The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.
An iconic design that is made up of two or three letters.
A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.
The space that an item has around it.
A unit of measurement that equals 1/6 of an inch, or 1/72 of a foot.
The way that a user navigates through a website, app, etc.
A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.
Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
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.
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.
A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.