Colours on the same side of the colour wheel as red, such as pink, orange and yellow.
The small decorative stroke at the end of a stroke in a letter, or a typeface.
Black, white, and all the values of shades in between.
A sample of the target audience for which a product or service is intended.
A sequence of user actions on a website. In UX design, it's important to note the order in which users interact with your site so you can redesign it for optimum usability.
A prediction model used in human-computer interaction. It states that the time required to move to a target area rapidly increases as the distance to the target increases. The law was proposed by Paul Fitts, an American psychologist, in 1954 as a mathematical model of movement with limited cognitive capacity.
Fitts hypothesized that one would quickly select its first apparent target when reaching for an object before considering alternatives — a phenomenon called "target fixation." This tendency would increase progressively with increased distance between the subject and object until it eventually became exponential (i.e., too far away).
A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.
The typographic presentation of a company's name in a stylized form.
The height of a font, measured in points or pixels.
An observation in Psychology that suggests that the number of mental objects the average person can keep track of is seven (plus or minus two).
A type of typographical contrast used to convey emphasis. Italics were initially developed for the printing press and are now widely used in print, web design, public signs and labelling systems.