Design Terms You Need To Know: Your Design Dictionary

Person asleep on a stack of unmarked books with a pen in their hand. There is a glass and pitcher both with of water in front of the stack.

To get the most out of working with a brand designer, you need to know your design terms. With a solid understanding of stuff like brand identity, mood boards, typography, color palettes, mockups, and brand guidelines, you can talk about what you want and why you want it with confidence.

Get comfy with these terms, and you’ll be able to throw in your two cents, guide the design process, and be an active player in crafting your brand.

Brand Identity

Think of brand identity as the face and voice of your brand—it’s what sets you apart in a crowd. This includes all the fun stuff like your logo, color choices, fonts, images, and the overall vibe. Getting a grip on your brand identity helps your designer get a true feel for what your business stands for and ensures that the designs resonate with your audience.

Mood Board

Imagine a mood board as your brand’s dream collage. It’s a mash-up of images, textures, colors, and fonts that nail the aesthetic you’re aiming for. It’s your visual playground that helps both you and your designer envision and unify the creative direction. Making one together is like laying down a visual beat that keeps both of you dancing to the same rhythm.

Typography

Typography is all about how your text looks and feels. It’s a huge deal in showing off your brand’s personality and making sure your messages hit home. Get familiar with terms like font family, typeface, serif, sans-serif, kerning, and leading, so you can toss out precise feedback on the type choices in your brand materials. Knowing these helps you dial in specific tweaks to ensure every word on your page is performing at its best.

Color Palette

Your color palette is a chosen set of colors that scream ‘this is my brand!’ These colors stir up emotions, build brand recognition, and keep your visual identity tight. Brush up on terms like primary colors, secondary colors, complementary colors, and color harmonies (like monochromatic, analogous, or triadic) so you can confidently talk color with your designer.

Mockup

A mockup shows you how your designs will look in real life—on your website, packaging, or business cards. It’s a sneak peek at your design in action, helping you visualize the final product. Understanding mockups means you can offer sharper feedback on how everything looks and feels in real-world scenarios.

Brand Guidelines

Brand guidelines are the rulebook for your brand’s visual and verbal elements. It’s a go-to resource that ensures consistency, whether it’s about how your logo is used or what fonts your brand calls on. Getting familiar with your brand’s style guide means you can keep your brand tight and consistent across all platforms and pieces.

Clear and open chats with your designer will not only smooth out the design process but also help nail that killer brand identity that sets you apart. At Electric Haze we send our clients a questionnaire as well as hosting a workshop so that we can get into the tini details. 

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