Monochrome

Designs that are created in one colour. It can be any colour, but the whole design will range from light to darker shades. As the name implies, it is typically a single hue, with black and white also being typical combinations for this type of design.

More terms you might want to know

Greyscale / Grayscale

Black, white, and all the values of shades in between.

Lettermark

A symbol that is used in the design industry to give a more personal touch. Lettermarks can be an individual's name or initials that are cleverly designed and incorporated into a company's logo.

Pictorial Mark

A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.

Golden Ratio

Also known as the divine proportion, is a number, or a ratio, sometimes approximated by phi and widely considered aesthetically pleasing. The golden ratio has been featured in nature and art in many ways, including hexagonal honeycombs, the human body, and mathematics. More frequently, it is used in design and digital art to represent a path (or steps) one can take to achieve a particular look or result. In art, an artist may produce something (a painting or drawing, for example) using the golden ratio as a basis for its composition.

Cap Height

The distance from the baseline to the top of a capital letter, number, or other upper-case glyphs.

Gamification

The process of adding game-like qualities to an experience like a website or application. To ensure that these activities are engaging enough for the users, it often includes gradual rewards such as levels and badges systems, which can further encourage engagement with the app.

Typography

The art and technique of arranging type to make written language legible, readable, and appealing when displayed.

Palette

A set of colors which can be used to create a particular visual effect. It is usually composed of multiple primary, secondary, and tertiary colours.

Triadic Colours

A triad is a group of three colours that are equally spaced on the colour wheel.

Prototype

Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.

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