Greyscale / Grayscale

Black, white, and all the values of shades in between.

More terms you might want to know

Pantone (PMS)

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.

Debossing

A design or decoration impressed into the surface of a material.

Body Copy

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

Crop Marks

Also called trim marks, are markings on artwork that tells the printer where to cut the page.

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.

Script Font

A type of font designed to imitate handwriting.

Legibility

How well or poorly something can be read.

Affinity Diagram

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).

Raster

Commonly used to describe a 2D graphic that is made up of an organized grid of pixels, in other words, a bitmap.

Lean UX

A philosophy that companies should take a user-centred approach to design, making sure they focus on the customer's needs and not on their company's needs. UX designers need to figure out what users want before building something and not after. They must also ask themselves if including "features" will provide any value to the product or service.

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