A/B Testing

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.

More terms you might want to know

Thumbnail

A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.

Triadic Colours

A triad is a group of three colours that are equally spaced on the colour wheel.

A/B Testing

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.

Terminal

The end (straight or curved) of any stroke that doesn’t include a serif. Some typefaces feature ball terminals on letters such as the ‘f’, ‘a’, and ‘c’.

Call to action (CTA / C2A)

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.

Affordance

Affordances describe a relationship between the environment and an animate object, classified as either positive or negative.

Items, such as a car that leads to movement, have a positive affordance. Things like stairs that lead upwards have a negative affordance because they will not allow for any other form of movement other than up or down if used accordingly.

Placeholder Text

Text that is used to fill in a gap in a document.

Negative Space

The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).

Balance

The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.

Eye-Tracking

A tool that allows user experience designers, or people who design products and websites with consumers in mind, to track where users look on the screen. Eye-tracking can measure users’ attention and the duration of time they spend on different areas of a website. With this information, websites can create user experience solutions such as buttons with varying colours designed to catch the eye.

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