Tone

A standalone web page with content intended to capture a visitor. Often, it has the same URL as the website's home page and is used in paid or sponsored search engine marketing (known more commonly as pay-per-click) advertising campaigns.

A design process that can help guide the path of any product or application from discovery to launch stages. A UX roadmap can also be used in marketing to analyse how products are perceived by customers and then determine future options for growth.

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.

A process in which subjects use a product or service under test conditions and report their experience.

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.

The study of how colours are related to one another. It is about how we see colour, mix and modify it (according to our needs), and put colour together to achieve the desired mood or atmosphere.

Typefaces that are used across large bodies of text like headlines. Text typefaces are generally more varied than body-text typefaces.

A process that involves assigning people to work on different parts of the design and making sure that they focus on one area at a time. This method is an excellent way to release products more quickly and with higher quality.

The most common types of agile methods are Scrum, Kanban, XP and Agile Modeling. It can often be difficult for companies to make the switch because it requires significant changes in how product development occurs.

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.

The art and technique of arranging type to make written language legible, readable, and appealing when displayed.