A prediction model used in human-computer interaction. It states that the time required to move to a target area rapidly increases as the distance to the target increases. The law was proposed by Paul Fitts, an American psychologist, in 1954 as a mathematical model of movement with limited cognitive capacity.
Fitts hypothesized that one would quickly select its first apparent target when reaching for an object before considering alternatives — a phenomenon called "target fixation." This tendency would increase progressively with increased distance between the subject and object until it eventually became exponential (i.e., too far away).
A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.
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.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
A data visualisation tool that can be used to explore and group people's thoughts or reactions to a set of concepts. Affinity diagrams are often used in user research and design thinking as an experimental technique for generating new ideas or solutions.
The emergent patterns in these visual representations can help identify which aspects your audience will respond well to, thus enabling decisions on the information architecture and next steps in the process.
It is important to note that affinity diagrams were initially developed for qualitative research but have since been adapted for quantitative research (though they are not typically used with statistical data).
A digital image captured by a digital camera or scanner that has not been processed in any way by the camera software.
The sum of all experiences an individual has with a company or its delivery channels during their journey. From handling and registering a complaint to ordering new products, these interactions are monitored and analyzed at every touchpoint by frontline employees, developers, designers, and product managers for improvement opportunities.
A graphical representation of the user on a device, used to represent various users in different contexts. It can be a photo, image or drawing.
The study of how colours are related to one another. It is about how we see colour, mix and modify it (according to our needs), and put colour together to achieve the desired mood or atmosphere.
A decoration technique used primarily on paper, metal, and some plastics in which ink or another printing medium is pressed into the material's surface to create a three-dimensional effect.
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