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User Interface (UI)

User Interface Design, or UI, is the visual look and feel of the elements created for a product with the focus on maximizing usability and the user experience.

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Creative Director

This person is responsible for: working with designers, artists, copywriters, and the project manager to create a vision for projects, overseeing the creative process, and giving guidance to the designers.

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Senior Graphic Designer

This person is responsible for: conceptualizing and implementing designs, supervising creative concepts, comps, layouts, and final art mechanicals.

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Print Management

The process by which the production manager coordinates with the print vendor.

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Creative Direction

The process by which the creative director coordinates with the designers, programmers, and copywriters.

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Negative Space

Also called white space, this is an area that is intentionally left blank and can be used as its own element or to define other elements in a design. The space usually allows for the design to breathe and is used as a resting place for the viewer’s eye.

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Brand Awareness

The extent or level to which a potential consumer can recall and identify a particular product or service. Increased brand awareness is one of the two customary important goals for a digital advertising campaign (the other being a conversion of some kind).

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Resolution

The amount of detail an image contains. The higher the detail, or resolution of an image, the better the image produces. Printed materials are usually reproduced at 300 DPI, where website images are 72 PPI.

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Color Mode

A way to define color within a digital file. Common color modes are CMYK (print), RGB (computer screen), and HEX (web).

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Sans Serif Font

Sans meaning without, is a the absence of short decorative lines on a font. Sans serif fonts usually convey a clean, modern look. Examples of sans serif font would be Helvetica and Gotham.

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