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.
Generally used when a page has so much content that it would be impossibly long to load the entire page at once. Infinite scroll consists of an auto-generated list of items that constantly loads new items as they load off the bottom of the screen.
A system used to describe and identify typefaces by their basic visual characteristics.
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
A philosophy that companies should take a user-centred approach to design, making sure they focus on the customer's needs and not on their company's needs. UX designers need to figure out what users want before building something and not after. They must also ask themselves if including "features" will provide any value to the product or service.
A low-fidelity representation of a user interface design.
A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
A mark or symbol used to represent an institution, organisation, person, or group, and it is usually displayed on flags and seals.
The use of light or dark objects positioned over colourful backgrounds. Blurred backdrops allow bright colours to come through and convey a sense of frosted glass.
The distance between the baseline and the mean line of lowercase letters in a typeface. Nearby descenders (such as j) and ascenders (such as q) usually extend slightly below or above this height.