Whether you are a graphics designer, website designer, a copywriter, a client or completely new to this online business world, you might not know all the terms and jargon being thrown around out there. And that’s okay! Sometimes it’s not your specialty nor do you work in the field to even know some of these terms. But it definitely helps to know what colleagues might be talking about when they say ‘kerning’. ‘Rule of thirds’ or ‘logotype’. Below you will find the top design terms to know moving forward in your business.
Textual design terms
Typography
The artistic arrangement of visually displayed text through the design and use of various typefaces to best communicate a concept or idea.
Serif
Fonts that have small decorative strokes at the ends of letters.
Sans serif
Fonts that don’t include extra strokes at the end of letters usually giving a more modern look.
Script
Similar to cursive handwriting.
Slab serif
Fonts that have a bolder, blockier, and thicker feel. Usually used for headline fonts.
Leading (loose & tight)
How multiple lines of text are vertically spaced for legibility.
Tracking (loose & tight)
The measure of space between groups of letters in a large block of type to improve legibility.
Kerning
Similar to Tracking, this is the adjustment of space between individual pairs of letters (or other characters) that can be adjusted to create a more proportional balance to improve legibility.
X-height
The average height of lower case letters in a typeface measuring between the baselines and the mean line.
Ascender
The section of a lowercase letter that extends above the mean line (or x-height). Letters like: ‘b’. ‘D’, ‘f’.
Descender
The section of a lowercase letter that extends below the baseline (x-height). Letters like: ‘g’, ‘j’, ‘p’.
Orphans & Widows
Short lines of text that appear at the beginning or end of a paragraph and are left alone or by themselves at the top or bottom of a column of text.
Color Design Terms
Palette
A selection of colors that are used for design purposes.
Hex
This is a 6 digit number used to represent colors in CSS, HTML and design software.
Monochrome
Color schemes based off one color (usually darker and lighter tones of that same color).
Analogous
A color scheme of three similar colors next to each other on the color wheel.
Complementary
A color scheme of two sets of colors sitting on opposite ends of the color wheel.
CMYK or ‘Cyan, Magenta, Yellow, Key’
A color model used for print design.
RGB or ‘Red, Green, Blue’
A color model used for on-screen design.
Pantone (PMS)
A standardized system of colors for easy reference and identification of color shades.
Warm colors
Colors consisting of reds, yellows, oranges – usually give the feeling of coziness, warmth, cheer, and friendliness.
Cool colors
Colors consisting of blues, greens, violets – usually giving the feeling a colder temperature, calmness, soothing, relaxation.
Color theory
The study of how different colors can make people feel and respond. This concept is frequently used a lot in branding and logo design for businesses. I talk about the color theory in more depth over here in this blog post.
Gradient
This is the gradual change in color from one tone to another (both radial and linear).
Image Design Terms
Opacity
The degree of transparency an element has. The lower the opacity shows a more transparent element.
Resolution
The amount of detail of a specific image, determining its overall quality. Lower resolution indicated blurred or pixelated images whereas high-resolution images appear clear and crisp.
Contrast
The degree of difference between two elements: dark vs. light, thick vs. thin, etc.
Saturation
The intensity degree or vividness of a color.
Stock Photo
Professionally shot photographs available for free or for purchase online.
Rule of thirds
When an image is divided by two vertical and horizontal lines, your focal points of the image should sit on one of the four areas that your lines intersect.
Branding Design Terms
Brand
A combination of all the elements that encapsulate your company’s values and character.
Brand identity
The visualization of your brand using elements such as values, ethos, character, and content of a business.
Logotype
The name of a company uniquely designed in a visual way to be used as a logo.
Brandmark
An abstract logo design that represents a company. Usually, a symbol used in place of a company name.
Thumbnail sketch
Usually, rough drawings of design concepts to help visualize and grow ideas before moving onto screen design.
Graphics Design Terms
Grid
Evenly dividing, intersecting columns and rows that make a framework to help designers align and arrange elements quickly and consistently.
Scale
Changing the size of any object while keeping its shape and proportions.
Texture
This can be either the tactile surface of your design or the visual tactility of your design.
White space
Areas of a design that are not filled with content or ‘white’.
Margins
This is the space around the edge of a page.
Extra Design Terms
Alignment
Achieving balance and order by lining up elements in a design – usually left, right, centered, justified.
Body Copy
A large block of type.
Hierarchy
Visual arrangements of any design or layout usually signifying the importance of each element.
Hopefully, these terms help you navigate the intricacies of design or online work if you are just starting out. If you have been around for a while – then I hope these terms help serve as a nice refresher for you!
If you think I missed some vital design terms, let me know! Have questions about any of these terms or want help with your branding or website strategy? Reach out! I’d love to hop on a FREE Discovery Call and chat with you about it.
