Design Terms

Assymetry
Deliberate imbalance to generate stress, energy or tension.

Balance
The arrangement of elements in a visual field that produces a sense of order and stability.

Bleed or Bleeding Edge
When a page or a cover design extends to and off the edge of the paper it is called a "bleed". In print design, the artwork or block of color must extend off the edge of the page. The artwork or block of color is then printed on larger-size paper. Then the printed page is trimmed to the desired size.

Comp
(Comprehensive layout) A layout or dummy that is carefully drawn or proofed to size showing all elements in correct size and position. Rendered to present a close approximation of the finished printed piece.

Composition
(Layout) The arrangement of elements in a visual field so as to please the eye to obtain an intended effect.

Contrast
A relationship difference between two visual elements to generate emphasis, to distinguish and separate.

Dummy
A prototype that shows how a three-dimensional object, such as a book or package, will look by using the proposed materials, but not necessarily showing all the graphics.

Dummy text
“Nonsense” text, sometimes in Latin, used in a comp to represent areas of text. This is used so that the viewer can concentrate on the creative visuals rather than getting distracted by words and content.

Embossing
The creation of a raised, three dimensional area on a printed sheet. The effect can also be simulated using graphics software such as Photoshop.

Flush
Even, or aligned, on one edge. This term can be applied to the alignment of an element in design.

Format
A design area of uninterrupted space defined by edges. Term used to describe the appearance and style of an illustration or page layout. For example, a horizontal format is one in which the width is greater than the height.

Grid
A planned architecture of space and elements on a page.

Hierarchy
Manipulating the viewer by emphasizing design elements and content in order of importance.

Logo
A trademark or signature of a company or product.

Layout
A drawing, sketch or plan of a piece, page or advertisement showing all elements in position, a blueprint.

Illustration
An image that has been drawn or painted, as opposed to photographed.

Masthead
Usually refers to the title or name of piece that appears at the top of the page.

Mounting
A method of presenting visuals, or comps, using a board or paper as backing.

Print
Any design project that will be printed on paper. Includes brochures, advertisements, direct mail, identity systems etc. Does not include multimedia or web projects.

Royalty-free
Stock photos and images that are sold for a single standard fee. These can be used repeatedly by the purchaser only, but the company that sold the images usually still owns all the rights to it.

Sans Serif
A style of typeface that means "without feet." Common sans serif typefaces include Arial, Helvetica, AvantGarde and Verdana.

Serif
A style of typeface that has "little feet." Common serif typefaces include Times Roman, Garamond, and Palatino.

Specs
Itemized list of specifications or detailed instructions for each part of a project. Can include color, size, typeface, paper, image size, etc.

Spread
A term that refers to two facing pages in a publication.

Storyboard
Used to show how a film sequence will look by using a series of illustrations rather like a comic strip.

Template
A page with preprinted images used as an aid for creating multiple pages having the same look.

Thumbnails
Very rough, small and quick initial sketches. Used to work out an idea before execution.

Tone
The voice of the visual language that reveals the clients attitude towards the audience and the subject.

Vector Graphics
A mathematically calculated method of plotting accurate lines and curves. Unlike bitmap images, it is resolution independent and allows graphics images to be enlarged to any size, without any loss of quality. Programs such as Adobe Illustrator, Macromedia Freehand, Flash and CorelDraw all use vector graphics formats to save files in, such as .EPS SWF and various CAD file formats.

White Space
Often referred to as negative space. It is that portion of a page left unmarked: the space between graphics, margins, gutters, space between columns, space between lines of type or figures and objects drawn or depicted. White space should not be considered merely 'blank' space - it is an important element of design which enables the objects in it to exist at all, the balance between positive (or none-white) and the use of negative spaces is key to aesthetic composition.