Graphic Design Terminologies

A long-term plan for the development of a successful brand’s presence.

The process of creating a visual symbol that represents a company.

The collection of media used to promote a brand and support sales.

The visible elements of a brand, such as color, form, and shape.

A document that sets standards for the design of documents and signage.

The visual images and symbols used in a design system.

The art and technique of arranging type to make written language legible and appealing.

A distinct text-only typographic treatment of a company name.

The commercial value that derives from consumer perception of the brand name.

A typography-based logo that’s comprised of a few letters, usually a company’s initials.

An icon or graphic-based logo.

A logo consisting of font inside a symbol or an icon (seals, crests).

A short phrase that communicates the brand’s message or purpose.

A specific set of colors used consistently to identify a brand.

Any bit of interaction or communication made between a brand and its customers.

A collage of assets intended to evoke or project a particular style or concept.

A realistic representation of how a design will look in its final environment.

The ability of a logo or design to be resized without loss of quality.

A design technique that uses the background of an image to create a new form.

The hierarchical structure of brands within a single company.

A structure made up of a series of intersecting straight or curved lines used to structure content.

The arrangement of elements in a way that implies importance.

Printing that goes beyond the edge of where the sheet will be trimmed.

The area between the main content and the edge of the page.

The space between columns of text or the inside margins of facing pages.

The process of adjusting the spacing between individual characters.

The distance between the baselines of successive lines of type.

The consistent adjustment of space across a whole range of characters.

A small decorative line added to the basic form of a character.

A typeface that does not have decorative lines at the ends of its letters.

The placement of text or graphics relative to the margins or other elements.

Dividing a composition into nine equal parts to create balance.

The portion of a page left unmarked; negative space.

A template used to ensure consistency across multiple pages in a publication.

The page number and associated information in a publication.

Two facing pages in a book, magazine, or newspaper.

A single word or short line at the beginning of a column or page.

A paragraph-ending line that falls at the beginning of the next page/column.

A key phrase or quotation “pulled” from the text and used as a graphic element.

Placeholder text used to demonstrate the visual form of a document.

Digital images created via mathematical paths, allowing infinite scaling.

Images composed of a grid of pixels (bitmaps).

The detail an image holds, usually measured in DPI or PPI.

Design focused on the logic and usability of a product.

The visual styling of a digital interface.

A low-fidelity skeletal framework of a digital interface.

Design that adapts to the screen size of the device being used.

The small icon displayed in a browser tab next to the website name.

A six-digit code used in HTML/CSS to represent colors.

Color model used for digital screens (Red, Green, Blue).

Color model used for physical printing (Cyan, Magenta, Yellow, Black).

An interactive model of a final product used for testing.

Subtle animations that provide feedback to a user action.

The path a user takes through an interface to complete a task.

Designing digital products so they can be used by everyone, including people with disabilities.

A web design technique where background images move slower than foreground images.

Scalable Vector Graphics; an XML-based vector image format for the web.

A gradual transition between two or more colors.

Design that mimics real-world textures and objects.

A minimalist design style that avoids 3D effects and shadows.

The logic of combining colors and the psychological impact of those combinations.

Colors opposite each other on the color wheel.

Colors that sit next to each other on the color wheel.

A color scheme based on only one hue with various tints and shades.

The difference between two or more elements in a composition.

Grouping related items together to create visual units.

Using the same elements throughout a design to create unity.

The relative size of one object compared to another.

A mathematical ratio ($$1:1.618$$) found in nature used to create aesthetic balance.

The degree to which an element allows light to pass through it (Opacity).

The perceived surface quality of a work of art.

A mirrored balance where elements are equal on both sides of an axis.

Achieving balance through the use of unequal elements.

A visual representation of information or data.

Creating the illusion of new colors and shades by varying the pattern of dots.

The standard color matching system for the printing industry.

A process used to cut paper into specific shapes using a steel die.

Pressing an image into paper so it is raised above the surface.

Applying metallic or pigmented foil to a surface using heat and pressure.

A document outlining the goals, strategy, and constraints of a design project.