Design jargon is a big barrier to working with a designer! It can feel scary and intimidating and like you can’t fully explain what you want and have the designer tell you what they’ll do for you. Not being able to speak the same language shouldn’t be a reason for you to have a so-so brand. So I’ve broken down some common design terms you may hear some designers say to help you speak the same language!
Call to Action (CTA)
A call to action (CTA) “tells” your customers what to do after they see your brand. This is an element in a design that prompts the user to take a specific action, such as “Buy Now” or “Learn More.”
Typography
Let’s start with the basics – typography. This refers to the art and technique of arranging type to make written language legible, readable, and appealing. From fonts to letter spacing to line length, typography plays a crucial role in shaping the look and feel of your design.
Kerning
Ever notice those tiny spaces between letters? That’s kerning – the process of adjusting the spacing between characters to achieve a visually pleasing result. Proper kerning ensures that your text is easy to read and aesthetically pleasing to the eye.
RGB vs. CMYK
When it comes to color, there are two main color modes that are used – RGB and CMYK. RGB (Red, Green, Blue) is used for digital design, while CMYK (Cyan, Magenta, Yellow, Black) is used for print design. You really don’t need to know more than that, but a designer will choose the one that’s best so you can have consistency in your brand colors no matter where the visuals appear.
Vector Graphics
You may hear the design jargon of “vectors,” too. Vector graphics are made up of paths – mathematical equations that define shapes and lines. This makes them infinitely scalable without losing quality, which means that often logos, icons, and illustrations are done in this vector format.
White Space
Also known as negative space, white space refers to the empty space between elements in a design. White space is actually a crucial design element that helps improve readability, focus attention, and create a sense of balance and harmony.
Responsive Design
If you have gone to a website on your phone and had to squint or zoom all around to read it, it’s an example of not using responsive design! This describes a web design that adapts its layout to different screen sizes, ensuring a positive user experience on all devices.
Mockup
A mockup is a realistic representation of how a design will look once it’s implemented. It’s often used to present design concepts to clients as it isn’t a “final” design file, it’s just going to give you something to respond to to say whether you like it or not.
I hope you feel empowered to speak “designer” and understand some common design jargon you may hear, especially if you’re speaking with an agency to create your branding for you. What terms would you like to have me clarify for you next?
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