A psychological principle which predicts that when multiple homogeneous stimuli are presented, the stimulus which differs from the rest is most likely to be remembered. In other words, people tend to remember items in isolation more than those of a similar nature or objects in clusters. This phenomenon has been applied in designing websites and software with various levels of success.
The process of arranging objects in a consistent and even spatial relationship. It can refer to how text is aligned with respect to its margins or how any two or more things are aligned in general.
Small uppercase letters, generally about half as tall as regular uppercase letters.
Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.
A name, symbol or other distinctive feature that distinguishes one business's product from another's, often associated with a logo, design, slogan and other items.
Also called a line break, when you want to keep the text in one paragraph and not follow it with an airy space.
The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.
A psychological phenomenon that states that people tend to remember unfinished or interrupted tasks better than completed tasks.
An example of a typical user and the actions they take. Typically these are written in the form of a story.
A Tagged Image File Format is a file format for storing images losslessly.
A printing term that describes how close an object is to the edge of a printed page. Bleeds are often used in graphic design for books, magazines, posters and other printed materials with photographs or illustrations.