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Brand design terms Part 2.

On the previous posts, we tried to inform companies about some basic design terms. The aim was to enhance the communication between the designer and the client. Some other important terms are the following:

1. Hierarchy. Hierarchy is the organization of the content in an artwork. Sometimes we want to give emphasis. This can be accomplished by the use of size, color, placement, grouping, font-size, white space. For example, the Google homepage is a composition with a clear hierarchy. The first thing we read on the site is the logo of Google. Then, the frame for the search and in the end a group of two buttons “Google search” and “I’m feeling lucky”. Finally, all this composition is placed in a white space.

2. White space. This is the blank space, around each object of an artwork. It regards the negative space around an image or a text. The existence of white space, gives space to the information in order to “breathe”. A typical example is on the homepage of Google that was mentioned previously. The white space groups the information and contributes to the user’s update.

3. Alignment. It concerns the alignment of the margins of a text or of a group of objects. Either it is a text, or photo, their alignment contributes to the legibility of the message. The alignment can be left, right or center. The whole body text is left aligned.

4. Resolution. This term is one of the main sources of misunderstanding between a designer and a client. By resolution we mean the number of pixels in an image. The more pixel that an image has, the better the quality is. For example, if we have an image of 150x250pixels, this means that it has only 150pixels in comparison with the screen and 250pixels in depth. That’s why, if someone tries to grow the size of this image, the result will be disappointing. The photo gets pixelated because it tries to create new pixels using material from the existing pixels. Another factor that affects the resolution of an image is the PPI (for web) and DPI(for print). The more the PPI/DPI is, the finer quality the image has. The ideal number of dpi is 300 ideal for a printed image and 72ppi for web images.

5. Mock-up. This term regards the pilot project that is presented from the designer to the client. The form can be an image either to the computer or printed. The objective is to make easier to understand the final form of the product. For example, when a web designer wants to show, how a website is going to be he creates an image in Photoshop and present it to the client.

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