Empathy

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.

More terms you might want to know

Gradient

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.

Right-aligned

Text that flows from right to left and is the default reading direction of a page with its content aligned on the right margin.

Uppercase

Also known as caps, a type property that specifies that all letters in a body of text are capitalised.

Glassmorphism

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.

Hero Image

The primary graphic that appears at the top of a webpage, designed to grab people's attention.

Terminal

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’.

User Scenario

An example of a typical user and the actions they take. Typically these are written in the form of a story.

Left-aligned

Text that flows from left to right and is the default reading direction of a page with its content aligned on the left margin.

Diary Study

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.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

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