Graphic Design Terms that you should know
Part I A-I
abstraction
a simple or complex rearrangement, alteration, or distortion of the representation of natural appearance, used for stylistic distinction and/or communication purposes.
additive colors
digital colors seen in screen-based media; also known as mixtures of light.
advertisement (ad)
a specific message constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group.
advertising
the generation and creation of specific visual and verbal messages constructed to inform, persuade, promote, provoke, or motivate people on behalf of a brand or group.
advertising campaign
series of coordinated ads—in one or more media—that are based on a single, overarching strategy or theme, and each individual ad in the campaign can stand on its own.
advertising idea
the creative conceptual solution to an advertising problem—a strategic formulated thought that communicates a message, calling people to action.
alignment
the positioning of visual elements relative to one another so that their edges or axes line up.
analysis phase
in the design process
examining all information unearthed in the orientation phase to best understand, assess, strategize, and move forward with the assignment.
art director
the creative professional in an advertising agency responsible for ideation, art direction (overall look and feel, visual style, selection of photographer or illustrator), and design.
asymmetry
an equal distribution of visual weights achieved through weight and counterweight, by balancing one element with the weight of a counterpointing element, without mirroring elements on either side of a central axis.
attribute listing
a method for analyzing and separating data through observing and identifying various qualities that might have otherwise been overlooked; it is a diagrammed list of attributes.
audience
any individual or group on the receiving end of a graphic design or advertising solution; the target audience is a specific targeted group of people.
balance
stability or equilibrium created by an even distribution of visual weight on each side of a central axis, as well as by an even distribution of weight among all the elements of the composition.
baseline
defines the bottom of capital letters and of lowercase letters, excluding descenders.
bleed or full bleed
a printing term referring to type or a visual that extends off the edges of the page, filling the page with an image.
body copy
narrative text that further explains, supplements, and supports the main advertising concept and message; type that is 14 points and less is used for setting text, also called text type.
borders
a graphic band that runs along the edge of an image, acting to separate the image from the background, like a frame, by something as simple as
a thin rule or as ornate as a Baroque frame.
brand
the sum total of all functional (tangible) and emotional (intangible) assets that differentiate it among the competition.
brand architecture
the structuring of brands within the company’s offerings (product portfolio).
brand name
the main verbal differentiator for a product, service, or group.
brand strategy
the core tactical underpinning of branding, uniting all planning for every visual and verbal application.
branding
the entire development process of creating a brand, brand name, and visual identity, among other applications.
calligraphy
letters drawn by hand, the strokes made with a drawing instrument—literally, “beautiful writing.”
capitals
the larger set of letters, also called uppercase.
cause advertising
sponsored by corporations, used to raise funds for nonprofit organizations, and run in paid media.
character
a letterform, number, punctuation mark, or any single unit in a font.
chart
a specific type of diagrammatic representation of facts or data.
chronology
the order of events.
chunking
related to modularity in graphic design, content is split or information is grouped into chunks by combining units or capsules of content or information into a limited number of units or chunks.
closed
a composition where the internal elements echo a page’s edges to a great extent and the viewer’s focus is kept tightly within the format.
closure
the mind’s tendency to connect individual elements to produce a completed form, unit, or pattern.
collage
a visual created by cutting and pasting bits or pieces of paper, photographs, cloth, or any material to a two-dimensional surface, which can be combined with handmade visuals and colors.
column intervals
spaces between columns.
columns
vertical alignments or arrangements used to accommodate text and images.
combination mark
a logo that is a combination of words and symbols.
commercial advertising
promotes brands and commodities by informing consumers; it is also used to promote individuals, such as political candidates, and groups, including corporations and manufacturers.
common fate
elements are likely to be perceived as a unit if they move in the same direction.
comp or comprehensive
a detailed representation of a design concept thoughtfully visualized and composed.
composition
the form, the whole spatial property and structure resulting from the intentional visualization and arrangement of graphic elements—type and visuals—in relation to one another and to the format, meant to visually communicate and to be compelling and expressive.
construct
a quality or position a brand “owns” against the composition.
containment
separate elements are most easily perceived as a unit when placed in an enclosed area.
content
the body of information that is available to visitors on a website.
continuing line
lines are always perceived as following the simplest path. If two lines break, the viewer perceives the overall movement rather than the break; also called implied line.
continuity
the handling of design elements, like line, shape, texture, and color, to create similarities of form; it is used to create family resemblance.
continuity in Laws of Perceptual Organization
perceived visual paths or connections (actual or implied) among parts; elements that appear to be a continuation of previous elements are perceived as linked, creating an impression of movement.
corporate communication design
involves any visual communication applications to communicate internally with employees, create materials for a sales force or other employees, as well as applications used by a corporation or organization to communicate externally with other businesses, the public, stockholders, and customers.
correspondence
a visual connection established when an element, such as color, direction, value, shape or texture, is repeated, or when style is utilized as a method of connecting visual elements, for example, a linear style.
counterform
includes counters, the shapes defined within the forms, as well as the negative forms created between adjacent letterforms.
craftsmanship
the level of skill, proficiency, adeptness, and/or dexterity of the execution.
creative brief
a written document outlining and strategizing a design project; also called a design brief.
creative director
the top-level creative professional in an advertising agency (or design studio) with ultimate creative control over art direction and copy; usually the supervisor of the creative team who makes the final decisions about the idea, creative approach, art direction, and copywriting before the work is presented to the client.
creative team
in an advertising agency, a conventional creative team includes an art director and a copywriter. Unconventional creative teams may include an account manager, IT expert, interactive designer (if appropriate), and a marketing expert.
cropping
the act of cutting a visual, a photograph, or illustration in order to use only part of it.
demographic
selected population characteristics.
design brief
a written document outlining and strategizing a design project; also called a creative brief.
design concept
the creative thinking underpinning the design solution. The concept is expressed through the integration and manipulation of visual and verbal elements.
diagram
a graphic representation of information, statistical data, a structure, environment, or process (the workings of something).
diffusion
characterized by blurred forms and boundaries, transparencies, muted color palettes, layering, open compositions, and painterliness.
display type
type that is used primarily for headlines and titles and more difficult to read as text type.
economy
stripping down visuals to fundamental forms, using as little description and few details as possible for denotation.
editorial design
involves the design of editorial content; also called publication design.
emotional benefit
an asset based on feelings and responses, not on a functional characteristic of a product or service.
emphasis
the arrangement of visual elements, stressing or giving importance to some visual elements, thereby allowing two actions
environmental design
promotion, information, or identity design in constructed or natural environments, defining and marking interior and exterior commercial, cultural, residential, and natural environments.
equivocal space
when interchangeable shapes (such as a checkerboard pattern) or an ambiguous figure/ground relationship is created making the background and foreground difficult to distinguish; similar to figure/ground reversal.
execution
the fulfillment of the concept through physical processes that include the selection and manipulation of materials and/ or software.
expressionistic
a visualization characterized by a highly stylized or subjective interpretation, with an emphasis on the psychological or spiritual meaning; there is no strict adherence to things as they appear in nature, as opposed to naturalism.
figure
a definite shape; also called a positive shape.
figure/ground a basic principle of visual perception that refers to the relationship of shapes, of figure to ground, on a two-dimensional surface
flow
elements arranged in a design so that the viewer’s eyes are led from one element to another, through the design; also called movement.
focal point
the part of a design that is most emphasized.
formal elements
fundamental elements of two-dimensional design
format
the defined perimeter as well as the field it encloses—the outer edges or boundaries of a design; in actuality, it is the field or substrate (piece of paper, mobile phone screen, outdoor board, etc.) for the graphic design.
fractured space
multiple viewpoints seen simultaneously, as in Cubist style of fine art.
frame
single static image, one of many composed together to create motion graphics; the illusion of motion is created when we see a series of frames in rapid succession.
functional benefit
the practical or useful characteristic of a product or service that aids in distinguishing a brand from its competition.
gothic
typefaces based upon the thirteenth to fifteenth century medieval manuscript letterform; also called blackletter.
graph
a specific type of diagram used to indicate relationships between two (or more) variables, often represented on vertical and horizontal axes.
graphic design
a form of visual communication used to convey a message or information to an audience; a visual representation of an idea relying on the creation, selection, and organization of visual elements.
graphic design solution
a design that can persuade, inform, identify, motivate, enhance, organize, brand, rouse, locate, engage, and carry or convey many levels of meaning.
graphic interpretation
an elemental visualization of an object or subject, almost resembling a sign, pictogram, or symbol in its reductive representation.
graphic standards manual
guidelines for how the logo (and/or visual identity) is to be applied to numerous applications, from business cards to point-of-purchase materials to vehicles to websites; also called an identity standards manual.
grid
a guide—a modular compositional structure made up of verticals and horizontals that divide a format into columns and margins. It may be used for single-page formats or multipage formats.
ground
shapes or areas created between and among figures; also called negative space.
grouping
perceiving visual units by location, orientation, likeness, shape, and color.
gutter
the blank space formed by the inner margins of two facing pages in a publication.
harmony
agreement within a composition, where elements are constructed, arranged, and function in relation to one another to an agreeable effect.
headline
the main verbal message in an advertisement (although it literally refers to the main line of copy that appears at the head of the page); also called the line.
high contrast
a wide range of values.
home page
the primary entrance to a website that contains the central navigation system.
icon
a generally accepted (pictorial or symbolic) visual to represent objects, actions, and concepts; an icon resembles the thing it represents or at minimum shares a quality with it—it can be a photograph, a pictorial representation, an elemental visual (think magnifying glass desktop icon), or arbitrary (think radioactive sign), or symbolic (think lightning bolt to represent electricity).
identity design
involves the creation of a systematic visual and verbal program intended to establish a consistent visual appearance and personality—a coordinated overarching identity—for a brand or group; also called brand identity.
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