Design Dictionary — Please Explain…




How text, images, illustrations are arrangement and positioned within a composition.


The way people perceive your business.

The actions you take to communicate your brand values, characteristics and attributes that tell people what your business is all about.

Brand Identity
Anything tangible that communicates your business ideas. The visual language used to trigger an emotional response by creating sensory experiences. For example, your company name, logo, tone, tagline, typeface, imagery, social page, website, packaging.


Is the acronym for Cyan, Magenta, Yellow and Black. These are the four ink colors available when printing any project and helps us create consistency as each color has a specific percentage of each much like how you would mix different quantities of blue and red to achieve purple.

The content you write to help people take action.



Refers to the stylistic appearance of typeface being used, the weight, width or size. For example, Times New Roman is the typeface, Bold, 12pt is the font selection.


The space between each character of type. We can manually adjust the kerning between any two characters to make sure everything looks nicely balanced or create visual texture. For example, kerning versus k e r n i n g.


A visual marker that visually represents your brand.


What your purpose or reason for being in business is and how you want to serve people.



Stands for Red, Green and Blue (RGB). Red, Green and Blue are the only three on screen colors we can mix to produce on screen graphics. This is why we have Pantone color books because there is no other way of knowing if what we see on screen will be a true representation of what will print on paper as there are different color mixing methods (CMYK vs RGB).


The visual appearance of style of letter characters. For example Times New Roman, Arial or Caslon.

Type Hierarchy
A type system designed to establish the order in which information is received by your audience. This structure/system makes it easier for people to find what they are looking for and navigate content.


White Space
Refers to the area a designer purposefully chooses not to place any images, type or graphics to give readers time to process information and create a nice resting place before absorbing more content.

Word Mark
A text only graphic treatment used to represent your brand. Everlane, Outdoor Voices are two companies that are good examples of this.


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