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.

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Repetition

The use of repeating elements and motifs for decorative purposes. In design, repetition occurs in many ways. It can be achieved by using a shape or design element in a pattern, and it can also be achieved through the use of multiple shapes or motifs that have similarities

Body-storming

A UX design technique to explore and map out a service, product, or system through physical navigation, often completed at the start of a design process to provide designers with an understanding of how users will navigate the system. In addition, body-storming can be used in development to test functionality or measure ease of use.

Hand-lettering

The art of drawing original characters and symbols — especially for decorative purposes.

Descenders

The portion of a letter such as y, p, q or j that hangs below the baseline of the text.

Balance

The principle of both sides of an object having a sense of symmetry. It ensures that the weight and visual mass are distributed evenly on both sides of a surface. Balance is more important than symmetry because people don't often notice when something is asymmetrical, but they will always see if something is unbalanced.

Tittle

The typographic term for the dot above the letters 'i' and 'j'.

Orphan

One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.

Font Colour

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

Hick's Law

A well-known cognitive psychologist's principle that says that the time it takes to make a decision varies logarithmically according to the number of choices. As more options are presented, more decision time is required due to the mental work of comparing and contrasting each potential option.

Copy

The written information that accompanies a design.

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