The area of negative space around and between elements in a design.
The number of visits that result in a purchase or some other goal. It can measure any conversion event, such as download, registration, purchase, etc.
The art and science of arranging information so that it's intuitive to find, easy to navigate, presents a cohesive design, meets accessibility guidelines, looks attractive on any device or screen size and ultimately drives behaviour change.
A small picture or design that represents an idea, function, or some other type of visual concept. For example, in computer graphics and web development, an icon is a pictorial representation of a program or file type.
A type of design that features the strokes running predominantly from the upper left to the lower right.
It can also be used in reference to a type of lettering, typically for advertisements, to be read in either direction. It is also used to help the reader navigate through and around the advertisement.
The use of design features that are shaped to resemble a familiar object or thing in order to facilitate user interaction.
A technique for understanding people’s experience of a product or service. Participants are asked to keep daily records of their experience using the product, and these records are taken into consideration when designing the design.
In typography, a bowl is a curved shape used to control the area of white space.
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.
The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.
Text that flows from right to left and is the default reading direction of a page with its content aligned on the right margin.