blog post
Key Design Terms Every Marketer Should Know

It’s always super helpful when you have a deeper understanding of the design process to help you in your marketing efforts. Basic knowledge of design terms can help you communicate your ideas to the designer more clearly and achieve your desired outcome quicker!

If you’re ready, let’s go!


The lining up of elements to achieve balance and order. There are four main ones: center, left, right and justified.


This colour scheme uses colours that are next to each other on the colour wheel. Eg: green, yellow, orange.


Colours that are opposite each other on the colour wheel are considered to be complementary colours, Eg: orange and blue.

Colour Wheel


The main part of text in your deign, the written content.


Refers to the gradual change in colour from one tone to another.


Is a way to describe a colour and it could be any colour on the colour wheel. Eg: red, blue, yellow are all hues.


The degree of transparency of an element. The lower the opacity, the more transparent the colour.



Refers to the space between two letters. Kerning aims to achieve a pleasing balance of space between each character which improves legibility.


Arranging objects in a 90-degree angle and photographing from above. Sometimes referred to as a flat lay also.



A symbol is used instead of the company name.


A logotype is a type of logo where the name of the company is designed in a visually unique way to become the logo.


Lorem Ipsum:

Is a dummy text used by the design industry. It’s usually a placeholder text within text when the copy isn’t ready.


Is an image in black and white or in varying tone of only one colour.



A font whose letters and characters occupy the same amount of horizontal space.

Pull Quote:

A short quote pulled from the main text and used as a visual element to draw attention to the piece.

pull quote


The resolution of the image determines the quality. As a rule of thumb the higher the resolution the higher the quality.

Sans serif typeface:

“Sans” means “without”, and this font will not have the small line attached to the end of the stroke in a letter.



Refers to the intensity or vividness of a colour. The more saturated a colour is, the more vivid or brighter it appears.

Script typeface:

Mimics cursive handwriting.

Serif typeface:

Serif typeface has the extra stroke or curves, at the end of the letters.


Is when a digital element is designed to look like a replica of the physical work. Eg: calculators on our phones.


Style guide:

Is a set of standards for the design of anything related to your brand. A style guide ensures complete uniformity in style and formatting wherever the brand is used to avoid dilution of the brand.


A tint is a variety of colour. Tints are created when you add white to any hue of the colour wheel.


 A triadic colour scheme uses colours that are evenly spaced around the colour wheel Eg: orange, red, blue.