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.
The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
The last line of a paragraph following the rest, or a single line in a paragraph that is out of place with the rest.
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.
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.
The typographic term for the dot above the letters 'i' and 'j'.
The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.
The use of light or dark objects positioned over colourful backgrounds. Blurred backdrops allow bright colours to come through and convey a sense of frosted glass.
A UX design technique to explore and map out a service, product, or system through physical navigation, often completed at the start of a design process to provide designers with an understanding of how users will navigate the system. In addition, body-storming can be used in development to test functionality or measure ease of use.
An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.