Hex Code

A way of expressing colours on digital media. To specify a hex code, you need to consider the three primary colours: red, green and blue. The hex code is always six characters long and looks like this: #RRGGBB and their values range from 00 to FF.

More terms you might want to know

Tone

The feeling or mood created by a design.

Abstract Mark

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.

Ligature

A form of typographic ornament used by a type designer for decorative purposes. Common ligatures are based on joining two or more letters together, often with figures embedded in the design

Analogous Colours

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.

TIFF File

A Tagged Image File Format is a file format for storing images losslessly.

Hick's Law

A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.

User Interviews

The act of gathering qualitative data about a person's thoughts and feelings related to a product.

Dark Pattern

A type of user interface design carefully crafted to trick people into doing things they might not want to do.

Tracking

The adjustment of all characters in a line by moving them closer together or farther apart.

Persona

A sample of the target audience for which a product or service is intended.

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