Tint

A generic term for adding colour to an image. A tint can be applied by darkening a colour to create different shades or lightening the saturation, creating a washed-out look.

More terms you might want to know

Storyboard

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

Rule of Thirds

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.

Warm Colours

Colours on the same side of the colour wheel as red, such as pink, orange and yellow.

Brand Identity

The perception that people have of a business and its reliability, authenticity, and attractiveness. It's also the set of impressions an individual has when they think about a brand.

Hex Code

A way of expressing colours on digital media. To specify a hex code, you need to consider the three primary colours: red, green and blue. The hex code is always six characters long and looks like this: #RRGGBB and their values range from 00 to FF.

Affinity Diagram

A data visualisation tool that can be used to explore and group people's thoughts or reactions to a set of concepts. Affinity diagrams are often used in user research and design thinking as an experimental technique for generating new ideas or solutions.

The emergent patterns in these visual representations can help identify which aspects your audience will respond well to, thus enabling decisions on the information architecture and next steps in the process.

It is important to note that affinity diagrams were initially developed for qualitative research but have since been adapted for quantitative research (though they are not typically used with statistical data).

Microcopy

The small, non-essential text that appears on an interface. It has been set up specifically to be short and concise to draw attention to an essential user experience.

Leading

All available space (line-height) between two consecutive lines of text; this measurement should be adjusted for either ascenders or descenders. In hand typesetting, leading referred to thin strips of lead inserted by hand between lines of type in the composing stick to increase vertical distance.

Thumbnail

A small, non-preview image that accompanies a larger image. It provides an immediate sense of the content while not necessarily revealing it in its entire scope.

Trim Size

The width and height of a document, after having been cut down to size from a larger sheet.

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