A
A method of comparing two versions of a webpage or app to determine which one performs better by measuring key metrics like conversion rates.
Refers to the portion of a webpage that is visible without scrolling, which is considered prime real estate for displaying key content.
A marketing strategy that involves mass media advertising such as TV, radio, and print to reach a broad audience.
A type of digital ad delivery method where ads are shown at a faster pace to reach the audience quickly, often used for time-sensitive campaigns.
The design of websites and apps to ensure they are usable by people with disabilities, such as those who rely on screen readers or other assistive technologies.
A highly targeted marketing strategy where businesses focus on specific accounts or companies to create personalized campaigns.
The process of gaining new customers or clients, often through marketing and advertising efforts.
A metric that measures how much of an ad is actually visible to the user on their screen, indicating ad engagement.
The specific group of individuals a digital advertisement is targeted towards, often based on demographics, behavior, or interests.
A collection of ads packaged together, often sold as a single unit or offering, to streamline the purchasing process.
A request made by a web page to an ad server to fetch an advertisement to be displayed to a user.
The size of an advertisement, typically described in pixels (e.g., 300×250), that determines how it fits into a webpage layout.
A digital marketplace where advertisers and publishers can buy and sell ad inventory in real time through automated auctions.
Additional information or features added to search ads, such as phone numbers, links to specific pages, or business addresses
The total number of times an ad is displayed on a webpage, regardless of whether it is clicked or interacted with.
The available space or opportunities for advertisements to be shown on a website, app, or digital platform.
A platform that connects advertisers with publishers, facilitating the buying and selling of ad space across various websites.
Short for “advertising operations,” it refers to the management and execution of digital ad campaigns, including trafficking and optimizing ad delivery.
A professional responsible for overseeing the planning, execution, and optimization of digital ad campaigns within an organization.
The method used to determine how advertisers pay for ads, including cost per click (CPC), cost per thousand impressions (CPM), and cost per acquisition (CPA).
A score used by search engines to determine the position of an ad in search results, based on bid amount, quality score, and other factors.
The price an advertiser pays for a specific ad space or impression, often determined by demand, targeting, and other factors.
A request from a user’s browser to an ad server for an advertisement to be displayed on a webpage or app.
A technology platform that stores, manages, and delivers digital ads to websites or apps based on user data and campaign parameters.
The charges imposed by an ad server or network for delivering and managing advertisements.
A predefined area on a webpage or app where an advertisement can be placed, often with set dimensions and positioning.
The actual area within a webpage, app, or digital platform where advertisements can be displayed.
The technical specifications or requirements for an advertisement, including its size, format, and file type.
A snippet of code placed on a website that enables the display of advertisements, often provided by an ad server.
A person responsible for managing the placement, optimization, and tracking of digital ads on a website or app.
The process of managing the flow of ads on a website or app, including the setup, optimization, and reporting of ad campaigns.
A specific format or type of ad, such as a banner, video, or native ad, that is used to display an advertisement.
The relative importance or priority of an ad in a bidding system, which can influence how frequently it is shown.
The use of software to prevent or block digital ads from being displayed on webpages or apps.
A program that allows users to control the ads they see by providing transparency and opting out of interest-based advertising.
A program by Google that allows publishers to display ads on their websites and earn revenue based on clicks or impressions.
A video game that incorporates advertising, either as part of the gameplay or through product placements, to promote a brand.
A short form of the word “advertisement” refers to any promotional material or message designed to attract attention.
A business or individual who creates and pays for ads to promote their products, services, or brand.
A marketing strategy where an individual or company promotes another business’s products or services in exchange for a commission.
A company or organization that provides marketing, advertising, or public relations services to clients.
Alignment is a fundamental principle in graphic design that involves arranging visual elements so they line up along a common edge or axis.
A descriptive text is used in HTML to provide an alternative description for an image, improving accessibility and SEO.
Analogous colors refer to a group of three or more colors that are adjacent to each other on the color wheel.
A type of ad that remains fixed in place as the user scrolls through a webpage, providing continuous visibility.
The clickable text in a hyperlink often describes the linked content or page.
A file format that supports short, looping animations, often used in digital marketing and social media to grab attention.
In the context of graphic design, “aperture” refers to the opening or negative space within or between characters in a typeface.
The term “apex” refers to the highest point or peak of a visual element within a composition.
The term “arm” refers to the horizontal stroke extending from a stem or main stroke of a letterform, typically in letters such as “T,” “F,” and “E.”
In graphic design and typography, “ascenders” refer to the part of lowercase letters that extend above the x-height of a typeface.
In graphic design, “aspect ratio” refers to the proportional relationship between the width and height of an image, graphic, or screen.
The level of focus or interest a person has toward an ad or piece of content is critical for engagement and effectiveness.
The process of assigning credit to different marketing touchpoints in a customer’s journey helps marketers understand which efforts drive conversions.
B
“Backslanted” refers to a style of typeface or letterform where the characters are slanted backward, leaning to the left instead of the typical rightward slant.
“Ball terminal” refers to a decorative element or rounded shape found at the end of a stroke or terminal of a letterform.
In advertising, “banner ad” refers to a rectangular digital advertisement displayed on a webpage, typically designed to attract clicks and drive traffic.
In advertising, “banner blindness” refers to the tendency of users to ignore banner ads on webpages, often due to overexposure or familiarity.
The “baseline” is an imaginary line upon which most letters in a typeface sit.
The “baseline” is an imaginary line upon which most letters in a typeface sit.
In advertising, “behavioral advertising” refers to a targeted marketing strategy that delivers ads based on a user’s past online activities and browsing behavior.
In advertising, “behavioral segmentation” refers to the practice of dividing audiences into groups based on their online behavior, such as purchase history or website interactions.
In advertising, “behavioral targeting” refers to the process of serving ads to users based on their online activity, such as searches, clicks, and browsing history.
In marketing, “benchmarking” refers to the process of comparing business performance metrics against industry standards or competitors to identify areas for improvement.
In out-of-home advertising, a “billboard” is a large outdoor advertisement designed for maximum visibility in high-traffic locations.
“Bing Places” is a business listing service by Microsoft that allows businesses to manage their online presence in Bing search results.
In graphic design, “bleed” refers to the area beyond the final trim size of a printed document or image.
“Body copy” refers to the main text of a document or publication, typically used for paragraphs, articles, or blocks of content.
“Bold” refers to a typeface variant that is heavier and thicker than the regular or standard weight of the typeface.
In digital marketing, “bounce rate” is the percentage of visitors who leave a website after viewing only one page, often indicating low engagement.
The “bowl” refers to the rounded, enclosed part of certain lowercase letters, such as “a,” “b,” “d,” “o,” “p,” and “q.”
A “bracket” refers to a curved or angled stroke that connects the serif or terminal of a letterform to its main stem.
“Brand awareness” refers to the degree to which consumers recognize and remember a brand, often measured through surveys and engagement metrics.
In marketing, a “brand campaign” is a strategic effort aimed at building or reinforcing brand identity and customer perception.
In graphic design, “brand identity” refers to the visual elements that represent a brand and communicate its values, personality, and offerings to its audience.
“Brand spend” refers to the budget allocated for brand-building efforts, such as advertising, sponsorships, and public relations.
In advertising, “branding” refers to the process of shaping a company’s identity, while “brand image” is how consumers perceive that brand.
The term “broken ad call” describes an error that occurs when a webpage fails to retrieve an ad from an ad server, leading to missing ad content.
“Business-to-business” (B2B) describes commercial transactions and marketing strategies focused on selling products or services to other businesses.
In marketing, “business-to-customer” (B2C) refers to transactions and promotional efforts targeting individual consumers rather than businesses.
A “buyer persona” is a detailed, research-based profile representing a company’s ideal customer, including demographics, motivations, and pain points.
The term “buyer’s journey” refers to the process a customer goes through before making a purchase, typically consisting of awareness, consideration, and decision stages.
C
The term “cache” refers to temporary storage used by browsers and applications to speed up load times by saving frequently accessed data.
In marketing, a “call to action” (CTA) is a prompt that encourages users to take a specific action, such as “Buy Now” or “Sign Up Today.”
Calligraphy is a decorative art form of handwriting characterized by skilled and expressive use of a broad-tipped instrument, brush, or other writing tool.
The term “campaign manager” refers to a tool or individual responsible for planning, executing, and analyzing marketing campaigns.
In graphic design and typography, “cap height” refers to the height of uppercase letters in a typeface.
“Centre aligned” refers to a text alignment where the text is positioned equidistant from both the left and right margins, with each line of text centered horizontally within its containing element.
A “character” refers to any individual letter, numeral, punctuation mark, or symbol within a typeface or font.
A “character set” refers to the complete collection of characters, symbols, glyphs, and punctuation marks available within a specific typeface or font.
In digital advertising, “clickthrough rate” (CTR) is the percentage of users who click on an ad after seeing it.
In graphic design, “CMYK” stands for Cyan, Magenta, Yellow, and Key (Black).
In advertising, a “companion ad” is a secondary ad unit that appears alongside a primary ad, often in video or display advertising.
Complementary colors are pairs of colors that are opposite each other on the color wheel.
In digital marketing, “contextual targeting” is a strategy that places ads on webpages relevant to the ad’s content or keywords.
Contrast refers to the difference between elements in a design in terms of color, tone, texture, size, shape, or any other visual attribute.
The term “conversion” refers to the successful completion of a desired action, such as a purchase, form submission, or sign-up.
In digital advertising, a “conversion pixel” is a tracking code placed on a webpage to measure specific user actions like purchases or sign-ups.
“Conversion rate” is the percentage of users who complete a desired action after interacting with an ad or webpage.
Conversion rate optimization (CRO)
The term “conversion rate optimization” (CRO) refers to strategies aimed at increasing the percentage of users who take desired actions on a website.
In online advertising, “conversion tracking” is the process of measuring user actions, such as clicks or purchases, to assess campaign effectiveness.
“Cookie” refers to a small piece of data stored on a user’s device by websites to remember preferences and track online behavior.
In marketing, “copywriting” is the practice of writing persuasive and engaging content for advertisements, websites, and promotional materials.
The term “cost per acquisition” (CPA) refers to the amount an advertiser pays for each customer who completes a conversion action.
In digital advertising, “cost per click” (CPC) is the amount an advertiser pays each time a user clicks on their ad.
“Cost per engagement” (CPE) is a pricing model where advertisers pay based on user interactions, such as likes, shares, or comments.
The term “cost per install” (CPI) refers to the amount advertisers pay for each app installation driven by their ad campaigns.
In marketing, “cost per lead” (CPL) is the cost an advertiser incurs to acquire a potential customer’s contact information.
“Cost per thousand” (CPM) is a pricing model in advertising where advertisers pay for every 1,000 impressions an ad receives.
A “counter” refers to the partially or fully enclosed space within a letterform.
The term “creative agency” refers to a company that specializes in designing and producing advertising, branding, and marketing materials.
“Creep” refers to the phenomenon where inner pages of a multi-page printed document shift slightly further from the spine compared to outer pages during the binding process.
Crop marks, also known as trim marks or registration marks, are thin lines or indicators printed in the margins of a document to guide the trimming or cutting process after printing.
“Crop marks” are small lines placed at the corners of a printed design to indicate where the paper should be trimmed.
In digital advertising, “cross-device marketing” is a strategy that targets users across multiple devices, such as smartphones, tablets, and desktops.
The term “cross-device targeting” refers to the ability to serve relevant ads to the same user across different devices based on behavioral data.
In typography and letterform design, a “crossbar” refers to the horizontal stroke that connects two strokes in a letterform, typically found in characters such as “A,” “H,” “E,” and “T.”
In typography, “crossbar” is the horizontal stroke connecting two vertical stems, as seen in letters like “A,” “H,” and “e.”
“Customer acquisition cost” (CAC) refers to the total expense required to gain a new customer, including marketing and sales costs.
Customer lifetime value (CLTV)
The term “customer lifetime value” (CLTV) represents the total revenue a business expects to earn from a customer over their entire relationship.
In business, “customer marketing” focuses on engaging and retaining existing customers through loyalty programs, referrals, and personalized communication.
“Customer retention” refers to strategies aimed at keeping existing customers engaged and encouraging repeat business over time.
The term “customer support” describes the assistance provided by businesses to help customers resolve issues, answer inquiries, and improve their experience.
D
In digital advertising, a “demand-side platform” (DSP) is a software system that allows advertisers to automate the purchase of online ad inventory in real time.
“Descenders” are the parts of lowercase letters that extend below the baseline.
In marketing, “direct response” refers to advertising designed to prompt an immediate action, such as signing up, making a purchase, or requesting information.
In graphic design, “display” refers to a category of typefaces specifically designed for use in larger sizes, typically for headings, titles, signage, and other prominent design elements.
The term “display ad” describes a graphical advertisement that appears on websites, apps, or social media, often using images, video, or animation.
Doubleclick digital marketing (DDM)
In advertising technology, “DoubleClick Digital Marketing” (DDM) was a suite of Google tools for managing ad campaigns, now integrated into Google Marketing Platform.
“Drip campaign” refers to a series of automated marketing messages sent over time to nurture leads and guide potential customers through the sales funnel.
In digital marketing, “dynamic content” refers to website or email content that automatically changes based on user behavior, preferences, or demographics.
E
An “ear” refers to the small, often decorative, stroke or serif that extends from the upper-right corner of the lowercase letter “g.”
An “ellipsis” is a typographic symbol consisting of three evenly spaced dots (…) used to indicate the omission of words, a pause in speech or writing, or to create suspense or trailing off in narrative text.
Embossing and debossing are printing techniques used in graphic design to create raised or recessed relief patterns or images on paper or other materials.
The term “exit pop-up” describes a website pop-up that appears when a user is about to leave, often offering a discount or prompting an action.
In digital advertising, an “expandable banner” is an interactive ad that enlarges when clicked or hovered over, providing more information or engagement opportunities.
In typography, “extended” refers to a typeface style characterized by horizontally stretched letterforms.
“Extended” in typography refers to a typeface variation with wider letterforms, increasing horizontal space and readability in certain design applications.
The term “eye-tracking” refers to the process of measuring where and how users look at a webpage, advertisement, or design to optimize layout and engagement.
F
The term “Facebook ad spend” refers to the total amount of money allocated to running advertisements on Facebook’s advertising platform.
In digital marketing, “Facebook ads” are paid advertisements displayed on Facebook and its affiliated platforms, targeting users based on demographics, interests, and behaviors.
Foiling, also known as foil stamping or hot stamping, is a printing technique used in graphic design to apply metallic or colored foil to a surface using heat and pressure.
Font color refers to the color of the characters or text in a design, determined by the choice of ink or digital color applied to the typeface.
Font size refers to the measurement of the height of characters in a typeface, typically expressed in points (pt) or pixels (px).
Font weight refers to the thickness or heaviness of characters in a typeface, ranging from light to ultra-bold.
In advertising, “frequency” refers to the average number of times an individual user is exposed to the same ad within a given time period.
The term “frequency capping” describes a strategy in digital advertising that limits the number of times an ad is shown to the same user to prevent overexposure.
G
The Golden Ratio, often represented by the Greek letter phi (φ), is a mathematical concept that describes a ratio of approximately 1:1.61803398875.
A gradient in graphic design refers to a gradual transition between two or more colors or shades.
Greyscale, also known as grayscale, refers to a range of shades from black to white, with varying degrees of brightness or intensity.
In graphic design, a grid refers to a system of horizontal and vertical lines used to organize and structure content within a layout.
Geo-targeting is the practice of delivering ads to users based on their geographic location, such as country, city, or zip code, to enhance relevance and engagement.
Google Ads is an online advertising platform by Google that allows businesses to display ads on Google search results, YouTube, and other partner sites, using a pay-per-click (PPC) model.
Google Analytics is a web analytics service that tracks and reports website traffic, user behavior, and marketing performance to help businesses optimize their online presence.
Google Remarketing is a feature that allows businesses to show targeted ads to users who have previously visited their website, helping to re-engage potential customers and increase conversions.
H
Hand-lettering is the art of creating custom letterforms and typography by hand, using various tools such as pens, brushes, markers, or even digital tablets.
In graphic design, a hard return and a soft return are formatting options used to control the flow and layout of text within a document or design software.
“Hex” refers to the hexadecimal color system, which is a method of specifying colors using a combination of six alphanumeric characters.
In graphic design, hierarchy refers to the organization and arrangement of visual elements within a design to convey the relative importance, emphasis, and sequence of information to the viewer.
A hook refers to a visual or conceptual element strategically incorporated into a design to capture the viewer’s attention and encourage further engagement with the content.
Header bidding is a programmatic advertising technique that allows publishers to offer ad inventory to multiple demand sources simultaneously before making calls to their ad server, maximizing revenue potential.
A heat map is a data visualization tool that represents user interactions on a webpage, using color gradients to show areas of high and low engagement.
The latest version of HyperText Markup Language, HTML5, enhances web content with improved multimedia support, interactivity, and better performance across devices.
I
An icon is a simplified and stylized visual representation of an object, concept, or action, typically designed to be easily recognizable and intuitive to interpret. Icons are commonly used in user interfaces, signage, websites, and print materials to convey information quickly and efficiently.
In graphic design, italics refer to a style of typeface characterized by slanted and slightly cursive letterforms.
Impressions measure how many times an ad is displayed on a webpage or app, regardless of whether users interact with it.
In advertising, in-stream video ads are ads that play before, during, or after video content on platforms like YouTube, often skippable or non-skippable depending on the format.
Instagram ads are paid advertisements that appear in users’ feeds, Stories, Reels, and Explore, allowing businesses to target specific audiences through Meta’s advertising platform.
Integrated marketing is a strategy that ensures consistent messaging across multiple channels, combining digital, print, social media, and other platforms to create a unified brand experience.
Interstitial ads are full-screen advertisements that appear at natural transition points in an app or website, such as between game levels or before loading new content.
In advertising, inventory refers to the available ad space a publisher can sell on a website, app, or other digital platform.
J
A joint refers to the point where two elements meet or intersect, typically used in the context of lettering or typography to describe the connection between strokes or terminals of characters.
Justified refers to a type of text alignment where the spaces between words are adjusted to create a straight and even edge on both the left and right sides of a block of text.
K
Kerning refers to the adjustment of space between individual characters in a word or line of text to achieve a visually pleasing and balanced appearance.
Key performance indicator (KPI)
A key performance indicator (KPI) is a measurable metric used to evaluate the success of a campaign, ad performance, or overall business objectives.
L
Leading, pronounced as “ledd-ing,” refers to the vertical spacing between lines of text within a block or paragraph.
Left-aligned, also known as left-justified or flush left, is a text alignment option where the text is aligned along the left margin, creating a straight edge on the left side of a text block while the right side remains uneven.
The term “leg” refers to the extended portion of certain characters, typically found in lowercase letters, that descend below the baseline.
Letterpress is a traditional printing method that involves pressing raised or relief printing plates onto paper to transfer ink and create printed impressions.
A ligature in graphic design refers to the combination of two or more characters into a single glyph or typographic unit.
In graphic design, a link refers to a clickable element, typically text or an image, within a digital interface that, when activated, directs users to another location, such as a webpage, document, or specific section within a website.
A logomark, also known as a brand symbol or logo symbol, is a distinct and recognizable graphic element or symbol used to represent a brand, company, product, or organization.
A logotype, often abbreviated as “logo,” is a unique typographic treatment or stylized arrangement of letters, words, or a brand name designed to represent a brand, company, product, or organization.
Lowercase refers to the smaller, non-capital letters in a typeface or font set.
A landing page is a standalone web page designed for a specific marketing campaign, guiding visitors toward a desired action, such as signing up or making a purchase.
In marketing, a lead is a potential customer who has shown interest in a product or service, often by providing contact information through a form or signup.
Lead nurturing is the process of building relationships with potential customers through targeted content, personalized communication, and follow-ups to guide them toward a purchase decision.
In advertising, a leaderboard is a wide, horizontal banner ad typically displayed at the top of a webpage, offering high visibility and engagement opportunities.
LinkedIn advertising is a paid marketing solution that allows businesses to target professionals through sponsored content, message ads, and dynamic ads on the LinkedIn platform.
A LinkedIn profile is a personal or business page on LinkedIn that showcases professional experience, skills, achievements, and networking connections.
M
In graphic design, a margin refers to the blank space or border around the edges of a printed or digital document, layout, or page.
a masthead refers to the prominent section of a publication, such as a magazine, newspaper, or website, that displays the title, logo, branding elements, and other identifying information.
A mock-up in graphic design refers to a scale or full-size model or representation of a design project, typically created for demonstration, presentation, or testing purposes.
Monochrome in graphic design refers to a color scheme or composition that uses varying shades, tones, or tints of a single color or hue.
Monospaced, also known as fixed-width or non-proportional, refers to a typeface where each character occupies the same amount of horizontal space, regardless of its width.
A moodboard in graphic design is a visual collage or collection of images, textures, colors, typography, and other design elements assembled to convey the mood, tone, and aesthetic direction of a design project.
In advertising, measurement refers to the process of tracking and analyzing campaign performance using metrics such as impressions, clicks, conversions, and ROI to assess effectiveness.
Mobile ads are digital advertisements designed specifically for smartphones and tablets, appearing in apps, mobile websites, social media, and search results.
N
Native ads are paid advertisements that blend seamlessly with the surrounding content, matching the look and feel of the platform to provide a non-disruptive user experience.
O
In graphic design, an orphan refers to a single word, line, or very short paragraph that appears at the beginning or end of a column or page, separated from the rest of the text.
Online advertising is the practice of promoting products or services on digital platforms, including websites, social media, search engines, and mobile apps, to reach targeted audiences.
Optimization is the process of refining ad campaigns, website content, or marketing strategies using data and analytics to improve performance, efficiency, and return on investment (ROI).
Outbound marketing is a traditional approach that involves actively reaching out to potential customers through channels like TV ads, cold calls, email blasts, and direct mail.
Overlay ads are semi-transparent ads that appear over video content or web pages, allowing advertisers to deliver messages without fully interrupting the user experience.
P
Pantone Matching System (PMS), often referred to simply as Pantone, is a standardized color reproduction system used in graphic design, printing, and other industries to ensure consistent and accurate color communication.
a pilcrow, also known as a paragraph mark or paragraph sign (¶), is a typographical symbol used to indicate the start of a new paragraph within a block of text.
A pixel, short for “picture element,” is the smallest unit of display on a digital screen or image.
Placeholder text, also known as filler text or dummy text, refers to temporary text used in design layouts to simulate the appearance of real text content without actually providing meaningful information.
Point size refers to the measurement used to indicate the size of typefaces or fonts in graphic design and typography.
PPI (Pixels Per Inch) and DPI (Dots Per Inch) are measurements used to describe the resolution of digital images and printed materials, respectively.
A printer’s proof, also known as a press proof or proof print, is a sample of a printed document or design provided by a printing company to verify the accuracy, color, and quality of the final printed output before mass production.
A palette refers to a predetermined selection of colors used in a design project.
Pay per lead (PPL) is an advertising model where advertisers pay only when they receive a qualified lead, such as a form submission or signup, rather than for clicks or impressions.
Pay per sale (PPS) is an advertising model where advertisers pay a fee only when a referred customer makes a purchase, making it a performance-based pricing strategy.
Pop-under ads are advertisements that open in a new browser window behind the main page, remaining unseen until the user closes or minimizes their current window.
A pop-up ad is a digital advertisement that appears in a separate window or overlay while a user is browsing a website, designed to capture attention and prompt immediate action.
A post-roll ad is a video advertisement that plays after the main video content has ended, often used to engage viewers who watched the full video.
Pay per click (PPC) is an online advertising model where advertisers pay a fee each time their ad is clicked, commonly used in search engine and display advertising.
A pre-roll ad is a video advertisement that plays before the main video content, often skippable or non-skippable, commonly used on platforms like YouTube.
Programmatic media buying is the automated process of purchasing digital ad space using AI and real-time bidding (RTB) to efficiently target the right audience at scale.
Promoted Pins are paid advertisements on Pinterest that appear in users’ feeds and search results, blending seamlessly with organic content to drive engagement and website traffic.
Promoted Tweets are paid advertisements on X (formerly Twitter) that appear in users’ feeds, search results, or profiles, helping businesses reach a larger audience and drive engagement.
A publisher is an individual or company that provides digital or print content and sells ad space on their platform, such as a website, app, or media outlet.
Q
Quick keys, also known as shortcuts or keyboard shortcuts, are combinations of keys or keystrokes that perform specific actions or commands in graphic design software, allowing users to execute tasks more efficiently and quickly without relying on mouse clicks or menu navigation.
Quora Ads are paid advertisements on Quora that appear in users’ feeds, question pages, or topic pages, allowing businesses to target audiences based on interests and intent.
R
A ragged edge, commonly referred to as “rag,” in graphic design, refers to the uneven or irregular alignment of text along the right or left margin of a block of text.
Raster, in the context of graphic design, refers to a type of digital image composed of a grid of individual pixels, each containing color and brightness information.
Readability in graphic design refers to the ease with which text can be read and understood by viewers.
Repetition, in graphic design, refers to the intentional use of recurring visual elements, such as shapes, colors, patterns, or typographic styles, throughout a design composition.
Resolution, in graphic design, refers to the clarity and detail of an image or digital file, typically measured in pixels per inch (PPI) or dots per inch (DPI).
RGB, short for Red, Green, Blue, is a color model used in graphic design and digital imaging to represent colors on electronic displays such as computer monitors, televisions, and mobile devices.
Right-aligned, in graphic design, refers to the alignment of text or other design elements along the right margin or edge of a layout or text block.
The Rule of Thirds is a fundamental principle in graphic design and photography that involves dividing an image into nine equal parts using two equally spaced horizontal lines and two equally spaced vertical lines, creating a grid with four intersecting points.
Reach is the total number of unique users who see an ad or content, measuring how widely a campaign is distributed across a target audience.
Reddit Ads are paid advertisements on Reddit that appear in users’ feeds and specific subreddits, allowing businesses to target niche communities based on interests and engagement.
Referral marketing is a strategy that encourages existing customers to refer new customers through word-of-mouth or incentive-based programs, leveraging trust to drive growth.
Remarketing is a digital advertising strategy that targets users who have previously interacted with a website or app, showing them relevant ads to re-engage and encourage conversions.
Return on ad spend (ROAS) is a metric that measures the revenue generated for every dollar spent on advertising, helping assess the effectiveness and profitability of campaigns.
Rich media refers to digital ads that include interactive elements like video, audio, or animations, enhancing user engagement compared to standard display ads.
Run-of-network (RON) is an ad placement strategy where ads are displayed across all available websites within an ad network, offering broad reach but less precise targeting.
In advertising, run-of-site (ROS) means that ads can appear on any page of a specific website, offering broader visibility but less control over placement.
S
Sans Serif, derived from the French word “sans” meaning “without,” refers to a typeface style characterized by letters that do not have extending features, such as serifs, at the ends of strokes.
Saturation refers to the intensity or purity of a color, indicating how vivid or dull it appears.
Scale in graphic design refers to the relative size of elements within a design composition in relation to each other and the overall layout.
Script type, also known as script font or script typography, refers to a style of typeface characterized by flowing, cursive-like letterforms that mimic handwritten or calligraphic styles.
Serif refers to the small decorative strokes or flourishes that are added to the ends of characters in certain typeface styles.
In typography, the shoulder refers to the curved stroke that connects the stem of a letterform to the curved stroke or terminal.
Skeuomorphism refers to a design approach that incorporates digital elements that mimic real-world objects or materials, often to make interfaces or elements feel familiar and intuitive to users.
Slab serif type, also known as slab serif fonts or square serif typefaces, is a category of typefaces characterized by thick, block-like serifs that are generally uniform in width and weight with the main strokes of the letterforms.
In typography, the stem refers to the main vertical or diagonal stroke of a letterform.
A stock photo is a pre-existing photograph that is licensed for specific uses, such as commercial or editorial purposes.
In typography, stress refers to the direction of the main diagonal strokes in letterforms, particularly in characters with angled or curved strokes.
In graphic design, a stroke refers to the outline or path that defines the shape of a graphic element, such as a line, curve, or border.
A style guide, also known as a brand style guide or brand guidelines, is a document that outlines the visual and stylistic elements used to maintain consistency in branding, design, and communication materials.
In typography, a swash refers to an ornamental flourish or embellishment added to a letterform, typically found on characters with ascenders or descenders.
Symmetry in graphic design refers to the balanced arrangement of visual elements around a central axis or point, where one side mirrors the other in size, shape, and position.
A system font refers to a typeface that is pre-installed and readily available on a computer’s operating system.
Schema markup is a form of structured data that helps search engines understand and display website content more effectively in search results, enhancing visibility with rich snippets.
Surround sessions are an advertising strategy where a single advertiser delivers multiple ads to the same user during a single browsing session, increasing brand exposure and reinforcement.
T
A terminal refers to the end of a stroke or a serif in a letterform. Terminals can be categorized as either “open” or “closed,” depending on whether the stroke terminates with a distinct endpoint or continues as a subtle curve or taper.
Texture in graphic design refers to the tactile quality or visual appearance of a surface, often simulated or represented through patterns, images, or effects.
A thumbnail in graphic design refers to a small, low-resolution preview or representation of a larger image or design composition.
In typography, a tittle refers to the small dot or mark that appears above lowercase letters such as “i” and “j” in some typefaces.
“Tofu” refers to the phenomenon where characters or glyphs are displayed as empty rectangles or squares, often due to a lack of appropriate font support for certain languages or characters.
Tracking, also known as letter-spacing, refers to the adjustment of the space between characters in a block of text.
In graphic design, triadic colors refer to a color scheme that consists of three colors equidistant from each other on the color wheel, forming an equilateral triangle.
Type classification refers to the categorization of typefaces based on their shared characteristics, historical origins, and stylistic features.
Typeface design, also known as font design, is the process of creating and crafting a set of characters, symbols, and glyphs that comprise a cohesive and stylistically consistent typeface.
Typesetting is the process of arranging and formatting text in a visually appealing and readable manner for print or digital media.
Type size refers to the physical dimensions of letters, characters, and symbols within a typeface, typically measured in points (pt), pixels (px), or other relative units.
Typography refers to the art and technique of arranging type (text) in a visually appealing and effective manner.
A target audience is a specific group of people that a marketing campaign is designed to reach, defined by factors like demographics, interests, and behavior.
Targeting is the process of selecting specific audiences for advertising based on factors like demographics, interests, behavior, and location to improve relevance and effectiveness.
TikTok Ads are paid advertisements on TikTok that appear in users’ feeds, search results, and branded effects, allowing businesses to engage audiences through short-form video content.
Twitter Ads (now X Ads) are paid promotions that appear in users’ feeds, search results, and profiles, helping businesses increase visibility, engagement, and conversions on the platform.
U
Uppercase, also known as capital letters, refers to the set of larger alphabetic characters used in typography, typically denoted by the initial letters A, B, C, etc.
Unique selling proposition (USP)
A unique selling proposition (USP) is the distinct feature or benefit that sets a product or service apart from competitors, highlighting its value to customers.
User experience (UX) refers to the overall interaction a user has with a website, app, or product, focusing on usability, accessibility, and satisfaction.
V
A vector refers to a mathematical representation of shapes, lines, and curves using geometric primitives such as points, lines, and polygons.
In graphic design, a vertex refers to a point where two or more lines meet to form an angle or a corner.
W
In graphic design, white space, also known as negative space, refers to the areas of a design that are intentionally left blank or unmarked.
In graphic design and typography, a widow refers to a single word, short line, or few lines of text that appear alone at the top of a column or page, separated from the rest of the paragraph or text block.
X
X-height is a typographic term that refers to the height of the lowercase letters in a typeface, excluding ascenders and descenders.
