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 type of design where the colours or tones gradually change from one colour to another. Gradients are often used in graphic design to add visual interest and give the appearance of "extensions" or "glosses" of a particular colour.
Text that flows from right to left and is the default reading direction of a page with its content aligned on the right margin.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
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 primary graphic that appears at the top of a webpage, designed to grab people's attention.
The end (straight or curved) of any stroke that doesn’t include a serif. Some typefaces feature ball terminals on letters such as the ‘f’, ‘a’, and ‘c’.
An example of a typical user and the actions they take. Typically these are written in the form of a story.
Text that flows from left to right and is the default reading direction of a page with its content aligned on the left margin.
A technique for understanding people’s experience of a product or service. Participants are asked to keep daily records of their experience using the product, and these records are taken into consideration when designing the design.
The main text of an advertisement or editorial as opposed to headings and subheadings.