Design Jargon Decoded: For the CEO Who Thinks Kerning is a City in Germany
- anna jordan
- Sep 6, 2023
- 2 min read
Updated: Jan 7
There has always been a particular dance between sharp-dressed business leaders and the more enigmatic design world.
We’ve all seen it. In one corner, the creative team, casually dropping terms like “vector” and “resolution” as if they’re chart-topping hits on Spotify.
In the other, business-side partners listening along, nodding politely, trying to keep the rhythm without fully knowing the steps.
Neither group is wrong. They’re just speaking different languages.
And when language breaks down, so does momentum.
Below are a few common design terms, translated into language that helps teams move faster, make better decisions, and avoid unnecessary rework.
#1 Kerning
Designer's Definition:
The adjustment of space between individual letters in a word.
*Anna's Articulation: Letters not into group hugs
Boardroom Banter:
'Letter spacing'
The Verdict:
"Letter spacing" clinches this one. It's clear, and concise, and saves everyone a trip to the design dictionary...or google maps.
#2 Leading
Designer's Definition:
The vertical space between lines of text.
Boardroom Banter:
‘The gap between the lines’
The Verdict:
"Leading" is unique, and once you know it, it's unforgettable. Plus, it's just one word! However, for our corporate friends who are focused on doing the leading let’s stick to the Queen’s English and mind the ‘gap’
#3 Portrait & Landscape
Designer's Definition:
Vertical and horizontal orientations, respectively.
*Anna's Articulation: A canvas's preference to stand tall or chill sideways.
Boardroom Banter:
Vertical = Hotdog. Horizontal = Hamburger.
The Verdict:
"Portrait & Landscape" are evergreen. They're here to stay, so it's either get on board or, well, go eat a hotdog.
#4 CMYK & RGB
Designer's Definition:
CMYK refers to the four ink plates used in color printing: Cyan, Magenta, Yellow, and Key (black). RGB refers to the color mode used for digital displays: Red, Green, and Blue.
*Anna's Articulation: CMYK is the soul of print, RGB is the heart of screens.
Boardroom Banter:
'Print colors' and 'Screen colors'
The Verdict:
For simplicity's sake, "Print colors" and "Screen colors" will do, but a little CMYK and RGB knowledge never hurt anyone.
#5 Typography
Designer's Definition:
The art and technique of arranging type to make written language legible, readable, and appealing.
*Anna's Articulation: Picking what clothes words wear to the party
Boardroom Banter:
'Font styles' or 'Text design'
The Verdict:
"Typography" is like the fine wine of design lingo – elegant and sophisticated. It's not going anywhere. Cheers!
In the world of design, language can either be a bridge or a barrier. So, here's to making design concepts accessible to a broader audience through a mutual understanding that everyone can get behind.
Stay tuned for more terms! If you enjoyed this article, let me know your thoughts or share with someone you think would find it useful.