A philosophy that companies should take a user-centred approach to design, making sure they focus on the customer's needs and not on their company's needs. UX designers need to figure out what users want before building something and not after. They must also ask themselves if including "features" will provide any value to the product or service.
Vector graphics are made up of two sets of points: control points (which determine shape) and anchor points (determining length). Anchor points attach geometry to form a shape like a ball or a heart.
A rule of thumb used in photography to create more visually appealing images which states that an image should be composed so that the subject or focus of the image occupies one-third of the picture space, with two equal vertical lines dividing their composition into two.
The main text of an advertisement or editorial as opposed to headings and subheadings.
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.
The thickness or thinness of a typeface. Common font weights are light, regular/normal, semi-bold, bold and extra bold.
Also known as caps, a type property that specifies that all letters in a body of text are capitalised.
The process of a new user being brought in to a new product. The design for this process aims to have an effective, efficient, and engaging user experience.
A unit of measurement that equals 1/6 of an inch, or 1/72 of a foot.
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.
A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.