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.

More terms you might want to know

Gradient

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.

Legibility

How well or poorly something can be read.

User Interface (UI)

A type of graphical interface that allows the user to interact with the application on a screen, such as a computer monitor or smartphone, using various types of input devices.

Italics

A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.

Conversion Rate

The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.

Agile Design

A process that involves assigning people to work on different parts of the design and making sure that they focus on one area at a time. This method is an excellent way to release products more quickly and with higher quality.

The most common types of agile methods are Scrum, Kanban, XP and Agile Modeling. It can often be difficult for companies to make the switch because it requires significant changes in how product development occurs.

Colour Palette

A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.

Orphan

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.

JPEG Image

JPEG stands for Joint Photographic Expert Group, an international standards body that sets standards for creating and handling compressed digital images. The JPEG file format was designed to balance good visual quality and small file size, typically through lossy compression. The JPEG file format is widely used as a means of compressing digital images, particularly those produced by digital cameras.

Foil Stamping

The process of applying a thin layer of foil to paper coated with adhesive on one side.

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