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.
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.
A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.
Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.
The surface quality of an element.
A small picture or design that represents an idea, function, or some other type of visual concept. For example, in computer graphics and web development, an icon is a pictorial representation of a program or file type.
The sum of all experiences an individual has with a company or its delivery channels during their journey. From handling and registering a complaint to ordering new products, these interactions are monitored and analyzed at every touchpoint by frontline employees, developers, designers, and product managers for improvement opportunities.
The main text of an advertisement or editorial as opposed to headings and subheadings.
A textual or graphical component in a web page.
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.
The last line of a paragraph following the rest, or a single line in a paragraph that is out of place with the rest.
An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.