Shade

The relative lightness or darkness of a hue.

More terms you might want to know

Empathy Map

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.

Small Caps

Small uppercase letters, generally about half as tall as regular uppercase letters.

Abstract Mark

An abstract mark is a type of logo where instead of being a recognizable object from everyday life, it is an abstract geometric form representing a business or brand. Famous examples include the BP starburst logo, and the Pepsi divided circle.

Body-storming

A UX design technique to explore and map out a service, product, or system through physical navigation, often completed at the start of a design process to provide designers with an understanding of how users will navigate the system. In addition, body-storming can be used in development to test functionality or measure ease of use.

Layout

Layout is a defining characteristic of design. It dictates the positioning of content and design elements. Layouts can range from the simple, such as a four- or two-column layout, to more complex designs like grids with multiple hierarchy levels.

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.

System Font

A type of font that comes pre-installed in an operating system.

EPS File

An Encapsulated PostScript file (.eps) is a vector graphics format. EPS files are typically used to exchange artwork between different design programs, such as Adobe Illustrator and other vector graphics applications, including CorelDRAW, Inkscape, SIAE Draw and others. EPS files can also be used to provide a file format for print.

Call to action (CTA / C2A)

An element that prompts viewers to take a desired course of action. This type of marketing technique is used by businesses and marketers to increase page visits or sales in a certain period.

Close-Crop

Framing consisting of cutting off or obscuring most of the surrounding of a subject, removing distractions from the background and emphasising the subject.

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