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

Brand Identity

The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.

Lorem Ipsum

A type of text used as filler or placeholder text. Since the dawn of time, it has been around and is sometimes erroneously referred to as "a nonsense sentence used by printers who have run out of typesetting space".

Persona

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

Scope Creep

Scope creep is when the scope of a project starts to grow without any agreement on how it's going to be paid for. Creep happens because items and features are tacked on top of the original scope of work agreed upon in the original contract.

Scale

The distance between two points of extrusion or an object. It can also be defined as the measurement of size.

Pilcrow

Also called a paragraph mark, a paragraph sign or section marker, is a typographical character for separating paragraphs. It looks like a "¶".

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

EPS File

An Encapsulated PostScript file (.eps) is a vector graphics format. EPS files are typically used to exchange artwork between different design programs, such as Adobe Illustrator and other vector graphics applications, including CorelDRAW, Inkscape, SIAE Draw and others. EPS files can also be used to provide a file format for print.

Texture

The surface quality of an element.

Bowl

In typography, a bowl is a curved shape used to control the area of white space.

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