Also known as visual hierarchy, hierarchy is the ordering of priorities in a design. This may include different visual elements, such as contrast, colour, font size and placement on a page. The graphic designer's job is to create an understandable document using organisational systems that the reader easily understands.
The main text of an advertisement or editorial as opposed to headings and subheadings.
A key performance indicator is a variable that measures how well an entity is performing. It's a figure that designates an individual or item's performance level. A particular company may use metrics such as sales, revenue, production, and market share to gauge the success of their firm.
Text that flows from right to left and is the default reading direction of a page with its content aligned on the right margin.
A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.
The small decorative stroke at the end of a stroke in a letter, or a typeface.
A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.
The area of negative space around and between elements in a design.
The typographic term for the dot above the letters 'i' and 'j'.
A UX design technique to explore and map out a service, product, or system through physical navigation, often completed at the start of a design process to provide designers with an understanding of how users will navigate the system. In addition, body-storming can be used in development to test functionality or measure ease of use.
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.