The way that a user navigates through a website, app, etc.
How well or poorly something can be read.
A set of colors which can be used to create a particular visual effect. It is usually composed of multiple primary, secondary, and tertiary colours.
An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.
A printing term that describes how close an object is to the edge of a printed page. Bleeds are often used in graphic design for books, magazines, posters and other printed materials with photographs or illustrations.
A data visualisation tool that can be used to explore and group people's thoughts or reactions to a set of concepts. Affinity diagrams are often used in user research and design thinking as an experimental technique for generating new ideas or solutions.
The emergent patterns in these visual representations can help identify which aspects your audience will respond well to, thus enabling decisions on the information architecture and next steps in the process.
It is important to note that affinity diagrams were initially developed for qualitative research but have since been adapted for quantitative research (though they are not typically used with statistical data).
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.
The way that a user navigates through a website, app, etc.
The small decorative stroke at the end of a stroke in a letter, or a typeface.
The written information that accompanies a design.
Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.