The area of negative space around and between elements in a design.
A sample of the target audience for which a product or service is intended.
A way of researching users and understanding their behaviour in the context of the product, helping designers in understanding users' needs and expectations and what motivates them to act.
Designers can use this type of research to understand better their users and what kinds of experiences they are looking for. And this will allow the designers better empathize with their users, making them a part of the learning cycle.
A measure of the height of a set of text on an element.
A colour that appears to be pure and lacks any lightness (or tone) or saturation.
A form of typographic ornament used by a type designer for decorative purposes. Common ligatures are based on joining two or more letters together, often with figures embedded in the design
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.
A quick and rough sketch of what you are about to work on. Good for getting the ideas out of your head and onto the page while you're still in that creative phase.
A graphic representation, such as an icon, of a company or brand. Pictorial marks can be used on marketing materials to communicate the intentions and personality of the company. Factors such as colour, placement, and shape are significant in how the general public perceives a pictorial mark.
The use of light or dark objects positioned over colourful backgrounds. Blurred backdrops allow bright colours to come through and convey a sense of frosted glass.
A type of serif, characterized by large x-heights and thick, blocky strokes with little variation in width.