Negative Space

The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).

More terms you might want to know

Gradient

A type of design where the colours or tones gradually change from one colour to another. Gradients are often used in graphic design to add visual interest and give the appearance of "extensions" or "glosses" of a particular colour.

Affinity Diagram

A data visualisation tool that can be used to explore and group people's thoughts or reactions to a set of concepts. Affinity diagrams are often used in user research and design thinking as an experimental technique for generating new ideas or solutions.

The emergent patterns in these visual representations can help identify which aspects your audience will respond well to, thus enabling decisions on the information architecture and next steps in the process.

It is important to note that affinity diagrams were initially developed for qualitative research but have since been adapted for quantitative research (though they are not typically used with statistical data).

Pull Quote

A brief snippet taken from the text of an article.

Left-aligned

Text that flows from left to right and is the default reading direction of a page with its content aligned on the left margin.

Triadic Colours

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

Heuristic Evaluation

A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.

Monogram

An iconic design that is made up of two or three letters.

Masthead

The name, logo, and other identifying information at the top of a newspaper or magazine publication.

Persona

A sample of the target audience for which a product or service is intended.

Contrast

Contrast in design can be accomplished by placing two opposite colours adjacent to one another, creating a focal point within the design that dominates the composition.

Problem?

Got a suggestion or found an issue with the glossary?
Let me know!