Graphic design is a language all its own. To be understood and heard by your designers, best to speak their language. It gets things done! In the first of this two-part series, we give you a glossary of the most useful terms when working on design projects.

1.    Serif
A serif is a small line at the end of each letter. The way I like to think of it is serif = “with feet.” Take Times New Roman, for example. Think of the small lines (or feet) on the end of those letters. That’s a serif.

2.    Sans Serif
The word sans in French means “without.” So think of letters “without feet” or “without serif.” Helvetica and Arial are two common sans serif typefaces.

3.    Tracking/letter-spacing
The spacing between an entire word, sentence or block of text.

4.    Kerning
The spacing between two letters. Don’t confuse it with tracking. Take the word “To,” for example. When you type it, the “T” and the “o” can be too far from each other at first, creating an awkward space that detracts from legibility. A key to remember when kerning is TNT: Tight but Not Touching. This is most important when setting type for headlines or subheads.

5.    Leading/line-spacing
The spacing between entire lines of text. In the old days of hand-setting metal type, the “leading” was actual strips of lead used to separate lines. Imagine four sentences stacked on top of each other. As a quick guide, if you are using 14-point type, optimal leading would be 16 points.

6.    Orphans/Widows
An orphan occurs when the first line of a paragraph is set as the last line on a page, creating an annoying break for the reader. Widows are when one word is left dangling on its own at the end of a paragraph. They look lonely and are often neglected when a paragraph is quickly read. So, we try to remove them.

7.    Negative Space/White Space
The space around and between images, type and layout boundaries. It plays a vital role in creating visual cohesion, balance and legibility in design. Think of it as breathing room for design elements.

8.    Vector graphic
A digital image made up of individual points connected along a path. This allows the object to be scaled to any size without losing quality or becoming pixelated. Vector graphics print crisp and clean. Designers will love you if you send them your logo as a vector file. Common vector file formats include the file extensions .EPS, .AI or .PDF.

9.    Raster
An image made up of individual pixels. A good rule of thumb for clear image quality is 72 dpi for onscreen and 300 dpi for print. Raster images include digital photos and are commonly edited using Adobe Photoshop. File formats include .JPEG, .TIFF and .PSD.

10.    Resolution
The measurement of dpi (dots per inch) or ppi (pixels per inch). Dpi is used for printing projects, and ppi is used for web projects. When using images for print, you want to make sure your resolution is at least 300 dpi. When using images on the web, make sure you have at least 72 ppi or the optimum resolution for your intended device. If your resolution is too low, you’ll end up with grainy or blurry images.


  1. Fine way of explaining, and pleasant article to get facts on the topic of mmy
    presejtation focus, wjich i am going to deliver in school.

  2. naturally like your web-site howeer you need to test the spelling on quite a few of your posts.
    Several of them are rife with spelling problems and I find it very bothersome to tell the truth on the other hand I will certainly come again again.

  3. I believe that is among the such a lot vital info for me.
    And i’m satisfied studying your article. But want to observation on few common things, The site style is ideal,
    the articles is in point of fact excellent : D. Just right activity,

  4. Hi there! I know this is kind of off topic but I was
    wondering if you knew where I could get a captcha plugin for my comment form?
    I’m using the same blog platform as yours and I’m having difficulty finding
    one? Thanks a lot!

  5. It’s great that you are getting thoughts from this piece of writing as well as from our dialogue made at this time.

  6. you’re first launching a website or web application,
    you’ll have to decide between shared hosting, virtual private server,
    and a dedicated server. We all know that there a n number
    of websites which are all sharing a single and large hard drive.
    The fact that I learned how to make a website even without technical
    schooling in IT related courses shows that you can do it too.
    Third, for instance a company uses a cheaper package to enter the virtual world,
    only after few months will he start realizing that the
    quality of services being availed isn’t up to the mark or even close to what
    he or she was looking for initially. Each one has different demand, owing
    to the reasons people buy different packages of products.
    94, which allows you to get hosting services are almost free for a month
    with any of the Hostgator plans. They have a wonderful reputation and their customer support and service is
    outstanding. With Hostgator, you happen to be assured of unlimited space and
    endless bandwidth and this also helps to supply you with the best value for
    money. For instance, some data centers may be experiencing power problems during
    a period of expansion or their bandwidth may
    be oversaturated leading to a less than optimal service for your customers.
    When you have customized your MLM blog and enhanced its functionality, you can begin posting articles.

  7. I like the helpful info you provide in your articles.
    I’ll bookmark your weblog and check again here frequently.
    I am quite certain I will learn lots of new stuff right here!
    Best of luck for the next!

  8. Goood day! I could have sworn I’ve been to this site before but after reading
    through some of the post I realized it’s new to me.

    Anyhow, I’m definitely happy I found it and I’ll be
    bookmarking and checking back frequently!

  9. Hello would you mind stating which blog platform you’re
    working with? I’m looking to stfart my own blog soon but I’m hving a difficult time choosing
    between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your layout seems different
    then ost blogs and I’m looking for something unique.
    P.S My apologies for getting off-topic but I had to ask!

  10. With havin so much written content do you ever run into any issues
    of plagorism or copyright infringement? My blog has
    a lot of exclusive content I’ve either created myself or outsourced but
    it appears a lot of it is popping it up all over the web without my
    agreement. Do you know any methods to help stop content from being ripped off?
    I’d definitely appreciate it.

Comments are closed.