October 10, 2018

10 Design terms every content marketer must know

design terms - an open monitor displaying a design software, placed on a desk with other design tools

Content marketing is one of those industries where you’re often required to work with professionals from fields different from yours. And one of the more jargon-filled of these complementary fields is design. Moreover, under the umbrella of ‘visuals’, design also happens to be rapidly catching on with consumers online. For instance, articles supported by images gain 94% more views than those with text alone. So, if you aren’t familiar with design terms as a content marketer, it’s time to level up. Here’s a list of terms you should add to your vocabulary:

1. RGB and CMYK

Both terms refer to a colour model. RGB or Red, Green, and Blue are additive in that they can reproduce an extensive range of colours. CMYK or Cyan, Magenta, Yellow, and Key (Black) are subtractive in the sense that they create a comparatively limited range of colours.

This is why RGB is mostly used for creating graphics for display on computers and CMYK is preferred for coloured illustrations that have to be printed.

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2. Opacity 

Opacity in design terms refers to the level of transparency in the design. Opacity and transparency are inversely proportional to each other. Therefore, the more opaque a design, the less transparent it is; in other words, the better the background is visible through a figure, the less opaque the latter is.

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3. Resolution

Resolution in design terms refers to the quality of the image. Its clarity is measured in by dots per inch for printed work and pixels per inch for digital creations. The higher the resolution, the less blurry the design appears.

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4. Gradient 

Gradient as a design term refers to a gradual change in the tone of a colour. There are two major types of gradients.

A linear gradient is where the gradual change of colour takes place in a single direction. Thus, the colours on the opposing ends of the frame end up being different. In a radial gradient, on the other hand, the tone of colour starts changing from a point within the frame, thus creating a circular or oval shape.

For a better understanding, compare the linear gradient on the left with the radial gradient on the right in the following image.

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5. Monochrome 

Monochrome as a design term refers to two shades of the same colour, one of which is lighter and the other dark.

Check out an example of the same:

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6. Vector

Vector refers to a graphic representation that is often created by adhering to the X and Y axis. Such images can be readjusted for size while keeping their high resolution intact.

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7. Text justification and kerning

Text justification involves spacing words in such a way that both sides of the text block have a straight edge. Kerning refers to the process of spacing out letters and words for a more pleasing visual impact.

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8. UI and UX 

These design terms encompass both the back ends and front ends of any website or app.

UI refers to User Interface. It consists of working on various components that go into building a website. On a macro level, it is responsible for the functionality of the website.

UX refers to User Experience. It can be understood as the emotional and practical experience a user has when engaging with a website.

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9. Visual hierarchy

Visual hierarchy refers to the order of arrangement in which various design elements are placed according to their importance.

For instance, headings that are sized bigger than the body copy are placed on the top of the page or frame, while subheads follow with a comparatively smaller font. However, the size of the font may sometimes vary within the body copy, if there’s a need to highlight text.

Interestingly, the principle of visual hierarchy is based on Gestalt’s psychological theory, according to which we tend to organise information presented to us in what we understand to be a cohesive whole.

Check out this simple example of visual hierarchy:

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10. Typography

Typography refers to increasing the efficiency of communication through design by the choice and arrangement of various typefaces.

Consider how the word ‘power’ has been used to create the image of a fist pumping the air:

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