Business of Design
A combination of the elements that distinguish one product, entity, person or organization from another. What people say about you when you are not in the room.
Brand
The use of typefaces fonts and letterforms to display written content or to be used as an artistic element.
Typography
This program is used to create vector graphics, such as logos. It produces files with the extension .AI
Adobe Illustrator
Visual hues that create literal or symbolic meaning.
Color
The use of images, text, color and other creative elements to visually solve a problem or communicate a message.
Graphic Design
A visual/written guideline that enforces a brand and give rules and examples on how a brand or design should be properly applied.
Brand Guidelines
Serif
The raster-based program is used for photo editing. Its images are made up of pixels. Its file extension is .PSD.
Photoshop
CMYK
This principle ensures that certain visual elements don't outweigh others, allowing the eye to easily flow through the layout.
Balance
A display of creative work used for the purpose of showcasing a designer's talent.
Portfolio
Letterforms that do not have extended features or lines at the end of their strokes.
Sans Serif
If you wanted to send a digital image online, you would probably send this file.
In Adobe Illustrator, this box refers to the inside of an object or shape.
Fill
This principle uses opposites to provide emphasis and add visual appeal in a design (i.e., black and white).
Contrast
A graphic, mark, emblem or symbol used to promote or represent a brand, company, organization or idea.
Logo
Vertical spacing in a paragraph
Leading
This type of file could be animated.
The intensity of color, expressed as the degree to which it differs from white
Saturation
Unmarked empty space on a page or layout
White space
A blueprint that serves as an outline for the project between the designer and the client. Gives background, target audience, deliverables, roles/responsibilities, timeline and budget.
Creative Brief
Horizontal spacing between letters
Tracking
A measure of pixels inside of a raster image, combined to create the resolution of an image. (Dots per inch)
DPI
This standardized color systems known as the Pantone Matching System is used in printing to ensure consistency.
PMS
Placing priority on elements of a layout, including text, images and graphics. Can be displayed in various ways, through placement, color, size, etc.
Hierarchy