April 29, 2008 at 11:31 pm · Filed under Web & Design Glossary
The Graphic Design glossary is a list of common terms related to our Graphic Design Industry such as Archival system, press check, final artwork etc with accompanying definitions.
Archival System
Our archival system is used to store infrequently used digital files for our clients artwork, these files are stored for later retrieval. When we design an item of print collateral such as a brochure for a client we backup the artwork on completion of the work so that on re-printing of the brochure the artwork can easily be found, this also saves the client re-design charges. We complete on site and off site backup of artwok on 2 x DVD and 2 x backup on to external hard drive.
Bleed
An amount of the printed image typically 2-3mm that extends past the trim marks in a layout for a brochure, business cards, letterheads, annual reports and posters etc.
CMYK
CMYK stands for the colours cyan, magenta, yellow and black. In the printing process CMYK refers to the colour reproduction. This is also called four-colour process, its a method of printing that uses cyan, magenta, yellow and black to reproduce a broad spectrum of colour.
Coated Paper
Coated paper is paper with a surface coating that produces a smooth finish, these finishes can vary in their shine from glossy, matte to dull.
Colour Palette
A range of colours that have been defined for use with a design system. A design systems is the brand of a company from it’s logo, business collateral such as letterhead, business cards to typography, and other graphic elements such as brochures, websites etc, that define the graphic style and brand of the company.
Copy
Copy is intelligently formulated text within a document, including headings, sub headings, body text, pull quotes, captions, foot notes etc.
Creative Brief
A creative brief is written notes about a new project. It is a summary of all the details of a project to provide objectives and direction for the creative studio.
Defining Element
Any design element such as a logo graphic, that is used uniquely to help define a design system and characterize that system from others.
Design Elements
Design elements include the basic fundamentals of design they include, colour, line, mass, movement, pattern, shape and type. Other design elements can include illustrations, images, and logos.
Design System
Design elements include such devices as artwork, colours, illustrations, images, logos, typography that when used together, define the graphic style of a particular company.
Duotone
Images/photographs that print using two halftones of the same image, each printed with a different colour. It is the generic name for multitone printing, which can be done with two, three or four inks.
Estimate or Quote
An estimate or quote is a summary detailing expected design and production costs for a particular design job.
Font
A font is a general term used to refer to a complete set of type.
Functional Design System
A functional design system is a set of communication tools, IE: print collateral for a company such as letterhead, business cards, and electronic collateral such as a companies website, that cohesively work together in a physcial or process oriented manner to achieve a desired unifying result.
Grain
In machine made papers, the direction in which the majority of the fibres are aligned (ie: the machine direction). Long grain is synonmous with machine direction and short grain with cross direction.
Grayscale
Grayscale applies to images or photographs that use up to 256 shades of gray and range in ink density from 0% to 100% black. They register in the scale of grey.
Grids
Grids are guides used to define areas where content, such as images, headlines, sub headings, body text will fall on a page. Grids form a structure on the page and define rules that help organise the space in a layout.
Identity guidelines are rules and standards applied to the useage of a logo or other corporate design system elements.
Illustration
An illustration is a nonphotographic form of art, usually consisting of a drawing, painting or diagram. Illustrations ma be hand rendered or digitally produced.
Image Editing
Image editing is the process of manipulating photographs and other images via computer programs such as Adobe photoshop.
Images
Images are photographs, illustrations or other graphics used alone or in conjunction with a copy.
Information Hierarchy
Information Hierarchy is the structure of content or material that logically presents specific details.
Kerning
Kerning is the addition or subtraction of space between characters also known as letter spacing.
Leading
Leading is the vertical space, from baseline to baseline, between lines of type. The space between the lines of text on a page.
Line Art
Line art is any image that consists of distinct straight and curved lines placed against a usually plain background, without gradients in shade or colour to represent 2 dimensional or 3 dimensional objects. Line art can use lines of different colors, although line art is usually monochromatic. Line art emphasizes form and outline, over color, shading, and texture.
A logo is the most abstract and probably the most intellectual way of thinking design. A logo must be light, recogniseable, new and fresh. With an economy of means, a designer should be able to convey the message of a company in the most essential and economical manner. The logo has to become a monogram like a footprint of an animal, one should be able to recognise who passed there. A logo is not only a shape, it carries a concept. A good logo combines typographic design with a balance between shapes and counter shapes. Searching for simplicity does not mean settling for less, but rather looking for sobriety. Balance is the key word. At a glance a logo must define the nature of the product or service and define a footprint and attitude about it.
