Saturation

The intensity of a color relative to its own brightness. Colours are said to be saturated when they have a strong hue and high intensity.

More terms you might want to know

Pull Quote

A brief snippet taken from the text of an article.

Type Properties

The attributes of a typeface. Type properties include weight, width, colour and x-height.

Fishbone Diagram

Also known as an Ishikawa diagram, is a widely used technique in project management. The diagram provides a means of evaluating the cause-and-effect relationship between the various activities necessary for completing a project by visualising all activities in the project as bones that interconnect on an anterior and posterior spine, with causality flowing from one to another.

Tracking

The adjustment of all characters in a line by moving them closer together or farther apart.

PDF File

An abbreviation for Portable Document Format. The PDF format was originally developed to share documents between different operating systems in the late 1980s. Any text document, image or page layout can be saved as a PDF file that includes all of the font information needed to display it without losing quality.

Load More Scrolling

A design technique employed on websites and mobile apps that encourages users to scroll to view additional content.

Body Copy

The main text of an advertisement or editorial as opposed to headings and subheadings.

Vector

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

User Research

A field of study that aims to understand the user experience of a product or service. Conducting UX research includes interviewing, observing, and surveying users. Understanding the user experience is important because it helps designers understand how to design a better product that will be more appealing and usable for people.

Copy

The written information that accompanies a design.

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