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

Ellipsis

Also known as a suspension point, is a series of dots (…) that is used either as a substitute for some text that has been omitted from a sentence or when the author does not wish to pause in their writing.

Slab Serif

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

Sketching

A basic design tool that helps designers create and communicate ideas.

Web Page Elements

A textual or graphical component in a web page.

Design Sprint

A way to create and test designs. Designers use design sprints as a time-intensive method of quickly testing ideas and then pivoting into designing for user needs. A designer may then take the prototype they created on the first day of the design sprint and fix any usability issues with it, which is a quick way to get feedback on their work before continuing development.

Wordmark

A logo which is usually a combination of text and graphic imagery that acts as the company's symbol.

Close-Crop

Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.

Ascenders

The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.

Margin

The space that an item has around it.

Greyscale / Grayscale

Black, white, and all the values of shades in between.

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