A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.
The way characters are capitalised within a word or phrase. Common font cases are uppercase, lowercase, capitalised (or title case) and sentence case.
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.
A diagram that reflects the processes and steps a user would take when completing a certain task or goal. The User Journey Map also highlights the key activities, touchpoints, stakeholders, and benefits of an experience. In order to develop an effective strategy that helps guide users through the process of reaching their goals and objectives, the User Journey Map provides a comprehensive view of how your customers will navigate towards achieving their goals.
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.
A layout where all the content, mostly text, is aligned to the centre. The overall purpose of a Centre Alignment is to make it easier for users to read and scroll through content.
A rule of thumb used in photography to create more visually appealing images which states that an image should be composed so that the subject or focus of the image occupies one-third of the picture space, with two equal vertical lines dividing their composition into two.
A UX design technique in which you divide your users into groups, show them cards with different names for unrelated objects and ask them to categorise them.
The relative lightness or darkness of a hue.
The act of gathering qualitative data about a person's thoughts and feelings related to a product.
A set of symbols or "characters" including letters, numbers and various other symbols.