A colour that appears to be pure and lacks any lightness (or tone) or saturation.
A data visualisation tool that can be used to explore and group people's thoughts or reactions to a set of concepts. Affinity diagrams are often used in user research and design thinking as an experimental technique for generating new ideas or solutions.
The emergent patterns in these visual representations can help identify which aspects your audience will respond well to, thus enabling decisions on the information architecture and next steps in the process.
It is important to note that affinity diagrams were initially developed for qualitative research but have since been adapted for quantitative research (though they are not typically used with statistical data).
A textual or graphical component in a web page.
A logo, symbol, design, or pattern used to promote and distinguish one's brand or company from others.
The attributes of a typeface. Type properties include weight, width, colour and x-height.
The study of how colours are related to one another. It is about how we see colour, mix and modify it (according to our needs), and put colour together to achieve the desired mood or atmosphere.
The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.
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.
A prediction model used in human-computer interaction. It states that the time required to move to a target area rapidly increases as the distance to the target increases. The law was proposed by Paul Fitts, an American psychologist, in 1954 as a mathematical model of movement with limited cognitive capacity.
Fitts hypothesized that one would quickly select its first apparent target when reaching for an object before considering alternatives — a phenomenon called "target fixation." This tendency would increase progressively with increased distance between the subject and object until it eventually became exponential (i.e., too far away).
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
The act of gathering qualitative data about a person's thoughts and feelings related to a product.