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Take a look at these design terms.

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Here are the most important descriptive design words you should know:

Design

composition, balance, proximity, alignment, repetition, contrast, white space, hierarchy

Photography & artwork 

resolution, DPI, PPI, bleed, trim, pixels, crop, stock photo

Typography

serif, sans serif, script, ascender, baseline, descender, kerning, leading, tracking, weight

Color

hue, tint, tone, shade, saturation, monochromatic, analogous, complementary, triadic, opacity, CMYK, RGB

Website elements

header, navigation bar, breadcrumb trail, landing page, HTML, user interface, wireframe

File formats

AI, EPS, PDF, GIF, JPEG, PNG, PSD, TIFF

Logo types

abstract mark, emblem, lettermark, pictorial mark, mascot, wordmark

Design

• Composition and layout

1. Composition is the arrangement of design elements that form a whole image. A successful composition attracts the viewer and guides their eye across the design.
2. In visual art, you might hear this referred to as “form.” In graphic design, it’s often called layout.
3. Composition is made up of a number of different visual design elements, including balance, proximity, alignment, repetition, contrast and white space.

• Balance

1. In design, balance involves the placement of elements on the page so that the text and graphic elements are evenly distributed. There are three ways to achieve balance: symmetrically, asymmetrically and radially.

• Symmetrical

1. Symmetry is achieved when all design elements are equal on both sides of a central line

• Asymmetrical

1. When graphics and text are not equal on both sides of a central line, a design is said to be asymmetrical. In the example above, there is still balance, but there are graphics on one side and text on the other

• Radial

1. A radial design is one in which elements radiate from a central point, creating balance.

• Proximity

1. The way in which design elements are grouped or spaced on a page is called proximity. Great design groups like elements together.

• Alignment

1. Alignment is the position of text or graphics, whether left, right, centered or full justified..

• Repetition

1. To maintain a unified look, designers repeat elements throughout a design.

• Contrast

1. Contrast is achieved by including elements within the design that look measurably different from one another.
2. A designer may use color, shape, texture, size or typeface to create contrast.

• White space

1. White space—sometimes called negative space—is the part of the design that is unmarked by imagery or text.

• Rule of thirds

1. The rule of thirds is a technique that designers use to determine focal point.
2. Using a grid of three rows and columns, focal points are indicated where the lines converge.
3. Designers use this as a guide to determine where to place important elements in their design.

• Grid

1. A grid is a series of intersecting vertical, horizontal, angular or curved lines used to organize graphic elements on a page, as well as in relation to one another.

• Hierarchy

1. In design, hierarchy is the organization of elements by level of importance. Newspapers, magazine spreads and movie posters are good examples of the use of design hierarchy. Headlines are usually placed at the top, while subheads and body copy fall underneath.

• Scale

1. Scale is the size of an object in relation to another object (not that thing in your bathroom that you curse at each morning). Scale can be used to create interest and grab a viewer’s attention.

• Thumbnail sketch

1. When conceptualizing, a designer will often create small, rough drawings—thumbnail sketches—to explore many ideas.

• Mock-up

1. A mock-up is a real or digital model used to test early design ideas and see how they could look in the real world.

Photography  & Artwork

Resolution

The detail of an image based on the number of pixels is known as resolution. An image looks clearer when it has a higher resolution.

DPI

DPI stands for “dots per inch,” which is a measure of a printer’s quality. For high-quality printing, 300dpi is recommended. For example, a 300dpi image at 1200×1800 pixels will become as a 4×6 inch print.

PPI

PPI stands for “pixels per inch,” which is a measure of pixel density used by electronic image devices. You’ll likely see this used with scanners, cameras, TVs or monitors.

Bleed

Sounds pretty gruesome, but bleed is when a design actually extends past its printed edge so there’s no chance of white borders when it’s trimmed down after printing.

Trim

Trim size is the final size of a printed piece after it has been trimmed from its page. Trimming is executed along crop marks that show where to cut.

Pixels

Pixels are square-shaped dots that make a digital raster image .The more pixels an image has, the higher its resolution.

Crop

A designer can cut out or crop unnecessary parts of an image to improve framing, highlight a specific subject or alter the image’s aspect ratio.

Photo/art

Photos and art are licensed images created by a third party. Using stock images saves on the cost of a having a professional photo shoot. Check out some of our favorite places to get good, free stock imagery.

Typography

Font types

Most fonts fall into one of four different font types.

Serif

Serifs are the small lines and hooks at the end of the strokes in some letters.

Sans serif

Sans means “without.” A sans serif font has no serifs.

Script

Script typefaces use a flowing, cursive stroke.

Slab serif

Slab serif is distinguished by thick, block-like serifs.

Components of type

All fonts are made of the same basic components.

Ascender

An ascender is the part of a lowercase letter that rises above the main body of the letter. Think “b” or “h.”

Baseline

All font characters sit on the baseline, the lowest point of all uppercase letters and most lowercase letters.

Descender

A descender is the part of a lowercase letter that descends below the main body of the letter. Think “g” or “p.”

Median/x-height

The median or x-height is where most lower-case letters should reach their maximum height. It is set from the height of the x in a font.

Font spacing

The vertical and horizontal spacing of a font is often altered to change its appearance.

Kerning

Kerning is the adjustment of space between pairs of letters in the same word. Certain pairs of letters create awkward spaces, and kerning adds or subtracts space between them to create more visually appealing and readable text.

Leading

Pronounced “ledding,” leading (also known as line-height) is the space between two lines of text.

Tracking

Not to be confused with kerning, tracking is the adjustment of space for groups of letters and entire blocks of text. Tracking affects every character in the selected text and is used to change its overall appearance.

Font case

Typically, characters are available in two forms.

Uppercase

The large, capital letters of a typeface are uppercase. They’re also used by your mom to accidentally YELL AT YOU WHEN SHE TEXTS YOU.

Lowercase

Lowercase refers to the small letters of a typeface.

Small caps

Small caps—or small capitals—are uppercase characters that are the same height as lowercase letters. They are used to prevent capitalized words from appearing too large on the page. Want an example? Open just about any book and look at the opening words of a chapter.

Font style

Beyond spacing and case, fonts can also be altered by scale, weight and style.

Point size

Point size is the size of text. There are approximately 72.272 points in one inch.

Font weight

Font weight specifies the boldness of a font.

Italics

When characters slope to the right, they’re in italics, a visual technique used to draw attention to specific words or sentences within a paragraph.

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