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 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.
Designs that are created in one colour. It can be any colour, but the whole design will range from light to darker shades. As the name implies, it is typically a single hue, with black and white also being typical combinations for this type of design.
A type of design technique utilised in the creation of visuals and illustrations. Blur is used to create an impression of movement or a sense of depth.
The act of gathering qualitative data about a person's thoughts and feelings related to a product.
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.
All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.
A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.
An Adobe Illustrator vector format file. Files with the extension .ai are often used for artwork and illustrations as users can resize them without distortion. It is composed of several layers with objects and text on each layer. Users can import Illustrator files into many other programs like InDesign, Acrobat, Photoshop etc. If you design or print your t-shirts, you can create your designs in Illustrator and apply them to your t-shirt using a heat press.
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.
The art of decorative writing practised by many different people in many different cultures. Calligraphy is sometimes used to add a personal touch to wedding invitations, special event invitations, and other projects.