Decode basic design terminology, understand your designers, and empower your brand with our essential glossary

Design is more than just aesthetics; it’s a language of its own. When you’re navigating this vibrant world, it’s easy to feel overwhelmed by the technical terms and concepts that can seem like a foreign dialect. In fact, effective communication in design is so vital that a recent report highlights that 88% of our workweek is spent communicating. This underscores the need for clarity in every discussion. This glossary (Design Glossary Terms: Essentials) is here to demystify the fundamental terms that every business owner should know. By equipping yourself with this knowledge, you’ll engage more confidently with your design team and make smarter choices that resonate with your brand’s identity.

P.S. Don't forget to check out our other articles on design glossary terms:

• Design Glossary Terms: Typography
• Design Glossary Terms: Imagery

Design Glossary Terms: Essentials

Accessibility

Accessibility in design involves creating products that can be used by individuals with varying abilities and disabilities. It emphasises the importance of following best practices, such as those outlined in the Web Content Accessibility Guidelines (WCAG), to ensure that all users—regardless of their physical or cognitive capabilities—can access, understand, and benefit from the design seamlessly.

Alignment

Alignment refers to the positioning and arrangement of elements relative to each other in a design. It helps create a visually balanced and organised composition, ensuring that elements are properly positioned and spaced.

Balance

In design, balance refers to the distribution of visual elements to create a sense of equilibrium and harmony. It can be achieved through symmetrical or asymmetrical arrangements.

Baseline

A baseline is the invisible line that text sits on, keeping letters aligned evenly in design. It helps ensure text looks neat and consistent. Think of it as a guideline that makes sure all the letters, except for the tails of some, sit at the same level.

Bleed

Bleed refers to the area beyond the edge of a printed document or design layout that is intentionally extended. It ensures that there are no white borders when the document is trimmed to its final size, allowing the design to extend to the edge.

Brand Guidelines

Brand guidelines are a comprehensive set of rules and standards for how a brand should be presented across various mediums. They include specifications for logos, typography, colour schemes, and tone of voice, ensuring consistent and cohesive brand representation.

Brand Identity

Brand identity encompasses the visual elements and overall personality of a brand, including logos, typography, and design styles. It aims to create a unique image in the minds of consumers, fostering recognition and emotional connection through consistent design.

Composition

Composition is the arrangement of various elements, including type, images, colours, and graphics, within a defined space to create a cohesive whole. It focuses on how these components interact, ensuring balance, harmony, and visual appeal in the design.

Crop

Cropping is the process of removing unwanted or unnecessary parts of an image to focus on a specific area or subject. It involves cutting out a portion of the image to create a new composition.

CTA

A Call to Action (CTA) is a prompt encouraging users to take a specific action, like clicking a button or link. Common examples include “Sign up now” or “Learn more.” CTAs guide users toward the next step, such as purchasing, subscribing, or downloading.

Folio

A folio, or portfolio, refers to a collection of a designer's work showcased to potential clients or employers. It highlights the designer's skills, style, and versatility across various projects, serving as a critical marketing tool in demonstrating their capabilities and creative vision.

Grid System

A grid system is a structured framework used in design to organise and align elements consistently. It helps maintain balance, ensures a clean layout, and allows designers to create visually appealing compositions, enhancing the overall user experience.

Hero Image

A hero image is a large, striking visual positioned prominently at the top of a webpage or landing page. Its purpose is to captivate the audience’s attention immediately, setting the tone for the content and encouraging further exploration of the site.

Hierarchy

Hierarchy refers to the arrangement or organisation of elements in a design or system based on their importance, priority, or level of significance. It helps establish visual order and guides the viewer's attention to the most important elements first.

Infographic

An infographic is a visual representation of information or data designed to communicate complex concepts quickly and clearly. By combining graphics with concise text, infographics help convey messages effectively, making information more digestible and engaging.

Iterative Design

Iterative design is a process of repeatedly refining a design based on user feedback and testing. This approach encourages continuous improvement, allowing designers to make informed decisions, adapt to user needs, and enhance functionality over time.

Mock-up

A mock-up is a visual representation or prototype of a design or product, typically created to showcase its appearance and functionality. It allows designers and clients to preview and evaluate the design before it is finalised or produced.

Mood Board

A mood board is a visual collage of images, textures, colours, and typography that conveys the overall feel and direction of a design project. It serves as a source of inspiration and a reference point for maintaining consistency throughout the design process.

Negative Space

A deliberate use of empty areas around or between design elements to create visual balance and draw attention to key features, adding depth and meaning to the composition.

Pixel Perfect

Pixel perfect refers to the meticulous alignment of every design element down to the exact pixel. This practice ensures sharpness and precision in visuals, eliminating any blurriness or misalignment, resulting in a polished and professional final product.

Pixels

Pixels are the smallest units of digital images or displays. They represent individual points of colour and combine to create the overall image or screen content. The more pixels, the higher the resolution and level of detail.

Prototype

A prototype is a preliminary model of a product that simulates its functionality and design. It allows designers to test concepts, gather feedback, and make adjustments before finalising the design. Prototypes can range from low-fidelity sketches to interactive digital versions.

Responsive Design

Responsive design is an approach that ensures a website's layout adapts seamlessly across various devices and screen sizes, from desktops to smartphones. This technique enhances usability and accessibility, providing a consistent experience for all users.

Scalability

Scalability refers to the capability of a design to adapt to different sizes and formats without losing quality or integrity. It ensures that designs maintain their effectiveness whether viewed on a small screen or a large print, enhancing versatility in usage.

Stock Image

A stock image is a pre-existing photograph, illustration, or graphic that is available for licensing or purchase. Stock images are often used by designers, marketers, and publishers to enhance their projects without the need for custom photography or artwork.

Storyboard

A storyboard is a visual tool used to plan and organise a narrative or sequence of events in design projects, especially in animation and video. It consists of illustrations or images displayed in sequence, helping designers visualise flow and timing effectively.

Trim

Trim refers to the final size of a printed document or design after it has been cut to its desired dimensions. It signifies the actual size of the finished piece, ensuring that all design elements fit perfectly within the intended layout without any excess.

User Experience (UX)

User Experience (UX) refers to the overall experience a user has when interacting with a product or service. It encompasses usability, accessibility, and pleasure derived from the interaction, aiming to create a seamless, efficient, and enjoyable journey for users.

User Interface (UI)

User Interface (UI) is the design of the interface through which users interact with a product, particularly in software and web applications. It focuses on layout, buttons, icons, and all interactive elements to ensure usability and enhance user engagement.

White Space

White space refers to the unused areas around design elements, regardless of colour. It helps create balance and focus attention, enhancing readability and user experience. Strategically used, white space reduces clutter and guides the viewer's eye, establishing a clear hierarchy.

Wireframe

A wireframe is a basic visual guide used in the early stages of design to outline the structure and functionality of a webpage or app. It serves as a blueprint, focusing on layout and navigation without the distraction of visual design elements, ensuring a solid foundation.

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If you liked this article "Design Glossary Terms: Essentials", check out our other articles on design glossary terms:

• Design Glossary Terms: Imagery
• Design Glossary Terms: Typography