A colour that appears to be pure and lacks any lightness (or tone) or saturation.
The end (straight or curved) of any stroke that doesn’t include a serif. Some typefaces feature ball terminals on letters such as the ‘f’, ‘a’, and ‘c’.
Affordances describe a relationship between the environment and an animate object, classified as either positive or negative.
Items, such as a car that leads to movement, have a positive affordance. Things like stairs that lead upwards have a negative affordance because they will not allow for any other form of movement other than up or down if used accordingly.
A discipline that analyses the usability of an application by assessing its interaction design and user experience.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
The adjustment of all characters in a line by moving them closer together or farther apart.
Text that flows from right to left and is the default reading direction of a page with its content aligned on the right margin.
The setting on a camera's lens which controls how much light comes into the camera. Aperture settings can usually be set to F-stop values ranging from F1.4-F22. The higher the aperture value, the smaller the opening is, and vice versa, which affects the depth of field in photos and how much light reaches and illuminates a subject or scene in a photo.
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.
The main text of an advertisement or editorial as opposed to headings and subheadings.
A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.