RAW Image

A digital image captured by a digital camera or scanner that has not been processed in any way by the camera software.

More terms you might want to know

Centre Aligned

A layout where all the content, mostly text, is aligned to the centre. The overall purpose of a Centre Alignment is to make it easier for users to read and scroll through content.

Prototype

Usually the first functional form of a new product, created to test a concept or prove out some aspects of design.

Miller's Law

An observation in Psychology that suggests that the number of mental objects the average person can keep track of is seven (plus or minus two).

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).

Ascenders

The part of lowercase letters that goes above the baseline when used in running text. As such, ascenders are considered less condensed than those used for numerals and other capital letters. Some examples of ascenders include b, d, h, k, and l. The opposite of an ascender is a descender.

Customer Experience

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.

Colour Palette

A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.

Pica

A unit of measurement that equals 1/6 of an inch, or 1/72 of a foot.

Widow

The last line of a paragraph following the rest, or a single line in a paragraph that is out of place with the rest.

Vector

A graphic element that has a definite length and direction. Examples of vectors would be straight lines, edges, or curves.

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