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

White Space

The area of negative space around and between elements in a design.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

Serif

The small decorative stroke at the end of a stroke in a letter, or a typeface.

Terminal

The end (straight or curved) of any stroke that doesn’t include a serif. Some typefaces feature ball terminals on letters such as the ‘f’, ‘a’, and ‘c’.

Brutalism

A style of architecture and design that was popular in the 1960s and 1970s. Brutalist buildings are typically characterised by durability, simplicity, and an emphasis on form following function. Brutalism is not a single style but an umbrella term for architecture with a stark and futuristic look.

Conversion Rate

The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.

Storyboard

A graphical representation of a scenario, usually created and presented in sequence.

UX Roadmap

A design process that can help guide the path of any product or application from discovery to launch stages. A UX roadmap can also be used in marketing to analyse how products are perceived by customers and then determine future options for growth.

Style Guide

A group of rules, guidelines, and/or standards designers use when producing artwork or branded projects ensuring that they have the desired appearance and are compliant with usage guidelines.

KPI

A key performance indicator is a variable that measures how well an entity is performing. It's a figure that designates an individual or item's performance level. A particular company may use metrics such as sales, revenue, production, and market share to gauge the success of their firm.

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