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 principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.
Also known as an Ishikawa diagram, is a widely used technique in project management. The diagram provides a means of evaluating the cause-and-effect relationship between the various activities necessary for completing a project by visualising all activities in the project as bones that interconnect on an anterior and posterior spine, with causality flowing from one to another.
The relative lightness or darkness of a hue.
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.
An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.
A photograph that is purchased and licensed for exclusive use by an individual or business.
The area of negative space around and between elements in a design.
A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
Small uppercase letters, generally about half as tall as regular uppercase letters.