Warm Colours

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

More terms you might want to know

Serif

The small decorative stroke at the end of a stroke in a letter, or a typeface.

Greyscale / Grayscale

Black, white, and all the values of shades in between.

Persona

A sample of the target audience for which a product or service is intended.

Clickstream

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.

Fitts' Law

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).

Slab Serif

A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.

Logotype

The typographic presentation of a company's name in a stylized form.

Type Size

The height of a font, measured in points or pixels.

Miller's Law

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).

Italics

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.

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