Mood board

A collage consisting of images, colours and text that is assembled to convey an idea or theme.

More terms you might want to know

Rule of Thirds

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.

Mock-up

A non-functional first draft of a design.

Complementary Colours

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/B Testing

A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.

Printer's Proof

A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.

Stem

The part of a letter, usually a vertical line, that rise above the x-height.

Font Size

A measure of the height of a set of text on an element.

Font Colour

Also known as text colour, is a visible attribute of text determined by the combination of text and background colour.

Opacity

The measure of how easily light passes through a material. It is a quantitative characteristic that can be represented as a number within the range of [0, 1], and in some cases [0%,100%], with lower numbers indicating higher transparency.

Affordance

Affordances describe a relationship between the environment and an animate object, classified as either positive or negative.

Items, such as a car that leads to movement, have a positive affordance. Things like stairs that lead upwards have a negative affordance because they will not allow for any other form of movement other than up or down if used accordingly.

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