The Complete Graphic Designer

The Complete Graphic Designer

178

Combinatory play

According to Paul Rand, this is when the designer takes

two ideas that are seemingly unrelated and then com-

bines them into a new visual image or metaphor.

Corporate identity

The “persona” of a company or organization that is

communicated through the consistent application of

a logo, color palette, and overall design to all forms of

visual communications directed at its target audience.

Counterform

In typography, this is the negative space within a letter-

form, such as the interior of a lowercase “e,” “a,” or “g.”

Creative brief

A document developed in conjunction with the client

to help guide the design process, which details specifi c

information for use when solving a design problem,

such as project goals and objectives, demographics of

the target audience, a profi le of the competition, and

deliverable dates.

Crop

Trimming part of a photograph or illustration so that

undesirable or unnecessary elements are eliminated.

Demographics

Statistical information such as age, gender, ethnicity,

income level, and preferences that categorize people

into distinct interest groups.

Depth of fi eld

The area of an image that is in focus. A short depth of

fi eld is one in which objects in the foreground appear to

be in sharper detail while those in the background are

blurry.

Die

Sharp metal rules mounted on a board for making die

cuts, or a solid metal block used for stamping foil or an

impression on paper.

Die cut

A decorative or unusual cut made in paper with a

metal die.

Dot gain

When halftone dots print larger on paper than they are

on fi lms or plates, they reduce detail and lower contrast.

Uncoated papers tend to cause more dot gain than

coated papers. Also called dot spread and press gain.

Emboss

A raised impression on the surface of paper produced

by pressing it between two dies.

End caps

Shelves or bins at the end of an aisle in retail stores

where products are placed for maximum visibility to

consumers.

Endorsed brands

Brands associated with their parent organization or

company even though their market presence is power-

ful on its own.

Fibonacci Sequence

A sequence of numbers in which each number is the

sum of the preceding two, such as the following: 1, 1, 2,

3, 5, 8, 13, 21, 34…

Finish

Surface characteristics of paper. Examples of fi nishes

include laid, linen, and vellum.

Focus group

A group of people with similar preferences and attri-

butes that are selected to test a product or process and

provide feedback. They are usually paid a small stipend

for their time.

Foil stamp

A fi nishing technique in which metallic or colored

foil is transferred onto a sheet of paper using heat

and pressure.

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p144-192_Text file_.indd 178CGD p144-192_Text file_.indd 178 1/20/09 3:25:12 PM1/20/09 3:25:12 PM