that an image should be composed so that the subject or focus of the image occupies one-third of the picture space, with two equal vertical lines dividing their composition into two.

Tint

A generic term for adding colour to an image. A tint can be applied by darkening a colour to create different shades or lightening the saturation, creating a washed-out look.

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