A graphical representation of the density and distribution of data points. Denser regions in the image are interpreted as the data points' frequency, while lower densities are interpreted as fewer data points in that area.
Heatmaps show you where people worldwide are clicking on content to help you understand how people interact with your website designs and content.
The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.
Also called trim marks, are markings on artwork that tells the printer where to cut the page.
A non-functional first draft of a design.
Colours that have a relation in their hue. A colour wheel can be used to help identify analogous colours. Analogous colours are typically found next to each other on the colour wheel.
A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.
A framework that helps a company evaluate any aspect of its user experience according to five metrics, which form the acronym HEART. These metrics are: 1. Happiness 2. Engagement 3. Adoption 4. Retention 5. Task success
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.
The main text of an advertisement or editorial as opposed to headings and subheadings.
Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.
One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.