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.

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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.

PDF

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.

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