Emblem

Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.

A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.

A system of columns and rows designers use to create layouts. It's used in graphic design and web development to align elements for easy use on the page. Grids are a key part of design because they help you create balance, rhythm, proportion and hierarchy in your layout.

Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.

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 process of arranging type to make written material readable. The arrangement of type involves decisions about individual letters and words (e.g. line spacing, letter spacing, and word spacing) and more significant page layout decisions (e.g., margins, headline position on the page).

An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.

The word "bracket" is often used to refer to parentheses and is written as either [] or () and used to delimit blocks of text, e.g. a set of instructions. Within brackets, items are arranged from left to right in order of precedence.

The act of gathering qualitative data about a person's thoughts and feelings related to a product.

A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.