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 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).
The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.
The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.
The portion of a letter such as y, p, q or j that hangs below the baseline of the text.
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
The main text of an advertisement or editorial as opposed to headings and subheadings.
Text that is used to fill in a gap in a document.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.
A letter, symbol, or another alphabet unit.