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

Copy

The written information that accompanies a design.

Tracking

The adjustment of all characters in a line by moving them closer together or farther apart.

Affinity Diagram

A data visualisation tool that can be used to explore and group people's thoughts or reactions to a set of concepts. Affinity diagrams are often used in user research and design thinking as an experimental technique for generating new ideas or solutions.

The emergent patterns in these visual representations can help identify which aspects your audience will respond well to, thus enabling decisions on the information architecture and next steps in the process.

It is important to note that affinity diagrams were initially developed for qualitative research but have since been adapted for quantitative research (though they are not typically used with statistical data).

Character

A letter, symbol, or another alphabet unit.

Pull Quote

A brief snippet taken from the text of an article.

Tone

The feeling or mood created by a design.

Saturation

The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.

Microcopy

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.

Tittle

The typographic term for the dot above the letters 'i' and 'j'.

RGB

Red, green, and blue. These colours can be used to form a wide variety of colours in different devices such as computer monitors and televisions.

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