White Space

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

More terms you might want to know

Pixel-perfect

A phrase that is used in reference to someone's work. The term pixel-perfect can be used to describe something as being flawless without any errors.

Empathy

A type of understanding that is achieved by taking the perspective of another individual. Different people's perspectives often have different needs and values, so empathy can help you understand those differences.

Lowercase

The designation of a set of character encoding styles for glyphs that are not capital letters.

Information Architecture

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.

Rule of Thirds

A rule of thumb used in photography to create more visually appealing images which states that an image should be composed so that the subject or focus of the image occupies one-third of the picture space, with two equal vertical lines dividing their composition into two.

Heuristic Evaluation

A usability assessment method that is used to evaluate a design against established usability principles or heuristics. It is based on the idea that designers can use their experience to find areas of poor design without extensive user testing.

Copy

The written information that accompanies a design.

Conversion Rate

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.

Printer's Proof

A print that the printer receives to monitor the progress of production. Proofing is a matter of looking at the print to ensure that it has been printed correctly and that the colours are rendered accurately.

Asymmetry

The degree of difference between the two sides of an object or system.

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