Do you need to catch up on the lingo?

There are some things we say here in the shop that you might hear about the design process, but not quite understand. We are always here to help!

The Process

Wire frame: A basic layout that doesn’t have design elements.

Comps: The next creative step, usually when the design goes digital.

Prototype: A later stage.

The Look

Bleed: Allowing a design to go beyond the edge of the pages.

Grid: Used in print and digital to help align elements to create consistency.

White Space: The area left empty to bring focus to other elements on the page.

Gradient: Fading from one color to another or from opaque to transparent.

Padding: The space between a border and the object inside of it.

Margin: The space between a border and the objects outside of it.


JPEG: Joint Photographic Experts Group. Good for image with gradients.

PSD: Photoshop Document. Format of files that come straight from Photoshop.

PDF: Portable Document Format. Good for sending materials to be printed.

PNG: Portable Network Graphic. Supports transparency. Good for the web.

EPS: Encapsulated Postscript. File extension for a graphics file format used in vector-based images in Adobe Illustrator.

SVG: Scalable Vector Graphics. XML-based vector image format for two-dimensional graphics with support for interactivity and animation

The Letters

Leading: The way lines of text are spaced vertically- also known as – line height.

Kerning: Adjusting the space between characters in a word.

Typography: The art of arranging type elements in a n attractive way.

Font: A collection of characters, punctuation marks, numbers, and symbols.

The Web

Below the Fold: The area of the web page that a user must scroll to see.

Responsive: A web design that adjust the layout for different screen sizes.

Resolution: The number of dots per inch; 72 dpi for web and 300 dpi for print.

Web Colors: Colors used on the web, represented by a 6-digit hexadecimal code.

Web Safe Fonts: Fonts that most users likely have. ie. Aerial, Georgia, and Times New Roman.


CMYK: The four inks used in some color printing: cyan, magenta, yellow, and key (black).

RGB: An additive color model in which red, green and blue light are added together in various ways to reproduce a broad array of colors. Used for screens.

DPI/PPI: DPI (dots per inch) and PPI (pixels per inch) both describe the resolution (or clarity) of an image.

UI: User interface design is a craft that involves building an essential part of the user experience; users are very swift to judge designs on usability and likability.

UX:User experience design is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product. 


We hope this helped. If you have any questions or would like more information on a specific topic, let us know! Call us today at 316.264.7446!