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

Colour Palette

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

PDF File

An abbreviation for Portable Document Format. The PDF format was originally developed to share documents between different operating systems in the late 1980s. Any text document, image or page layout can be saved as a PDF file that includes all of the font information needed to display it without losing quality.

Resolution

The measure of a device or computer system's ability to capture fine detail. A higher number of pixels can provide more details and finer images on the screen.

Opacity

The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.

White Space

The area of negative space around and between elements in a design.

Uppercase

Also known as caps, a type property that specifies that all letters in a body of text are capitalised.

Material Design

A design language developed by Google. The goal of Material Design was to create fluid, natural movement for users on any platform they happen to be using.

Blur

A type of design technique utilised in the creation of visuals and illustrations. Blur is used to create an impression of movement or a sense of depth.

Soft Return

Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.

Serial Position Effect

A phenomenon in psychology in which recalling items in a list imposes an order on the list, with the first and last items remembered best. That is, if given a list of words to remember like "dog apple tree", people will tend to recall "dog" as being at the beginning of the sentence and "tree" as being at the end of it.

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