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.
An example of a typical user and the actions they take. Typically these are written in the form of a story.
A design language developed by Google. The goal of Material Design was to create fluid, natural movement for users on any platform they happen to be using.
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.
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.
The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.
Typically used on the internet or web pages to provide easily accessible navigation for users. Typically, the breadcrumb navigation appears along the top of a webpage or at other locations on a webpage so that users can know where they are on a site quickly and efficiently.
A concept used in systems design to describe the negative consequences of making seemingly innocuous design changes. Shorthand for a product's delayed but inevitable need to be reworked due to earlier, seemingly trivial decisions not having been fully thought through in the original release.
Designers incur this "debt" by making quick and easy choices that save time in the present but cause more complex problems later on down the road when it becomes necessary to change or add something.
The art and technique of arranging type to make written language legible, readable, and appealing when displayed.
A type of design that features the strokes running predominantly from the upper left to the lower right.
It can also be used in reference to a type of lettering, typically for advertisements, to be read in either direction. It is also used to help the reader navigate through and around the advertisement.