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.
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
The path of any movement, mark, shape, or other feature of a design. It can be the border of an element or even the tight edge of a text box, etc.
The feeling or mood created by a design.
Typically used on the internet or web pages to provide easily accessible navigation for users. Typically, the breadcrumb navigation appears along the top of a webpage or at other locations on a webpage so that users can know where they are on a site quickly and efficiently.
A greater typographic weight than the standard typeface, often used to highlight text that the writer wants to emphasise or denote sections, headlines or quotes in printed material.
Bold type is a little heavier than the average type because of its higher contrast, making it more readable. The opposite of bold type is light type, also known as regular or book.
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.
Black, white, and all the values of shades in between.
A rule of thumb used in photography to create more visually appealing images which states that an image should be composed so that the subject or focus of the image occupies one-third of the picture space, with two equal vertical lines dividing their composition into two.
A form of typographic ornament used by a type designer for decorative purposes. Common ligatures are based on joining two or more letters together, often with figures embedded in the design
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.