“Design is the body language of your marketing. Don’t slouch.” - Mark King
The world of graphic design is ever-evolving and responding to changes in the way we live and consume messaging. So we've put together a handy glossary of terms and phrases to keep us all up to speed. Thanks to our brand team for pulling together this cracking guide!
Art Direction brings clarity and and helps to structure projects. It involves making decisions on colour schemes, photography style and language.
Graphic Design is a tool that is often used in advertising. Combining striking words with shrewd images is how the magic happens.
Adobe Creative Cloud
The full software package which allows designers to create and execute all their ideas on screen.
Invisible line upon which letters ‘sit’.
As in advertising, Graphic Design is used to create powerful brands, and to assist those brands in visually communicating their story.
Every project starts with a brief. This outlines what the client requires and provides a starting point for the designer to think about how to respond to the task.
Group discussion between designers, creatives, account managers and other team members to produce ideas and solve problems.
Colour profile for printed documents consisting of cyan, magenta, yellow and black (see process colour).
An integral part of every design project to make sure the brief is met and executed to the highest possible standard.
Fonts that have a set-width which is narrower than the standard typeface.
Check the requirements, the colour profile, the spelling, file formats and links. And when you think you’ve finished checking, check it all over again.
The height of a capital letter.
The best way to get a feel of a rudimentary idea is to sketch it out.
Cost-effective and quick professional printing method for small print runs.
A method of applying a recessed relief image on your high-end printed piece (see embossing).
Intrigued typefaces that allow designers to enliven their designs. Often appropriate to use in titles and headlines.
Creating a raised relief image. The opposite of debossing.
Fonts that have a set-width which is wider than the standard typeface. Extended typefaces often have a masculine and industrial feel.
Specific members of typeface families such as regular, medium, bold or heavy.
Foil blocking (or hot foil stamping)
Process of hot stamping a metallic or pigment foil on paper or card to create a high-end print finish.
Guidelines ensure every designer is working to the correct specifications. This means there will be a uniformity in the style. Consistency in design is everything.
Coated paper type with a shiny finish.
Set system on how to position graphic elements in a layout for print or digital output.
Specific shape, design or representation of a character.
Colour palette that only uses shades of black and white.
Process of arranging visual information to create a sense of order and importance in a layout.
Art of drawing letters individually by hand to achieve organic letterforms.
Single sample copies which printers provide to the designer for them to check the colour and layout before authorising a full print run.
Ability to conjure, create and produce fresh ideas.
Visual representation of a story.
Graphic symbol to represent an action, function or general context.
Forward slanting letters.
Every project is allocated a unique number. Job numbers are crucial for locating old artwork and keeping everything in order.
JPG / JPEG
Vibrating, sloping platform that evens up the edges of stacks of paper.
Adjusting the spacing between individual letters.
Traditional printing method dating back to 1796 that uses wet ink and individual plates to press graphics on to paper. Cost effective choice for large print runs.
The space between each line of text.
Placeholder text used in place of finalised content (sometimes referred to as 'greek').
Design or photograph that appears in a single colour, or in shades of the single colour.
Title design of a publication.
Note down your deadline, deliverables, format, requests, contacts and more. The list can be endless but it helps to manage your time and workload.
A single word at the end of a paragraph, separated from the body copy text (see also 'Widow').
Standardised colour matching system.
The process of dividing a document into sections that has an appealing visual flow.
Combining impactful images with bold statements is the key to achieving powerful visual communication.
Print process that uses a combination of four standard process inks (see CMYK).
Binding method for a book or brochure which uses glue on the spine.
Asking questions is important at every step of a design project. Query everything to make sure you have understood and executed the brief correctly.
Red, green and blue is the colour profile used for digital outputs.
The number of pixels in a photograph. The more pixels there are, the sharper the image is.
Fonts with strokes or curves at the end of letters.
Fonts that feature geometric and bold serifs.
Fonts without strokes or curves at the end of letters.
Fonts that are based on handwriting.
A common method to bind a book or brochure by stapling through the fold.
From pencils to billboards, consideration to scale is at the heart of design to ensure visibility and legibility.
Electronic proofs which printers provide to the designer for approval before the designer authorises a full print run.
An important step in any project is to ensure the correct spelling and grammar.
Soft-feel paper made by binding silk fibres together with wood pulp, with a finish that is between matt and gloss.
Solid colour that is created using pure or mixed ink.
Adjusting the spacing uniformly over a range of characters.
Characters of a particular type design.
Technique of arranging text.
Graphic Design is also used when designing user experience and user interface applications.
High gloss coating that is cured with ultraviolet radiation to create a high-end print finish.
A pure matt paper that has no extra coating or finishing.
Image made of points, lines and curves. Vector image can be scaled to any size without losing quality.
A paragraph-ending line that falls at the beginning of the following page or column (see also 'Orphan').
Negative space that is left blank on the design.
Printed proofs from the printer
The height of a lower case letter.
An alternative to using spray glue, this machine uses rolls of sticky back plastic which coated one side of paper.
The discoloration of white paper primarily due to aging, also called brightness reversion.
term for two or more parallel folds that open like an accordion, sometimes referred to as an accordion fold. Leaflets and maps often use these folds.
Blast from the past old disk format - same size as a floppy disk but held 100meg, later 250meg!
Our brand team is made up of some of the best creative minds in the country* and are raring to go! If you need some graphic design magic sprinkled over your project, give us a call and let's grab a socially distanced or virtual coffee!
*totally unbiased view
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