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.
A framework that helps a company evaluate any aspect of its user experience according to five metrics, which form the acronym HEART. These metrics are: 1. Happiness 2. Engagement 3. Adoption 4. Retention 5. Task success
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 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.
The placement or otherwise of a thing in relation to other things. In design, proximity may be considered as the distance between two items in space or their relative location to each other.
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.
The typographic term for the dot above the letters 'i' and 'j'.
A sequence of user actions on a website. In UX design, it's important to note the order in which users interact with your site so you can redesign it for optimum usability.
A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.
The adjustment of all characters in a line by moving them closer together or farther apart.
The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.