[ Resources ]
Design and marketing glossary
Plain-language definitions of the terms you will hear when working on branding, print, websites and marketing.
A
- A/B TestingMarketing
- Showing two versions of an ad, email or page to similar audiences to see which one performs better. It replaces guesswork with evidence before you spend more.
B
- BleedGraphic design
- Extra artwork that extends past the trim edge of a printed piece, usually 0.125 inches. It prevents thin white edges when the printer cuts the paper.
- Brand GuidelinesBranding
- A document that explains how to use a logo, colours, fonts, imagery and tone of voice. It keeps every team member and supplier producing work that looks like the same company.
- Brand IdentityBranding
- The visible parts of a brand: logo, colour palette, typography, imagery and design style. It is how people recognize a business before they read a word.
- Brand PositioningBranding
- The specific place a business wants to hold in a customer's mind compared with competitors. Good positioning makes it clear who you serve and why you are the better choice.
C
- Call to Action (CTA)Marketing
- A short prompt that tells someone what to do next, such as Book a call or Get a quote. Every page, ad and email should have one clear CTA.
- CMYKGraphic design
- The four ink colours used in printing: cyan, magenta, yellow and key (black). Files headed to a printer are usually set up in CMYK rather than RGB.
- Conversion RateMarketing
- The percentage of visitors who take a desired action, such as sending an enquiry. It shows how well a website or campaign turns attention into results.
- Core Web VitalsWeb and SEO
- Google's measurements of how fast a page loads, how quickly it responds and how stable it looks while loading. Strong scores support both search rankings and user experience.
- Creative DirectionBranding
- Setting and guiding the overall look, message and quality of creative work across a project or campaign. It keeps designers, writers and video teams moving toward one idea.
- Customer JourneyMarketing
- The steps a person takes from first hearing about a business to buying and returning. Mapping it shows where marketing should help people move forward.
F
- Fractional CMOMarketing
- A senior marketing leader who works part time for a company instead of as a full-time hire. It gives growing businesses strategy and leadership at a fraction of the cost.
G
- Google Business ProfileWeb and SEO
- The free listing that shows a business on Google Maps and in local search results, with hours, photos and reviews. It is one of the most important tools for local visibility.
H
- HierarchyGraphic design
- Arranging elements by size, weight, colour and placement so people notice the most important information first. Clear hierarchy makes designs easy to scan.
K
- KerningGraphic design
- Adjusting the space between two specific letters so a word looks evenly spaced. It matters most in logos, headlines and signage.
L
- Landing PageWeb and SEO
- A focused web page built for one goal, often the destination of an ad or email. Removing distractions usually improves conversions.
- Lead GenerationMarketing
- Attracting people who are interested in what you offer and collecting their contact details so you can follow up. Forms, calls and booked consultations are common leads.
- Local SEOWeb and SEO
- Improving how a business appears in searches with local intent, such as graphic designer Halifax. It combines a strong Google Business Profile, reviews and location-relevant website content.
- Logo LockupBranding
- A fixed arrangement of a logo symbol and wordmark, such as horizontal or stacked. Having approved lockups keeps the logo consistent in every space.
M
- Meta DescriptionWeb and SEO
- The short summary of a page that often appears under its title in search results. A clear one encourages people to click.
- Mood BoardGraphic design
- A collection of images, colours, textures and type that sets the visual direction before design begins. It helps everyone agree on a feeling early.
P
- Pantone (PMS)Graphic design
- A standardized colour matching system used so a specific colour prints the same way everywhere. It is common for logos, signage and merchandise.
R
- Resolution (DPI and PPI)Graphic design
- The amount of detail in an image, measured in dots or pixels per inch. Print usually needs 300 DPI, while screens need far less.
- Responsive DesignWeb and SEO
- Building a website so it adjusts its layout to fit phones, tablets and desktops. Most website visits now happen on phones, so this is essential.
- RetargetingMarketing
- Showing ads to people who have already visited your website or engaged with your brand. It reminds warm prospects to come back.
- RGBGraphic design
- The red, green and blue light colours used by screens. Digital designs use RGB, while printed pieces use CMYK.
S
- SEO (Search Engine Optimization)Web and SEO
- Improving a website so it appears higher in unpaid search results. It covers content, technical setup, speed and the links pointing to the site.
- Style TileBranding
- A single sheet showing fonts, colours, buttons and imagery for a website before full pages are designed. It is faster to review than a complete mockup.
T
- Target AudienceMarketing
- The specific group of people a business most wants to reach. Defining it shapes the message, the design style and where you advertise.
- Tone of VoiceBranding
- The consistent personality a brand uses in its writing, from friendly and casual to formal and technical. It makes a brand sound recognizable.
- TypographyGraphic design
- The style, arrangement and spacing of type. Good typography makes text readable and gives a brand much of its character.
U
- UX (User Experience)Web and SEO
- How easy and pleasant it is for someone to use a website or product. Good UX helps visitors find what they need and take action.
V
- VectorGraphic design
- Artwork built from mathematical paths, so it can scale to any size without losing quality. Logos should always exist as vector files such as SVG, AI or EPS.
W
- White SpaceGraphic design
- The empty space around and between elements in a design. It improves readability and makes a layout feel calm and premium.
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