An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.
The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.
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.
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.
A graphical representation of the user on a device, used to represent various users in different contexts. It can be a photo, image or drawing.
The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.
The process of developing a product or design system that can be altered to fit different device and interaction contexts.
A type of print/design created with a metal stamp to create a shape out of paper using a die cutting machine. Die cuts can be used in apparel, home decor and promotional products.
The small decorative stroke at the end of a stroke in a letter, or a typeface.
A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.
How well or poorly something can be read.