Persona

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

More terms you might want to know

Bleed

A printing term that describes how close an object is to the edge of a printed page. Bleeds are often used in graphic design for books, magazines, posters and other printed materials with photographs or illustrations.

Diary Study

A technique for understanding people’s experience of a product or service. Participants are asked to keep daily records of their experience using the product, and these records are taken into consideration when designing the design.

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.

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’.

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.

Descenders

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

Thumbnail Sketch

A quick and rough sketch of what you are about to work on. Good for getting the ideas out of your head and onto the page while you're still in that creative phase.

UX Audit

A discipline that analyses the usability of an application by assessing its interaction design and user experience.

Breadcrumb Navigation

Typically used on the internet or web pages to provide easily accessible navigation for users. Typically, the breadcrumb navigation appears along the top of a webpage or at other locations on a webpage so that users can know where they are on a site quickly and efficiently.

Small Caps

Small uppercase letters, generally about half as tall as regular uppercase letters.

Problem?

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