Print & Website Design Terms Glossary

• Brand Guide: A set of rules and guidelines that define how a company or organization presents its brand to the public. Includes specifications for the logo, colors, typography, imagery, tone of voice, and other design elements.
• Brand Identity: A combination of visual, verbal, and emotional elements that represent a company or product. It includes the logo, colors, typography, imagery, slogans, and other consistent attributes that help distinguish the brand.
• Brandmark: A simple and distinctive visual symbol or logo used to represent a brand or company.
• Icon: A simplified rendering of an object or concept. A logo and an icon are not the same thing.
• Lettermark: A logotype consists for stylized letters.
• Moodboard: A visual tool or collage that consists of a collection of images, colors, textures, patterns, and other visual elements. Used to generate a brand concept.
• Wordmark: A logotype that consists of stylized words.

• Contrast: When visual elements placed close together are noticeably different from each other.
• DPI: The dots per inch.
• Hue: The attribute of a visible light due to which is differentiated from similar to the primary colors.
• Opacity: Refers to how much light passes through an object.
• Saturation: The amount of gray in a color.

• Black: text only documents.
• EPS: A file type used for silk screen printing or embroidery.
• Final Files: These file types include .JPG (web), .PDF (print), and MP4. (animation).
• GIF: A file type that is rasterized to create a basic animation.
• JPG: A file type used for picture images for social media, email, or blog content.
• PDF: A file type used for printing items.
• PNG: A file type is high quality images used for websites.
• Process: Used for screen printing, wide format digital printing, or offset printing.
  
• RGB: Used for designing digital communications for websites or TV.
  
• Spot: Used for various types of printing – less expensive than full color printing.
  
• SVG: A file type used for vector graphics, rendering 2D images on the internet.
  
• TIFF: A file type used to store raster graphics and image information.
  
• Working Files: These file types include .AI (Illustrator), .PSD (Photoshop), .INDD (InDesign), and .AEP (After Effects).
  

• Raster: The types of images that are produced when scanning or photographing an object in pixels.
  
• Resolution: The number of pixels that are displayed per inch for an image.
  
• Vector: The type of images that are made out of math.

• Font (typeface): The collection of letters and symbols.
• Kerning: The spacing in between the letters and symbols
• Leading: The line height or the space between the lines.
• Tracking: The adjustment between groups of letters (words).

The process of creating a unique image and identity for a product, service, or company to distinguish it from competitors.

The strategic process of establishing a distinct and unique place for a brand in the minds of its target audience.

A prompt to encourage users to take a specific action, such as subscribing, downloading, or buying.

Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.

A strategic approach to planning, creating, and managing content that aligns with the goals and objectives of a business or organization.

Content that remains relevant and valuable over an extended period, driving consistent traffic and engagement.

A customer-centric approach that focuses on attracting potential customers through valuable content and experiences.

A visual representation of data or information designed to make complex concepts easily understandable.

A traditional marketing approach where businesses actively reach out to potential customers through advertising and cold calling.

A performance-based marketing strategy where businesses reward affiliates (partners) for driving traffic or sales to their website or products through the affiliate’s marketing efforts.

A metric used to measure the level of interaction and involvement that an audience has with a specific piece of content, such as a social media post or an email campaign.

A word or phrase preceded by the “#” symbol, used to categorize and discover content on social media.

Collaborating with influential individuals on social media to promote products or services.

Monitoring social media platforms for brand mentions, customer feedback, and industry trends.

Analyzing data from social media platforms to assess the effectiveness of marketing efforts.

Measuring interactions (likes, comments, shares) on social media posts to gauge audience interest.

A specific group of people or individuals that a product, service, or message is designed and intended to reach and appeal to.

The percentage of users who click on an ad compared to the total number of impressions.

Additional information added to PPC ads to provide more context and encourage clicks.

The amount an advertiser pays for each click on their ad in a PPC campaign.

The predicted net profit attributed to the entire future relationship with a customer.

The number of times an ad is displayed on a web page.

A hyperlink on a webpage that directs users to another website or web page outside of the current domain.

An advertising model where advertisers pay a fee each time their ad is clicked, often used in search engine advertising.

A digital marketing strategy that involves promoting websites and increasing their visibility on search engine results pages through paid advertisements.