Understanding Graphic Design Jargon: A Beginner’s Guide for Clients

If you’re wondering what the hell us graphic designers are rambling on about, here’s a little cheat sheet of common terms and phrases you have heard us spout to help you make informed decisions when it comes to your creative project.

Graphic design can feel like a whole new language, especially if you’re not familiar with the industry terms and sometimes it can make you feel a bit uncertain on what you’re investing your time and money into. From file types to colour systems, there’s a lot of technical jargon that can be overwhelming for you as the client. But fear not my friend, this guide will help you understand the most common graphic design terms, so you can confidently communicate with your designer and make the best decisions for your brand.

File Types

Graphic design files come in different formats, each with a specific purpose. Some common file types include:

• JPEG: A compressed image format often used for photos. Best for web use but can lose quality if resized.
• PNG: Similar to JPEG, but it supports transparent backgrounds. Great for logos and images overlaid on other graphics.
• PDF: A versatile file format that’s often used for print because it preserves fonts, images, and layout.
• AI (Adobe Illustrator): A vector file format used for creating logos and illustrations. Can be resized without losing quality. You can’t open this file unless you have Adobe Illustrator. You’ll tend to be sent this as a master file for any designers or printers to use.
• SVG: A scalable vector graphic file, ideal for logos and icons because it can be resized infinitely without losing resolution. You will most likely be sent this file for icons, logos and any artwork. You can pop this one in Canva and it allows you to change the colour of that shape (or logo) instead of importing multiple versions of PNG files. It’s a time saver…
• EPS: Another vector format used for logos and illustrations that can be scaled without losing quality.
• WEBP: A modern image format developed by Google that provides superior lossless and lossy compression. It enables smaller file sizes for faster loading times, which is great for web use. However, not all browsers support it.
• PSD (Photoshop Document): The native file format for Adobe Photoshop. PSD files allow you to retain layers, masks, and other settings for editing, making them ideal for detailed image manipulation. These files are usually large and need to be converted to other formats (like PNG or JPEG) for use on websites or printing. You probably use this file type if you wanted to create mock-up images.
• Interactive PDFs: These are PDF files that include interactive elements such as hyperlinks, buttons, and forms. They can also embed multimedia like videos or audio, making them more engaging for users. Interactive PDFs are used for digital brochures, forms, and presentations, but may not function as intended on all devices or PDF readers. I personally love this file format as you can create interactive documents such as catalogues or brochures without a website.
• InDesign (INDD): Adobe InDesign is used for creating page layouts for printed and digital materials like books, brochures, and magazines. INDD files store your layout, text, and graphics and are essential for professional publishing. They can also be used for digital publications. Your designer would create a brochure in this programme instead of Microsoft programmes like Word or PowerPoint. A designer cries when asked to design in anything from Microsoft. Just so you’re aware.
• RAW: A file format used by cameras to capture unprocessed image data. RAW files offer greater flexibility for post-processing but require specialized software to open and edit. They are larger in size and not typically used for final outputs, but serve as source material for editing. You’ll normally get these files from your photographer. It means that if you decide to print a billboard sized ad, the photo won’t be pixelated.
• Master Files: These are the original, editable versions of your design projects, containing all elements (layers, text, graphics) and settings. Master files are essential for making future edits or updates to a design without starting from scratch. They are typically delivered in formats like AI or INDD.

Different file types are suited for different purposes. For example, you’ll want to use a PNG for logos with transparency on your website, but you’ll need a PDF or AI file for professional printing. Make sure to ask your designer for the correct file types for your needs.

Pantone (PMS): The Colour Standard

What It Is:
Pantone is a colour-matching system used to ensure colours are consistent across different mediums and materials. The system assigns a specific number to each colour, making it easy to communicate exact shades.

Why It’s Important:
If you’re printing materials or creating branded products, Pantone colours help ensure the colours on screen match those in print. For example, your logo might look one way on your website, but when printed on business cards or packaging, the colours could appear different. Using Pantone ensures consistency across all touchpoints.

What You Need to Know:
Pantone isn’t strictly necessary for every brand, especially if you’re just starting out. However, as your business grows, it may become important for professional printing or larger-scale marketing. Also, the catalogue for these colours are eye-wateringly expensive and most freelancers don’t have access to these swatches. However, there are other long-winded ways your designer can help you keep consistency in colour from screen to print. But I won’t bore you with the details…

Vector vs. Raster: Understanding Image Resolution

Images come in two main types: vector and raster.

• Vector: Made up of paths and lines, vectors are scalable without losing quality. Common file types include AI, EPS, and SVG. Logos are usually created as vector graphics.
• Raster: Made of pixels, raster images lose quality when resized. Common file types include JPEG, PNG, and TIFF. Photos are usually raster-based.

Why It’s Important:
If you plan to use your logo or design across various sizes and platforms (like websites, business cards, billboards, etc.), it’s essential to use vector files for scalability. Raster files, while great for photographs, can become pixelated if enlarged.

RGB vs. CMYK: Colour Systems for Screen vs. Print

• RGB: Stands for Red, Green, Blue. This colour model is used for screens (like websites, social media, and digital ads). It works by mixing different intensities of red, green, and blue light.
• CMYK: Stands for Cyan, Magenta, Yellow, and Key (Black). This is the colour model used for printing, where colours are mixed using four ink plates.

Make sure you use the right colour model for your project. If you’re designing for print, your designer should use CMYK to avoid colour mismatches. For digital designs, RGB is the way to go.

Bleed: Preparing for Print

Bleed refers to the area of the design that extends beyond the actual size of the document. It ensures that there’s no unwanted white border when your design is trimmed to size.

Why It’s Important:
If you’re designing something for print (like a brochure or business card), you’ll need to add a bleed area around your design. This ensures that the colours or images on the edge of your design don’t get cut off.

Kerning, Leading, and Tracking: Typography Terms You Should Know

These are all terms related to the spacing between characters in a font. I don’t know if you need to know this, but if your designer starts waffling on about it and boring you to tears, at least you have an idea of what it is. As a designer this sort of thing is interesting and we are quite passionate about spacing. So please forgive us if we go on a tangent…

• Kerning: The space between two specific characters. Adjusting kerning can make text look more balanced.
• Leading: The vertical space between lines of text. Proper leading ensures text is legible and easy to read.
• Tracking: The overall spacing between characters in a block of text. Tracking can be adjusted for a uniform look.

Why It’s Important:
These typography adjustments help make text legible and visually appealing. Proper kerning and leading make sure your design is polished and professional.

Font Types: Understanding Font Styles

Fonts come in many styles, each conveying a different tone and mood. Here are some common font types you’ll encounter:

• Sans-Serif Fonts: These fonts do not have “serifs” (the small lines at the ends of characters). They’re clean and modern, making them perfect for digital designs. Examples include Arial, Helvetica, and Montserrat.
• Serif Fonts: Serif fonts have those little lines at the ends of characters. They tend to be more traditional and are often used in printed materials for readability. Examples include Times New Roman, Georgia, and Merriweather.
• Script Fonts: These fonts mimic cursive or handwritten styles, often used for more personal, elegant, or artistic branding. Examples include Brush Script, Pacifico, and Dancing Script.
• Display Fonts: These fonts are often decorative and designed to stand out. They’re great for headlines, logos, or other areas where you want to draw attention. Examples include Lobster, Bebas Neue, and Impact.

Why It’s Important:
Each font type communicates a different tone. For example, a serif font might make your brand look more established and professional, while a script font might make it feel more personal and creative. Be sure to choose fonts that align with the mood and values of your business.

Mockup: Visualising Your Design in Context

A mockup is a realistic representation of how a design will look in the real world, such as on a business card, poster, or website.

Why It’s Important:
Mockups help you visualise how the final design will appear in different contexts. Before you approve a design, a mockup can show you how it will look on physical products or digital platforms.

Brand Guidelines: Keeping Your Branding Consistent

Brand guidelines are a document that outlines how your brand should be represented visually. It includes your logo, colour palette, typography, and other design elements, along with instructions on how to use them correctly.

Why It’s Important:
A brand guide ensures that your brand remains consistent across all platforms, from your website to social media to marketing materials. If you work with multiple designers or third parties, brand guidelines are essential for keeping everything cohesive.

Responsive Design: Optimising for Different Devices

Responsive design ensures that your website or digital content looks great on all screen sizes, from desktop monitors to mobile phones.

Why It’s Important:
More people access websites on mobile devices than ever before. Ensuring your design is responsive means that your content will adjust automatically to fit the size of the screen, providing an optimal user experience on all devices.

If there are any more terms you’ve heard and want clarification on them, DM me and I’ll write up a part 2!