White Space

The area of negative space around and between elements in a design.

More terms you might want to know

Legibility

How well or poorly something can be read.

Brand Identity

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.

Kerning

The process of adjusting the spacing between individual letters to improve or avoid particular visual distortions.

Type Properties

The attributes of a typeface. Type properties include weight, width, colour and x-height.

Onboarding Flow

The process of a new user being brought in to a new product. The design for this process aims to have an effective, efficient, and engaging user experience.

HEART Framework

A framework that helps a company evaluate any aspect of its user experience according to five metrics, which form the acronym HEART. These metrics are: 1. Happiness 2. Engagement 3. Adoption 4. Retention 5. Task success

Warm Colours

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

Right-aligned

Text that flows from right to left and is the default reading direction of a page with its content aligned on the right margin.

Iterative Design

A way of developing new products or services using a process of repeated and regular refinement, in which prototypes are made, evaluated, revised, and re-evaluated until the desired result is achieved. High profile companies have successfully implemented iterative design to create effective and innovative products.

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).

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