A basic design tool that helps designers create and communicate ideas.
The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.
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 graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
A brief snippet taken from the text of an article.
The process of applying a thin layer of foil to paper coated with adhesive on one side.
The main text of an advertisement or editorial as opposed to headings and subheadings.
Layout is a defining characteristic of design. It dictates the positioning of content and design elements. Layouts can range from the simple, such as a four- or two-column layout, to more complex designs like grids with multiple hierarchy levels.
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.
A style of typeface that uses a width-to-height ratio of 1:1.
Also known as a suspension point, is a series of dots (…) that is used either as a substitute for some text that has been omitted from a sentence or when the author does not wish to pause in their writing.