A name, symbol or other distinctive feature that distinguishes one business's product from another's, often associated with a logo, design, slogan and other items.
In typography, a bowl is a curved shape used to control the area of white space.
A graphical representation of the density and distribution of data points. Denser regions in the image are interpreted as the data points' frequency, while lower densities are interpreted as fewer data points in that area.
Heatmaps show you where people worldwide are clicking on content to help you understand how people interact with your website designs and content.
A UX design technique in which you divide your users into groups, show them cards with different names for unrelated objects and ask them to categorise them.
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).
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.
A set of symbols or "characters" including letters, numbers and various other symbols.
The study of how colours are related to one another. It is about how we see colour, mix and modify it (according to our needs), and put colour together to achieve the desired mood or atmosphere.
A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.
A discipline that analyses the usability of an application by assessing its interaction design and user experience.
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.