The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.
Also known as visual hierarchy, hierarchy is the ordering of priorities in a design. This may include different visual elements, such as contrast, colour, font size and placement on a page. The graphic designer's job is to create an understandable document using organisational systems that the reader easily understands.
The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).
A graphical representation of a scenario, usually created and presented in sequence.
Also known as an Ishikawa diagram, is a widely used technique in project management. The diagram provides a means of evaluating the cause-and-effect relationship between the various activities necessary for completing a project by visualising all activities in the project as bones that interconnect on an anterior and posterior spine, with causality flowing from one to another.
Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.
Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
The written information that accompanies a design.
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
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.
An iterative process that designers use to understand the user, challenge assumptions, and redefine the problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding. Design Thinking provides a solution-based approach to solving problems. It is a way of thinking and working as well as a collection of hands-on methods.