A name, symbol or other distinctive feature that distinguishes one business's product from another's, often associated with a logo, design, slogan and other items.
Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.
Designs that are created in one colour. It can be any colour, but the whole design will range from light to darker shades. As the name implies, it is typically a single hue, with black and white also being typical combinations for this type of design.
An observation in Psychology that suggests that the number of mental objects the average person can keep track of is seven (plus or minus two).
A way of developing new products or services using a process of repeated and regular refinement, in which prototypes are made, evaluated, revised, and re-evaluated until the desired result is achieved. High profile companies have successfully implemented iterative design to create effective and innovative products.
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.
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.
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 number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.
A prediction model used in human-computer interaction. It states that the time required to move to a target area rapidly increases as the distance to the target increases. The law was proposed by Paul Fitts, an American psychologist, in 1954 as a mathematical model of movement with limited cognitive capacity.
Fitts hypothesized that one would quickly select its first apparent target when reaching for an object before considering alternatives — a phenomenon called "target fixation." This tendency would increase progressively with increased distance between the subject and object until it eventually became exponential (i.e., too far away).