At one point or another a business owner will have to deal with investing their time and money on creating marketing assets. These marketing assets include but are not limited to logos, web page designs, online banner ads, email designs, business cards, and brochures.
You will be communicating your ideas and input with graphic designers. In order to facilitate that communication we’ve gathered a list of useful design terms you want to get acquainted with.
Asymmetrical: This occurs when images and text are not identical on both sides of a central line.
Bind: The way a multi-page asset such as a catalog is put together, usually by mean wire, glue,or stitching.
CMYK Color Model: This stands for cyan, magenta, yellow, and black. It is the industry standard for printing. Whenever you want to order professional printing assets make sure your designer is using this color mode.
Color Schemes: A color scheme is the combination of two more colors.
CSS: Code that is used to create the look and feel of a webpage, that is separate form the content.
Dodge: When an part of an image is lightened or reduced by shading.
Drop Shadow: An effect gives the impression that there I a shadow behind a design element.
Dummy: No, this isn’t an insult. This is a product that is hand made by a designer to show how the finished design will look, most commonly used for print designs. It is also called a mock up.
Element: Any specific part of a design project such as the logo, text, and images.
Feathering: This is a design technique that is used in order to smooth out edges or features.
Font: A specific style and size for text.
GIF: An image file format that is best suited for small files with few colors and simple design. One bonus feature of Gif’s is that they can be animated.
Gradient: A technique that enables the designer to create elements featuring a smooth transition of colors.
Grayscale: An image that consists of black, white, no color, and about 256 shades of gray.
HTML: The computer language that is used to display elements on a webpage such as text, images, and links.
Hue: Another word for color.
Invert Inversion: This occurs when the value of colors in an image is inverted. For examples on an inverted image, black becomes white, and blue becomes orange.
JPEG: The most common file format for compressing images. There is little of quality. Usually this is the best file that should be used for photographs.
Justify: To make a line of text a certain length by spacing out the words and numbers.
Kerning: The space between individual letters.
Noise: This occurs when an area of pixels contain random colors. Usually this is unwanted.
Opacity: Adjusting the opacity in an image or deign element will make it transparent.
Outline: This refers to the outside edge of a font or the outer edge of a vector image. In order to replicate a specific font on a printing asset such as a business card, make sure to let your designer outline the text before they hand in their files to you.
Pixel: A dot made by a computer, scanner or other digital device, which also is the smallest possible element on a computer screen.
PNG: A compressed image file. This format displays images without jagged edges and also keeps the file size small. Great for websites and anything web related.
PDF: This is a file format that is best used to present documents and presentations.
Resolution: This is an important factor of how an image will look. The higher the resolution of an image, the less pixilated it will look.
RGB: This stands for red, green, and blue. This is the color model that televisions screens and computer monitors use. If your designer is in RGB mode and you need to order printing, make sure to ask that the files are converted to CMYK.
Saturation: The intensity of a color.
Thumbnail: A considerably smaller version of an image.
Text Warp: Text wrap is the way that text can be shaped around the edge of an image.
Typeface: This is a collection of characters such as numbers, letters, and punctuations.
Vector Graphic: A vector graphic or vector image allows the designer to shrink or enlarge the graphic, without any loss quality to the image.
Watermark: This is something identifiable, such as a company’s logo, that is placed on top of photos. If you’re worried that someone will steal your images you can ask your graphic designer to add a watermark to your images.
White Space: This is the empty space that surrounds a design element. Too much white space will may make your design piece empty, not enough of it will make your design cluttered.