Colour Palette

A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.

More terms you might want to know

Mock-up

A non-functional first draft of a design.

CMYK

CMYK is a colour space created for the printing process. It stands for Cyan Magenta Yellow Key (black).

Pantone (PMS)

The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.

Soft Return

Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.

Information Architecture

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.

Customer Experience

The sum of all experiences an individual has with a company or its delivery channels during their journey. From handling and registering a complaint to ordering new products, these interactions are monitored and analyzed at every touchpoint by frontline employees, developers, designers, and product managers for improvement opportunities.

Thumbnail

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.

Type Size

The height of a font, measured in points or pixels.

Contrast

Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.

Wireframe

A low-fidelity representation of a user interface design.

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