Symmetry

The arrangement of different elements in relation to each other so that they appear to be mirrored. Symmetrical designs can be found throughout art and architecture, as well as in nature.

More terms you might want to know

Conversion Rate

The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.

Lorem Ipsum

A type of text used as filler or placeholder text. Since the dawn of time, it has been around and is sometimes erroneously referred to as "a nonsense sentence used by printers who have run out of typesetting space".

Storyboard

A graphical representation of a scenario, usually created and presented in sequence.

Gestalt Theory

A theory in psychology that discusses the general idea that the whole is greater than the sum of its parts. It's based on a human need to search for stability and meaning, which leads to organic movements towards wholeness. Gestalt Theory assumes there are inherent flaws in how we perceive forms and patterns, and it holds that this innate tendency transforms into an active process of looking for order in reality.

Gradient

A type of design where the colours or tones gradually change from one colour to another. Gradients are often used in graphic design to add visual interest and give the appearance of "extensions" or "glosses" of a particular colour.

Information Architecture

The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.

Flat Design

A design style first introduced by Microsoft Design Language based on minimalism and simplicity. This newer trend focuses on reducing nonsensical designs and makes the content more accessible for all users.

In this way of designing, fewer elements are used to create shapes and less emphasis on gradients and textures. This modern trend moves away from skeuomorphism. Instead, it focuses on a realistic view or illustration with buttons and icons appearing flat with no shadows.

Script Font

A type of font designed to imitate handwriting.

Negative Space

The unused or empty space in a composition of images, either two-dimensional (as with paintings) or three-dimensional (as with sculptures).

Tracking

The adjustment of all characters in a line by moving them closer together or farther apart.

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