Design and Marketing Glossary


This is the part of a lower case letter than extends above the central area of the letters, examples of this are b, d and h.

Account Management
Supporting the client, taking briefs and ensuring the smooth running of a project.

The lining up of elements to achieve balance, order, and a more logical layout. There are also four common types of typographical alignment – center, left, right, and justified, each with their own time and place for application.

A colour scheme built out of three colours that are next to each other on the colour wheel.



Body Copy
The main part of text in your design, the bulk of the text below headings and subheadings.

Bleed is the part of a printed document that is outside the bounds of the final size of the piece. It is used to make sure images and other design elements print all the way to the edge of the paper.

Text that is reused without changes.

A collection of concepts, ideas, and emotions that encapsulate your company’s values and ethos. A brand is a mix of all the fine conceptual details that make up the company, from the content the brand promotes, the way employees talk, the words used, the values upheld, etc.

Bounce Rate
Bounce rate is a term used in web analytics. It refers to the percentage of visitors that land on your site and leave without interacting with any of the content (i.e. single page visits).



CMYK is cyan, magenta, yellow and key. This colour model is used for printed items such as brochures and banners.

Call to Action
Examples of this are call this number or click here. A call to action is what you want your reader to do and is the main purpose of the copy.

To prepare a document for presentation in a printed form. The term copy edit is used to describe the kind of editing in which errors of style, usage, and punctuation are corrected.

Closed up
Punctuation with no space on either side: 3–4 p.m. There is no space between the numbers and the dash.

Content Management System (CMS)
A content management system (CMS) is an application that allows users to create, update and publish content on a website.



This is the part of a lower case letter than extends below the central area of the letters, examples of this are g, j and p.

Dots per inch. This is a measure of spatial printing or video or image scanner dot density, in particular the number of individual dots that can be placed in a line within the span of 1 inch.

Die Cut
This is a finishing process for printed items. It is where areas of the design are cut away to display something below.

This is a finishing process for printed items. It is the process of creating a recessed relief. It could be that a logo is debossed to give a texture.

Display Type
Type that is designed with the objective of attracting attention. Think of movie titles on posters, article titles in magazines, newspaper headlines.



This is a finishing process for printed items. It is the process of creating a raised relief. It could be that a logo is embossed to give a texture.

Encapsulated PostScript is a type of file. They are small files that can be infinitely edited as it they are not pixel-based.

Em Dash
The really long dash. Used either as punctuation instead of commas or parentheses or to indicate interrupted speech.

En Dash
The medium-length dash. Used to form ranges (for e.g page 12–23) or relations (Paris–Berlin).



Foil Blocking
This is a finishing process for printed items. Foil (in a variety of colours) is heat pressed into certain parts of a design to give a shiny finish.

Page number in a typeset text. A drop folio is a page number at the bottom of a page. A blind folio has no page number though the page is counted in the numbering of the text.

One or two lines of copy, such as a chapter title, set at the bottom of each page of a document. Also called running foot.



Grams per square metre, the unit of mesaure for paper weight.

Gatefold Leaflet
A type of leafelt that is folded in such a way that when the recipient opens it, the experience is similar to that of opening a gate.

A gradual change in color from one tone into another. Two common types of gradients are the linear gradient where each color sits on opposite sides of the frame, and a radial gradient where one color sits in the middle, and another at the edge.


The visual arrangement of design elements in a way that signifies importance. Headings, subheadings, captions and body copy are all levels of hierarchy.

One or two lines of copy, such as a chapter title, set at the top of each page of a document.

Headline Style
Capitalisation style for heads or titles of works in which all words are capitalized except articles, coordinating conjunctions, and prepositions. Sometimes prepositions longer than four or five letters are also printed in upper case. Also called UC/lc or title case.



Infographics are graphic visual representations of information, making it easy to understand information quickly.

When a line or a block of text is set further away from the margin than the main text, it is indented.



Justified Text
Text is aligned along the left margin, and letter and word spacing is adjusted so that the text also aligns with the right margin.



The adjustment of space between two characters in your type. It stops letters crashing into each other and gives a more even space between letters.


Leading is the space between lines of text. If the leading is too tight it means the text is very close together or may overlap, this makes it harder to read.

Lorum Ipsum or Latin
This is placeholder text to demonstrate how a design will look when we do not have the final copy. It can also be used to space plan how many words is the optimum for the design.

Two or more letters joined together to form a single character, e.g. æ

Lower Case
Small letters of the alphabet as distinct from capitals (e.g., a, b, c).

The process of using metal plates to press a design into the surface of paper to create dimensional indentations.


This is the space around the edge of a page.

Mock Up
A sample of how a printed document will look. It can also be used to see the paper stock and weight before going into full production.

Master Pages
Within InDesign master pages are templated pages that can be created to appear throughout the document.

A colour scheme built out of only one colour, including lighter and darker tones of that colour.



Negative Space
Also known as white space, it is the area of a design that is free from content.



This is levels of transparency, the lower the opacity, the more transparent an element is. For example, 100% opacity means an object is solid.

The first line of a new paragraph at the foot of a page. Should ideally be moved to the next page to join the rest of the paragraph it belongs to.

Oxford Comma
A comma preceding and or or in a list of items (one, two, and three).



A system for matching colours, used in specifying printing inks.

A version of the document you want to print from the printer to check for errors or typos, the signed off proof is what the final document is printed from.

Proof-reading means examining your text carefully to find and correct typographical errors and mistakes in grammar, style, and spelling.

Pull Quote
A short quote or excerpt pulled from the main text and used as a visual element to help highlight important ideas and draw interest to the piece.

The selection of colours that you choose to use for your design.



RGB is red, green and blue. This colour process is used for digital purposes such as on screen presentations.

This is the amount of detail in an image. The higher the resolution of an image the better. If items are going to print it needs to be higher resolution, ideally 300dpi.

Rule of Thirds
Rule of Thirds is a theory that if you divide your image with two vertical and two horizontal lines, the areas where your lines intersect will become focal points of your design.



Serif Typeface
A serif is a small line attached to the end of a stroke in a letter or symbol. An example font that is serif is Times New Roman.

Sans Serif Typeface
A sans serif font is one that doesn't have lines at the end of a stroke in a letter or symbol. An example font is Calibri.

Let it stand, an instruction to ignore a marked alteration on a printed proof.

Spot UV
Is a printing technique that makes certain areas of a document high-shine and glossy, making any area you wish to stand out against a matt lamination or uncoated paper stock with additional texture.

Saddle Stitching
A form of binding a document. The document must be in multiples of four and is stapled through the centre.

The degree of intensity and vividness of a colour.

Rough drawings of potential design concepts or solutions.

Search engine optimisation is the process of optimising your website to rank highly in the search engine results pages. SEO tactics include creating fresh content on your site, linkbuilding and optimising on-site factors.



Typography is the art and technique of arranging type to make written language legible, readable, and appealing.

Tracking is the space between letters in body copy, loose tracking spreads the letters out more, whilst tight tracking pushes them closer together.

A colour scheme built out of three colours equally spaced around the colour wheel.



Upper Case
Capital letters of the alphabet, as distinct from lower case (e.g., A,B,C).

The margin on the left side of the text is even (aligned) and the margin on the right is uneven (ragged). The lines have different lengths, but the spaces between the words are all the same size. Usually used for online texts (such as this one) and emails, as it is easier to read on screen.



Vector Graphic
A vector graphic is a type of image. Vector files such as AI and EPS can remain editable so you can open them back up in Illustrator and edit any text or other elements within the graphic.



This is where you have one or two words that sit alone on the next line of your copy, it is good practice to tighten your copy to bring this back onto the previous line.

Wire Frame
A wire frame is a basic layout without design elements. It is predominantly used in web design as a way of planning where navigation and content will sit on the page.


In typography, x-height is the distance between the baseline of a line of type and tops of the main body of lower case letters (i.e. excluding ascenders or descenders).

Posted by: Kylie Elson

Date: 8 August 2018

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