Sometimes I forget to use layman’s terms when speaking to a client. In an effort to explain what I am talking about and educate my clients, I have put together a simple design glossary of terms so that we are on the same page. Enjoy and feel free to share!
above the fold: anything that appears on a web page when it is first loaded before scrolling down, also applies to newspapers or folded brochures
bleed: when an image runs right to the edge of a document on one or more sides
body copy: the main blocks of text that make up a webpage or printed piece
browser or web browser: The application used to check out the internet. Internet Explorer, Firefox, Safari, etc.
cascading style sheets (CSS): HTML specification used for styling and laying out text, headings and images
CMYK: process of printing that uses cyan, magenta, yellow and black inks – also called process printing
comp: a proof or mockup of a project, can be a sketch, printed representation or a pdf
crop: to trim the edges of an image
DPI: used to describe the resolution of an image or piece, most images for the web are 72dpi and 300dpi for printed pieces
e-commerce: using a website to sell products or services, usually have a shopping cart feature
embossing: manipulating paper to create a raised, 3d effect
file transfer protocol (FTP): internet protocol that allows files to be uploaded and downloaded from an internet-based server
font: the digital software file for the typeface
GIF: format frequently used for graphics with few colors, produces a smaller file
host or webhost: company that hosts websites
hyper text markup language (HTML): basic coding used to create a website
hyperlink: an image or text that when clicked takes the browser to another webpage or document
javascript: markup language used to add interactive functions to web pages like drop-down menus, rollovers or animation
JPEG: format frequently used for photographs and other graphics
kerning: adjusting the space between individual letters in a word to help improve readability
keyword: the word or phrase typed in during an web search, these phrases are important in search engine optimization and pay-per-click advertising
leading: the spacing between lines of text
mailer or direct mailer: marketing piece that is delivered through the mail, can be a postcard, brochure, etc.
orphan: the first line of a new paragraph that starts at the bottom of a page – this should always be fixed
pay-per-click (PPC): paid advertising that uses keywords to show up in search results – advertisors pay only when the ad is clicked on by a potential customer or client
PHP: server side language and program that can take data from databases to create dynamic webpages
point: unit of measure for type
rasterize: converting a vector image (image that is created using the outlines of shapes) to an image that is created by the placement of color on a background
RGB: websafe color option, stands for red, green and blue
river: the distracting winding lines created by the negative space in a column of text
search engine marketing (SEM): the use of maketing to improve the relevancy and popularity of a website to improve search engine rankings – link building, paid ads are examples or tactics
search engine optimization (SEO): the use of stategicly placed keywords and phrases in improving website precense in search engine rankings
spiders: electronic information gatherers search engines send out to index the web
subdomain: subsection of a website, used to separate a blog or e-store from the rest of a website
superscript: smaller character that appears up to the right or a word, number or logo – like the TM for trademark or C for copyright
text wrap: setting used in a block of copy where the text wraps around an image or space
title bar: strip at the top of a browser window that contains the page title
tracking: affects the spacing between letters in an entire paragraph, work or line of copy
typeface: the design and shape of the character set used for copy
vector: an image type where the image is created by outlines of shapes, can be enlarged to any size without losing it’s clean edge – especially useful for logos and printing on promotion pieces
