The relative lightness or darkness of a hue.
An iconic design that is made up of two or three letters.
A statistical method in which two variants of the same activity are compared against each other (typically with several variants), one at a time, and the most effective variant is selected.
A basic design tool that helps designers create and communicate ideas.
A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.
A portion of an image where the remainder is discarded.
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.
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
Colours that directly across the colour wheel, like blue and orange. When you put these colours next to each other, they make a great contrast together. Complementary colours are often found in nature.
A sequence of user actions on a website. In UX design, it's important to note the order in which users interact with your site so you can redesign it for optimum usability.