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.

More terms you might want to know

Quick Keys or Shortcuts

A Shortcut is a computer function that performs a set of commands to save time. A Quick Key is a keyboard shortcut used to trigger an action.

Negative Space

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

User Journey Map

A diagram that reflects the processes and steps a user would take when completing a certain task or goal. The User Journey Map also highlights the key activities, touchpoints, stakeholders, and benefits of an experience. In order to develop an effective strategy that helps guide users through the process of reaching their goals and objectives, the User Journey Map provides a comprehensive view of how your customers will navigate towards achieving their goals.

Eye-Tracking

A tool that allows user experience designers, or people who design products and websites with consumers in mind, to track where users look on the screen. Eye-tracking can measure users’ attention and the duration of time they spend on different areas of a website. With this information, websites can create user experience solutions such as buttons with varying colours designed to catch the eye.

Tint

A generic term for adding colour to an image. A tint can be applied by darkening a colour to create different shades or lightening the saturation, creating a washed-out look.

JPEG Image

JPEG stands for Joint Photographic Expert Group, an international standards body that sets standards for creating and handling compressed digital images. The JPEG file format was designed to balance good visual quality and small file size, typically through lossy compression. The JPEG file format is widely used as a means of compressing digital images, particularly those produced by digital cameras.

Call to action (CTA / C2A)

An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.

Stroke

The path of any movement, mark, shape, or other feature of a design. It can be the border of an element or even the tight edge of a text box, etc.

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.

Gestalt Theory

A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.

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