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 sample of the target audience for which a product or service is intended.
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.
The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.
The relative lightness or darkness of a hue.
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.
A PNG (Portable Network Graphics) file is a bitmap image format that has been designed to store images with an alpha channel. This format is primarily used for transparency so that it can be placed over other graphics in many design applications.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
The use of light or dark objects positioned over colourful backgrounds. Blurred backdrops allow bright colours to come through and convey a sense of frosted glass.
The main text of an advertisement or editorial as opposed to headings and subheadings.
JPEG stands for Joint Photographic Expert Group, an international standards body that sets standards for creating and handling compressed digital images. The JPEG file format was designed to balance good visual quality and small file size, typically through lossy compression. The JPEG file format is widely used as a means of compressing digital images, particularly those produced by digital cameras.