The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.
A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
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 number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.
A set of colors which can be used to create a particular visual effect. It is usually composed of multiple primary, secondary, and tertiary colours.
A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.
Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.
Scope creep is when the scope of a project starts to grow without any agreement on how it's going to be paid for. Creep happens because items and features are tacked on top of the original scope of work agreed upon in the original contract.
A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.
The print resolution of a printer. It's a measure of how many dots per inch can be printed on paper. Higher DPI means more detail and smoother transitions between colours.
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.
The process of developing a product or design system that can be altered to fit different device and interaction contexts.