Design Glossary

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A/B Test: A methodology of comparing two versions of a webpage or app against each other to determine which one performs better.

Archetype: A standardised model of a personality or behaviour, often used in Marketing , storytelling, psychology, and philosophy.

Artifacts (UX): Documents that design teams create to gather, organize and present information throughout the UX process. Some examples are: user personas, scenarios, user stories and storyboards.


Brand: The identity, experience and perception of a commercial, cultural or personal entity.

Brand Awareness: The measure of how familiar customers are with a brand. Spontaneous (unaided) when a brand is named without any aid, or Prompted (aided) when a brand is picked from a list.

Brand Perception: The set of associations that represent what the brand stands for in the minds of consumers, the sum of a consumer's feelings, experiences, and thoughts about a product or service - it's what people believe a brand represents, rather than what a brand says it represents. Brand perception is often measured through quantitative consumer research with a sample size that is representative of the brand's target group.


Customer journey: A model of the interactions a customer has with your brand, product, service, or organisation over time. From direct interactions, to indirect interactions.


Design: Creative process where information and insights are transformed into value and meaning.

Distinctive: Something which is recognisably different in nature from something else of a similar type. In branding, distinctiveness means the quality of standing out from competitors, ideally in a positive and memorable way.


Logo: A logo is an abbreviation of logotype, applied broadly to mean a trademark – a symbol and/or stylised text signifying a brand.


Pattern (UI): User interface patterns are reusable design solutions applied to common design problems. Design patterns serve as design blueprints that allow designers to choose the best and commonly used interfaces for the specific context the user faces.

Persona: The user persona is a fictional character profile that represents the main clientele of a company. It’s a realistic model of the people you are seeking to assist.