Marketing Design Terms
Boost your marketing design expertise with Typevis's comprehensive glossary. Discover definitions, examples, and insights for key industry terms.
A
A/B Testing
A/B testing is a way to compare two versions of something to see which performs better.
Above the Fold
Website area visible upon page load, without scrolling.
Accessibility
Designing websites and content to be usable by people with a wide range of abilities.
Actionable Insights
Actionable insights transform data analysis into clear, practical instructions for improvement or action.
Ad Placement
The strategic location where an ad is displayed on a platform or medium.
Aesthetic Usability Effect
Users are more forgiving of minor usability issues when a design is aesthetically pleasing.
Aesthetics
Principles of visual appeal and harmony in design.
Alignment
Arranging design elements along a common line or axis for visual order and clarity.
Ambient Advertising
Non-traditional advertising using creative placements to reach consumers in unexpected ways.
Analog
Analog uses continuous physical variations to represent data, unlike digital's discrete values.
Analogous Colors
Colors next to each other on the color wheel, sharing a common hue and creating a harmonious look.
Anchor Text
Clickable words within a hyperlink that describe the linked content, aiding users and search engines.
Aperture
Aperture is the lens opening that controls how much light reaches the camera sensor, impacting exposure and depth of field.
APNG
APNG: Animated PNGs with full color and transparency for web animations.
Archetype
A universal character or symbol that represents a shared human experience.
Archival
Archival ensures long-term preservation of valuable items using specific materials and methods.
Ascender
The part of lowercase letters that extends above the main body of the text.
Aspect Ratio
Aspect ratio is the width-to-height proportion of an image or screen, shown as two numbers separated by a colon.
Asymmetry
Asymmetry is a design principle that uses imbalance to create visual interest and dynamism.
Augmented Reality (AR)
AR overlays digital content onto the real world, enhancing user experience.
B
Balance
Visual equilibrium achieved through the arrangement of elements to create a sense of stability.
Banner
A visual marketing tool used online to capture attention and drive traffic.
Baseline
Invisible line defining the base of text, crucial for visual consistency.
Benchmark
A standard used for comparison in marketing and design.
Bleed
Bleed extends design elements beyond the trim edge for printing, ensuring no white margins after cutting.
Bounce Rate
Percentage of website visitors who leave after viewing only one page.
Brand Awareness
Brand awareness is how recognizable a brand is to its target audience.
Brand Equity
Brand equity is the value of a brand's influence on consumer choices.
Brand Guidelines
Rules ensuring consistent brand representation across all platforms and materials.
Brand Identity
The visual and verbal elements that distinguish a company and create a memorable experience.
Brand Loyalty
Customers consistently choose a specific brand over others.
Brand Positioning
Creating a distinct perception of your brand in the minds of your target audience.
Brand Voice
The personality behind a brand's communication, shaping how it interacts with its audience.
Branding
A unique identity and perception of a company or product.
Breadcrumbs
Website navigation that shows the user's path to their current page.
Bullet Point
A small symbol used to mark items in a list, making it easier to read.
Burst Mode
Burst mode captures a series of photos in rapid succession, perfect for action shots.
Buyer Persona
A semi-fictional profile of your ideal customer based on research and data.
C
Call to Action (CTA)
A clear instruction that tells the audience what to do next.
Call to Value (CTV)
CTV emphasizes the value a user gets from taking a desired action.
Callout
Highlights specific visual elements using shapes, lines, arrows, and text.
Chroma
Chroma describes the intensity or purity of a color, making it appear vibrant or dull.
Cluster
A design technique of grouping similar elements for visual impact and organization.
CMYK
A subtractive color model used in printing, mixing inks to create a spectrum of colors.
Collage
An art technique that combines different materials on a surface to create a new whole.
Color Gamut
The complete range of colors a device can reproduce.
Color Palette
A set of colors used together in design for visual harmony.
Color Theory
A set of guiding principles used to create harmonious and visually appealing color combinations.
Complementary Colors
Colors opposite each other on the color wheel, creating maximum contrast and visual impact.
Composition
The art of arranging design elements for visual impact and message clarity.
Content Calendar
A schedule that outlines future content pieces and their publishing dates.
Content Curation
Finding, organizing, and sharing relevant content from various sources.
Content Management System (CMS)
Software enabling content creation, editing, and management on websites without coding.
Content Optimization
Enhancing content to rank higher in search results and engage users effectively.
Content Strategy
A strategic plan for creating and distributing valuable, relevant content to attract and engage a target audience.
Contextual Marketing
Delivering the right message to the right person at the right time.
Contrast
Contrast is the difference between elements that makes them stand out from one another.
Conversion Funnel
A visual representation of the customer journey from initial awareness to conversion, helping businesses optimize for higher conversion rates.
Conversion Rate
Percentage of users who complete a desired action on your website or app.
Copy
Written words used in marketing materials to promote a brand or product.
Copywriting
Persuasive writing that inspires action.
Creative Brief
A document outlining the key elements of a creative project.
Crop
Removing unwanted areas from images or layouts.
Cross-Channel Marketing
Creating a unified customer experience across all online and offline marketing channels.
CSS
CSS styles the look and feel of web pages.
Customer Journey
The complete experience a customer has with a brand from initial awareness to long-term engagement.
Customer Relationship Management (CRM)
CRM is a system for managing a company's interactions with current and future customers.
D
Data Visualization
Presenting data visually to identify patterns and trends.
Demographic
Statistical data about a population's characteristics, like age, gender, and location.
Descender
The part of a lowercase letter that extends below the baseline.
Design System
A set of standards to ensure design consistency and streamline product development.
Digital Asset
Digitally stored files or content that hold value and are managed for future use.
Digital Asset Management (DAM)
A central hub for organizing, storing, and sharing digital files like images, videos, and documents.
Direct Mail
Tangible marketing materials sent directly to potential customers.
Display Advertising
Visual online advertising used to reach target audiences across websites and platforms.
DPI
DPI, or dots per inch, measures print resolution, impacting the clarity and detail of printed images.
Duotone
A two-color image effect for a bold, stylized look.
Dynamic Content
Web content that adapts and changes based on user interactions or other factors.
E
Emboss
A design technique that simulates raised or recessed relief for a 3D effect.
Emotional Design
Emotional design creates products and experiences that resonate with users on an emotional level, fostering positive feelings and stronger connections.
Empathy Map
A collaborative visualization tool to understand users' needs, thoughts, and feelings.
Endorsement
Public statement of approval from a trusted individual.
Engagement
How audiences interact with your brand or content; showing genuine interest.
Evergreen Content
Timeless and enduring content that remains relevant and valuable over a long period.
F
Flat Design
A minimalist design style that prioritizes clean aesthetics and user experience.
Focal Length
Focal length in photography determines the magnification and angle of view of a lens.
Focal Point
The main element in a design that captures attention.
Foil Stamping
A printing technique that uses a heated die to apply metallic foil to create a raised, shiny design.
Font
A font is a set of characters with a unified design style.
G
Gamification
Using game-like elements in non-game settings to boost engagement and motivation.
Gestalt Principles
Principles of visual perception that describe how humans group similar elements, recognize patterns and simplify complex images.
GIF
GIFs are animated images used for short, repeating visuals.
Glyph
A glyph is a visual representation of a character, like the letter "A".
Golden Ratio
A mathematical ratio found in nature and design, believed to create visually pleasing proportions.
Gradient
A gradual blend of two or more colors, creating a fading transition effect.
Granular
Granular design offers a high degree of detail and control over individual elements.
Grid System
A structured framework used to organize elements on a page or screen.
Growth Hacking
Data-driven marketing techniques focused on rapid experimentation and growth.
Gutter
Space between design elements, especially text columns, aiding readability.
H
Halftone
A technique to simulate shades and gradients in printing using dots of varying sizes or spacing.
Hashtag
A clickable keyword used to organize and categorize content on social media and other platforms.
Header
The top portion of a webpage that provides navigation, branding, and key information.
Heat Map
A color-coded visualization of data showing areas of high and low activity.
Hero Image
Large, captivating image used at the top of a webpage to make a strong visual impact.
Hex Code
Six-digit code representing colors digitally, indicating combinations of red, green, and blue.
Hierarchy
A structured ranking system where elements are organized by importance or authority.
Hologram
A 3D image created with lasers by recording and reconstructing light wave patterns.
HTML
HTML is the language used to create the structure and content of web pages.
Hue
Hue is the pure form of color, allowing us to differentiate between red, blue, green, etc.
I
Iconography
Iconography is the study of symbols and images, exploring their meaning and cultural significance in art and design.
Illustration
Visually communicate ideas, stories, and information through original artwork.
Image Compression
Reduces image file size while preserving quality for web and print.
Impression
A single display of an advertisement on a user's screen.
Infographic
Visual representations of data and information, designed for clarity and engagement.
Information Architecture
Information architecture is about organizing digital content to make it findable and understandable.
Interaction Design
Interaction design ensures digital products are engaging, easy to use, and enjoyable.
Isometric Design
A 3D design style that uses parallel lines to create the illusion of depth, commonly seen in video games and infographics.
J
K
L
Landing Page
A standalone web page designed for a specific marketing campaign, aiming to convert visitors into leads or customers.
Layout
A layout is the arrangement of elements on a page, creating visual hierarchy and structure.
Lead Generation
The process of attracting potential customers and converting them into prospects.
Leading
Vertical spacing between lines of text, improving readability.
Letterhead
Branded paper used for official business communication.
Letterpress
Traditional printing method using raised surfaces and ink to create a tactile, indented impression on paper.
Lifecycle Marketing
Building relationships with customers at every stage of their journey.
Ligature
A ligature combines two letters into one glyph for better aesthetics and readability.
Logo
A visual symbol representing a brand, company, or organization.
Logotype
A uniquely designed brand name, enhancing recognition and memorability.
M
Market Segmentation
Dividing a market into distinct groups with similar needs and characteristics.
Material Design
Google's visual language for creating intuitive and beautiful user interfaces.
Maximalism
A design approach characterized by excess, layering, and bold combinations of colors, patterns, and textures.
Microinteractions
Subtle animations or responses that guide user actions and provide feedback.
Minimalism
Minimalism in design is about achieving more with less, focusing on essential elements and stripping away unnecessary clutter.
Mockup
A static visual representation of a design, often used for websites or apps.
Monochrome
Using one color and its variations in design.
Mood Board
A visual collage representing the desired look and feel of a design project.
MOV
A multimedia container format designed for storing high-quality videos, primarily associated with Apple products.
MP4
MP4 is a versatile digital container format primarily used for storing audio and video.
Multichannel Marketing
Reaching customers across multiple platforms for a better brand experience.
N
O
P
Pagination
Dividing content into multiple pages for easier navigation.
Pantone Matching System (PMS)
A standardized system used to identify and reproduce precise colors in printing.
Parallax Scrolling
A scrolling effect that creates depth by moving background elements slower than foreground ones.
A universally compatible file format ensuring consistent document display.
Persona
A fictional character representing your ideal customer based on research and data.
Personalization
Tailoring user experiences with relevant content and offers.
Perspective
The technique of depicting depth and spatial relationships on a flat surface.
Photorealism
Photorealism: Art that looks incredibly real, like a high-resolution photograph.
Pilcrow Sign
A symbol representing a paragraph break (¶), used in editing and typesetting.
Pitch Deck
A short presentation used to give an overview of a business idea.
Pixel
Smallest unit of a digital image, displaying a single color.
Placeholder
A temporary element used in design to represent final content.
PNG
Lossless image format known for transparency and used for graphics and web images.
Predictive Analytics
Using data, statistical algorithms and machine learning to identify the likelihood of future outcomes.
Project Management Tools
Software applications that help manage projects, resources, and teams towards successful project completion.
Prototype
A preliminary model showcasing a product's functionality for testing and feedback.
Psychographics
Psychographics delve into the 'why' behind consumer behavior, exploring values, interests, and lifestyles.
R
Raster Graphics
Digital images made up of pixels, each assigned a color, forming a grid.
Responsive Design
Websites that automatically adjust to different screen sizes, ensuring optimal viewing.
Retargeting
Showing targeted ads to previous website visitors to re-engage them and encourage conversions.
RGB
RGB is an additive color model used for digital displays, mixing red, green, and blue light to create a spectrum of colors.
Rule of Thirds
A composition guideline that divides an image into nine equal parts to create balance and interest.
S
Sales Funnel
A visual representation of the customer journey from prospect to paying customer.
Sans Serif
Typefaces without decorative strokes, creating a clean and modern look.
Saturation
Saturation defines a color's intensity - how vibrant or dull it appears.
Scalability
Ability of a system to handle increasing demands without compromising performance.
Search Engine Optimization (SEO)
Improving website visibility in search results to attract more organic traffic.
Semiotics
The study of signs and symbols and how they create meaning.
Serif
Serifs are small decorative strokes added to the ends of letters in certain typefaces.
Sitemap
A file that helps search engines understand and crawl your website effectively.
Skeuomorphism
Skeuomorphism in UI design makes digital elements resemble real-world counterparts, often for familiarity.
Splash Page
A visually-driven introduction screen appearing before a website's main content.
Sponsorship
Mutually beneficial partnership for brand exposure and support.
Spot Color
Pre-mixed inks used in printing to achieve accurate, consistent color.
Storyboard
A visual guide showcasing the step-by-step flow and interactions of a user's digital experience.
Storytelling
Using narratives to connect with audiences and communicate brand messages.
Style Guide
A rulebook for maintaining visual consistency in branding across all platforms.
SVG
SVG is a vector image format used for creating scalable graphics for the web.
T
Template
A pre-designed layout for creating consistent designs.
Texture
The perceived surface quality of a design element, adding depth and visual interest.
Tracking
The adjustment of space between letters in a word or block of text.
Trim
Trim defines the final boundary of a design, indicating where it will be cut or displayed.
Typography
The art of arranging type to make written language legible and visually appealing.
U
User Experience (UX)
User Experience (UX) is how users feel while interacting with a product or service.
User Interface (UI)
The visual elements users interact with when using a website, app, or device.
User Journey Mapping
A visualization of the steps a user takes to achieve a goal with a product or service.
User-Centric Design
Designing products and experiences around the needs of the user.
V
Value Proposition
A value proposition explains why a customer should buy from you, outlining the benefits you offer.
Vector
Scalable graphics defined by mathematical equations, ensuring consistent quality regardless of size.
Vertical Rhythm
Vertical rhythm enhances readability and creates a visually pleasing flow of content on a page.
Video Marketing
Using video to promote your brand, product, or service.
Visual Hierarchy
Arranging design elements to guide the viewer's attention from most to least important information.
Visual Identity
The visual elements that represent a brand, ensuring consistency and recognizability.
W
Web Analytics
The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
Webinar
A webinar is an online seminar or presentation.
WEBM
Open-source video file format for web streaming, known for its efficiency and quality.
WebP
A next-generation image format for faster websites and better user experiences.
Whitespace
Empty space in design, not necessarily white, that improves readability and visual hierarchy.
Wireframe
A visual blueprint of a website or app's layout and functionality.