The process of adding game-like qualities to an experience like a website or application. To ensure that these activities are engaging enough for the users, it often includes gradual rewards such as levels and badges systems, which can further encourage engagement with the app.
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.
An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.
A psychological phenomenon that states that people tend to remember unfinished or interrupted tasks better than completed tasks.
When you need to break a line of text and start on a new line in a text box.
The area of negative space around and between elements in a design.
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.
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 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.
Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.
A rule of thumb used in photography to create more visually appealing images which states that an image should be composed so that the subject or focus of the image occupies one-third of the picture space, with two equal vertical lines dividing their composition into two.