The relative lightness or darkness of a hue.
The use of design features that are shaped to resemble a familiar object or thing in order to facilitate user interaction.
A measure of the height of a set of text on an element.
The process of adding game-like qualities to an experience like a website or application. To ensure that these activities are engaging enough for the users, it often includes gradual rewards such as levels and badges systems, which can further encourage engagement with the app.
A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.
Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.
Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.
A specific set of colours, usually with a limited number of values, chosen to suit the needs of a particular design.
Colours on the opposite side of the colour wheel to warm colours. Typically bluish in tone, such as blue or green.
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.
An organised arrangement of elements used for a particular purpose, such as to create striking visual effects or to convey information effectively. Good composition is achieved through different methods, such as placing figures or objects in a scene, revising and simplifying lines and shapes that make up a figure, and arranging multiple figures or objects into meaningful relationships.
A design or decoration impressed into the surface of a material.