Analogous Colours

Colours that have a relation in their hue. A colour wheel can be used to help identify analogous colours. Analogous colours are typically found next to each other on the colour wheel.

More terms you might want to know

Hue

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

Foil Stamping

The process of applying a thin layer of foil to paper coated with adhesive on one side.

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.

Leading

All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.

Design Sprint

A way to create and test designs. Designers use design sprints as a time-intensive method of quickly testing ideas and then pivoting into designing for user needs. A designer may then take the prototype they created on the first day of the design sprint and fix any usability issues with it, which is a quick way to get feedback on their work before continuing development.

Composition

An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.

Alignment

The process of arranging objects in a consistent and even spatial relationship. It can refer to how text is aligned with respect to its margins or how any two or more things are aligned in general.

Emblem

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

Diary Study

A technique for understanding people’s experience of a product or service. Participants are asked to keep daily records of their experience using the product, and these records are taken into consideration when designing the design.

Font Type

Most typefaces are classified into one of five basic classifications: serif, sans serif, script, monospaced, and display.

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