The relative lightness or darkness of a hue.
A triad is a group of three colours that are equally spaced on the colour wheel.
The use of repeating elements and motifs for decorative purposes. In design, repetition occurs in many ways. It can be achieved by using a shape or design element in a pattern, and it can also be achieved through the use of multiple shapes or motifs that have similarities
The act of gathering qualitative data about a person's thoughts and feelings related to a product.
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.
Text that is used to fill in a gap in a document.
One or more words (typically at the end of a paragraph) that are separated from the rest of the text. Orphans are generally thought of as bad design, but it’s a matter of taste.
In typography, a bowl is a curved shape used to control the area of white space.
A measure of the height of a set of text on an element.
Also known as the divine proportion, is a number, or a ratio, sometimes approximated by phi and widely considered aesthetically pleasing. The golden ratio has been featured in nature and art in many ways, including hexagonal honeycombs, the human body, and mathematics. More frequently, it is used in design and digital art to represent a path (or steps) one can take to achieve a particular look or result. In art, an artist may produce something (a painting or drawing, for example) using the golden ratio as a basis for its composition.
A design language developed by Google. The goal of Material Design was to create fluid, natural movement for users on any platform they happen to be using.