Graphic Design Terms

Intro to Graphic Design
Basic Terminology:
Layout: A plan or arrangement of visual and/or type elements, constructed and formed to
communicate an idea. A good layout organizes, attracts and works for the viewer.
Design: An arrangement of elements or a decorative pattern.
Graphic
Designer: One who communicates information visually, clearly and conceptually. A great career!
Creative
Brief: An outline provided by the client that provides guidance and expectations for the design
project. It should state the project’s strategic purpose, goals and objectives, tone, target
audience, product benefits, key research findings, media details and due dates.
Headline: Main message in type copy form. It works with the main visual to establish a concept.
Sub-Head: Type form that compliments the headline, giving further information or explanation to
the idea. Usually positioned directly below the headline, a sub-head eases the reader
into the body copy message for more details.
Eyebrow: A lead-in line or introductory line, placed above a headline. Not all ads have an “eyebrow”.
Body Copy: Type composition as the main text in a layout, to provide detail about the product or service.
Text: The body copy of an ad or the typed page of a book.
Visual: Optical impressions other than text, such as a photo, illustration, design, icon, chart or graph.
Logo: A trademark or signature of a company or product, in type or in graphic form.
Rough
Layout: A basic, rendered communication of elements. An idea of the size and position of design
elements working together with the headline and client branding; should communicate
a complete concept message.
Thumbnail
Sketch: Smaller, scaled-down version of a rough layout.
Comp
Layout: Or “comprehensive layout.” A more detailed and graphically precise layout closer
to the finished piece; uses selected typefaces, chosen visuals, color palette, style, and
measured elements more accurately positioned and in proportion to the final form.
Placeholder
Text: “Greeked” text or dummy text is non-sensical type passages with a Latin basis. When applied
to a layout, it simulates how the actual letterforms will look before the final text/copy is written
and approved. For sample placeholder copy, go to www.lipsum.com.
Format: Any surface on which the elements that will be used to build a layout are placed; a predetermined
size and shape to work with, such as a full-page, half-page, envelope, billboard, T-shirt, 2-sided folded
brochure or 3-D piece, etc.
“To Size”: Same as executing a layout in the actual size it is to be produced.
“In Pro”: In proportion to. For example, a layout for a billboard would be designed much smaller in
a reduced size, but a ratio to fit the final form. A proportion scale is used to determine
a suitable working size.
Target
Audience: Those people most likely to be interested in what you have to say; the readers/viewers of your
message most likely to buy, try, or be persuaded by what you’re projecting.
Basic Design and Print Production Terminology:
The 5 primary design principles are: Balance, Contrast, Unity, Value and Color.
The 4 primary design elements are: Line, Type, Shape and Texture.
Line: One of the simplest and more versatile choices to explore. Lines can add strength, emphasis,
romance or softness to an idea or to communicate a feeling. Lines can be fat, thin, long or short, curved
or straight, sharp or fuzzy, composed of dots or dashes. A line is a great organizer. It can be used to
decorate, to create a mood, and to connect or divide other elements for greater comprehension.
Type: The written word has been used throughout the ages to communicate. When translated
into a type style, it also gains power as an element of visual communication. When type is used
badly, however, it can actually interfere with the intended message. Use type as text to read and
communicate clearly. Type can also be used as a graphic, purely visual element in which the letter
forms themselves convey a feeling or a meaning.
Shape: Shape can be defined as any element that’s used to give or determine form. Shape may
consist of a block of color, the way a photograph is cropped, an illustration’s form or a tonal value
that adds cohesiveness to a design; text may also be used to form a shape.
Texture: Texture can refer to the actual surface of an ad layout or to the visual appearance of a
design. The viewer might actually feel a texture like paper or grass, making communcation of an idea
stronger. Or, texture can be implied through the style of a visual. Rich, layered graphics can create
visual texture that mirrors actual texture, translucency or spacial depth. In art direction and graphic
design, texture can be used as a secondary element to reinforce an idea.
Styles of type faces are grouped as: Serif, Sans-Serif, Script, and Display.
Within the Display group are typefaces described as ornate, decorative, fantasy, special, mimicry and grunge.
Historically, display type is 24 pts. and above, used in old newspaper ad headlines, signage, packaging and for
effect. Caution – ad headlines can be unreadable if this category is used. Be objective and limit the amount
of characters if using one of these styles.
Symmetry: A design that’s centered (to the eye) on all sides.

Asymmetry: A design that’s not centered (to the eye) on all sides. Interest achieved by a lack of balance
and sameness.
Tangent: When two objects touch, but don’t overlap. Tangents create a form of tension to the eye.
Camera-ready art: Term that originally meant an artboard containing graphics, illustration, type, etc. placed in its
final layout form ready to be reproduced by a printer or publication. This term is sometimes used
by publications to indicate they only accept complete and properly prepared digital files.
Prepress
or Preflight: Final digital layout preparation and check list program. Syncing your digital files to a commercial
printer’s equipment to make sure all elements are complete and compatible. Quality art work,
hi-res imagery & exact fonts must be included and/or linked appropriately.
FPO: “For Position Only,” Placement of a low-resolution image in a file or on an artboard as a
placement indicator. The printer will substitute your higher quality image version.
Letterspacing: Equalizing the spacing between letterforms to give a word or paragraph better readability,
according to what’s pleasing to the eye. Applying tracking and kerning where needed to give
a more professional, balanced look.
Kerning: Adjusting the white space between two characters to make a word appear better.
Tracking: The adjustment of space between two or more characters in a given section of text.
PMS: PANTONE Color Matching System. A worldwide system of standardized ink colors.
CMYK: Stands for the 4-color printing process colors of cyan, magenta, yellow and black inks. In process
color, a transparency of dots is made by the printer for each individual color. Color effects are
achieved by overlapping the four transparent ink colors to create various shades.

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Intro to Graphic Design

Symmetry: A design that’s centered (to the eye) on all sides.

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