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Design, Web and Print Glossary, Terms, Definitions – S


Sans-Serif – Refers to fonts which don’t have the small extrusions on the letters. Arial is a common sans-serif font.

Saturation – This is the intensity of a colour, the less saturated, the more neutral it becomes, leading to grey.

Serif – Opposite of Sans-Serif. Times New Roman is an example.

Seven Deadly Sins – The sins refer to human weaknesses and are ideal targets that your marketing can aim for. i.e. identify which sins are likely to be relevant to your target audience and explain how your product / service will either resolve or pander to it. The sins – Lust, Gluttony, Greed, Sloth, Wrath, Envy and Pride

SLIP IT – In marketing, an acronym that reminds you that an ad should make the viewer Smile, Laugh, Inform, Provoke, Involve and /or make you Think.

Spot – A single TV advert.

Spot Colour – A pre-mixed ink that is used in a print job. This is done when a very specific colour is required and/or may be difficult to achieve with CMYK colour processes. The finish of a Spot Colour is superior.

Stock – Refers to any pre-made resources not specifically created for the project.

Support Points – Several points or facts that back up a proposition.

Symbol – A type of visual metaphor, usually quite simple. e.g red = danger.

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