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 main text of an advertisement or editorial as opposed to headings and subheadings.
The act of gathering qualitative data about a person's thoughts and feelings related to a product.
A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.
The art and discipline of putting together set of typefaces into a harmonious and readable type system. A typeface designer spends much time considering many things such as clear visual message, readability at different sizes, legibility at small point sizes, ease of use for printing processes on its own or over the top of other fonts.
The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.
The Pantone Matching System is a colour-matching system for printing inks. It is a proprietary colour-matching system that was developed so that when an artist picks PMS colour or swatch, they can be confident in knowing what colours would be produced no matter the application.
The art of decorative writing practised by many different people in many different cultures. Calligraphy is sometimes used to add a personal touch to wedding invitations, special event invitations, and other projects.
The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.
A selector that can be applied to any HTML element. ID should be used when designing for a single instance, such as using the id="main" attribute on an <h1> tag.
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.