Abstract Mark

The part of a letter, usually a vertical line, that rise above the x-height.

An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.

A prediction model used in human-computer interaction. It states that the time required to move to a target area rapidly increases as the distance to the target increases. The law was proposed by Paul Fitts, an American psychologist, in 1954 as a mathematical model of movement with limited cognitive capacity.

Fitts hypothesized that one would quickly select its first apparent target when reaching for an object before considering alternatives — a phenomenon called "target fixation." This tendency would increase progressively with increased distance between the subject and object until it eventually became exponential (i.e., too far away).

The main text of an advertisement or editorial as opposed to headings and subheadings.

The process of adding game-like qualities to an experience like a website or application. To ensure that these activities are engaging enough for the users, it often includes gradual rewards such as levels and badges systems, which can further encourage engagement with the app.

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).

A colour that appears to be pure and lacks any lightness (or tone) or saturation.

The primary graphic that appears at the top of a webpage, designed to grab people's attention.

A measure of the height of a set of text on an element.

A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.