Empathy

The ratio of a rectangle's width to its height. It is measured by dividing the shorter side length, here "w" or width, by the longer side length, "h" or height. The aspect ratio may be given as either a fraction or as a decimal.

A philosophy that companies should take a user-centred approach to design, making sure they focus on the customer's needs and not on their company's needs. UX designers need to figure out what users want before building something and not after. They must also ask themselves if including "features" will provide any value to the product or service.

Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.

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.

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 standalone web page with content intended to capture a visitor. Often, it has the same URL as the website's home page and is used in paid or sponsored search engine marketing (known more commonly as pay-per-click) advertising campaigns.

The space that an item has around it.

A graphical representation of a scenario, usually created and presented in sequence.

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.

Colours on the same side of the colour wheel as red, such as pink, orange and yellow.