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E is for .... Design Terms Glossary

Non-designers Essential Glossary of Design Terms

Every industry, business and profession has its own language and that language can leave you feeling confused and result in lots of misunderstandings.  We thought you might find our Design Terms Glossary useful whether you are using the training in our Members’ section or dealing with a graphic designer directly.

Element

Element

 

Designers refer to an object or group of objects in a design as an ‘element’ of that design.

Leaflet Flyer Example 3 Man with a vanSo individual elements in this design would be:

  • Header
  • Photo
  • Bullet points
  • Logo
  • Background image
  • Call to action
  • Contact details

 

Emphasis

Emphasis

 

Hillary's shoes emphasis postersHillary's shoes emphasis postersPut simply, in graphic design terms, emphasis is making something stand out from everything else on the page.

The task for the designer is to choose how to make the most interesting or important element stand out sufficiently to draw the attention of potential customers, without distracting from the rest of the design and the information it contains.

This can be achieved through size, boldness, colour, shape or outline but must be balanced within the whole design to be effective.

Be very aware of the problem which occurs when too many things try to have emphasis in a design as this results in a similar situation to that found in a room where everyone is shouting at the same time. Nothing will stand out at all and the message is unlikely to be ‘heard’.

EPS

EPS

 

EPS or Encapsulated Post Script is a graphics file format that is used to transfer Post Script documents that contain images which are within another Post Script document.

This is quite technical but don’t worry too much about the detail – just think of it as another file format.

Any good design program will be able to save to EPS and read files that come in in that format too.

Export

Export

 

In graphic design terms when you EXPORT a design, you are saving it into another file format.

If I work on a design in SVG (Scalable Vector Graphics) format but need to have it in a PNG (Portable Network Graphics) format, for posting on social media, or as a PDF (Portable Document Format), for sending to a printer, I need to EXPORT the file into that format.

It sounds very technical but any good graphics program will be able to do this for you at the touch of a button.

No worries!

Eye Flow

Eye Flow

Eye Flow Business Cards

Eye flow refers to the path a reader’s eyes take when looking at a piece of graphic design work, whether that be a logo, leaflet, advert or webpage.

A good design should have a definite starting place for the eye to rest on, and then lead the viewer’s eye flow from area to area, in the order the designer has pre-decided for them.

 

Eye Flow Business Cards

When designing for yourself, always be aware of how your eyes move around the page. If you don’t know where to go next, or think you may have missed a piece of information on the page, the design is not good.

 

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