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.
Scope creep is when the scope of a project starts to grow without any agreement on how it's going to be paid for. Creep happens because items and features are tacked on top of the original scope of work agreed upon in the original contract.
The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.
A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.
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.
CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).
A unit for defining the size of a font. It's not a distance; this unit's measurement is only relative to the typeface's design.
The typographic presentation of a company's name in a stylized form.
A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.
The primary graphic that appears at the top of a webpage, designed to grab people's attention.
A sequence of user actions on a website. In UX design, it's important to note the order in which users interact with your site so you can redesign it for optimum usability.