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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R

Radio Button – Thos round selectable buttons that will only allow one to be selected at a time.

Raster – A raster image is one that is made up of pixels. As opposed to vector.

Reductionism – The act of reducing elements of an advert down to the essentials so that the ad still works.

Render / Rendering – Renders are the outputs, such as a video or image from a 3D modelling package, or a video from a video production package. This can be a lengthy process depending on the project and the machine that is doing the rendering.

RGB – The colour mode that colour electronic displays use.

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Q

Quark – A page layout / desktop publishing package. Lesser used now in favour of InDesign.

QuickTime – A media player and media codec used to display content on the web.

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P

PDF – Portable Document Format. A common and versatile file format for sharing documents and sending print-ready artwork to printers.

PHP (Hypertext Pre-Processor) – A scripting language which resides on the servers where a website is held. PHP carries out all its work on the server and then generates HTML which it then presents to the web browser.

Pixel – The basic parts that make up a raster image, such as a photograph. The image is made up of a number of pixels.

Pixilation – This occurs when the DPI (dots-per-inch) is too low. Often seen when an image pulled from the web has been printed out.

Plug-In – Additional add-ons that can be applied to a piece of software, such as extensions for web browsers or WordPress.

PNG – An ideal image format for preparing images for the web. It’s lossless and it also supports alpha transparency.

Printer Spread – The order in which a printing company differs from how they are finally presented when printed and bound. A Printer Spread is the name for this layout which is usually all the pages printed on one large sheet which is then cropped.

Problem – This word is used to describe the issues facing your customers or reason behind a project. By defining it as a problem you start to look for solutions.

Proposition – That is the promise that your product / service makes.

Prototype – An advanced mock-up of a project, usually more tangible. For instance, for a web project, several working web pages might be created.

Push It – A phrase used in the design / marketing industry to encourage a project to be reworked.

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O

Opt-In – A marketing term where the recipient of the communication has specifically given authorisation to receive it.

Opt-Out – The opposite, where recipient is deemed to have agreed to accept marketing communications unless they explicitly say otherwise. E.g. ‘If you would prefer not to receive such communications then please tick the box.’

Outline – Either the outline of a shape, or a method of converting text within a document to outlines prior to printing to avoid issues which may arise due to missing fonts.

Overnight-Test – The process of leaving a project that you’ve been working on too long so that you can no longer “see the woods for the trees”. Coming back to the project after a break lets you see it how it really is.

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N

Negative Space – Although the term seems to be used interchangeably with ‘white space’, there is a difference between the two. Negative space, simply described, is the absence or removal of an element, or part of an element, thereby changing its meaning.

Neon Glow – An effect applied to text which replicates a neon sign.

Nod-Factor – The physical response to a presenter that clearly communicates a positive reaction.

Noise – Noise refers to the grain and ‘fuzz’ that can appear in photographs, video and scanned images. Noise usually occurs when shooting in low-light conditions, or when using poor quality equipment.

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M

Mandatories – A list of what should be included/excluded from a project.

Meta-Tag – HTML tags that contain data about the web page, such as keywords, author etc.

Mock-Up – Usually a rough approximation of what the final product might look like. Even if it’s for an interactive project such as a website, a mock-up is often a flat, static image which gives the look and feel of the finished site.

Mnemonic – Something which is used to help consumers recall your product. These can be either visual or audible, and often a combination of the two.

Mood Board – A mood board is a rough collection of images, texture and colour swatches etc. which are compiled to give an impression or feeling of a project. They are useful as they can be made quickly and help convey ideas to clients.

Mouse-Over – An effect where a link or graphic on a webpage will change when the user positions the mouse over it.

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F

Fast Colour – Inks which are designed to retain their vibrancy as the product is repeatedly used and washed.

File Type – The type of digital file, identified by its suffix. e.g. .pdf, .eps, .doc.

Finish – (1) The surface of a certain paper, defined by the characteristics of the surface. (2) A broad term applied to cover the multitude of port-print operations that can be undertaken, for instance trimming and binding.

Flash – A technology that provides enhanced interactivity predominately on websites, but can be included as part of other mediums, such as video games. However its use is diminishing as newer technologies appear.

Font – The term given to a complete collection of letters, symbols, characters of a given typeface.

Form – Applies to areas on websites where the user will input data. Login forms and contact forms for example.

Frame (animation) – A frame is a single image, one of many that makes up an animation or video.

Frame (web) – A defined area on a webpage that is used to break the page up into separate sections.

FTP (File Transfer Protocol) – The method by which a server is accessed to allow files to be uploaded/downloaded.

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E

Emboss – To press an image into paper using a tool so that a relief of it is left behind, raised from the surface. The opposite of deboss.

EPS (Encapsulated PostScript) – A common vector-based file, often supplied to printers. If you have a logo created it will also usually be supplied in this format.

Exaggeration – In advertising, exaggerating the benefit which is based on a truth.

Execution – Carrying out and completing a project.

Export – A term given to the method of exporting a file from a piece of software. Exporting is usually done to provide a file for a particular purpose, such as files for use on the web, PDFs etc.

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D

Deboss – To press an image into paper so that it id indented. The opposite of emboss where the impression is made towards you.

Deckle Edge – A roughly finished edge on a piece of paper.

Development – Generally refers to websites; the actual building of the site, writing code and implementing the different technologies.

DHTML – Dynamic Hypertext Mark-up Language, an extension of HTML. It allows webpages to react dynamically to users input.

Die – A dies is a tool used for cutting, scoring, stamping, embossing and debossing in to or on to paper.

Die Cut – The method of cutting irregular shapes into a material using a die.

Direct Visual – Any visual that directly relates to the headline.

Dithered / Dithering – This is a method of displaying full-colour images on a display which has a reduced colour palette (e.g. 256). Patterns of approximate colours are created to give the illusion of being full-colour. Lesser-used now, but can still be seen in some web graphics where it has been used to keep the file size small.

Don’t Tell, Show – Adage for using images to demonstrate a point instead of words.

Dot Gain – When using a halftone printing method the dots can print larger on the paper when they are on the printing plate.

Dot Size – The size of the dots used in halftone printing.

Double Meaning – Using headlines or taglines with double meanings can be powerful when used correctly. e.g. “Labour isn’t working.”.

DPI – Dots-per-inch, the number of dots that make up a printed image, generally this is 300dpi for print, though higher DPIs are also used. DPI is also (though technically incorrectly) used to refer to video displays too (see PPI). Screen displays have a lower DPI than print, hence images pulled from the web generally look blocky and of poor quality when printed as they are usually produced at 72dpi. Note however that most displays use 96dpi.

Drop-Down – A menu type found on web pages. When the users clicks or moves the mouse over the menu, a drop-down appears, presenting the user with the options.

Drop-Shadow – A technique of giving a page element, such as text or an image, a fake shadow behind it to give the illusion of depth.

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