Graphic design doesn’t have to be scary. Understanding the lingo can make it less intimidating—plus it makes the process of working with a designer smoother and more productive. Here’s part 1 of your A-Z guide to graphic design.
A is for alignment
Alignment is the positioning of text, images or design elements in a layout.
Items can be left-aligned (also called flush left), right-aligned (flush right), centered or justified (when text aligns on both left and right edges).
TIP: Justified text can cause strange gaps, so extra attention must be given to line breaks and spacing.
B is for bleed
If a design prints to the edge of the paper, it must be extended slightly past the page—this is called bleed.
TIP: A standard bleed is 1/8–¼” past the actual page size (also called trim size) but varies by print vendor.
C is for color
Designers use a variety of color systems, based on the project’s needs and goals.
CMYK is a system in which colors are created using a combination of cyan (C), magenta (M), yellow (Y) and black (K) inks. CMYK is also referred to as four-color process printing.
PMS (Pantone Matching System) is a standardized system in which each ink color is assigned a number, i.e. PMS 179. This allows print vendors to assure color accuracy.
RGB (red, green, blue) is a system used by computer monitors and video screens. RGB colors are difficult to match as brightness and quality can vary by monitor.
Hex is a six-digit system used for web applications (i.e. HTML and CSS). Colors are specified like this: #CD5C5C.
D is for DPI
DPI (or dots per inch) is how designers measure the resolution of a printed digital image. The higher the DPI, the higher the detail and quality of an image. For most print projects, 300 DPI is optimal.
TIP: This also means that you can’t “size up” or take an image of lower quality, say 150 DPI, and make it 300 DPI. (Note: vector images don’t apply to these rules as they can be enlarged without losing quality.)
E is for EPS
Navigating the various file formats designs use can be confusing. Here’s a quick primer.
EPS (vector): A fully-scalable file format, which means quality and resolution are not lost when scaling up. This type of file is generally used for logos or other artwork that will be reproduced in print.
TIF: The standard format used for high-resolution, detailed images that will be placed in a layout program.
JPG: A compressed image file format, mainly used for desktop printing and web/online graphics. It does not support transparent backgrounds.
PNG: A low-resolution image format used for web or social media graphics, as well as PowerPoint/Word files. Images can have a transparent background.
GIF: A low-resolution image format mainly used for web or email.
PDF: A file format that embeds fonts, images and design. Used often for design proofs or forms (fillable form fields can be created). Print vendors will also accept high-resolution PDF files for print projects.
F is for fold
Choosing a fold is an important part of the design process. Below are some of the most common folds:
• Half-fold (or single fold)
• Roll fold
• Trifold
• Gate fold
• Z-Fold (or accordion fold)
See an illustration of these folds here.
G is for gutter
The gutter is the space created by the binding of a book or magazine. It is the inside margins of the left and right pages, or blank space between two facing pages.
TIP: Depending on the type of binding, the gutter measurement may need to be increased as the viewing area can be reduced by the curvature of the pages.
H is for hierarchy
An important principle of graphic design is visual hierarchy. It communicates to the viewer the importance of each element in relation to the rest. Elements with more importance are made bolder in size, weight or color. Items are also arranged on the page according to their importance to the reader or viewer.
I is for indicia
An indicia is an imprint on a mailpiece that is used instead of a stamp, indicating that postage has been paid.
TIP: Many print vendors handle this as part of their mailing and fulfillment services.
J is for juxtaposition
Juxtaposition is the art of placing design elements close to each other with the intention of creating visual interest or contrast. The design elements may be similar to each other or jarringly different. The goal is to create a situation that will draw in and engage the viewer.
K is for kerning
Kerning refers to the space between characters (letters, numbers, etc.) as well as the process of adjusting that space to make words more legible or pleasing to the eye. Most fonts require at least some kerning to avoid awkward gaps or spaces. These gaps are more apparent in larger text such as headlines.
TIP: Kerning is more art than science. A designer usually adjusts a word’s kerning by sight rather than specific measurements. #Design #Kerning #SmallBusiness #GraphicDesign Share on XL is for leading
Leading is a typesetting term that refers to the vertical space between lines of text. Leading is measured from baseline (the line the text rests upon) to baseline and is calculated in points, i.e. 12 point leading. Leading is used to avoid letterforms from touching and to make text more legible, especially in large blocks of type. The term leading comes from the early days of metal typesetting when small strips of lead were inserted between lines of type.
M is for monochrome
Monochrome refers to a design that only uses one color, or shades of one color. A grayscale (or black-and-white) design is considered monochrome, as well as a design printed using one Pantone color (see example above).
HINT: Monochrome designs are sometimes chosen to keep printing costs down as only one ink color (and related printing plate) is required.
Stay tuned for part 2 of the A to Z of Design (for the Non-Designer)
This article was adapted from the blog series A to Z of Design
ABOUT THE AUTHOR
Lidia Varesco Racoma
Lidia Varesco Racoma of Lidia Varesco Design in Chicago helps organizations and entrepreneurs share their message through branding and marketing design. Follow her on Facebook or Twitter for quick branding and marketing tips