To put it simple a heel flip is where you kick your foot forward to do a 360 degree flip of the board. A kick flip on the other had is where you kick your foot backward to do a 360 degree flip of the board. It's that simple.
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Most people say the kickflip but it is probably because most people learn it before heelflips so there not used to the board spinning on its tail-nose axis.
Therefore when they come to learning heelflips the only thing they need to learn is the flick of the board.