Designer's Terminology -It's not another language

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June 2005
By Daniel Fogg

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It's easy to get confused and bogged down with terminology when dealing with digital design. Sometimes discussing design can be an intimidating process if you're dealing with a designer that talks fast and doesn't stop to explain everything clearly. Never fear, however, compiled below are several definitions that will arm you with the knowledge to sound like an expert (even if you're not) and impress the designer. Please note that the terms are divided by category.

File Formats
AI - Acronym that stands for Adobe Illustrator. As a general rule AI files can only be opened up in other graphics programs like InDesign, FreeHand, Photoshop etc. AI files do not import into Microsoft Office Applications.

EPS - Acronym that stands for Encapsulated Postscript. EPS files are graphic files usually created in Macromedia FreeHand or Adobe Illustrator. EPS files are cross-platform compatible and can be imported into many other applications such as Microsoft Word.

Vector File - A vector file is a graphic that can be scaled to infinite dimensions (big or small) without losing resolution (quality). You should always have a vector file for your logo that is in EPS, or AI format.

GIF - Acronym that stands for Graphic Interchange File. GIF files along with JPG files comprise the two major image formats you will see on all websites. GIF files are best for buttons, logos and text images.

JPG - Acronym that stands for Joint Photographic Experts Group, pronounced "jay-peg". JPG files are commonly used on the web for images that are photographic in nature. JPG files should NOT be used for print applications (see TIF).

TIF - Acronym that stands for Tagged Image Format. TIF files are most commonly used for photographs in Print layouts. For clear, high-quality photographs your TIF files should be saved at no less than 240 DPI (Dots Per Inch) at 100% of the image size.

Flash - Macromedia developed flash as a media component that is most often deployed online as a means to deliver video, audio, and motion graphics via the web. When you see animated text, games and cartoon-like movies online most likely you are viewing a Flash movie.


Software Companies
Adobe - Software company that has developed a suite of desktop applications used by designers and industry pros. The most common Adobe apps include Photoshop and Illustrator. Adobe software is generally associated with web and print graphics creation.

Macromedia - Software company that has developed a suite of desktop applications used by designers and industry pros. Macromedia has focused much of its software development towards web applications which is why a large percentage of designers and developers use Macromedia DreamWeaver instead of Microsoft FrontPage or Adobe GoLive. Macromedia was recently acquired by Adobe so there will be some product elimination and crossover for a while until the final Adobe product offerings are clarified.


Web Terms
CFM/ASP/PHP - These are the various programming languages used to create dynamic websites and applications. CFM stands for Cold Fusion which is a Macromedia product. ASP stands for Active Server Pages and is a Microsoft Product. PHP is an alternative to both ASP and ColdFusion scripting languages and is open source, meaning it is not owned by a specific company.

Content Management System - When dealing with web design, this term refers to the combination of web-based applications and/or desktop software applications that will be used to aid in the maintenance and upkeep of your website. A content management system could be as simple as using Macromedia Contribute - a sub $100 application used for editing web pages (i.e. less expense), or a very complex custom-developed cf/asp/php server-based solution that would require a developer and programmer to write the software code (i.e. more expense). A custom-built system would be recommended for large sites such as an e-commerce site that includes dozens, or hundreds of pages with lots of content objects like images and text descriptions.


Print Terms
Pantone Color - There is a company called Pantone that has created a proprietary set of inks, books and software that is used to define the color output of printed and (some) web materials. Pantone colors are referenced by letters and numbers (e.g. DS 97-1 C) that are found in Pantone Swatch Books which are relatively expensive color books sold in most computer stores ($100/book). Every business should know their Pantone colors but if you don't know what they are, a professional-level designer will be able to tell you the best Pantone-equivalent colors for your brand. Alternatively, you can usually go to any print shop and they will have a set of Pantone books that you can use to reference your colors against the Pantone versions. If your designer doesn't know anything about Pantone colors then run away! -you are without a doubt dealing with an inexperienced designer.

Full Bleed - Full bleed is simply another term for cutting a piece of paper on all 4 sides. When you see color or graphics that extend all the way to the edge of the paper that means it was full bleed. Very few printers can actually print ink all the way to the edge of the paper so the image area is printed on a sheet of paper that can be cut down to the appropriate size after printing is complete. Full bleed is more expensive because of the extra paper that is necessary to create the margins for trimming but it looks more professional than including white margins around your brochure or business card.

Paper weight - This is a print term regarding the thickness of paper. 500 sheets of paper are weighed and the resulting measurement in lbs gives you the paper weight. Standard printing paper for text is usually 24 lb. Heavy cardstock is around 45-65 lb. weight.

Coated or Uncoated - This is a printing term regarding the finish of the printed surface. Glossy paper is called coated while matte paper is called uncoated.

Varnish - This is a special coating of clear ink that can be used for various purposes including a special UV coating or a gloss overcoating over matte underprinting. Varnishes will ad cost to your print job since it is a special service not usually covered in a standard 4-ink job.

Full Color Job - This refers to a 4-ink CMYK process that allows for the reproduction of photographic quality images. 4-ink or full-color jobs are more expensive than a 1-ink (b/w) or 1-ink color job.


Job Terms
Web Programmer - Person who creates the complex database-driven back-end of a website. Web Programmer's are generally focused on the functionality of a website including how it works, how data is stored and transmitted and how users interact with the data. It isn't unusual for a Web Programmer to know very little about HTML since that is commonly the job of the Web Developer.

Web Developer - Person who turns the graphic files into html code templates. A Web Developer will generally have less creative/graphics experience than a full-fledged Designer but they will have more HTML, CSS, JavaScript and in some cases, programming skills. Web Developers and Designers share many skills in common.

Web Designer - Person who creates the graphic files (usually in Photoshop) for the website. If we use a very strict definition of a web designer then they will not have very much to do with the HTML coding part of the website design but in the real-world most web designers are part web developer and vice versa for web developers.

Graphic Designer - Using a strict definition, a graphic designer is responsible for anything that goes to print including logos, brochures, business cards, package design, signage books, magazines etc. It should be noted that you can have a graphic designer who designs websites as well, it is just a matter of semantics of titles and job descriptions.

Marketer - Person who develops the overall mission of your campaign materials (logos, brochures etc.) and the direction of your brand. It isn't unusual for an individual to combine Marketing and Graphic Design skills. Marketers will also have a strong writing background, good editing skills and project management experience.

Content Editor - Person responsible for the continuous upkeep of a website including basic image editing, text editing and copywriting.

Flash/Multimedia Designer - Flash is such a comprehensive program that can include video, audio and animation design so it isn't unusual to find someone who specializes in Flash and Multimedia within the broader category of "Designer".