10 Graphic Design Terms Made Simple


10 Graphic Design Terms Made Simple

If you’re relatively new to the world of graphic design, words like Pantone, raster and vector images probably sound a little intimidating. Don’t panic – we were once where you are, too. That’s why we’re breaking down 10 of the most common terms for you!

1. Typography
The art of arranging typefaces (fonts) in a way that is legible and visually appealing. This involves choosing things like font size, line spacing, and kerning, which is adjusting the space between each letter.

2. Palette
Whenever our graphic designers begin work on a project, they’ll carefully select a number of colours to stick to, after thorough client and industry research.

3. Pantone
The Pantone Matching System is basically a gigantic encyclopedia of every shade of colour under the sun. Each Pantone shade is labelled, which makes it super easy for us to identify and choose our colours precisely.

4. Colour Theory
Colour theory is the study of how different colours can evoke subconscious emotions in the human brain. For example, red, yellow and orange are thought to stimulate hunger and excitement, which is why most fast food franchises use them in their logos.

5. Brand Identity
A visual representation of a brand’s history, philopshopy, values and ideals. A brand or corporate identity includes assets like a logo, business cards, letterheads, email signatures, and stationery design. When done well, it’s the perfect way to leave a lasting and memorable impression on your audience.

6. Foil Stamping
The application of metallic foil to parts of a design to give it the look of gold leaf. This can really give printed materials like business cards and brochures  that extra special something.

7. Lorem Ipsum
Lorem Ipsum is placeholder or filler text, used to allow viewers to focus on visual aspects such as layout, font and typography. Chances are you’ve already seen this text on an unfinished website!

8. Raster and vector images
Digital images come in two distinct forms. If you’ve ever tried to enlarge a photo only to find that it looks blurry, that’s a raster image. If you’ve saved a file as .jpeg or .gif, chances are that’s a raster image too. They don’t leave much room for manipulation without sacrificing the overall quality of the image. They’re made up of individual pixels, so when you try to resize them they end up looking pixelated because all you’re really doing is taking each pixel and making it bigger.

A vector image, on the other hand, is comprised of points connected along a curve. The relationship between the points is what contains the visual information, instead of the points themselves. This means you can expand the image to infinite size without losing resolution. We’ll often use vector images for creating logos and graphics for use across a range of outputs.

9. Negative space
Negative or white space refers to areas in a design that are not filled with content. Using negative space keeps things simple and clean, and allows our designs to really speak for themselves.

10. Hero image
To put it simply, when you go to a website, open an email newsletter, or look at a poster, a hero image is that big picture in the middle of everything else. It’s almost always the first thing a user’s eye is drawn to, so it needs to reflect the core message of the material it’s contained in.