Английский для графического дизайна: основные термины и фразы

"visual hierarchy"

The arrangement of design elements to guide the viewer's eye in order of importance, using size, colour, and contrast.

"We need a stronger visual hierarchy — the headline should dominate the layout, not the image."

"white space"

The empty area around and between design elements, used to create balance, focus, and readability; also called negative space.

"Add more white space around the body text so the layout feels less cluttered."

"grid system"

An invisible framework of horizontal and vertical lines used to align and organise design elements consistently across a layout.

"The poster looks unbalanced because the designer ignored the grid system."

"colour theory"

The body of principles explaining how colours relate to each other and how combinations affect perception and emotion.

"The client wants a trustworthy feel, so apply colour theory and shift the palette toward blues and greens."

"contrast"

The visual difference between elements — such as light vs. dark, large vs. small — used to create emphasis and readability.

"The text is unreadable because there is not enough contrast between the font colour and background."

"alignment"

The positioning of design elements along a common axis to create order, structure, and visual connection.

"Left-align all the body text to improve alignment and make the layout feel more professional."

"proximity"

Grouping related elements close together and separating unrelated ones to help viewers understand the structure of information.

"Move the caption right under the photo — proximity will make it clear which image it refers to."

"balance"

The distribution of visual weight across a composition, which can be symmetrical, asymmetrical, or radial.

"The heavy image on the left needs a text block on the right to restore balance to the spread."

"kerning"

The adjustment of space between specific pairs of characters to improve the visual appearance of text.

"The logotype looks unprofessional — fix the kerning between the "A" and "V"."

"leading"

The vertical space between lines of text, measured from baseline to baseline, which affects readability and tone.

"Increase the leading in the body copy so the long paragraphs are easier to read."

"typeface"

A complete set of characters sharing a unified design, such as Helvetica or Garamond; commonly confused with "font".

"The brand uses a sans-serif typeface to communicate a modern, clean identity."

"serif"

Small decorative strokes or feet at the ends of letterform strokes; typefaces with these features are called serif fonts.

"Choose a serif typeface for the body text to give the annual report a more traditional, trustworthy feel."

"tracking"

The uniform adjustment of spacing across a range of characters or an entire block of text, affecting density and tone.

"Open up the tracking on the all-caps headline to give it more breathing room."

"type hierarchy"

The organised system of typeface sizes and weights that guides readers through content in order of importance.

"Set up a clear type hierarchy with three levels: heading, subheading, and body text."

"baseline grid"

A horizontal grid used to align the baselines of text across columns and pages for visual consistency.

"Lock all text frames to the baseline grid so the multi-column layout stays vertically aligned."

"widow / orphan"

Typographic terms for a single word or short line left isolated at the top (widow) or bottom (orphan) of a text column.

"Tighten the tracking slightly on paragraph three to pull back the widow on the next page."

"brand identity"

The visual and verbal elements — logo, colours, typography, tone — that communicate what a brand stands for.

"The rebrand failed because the new logo was inconsistent with the rest of the brand identity."

"CMYK"

The four-colour printing model (Cyan, Magenta, Yellow, Key/Black) used for subtractive colour mixing in print production.

"Convert all images to CMYK before sending the file to the printer to avoid colour shifts."

"Pantone (PMS)"

A standardised colour-matching system used in print to ensure consistent colour reproduction across different printers and materials.

"The client requires the logo to be printed in Pantone 286 C for exact colour consistency."

"colour palette"

A curated set of colours chosen to work together harmoniously across a brand or design project.

"The new campaign uses a warm colour palette of terracotta, cream, and dusty rose."

"hue"

The pure attribute of colour that distinguishes it from others — red, blue, yellow — before any lightness or saturation is applied.

"Shift the background hue slightly toward cyan to better complement the orange headline."

"saturation"

The intensity or purity of a colour; high saturation is vivid, low saturation is muted or grey.

"Reduce the saturation on the background photo so the text overlay remains readable."

"brand guidelines"

A document specifying the rules for using a brand's visual and verbal elements, including logo, colours, fonts, and tone of voice.

"Check the brand guidelines before redesigning the website — the primary font must never be substituted."

"mockup"

A realistic digital or physical representation of a design applied to a product or context, used for presentation and client approval.

"Create a packaging mockup so the client can visualise how the label will look on the bottle."

"bleed"

An area of the design that extends beyond the trim edge of the printed page, ensuring no white borders appear after cutting.

"Extend the background colour to the bleed line — 3 mm on all sides — before sending to print."

"trim mark"

Lines printed outside the design area to indicate exactly where the paper should be cut after printing.

"The trim marks were missing from the PDF, so the print shop could not cut the sheets accurately."

"DPI (dots per inch)"

A measure of print resolution indicating how many ink dots fit in one inch; 300 DPI is the standard for high-quality print.

"The image is only 72 DPI — it will print blurry. You need a minimum of 300 DPI for this brochure."

"spread"

Two facing pages of a publication — left and right — viewed together as a single design unit.

"Design the opening chapter spread as one cohesive layout, not two separate pages."

"gutter"

The inner margin between two pages of a spread, or the blank space between columns in a multi-column layout.

"Increase the gutter on the inside margin so text is not swallowed by the book's binding."

"overprint"

A printing technique where one ink layer is printed on top of another rather than knocking out the base colour.

"Set the black text to overprint to prevent white gaps appearing at the edges during printing."

"PDF/X"

A PDF standard specifically designed for print production, ensuring colour profiles, fonts, and image data meet press requirements.

"Export the final file as PDF/X-1a as required by the magazine's print specifications."

"die cut"

A printing finishing technique where a custom-shaped blade cuts the paper or card into a specific non-standard shape.

"The business card gets a rounded-corner die cut, so remember to adjust the artwork file accordingly."

"wireframe"

A low-fidelity schematic diagram of a digital interface showing layout and structure without visual styling.

"Approve the wireframe before we start adding colour and typography to the screens."

"UI (user interface)"

The visual layer of a digital product — buttons, menus, icons, and layout — through which users interact with it.

"The UI needs a redesign: the navigation is too complex and the call-to-action buttons are not prominent enough."

"UX (user experience)"

The overall experience a person has when using a product, encompassing ease of use, satisfaction, and accessibility.

"The UX research showed users could not find the checkout button, so we moved it above the fold."

"responsive design"

A design approach that ensures a website or interface adapts fluidly to different screen sizes and devices.

"Test the responsive design on a 375-pixel viewport to make sure the mobile layout works correctly."

"prototype"

An interactive simulation of a design used to test functionality, flow, and usability before development begins.

"Share the prototype link with the client so they can click through the user journey and give feedback."

"design system"

A collection of reusable components, style guides, and standards that define how a product's interface should look and behave.

"Build all new screens using the design system so the product stays visually consistent across teams."

"asset export"

The process of preparing and saving design files in the correct formats, sizes, and resolutions for use by developers.

"Export all icons as SVG and the hero images as WebP during the asset export phase."

"accessibility (a11y)"

The practice of designing digital products so people with disabilities can perceive, understand, navigate, and interact with them.

"Run an accessibility audit — several buttons lack sufficient colour contrast for users with low vision."

"brief"

A document from a client or creative director outlining the goals, audience, deliverables, and constraints of a design project.

"Read the brief carefully — the client wants a rebrand that appeals to a younger demographic."

"art direction"

The process of guiding the visual concept and style of a project, ensuring all elements work together to communicate the intended message.

"She handles the art direction for all campaigns, deciding on photography style and colour treatment."

"revision"

A requested change or correction to a design, typically following client or stakeholder feedback.

"The contract covers two rounds of revisions — any additional changes will be billed separately."

"style guide"

A reference document specifying the visual and editorial standards for a specific project or publication.

"Follow the magazine's style guide when designing the feature spread — it specifies exact column widths and margins."

"vector graphic"

An image defined by mathematical paths rather than pixels, which can be scaled to any size without losing quality.

"Send the logo as a vector graphic so the signage company can print it at billboard size without pixelation."

"raster image"

An image made up of a fixed grid of pixels, which loses quality when scaled up beyond its original resolution.

"The photo is a raster image at 72 DPI — it will not hold up when printed at A2 size."

"spec work"

Unpaid design work done speculatively in hopes of winning a contract, widely considered unethical in the industry.

"I declined the project because it involved spec work with no guaranteed payment."

"portfolio"

A curated collection of a designer's best work used to demonstrate skills, style, and range to potential clients or employers.

"Update your portfolio with the three most recent projects before applying to the agency."