Dark Pattern

A type of user interface design carefully crafted to trick people into doing things they might not want to do.

More terms you might want to know

Colour Theory

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.

Typography

The art and technique of arranging type to make written language legible, readable, and appealing when displayed.

Type Size

The height of a font, measured in points or pixels.

Bowl

In typography, a bowl is a curved shape used to control the area of white space.

Eye-Tracking

A tool that allows user experience designers, or people who design products and websites with consumers in mind, to track where users look on the screen. Eye-tracking can measure users’ attention and the duration of time they spend on different areas of a website. With this information, websites can create user experience solutions such as buttons with varying colours designed to catch the eye.

Colour Palette

A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.

Close-Crop

Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.

Landing Page

A standalone web page with content intended to capture a visitor. Often, it has the same URL as the website's home page and is used in paid or sponsored search engine marketing (known more commonly as pay-per-click) advertising campaigns.

Ellipsis

Also known as a suspension point, is a series of dots (…) that is used either as a substitute for some text that has been omitted from a sentence or when the author does not wish to pause in their writing.

Saturation

The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.

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