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.
The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.
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).
The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.
The height of a font, measured in points or pixels.
A brief snippet taken from the text of an article.
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.
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.
The art and technique of arranging type to make written language legible, readable, and appealing when displayed.
The name, logo, and other identifying information at the top of a newspaper or magazine publication.
The feeling or mood created by a design.