Glossary,the words of design made clear.
The terms of UX/UI design, branding, packaging, advertising, social media and AI explained in brief and, where we can, shown on our own work.
A
- A/B test An A/B test compares two versions on real visitors, for example two ad texts or two page headlines, to find out which one brings more results. Read it →
- Accessibility Accessibility means that people with disabilities or people using assistive tools can use a website without difficulty. Read it →
- AI review AI review is an expert review of a website or brand identity made with AI, showing what is worth fixing before your visitors see it. Read it →
B
- Bleed and crop marks Bleed is the strip up to which the artwork has to extend beyond the cutting line, and crop marks show the printer where to trim the print to size. Read it →
- Brand guidelines Brand guidelines are the user manual of your brand, describing how to apply the logo, the colours, the type and the other elements of the identity. Read it →
- Brand identity A brand identity is the complete visual system of a brand, from the logo through colours and type to the imagery, with rules on how to use them. Read it →
C
- Carousel post A carousel post is a post made of several images or slides that followers swipe through sideways, unfolding a topic step by step. Read it →
- Clickable prototype A clickable prototype is a working model of the planned website or app in which you can click through the main journeys before anyone starts coding. Read it →
- CMYK, RGB and Pantone CMYK is the colour system of print, RGB the colour system of screens, and Pantone a standard colour catalogue with which a colour prints the same everywhere. Read it →
- Content plan A content plan is a calendar put together in advance of when and on which channel each post appears, together with its text and visuals. Read it →
- Conversion A conversion is the step in which a visitor does what you want the page to achieve, for example makes a purchase or requests a quote. Read it →
- CTA A CTA (call to action) is the button or prompt that tells the visitor what the next step is, for example to request a quote. Read it →
D
- Design system A design system is the set of shared building blocks of a product, from colours through buttons to whole components, with rules about when to use what. Read it →
- Dieline A dieline is the flat layout of a package that shows the cutting, folding and gluing lines, and the packaging artwork is placed on it. Read it →
F
L
- Landing page A landing page is a standalone page made for a single goal, where visitors usually arrive from an ad and which guides them towards one specific step. Read it →
- Logo variations Logo variations are different forms of the same mark, horizontal and vertical, in colour and in one colour, so it works at every size and on every surface. Read it →
M
O
P
- Pixel and conversion tracking A pixel is a tracking code on your website that tells the ad platform when someone takes an important step, and conversion tracking measures results from these signals. Read it →
- Positioning Positioning defines who your brand is for, and how it differs from its competitors in the eyes of the people it wants to reach. Read it →
- Prepress Prepress is the work at the end of which a design becomes a print-ready file, with the right colours and resolution and according to the printer's specifications. Read it →
- Product family design Product family design is the shared visual system that makes several different products recognisable on the shelf as one brand's series while keeping each one distinct. Read it →
- Prompt A prompt is the written instruction you give an AI tool, from which the answer is made, whether that is a piece of text or a whole website. Read it →
R
- Rebrand A rebrand renews an existing brand, ranging from the logo to the whole identity, and decides what stays from the old and what changes. Read it →
- Remarketing Remarketing is advertising shown again to people who have already visited your site or interacted with your brand, so they do not forget you. Read it →
- Responsive design Responsive design means that the layout of a website adapts to the screen size, so it works well on a phone and on a desktop alike. Read it →
T
U
- User journey A user journey is the series of steps a visitor goes through from arriving to reaching their goal, for example a purchase or a quote request. Read it →
- UX and UI UX decides how someone reaches their goal on a website or app, and UI decides how every element looks and responds along the way. Read it →
- UX audit A UX audit is a methodical review of an existing website or app that shows where visitors get stuck and what is worth fixing first. Read it →
V
W
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