Brand

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.

More terms you might want to know

Empathy

A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.

Tone

The feeling or mood created by a design.

Cool Colours

Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.

Typography

The art and technique of arranging type to make written language legible, readable, and appealing when displayed.

Font Style

Designers and developers use font styles to denote differences in meaning between two or more words, phrases, sentences, paragraphs, or blocks of text. Typical font styles in CSS and web development are normal, italic, oblique and inherit.

Centre Aligned

A layout where all the content, mostly text, is aligned to the centre. The overall purpose of a Centre Alignment is to make it easier for users to read and scroll through content.

Font Size

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

Kerning

The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.

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).

Pull Quote

A brief snippet taken from the text of an article.

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