image via mindgruve.com
Understanding what your designer is talking about.
It's important to have a basic understanding of some common terms and phrases when speaking to a graphic designer. We have compiled a list of some of the most commonly used terms which clients often get confused or are unclear about. Understanding these will go a long way to helping you understand the processes and principals behind what your designer is doing for your project and more imporantly, why they are doing them.
Lorem Ipsum
Lorem Ipsum is a form of dummy text which is generated automatically in order to fill space in projects so both the client and designer can see where text blocks and content will go before adding in the proper copy.
White Space
Often referred to as negative space, it is the portion of a page or screen left without content around a particular object. It is often used as a way to focus attention on certain objects, images or text and a way to dnclutter and simplify a design.
Brandmark (Logo)
Simply put, a Brandmark is a symbol or logo used in order to represent or recognise a product. Think the Nike tick or the Apple symbol.
Logotype
A Logo type are the words or name of a business or brand which are designed in a customised way. Think Coca Cola or Google.
Brand Identity
Brand Identity is in essence, how you want customers or people to perceive your business
Brand Image
Brand Image is how customers actually view your business.
Stock Photos
If you wither don't have access to a photographer or don't have any images to use yourself, then there are large collections of professionally taken stock images online which you can use. Some are free, others need to be bought. It's important to remember to check both the license and the attribution before using an image online - you can't simply google image search and use any photo you wish.
Colour Theory
There are certain ways to use colours. Some colours are complimentary and others simply will not work with each other. To gain a basic understanding and why your designer is reluctant to use bright yellow text on a bright green background, see basic colour theory.
Font vs Typeface
A typeface is a family of fonts which is made up of different fonts like light, bold, extra bold etc.
Helvetica is a typeface. Helvetica light and Helvetica Bold are fonts.
