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 digital file created in Adobe's illustration and photo manipulation software Photoshop. PSD files are used to edit images, create graphics, art, icons, images, among a plethora of other things.
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
Text that is used to fill in a gap in a document.
A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.
The art and discipline of putting together set of typefaces into a harmonious and readable type system. A typeface designer spends much time considering many things such as clear visual message, readability at different sizes, legibility at small point sizes, ease of use for printing processes on its own or over the top of other fonts.
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.
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.
A collage consisting of images, colours and text that is assembled to convey an idea or theme.
A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.
A design style first introduced by Microsoft Design Language based on minimalism and simplicity. This newer trend focuses on reducing nonsensical designs and makes the content more accessible for all users.
In this way of designing, fewer elements are used to create shapes and less emphasis on gradients and textures. This modern trend moves away from skeuomorphism. Instead, it focuses on a realistic view or illustration with buttons and icons appearing flat with no shadows.