DESIGN SPEAK – WHAT DOES IT ALL MEAN?

DESIGN SPEAK: BREAKING IT DOWN

In the name of clear communication (and we’re all for straight talk), we’re taking five to shed the light on some common design terms:

“Touchpoints”

WHEN YOU’D HEAR IT:
Talking about strategy, project realisation, rolling out brand architecture across different brand material, brand consistency, packaging design, website design, omnichannel & multichannel
marketing…

WHAT IT MEANS:
The term ’Touchpoints’ basically refers to any medium through which a consumer experiences the product and/or brand. The biggest touchpoints for products are currently on-shelf and online, including the product/ packaging itself, the brand website, and any brand marketing (inc. social media).

“Holistic Design”

WHEN YOU’D HEAR IT:
Talking about brand culture, brand goals, the future of the brand and during the branding process/project …

WHAT IT MEANS:
‘Holistic Design’ refers to a method of approach considering ‘the bigger picture’, often when creating a brand. While the details are still focused on, a priority is thinking ahead, connecting different aspects and building a larger ‘brand world’. This interweaving of brand thought ensures consistency and harmony between different areas, working towards a clear goal.

“UX Design”

WHEN YOU’D HEAR IT:
Talking about digital interactivity, physical consumer experience, usability…

WHAT IT MEANS:
‘UX’ is an abbreviation (ish) for User Experience. So, when we’re talking ‘UX Design’, we’re referring to design that prioritises the internal effects a product or journey has on a consumer. Considerations such as how well an aerosol sprays or whether a particular nav bar causes user frustration are examples of UX Design. UI Design, not to be confused, referes to User Interface Design: the look & feel of the product/journey. UX is how good it feels. UI is how it appears.

“Infographic”

WHEN YOU’D HEAR IT:
Talking about high levels of information or research, and how to present that appealingly…

WHAT IT MEANS:
‘Infographic’ is a term that’s been around for a while now, denoting a graphic in a particular style, with a particular purpose. The purpose is to present statistics or large quantities of data in bitesize, visual chunks. The layout is a singular (although it can be any size) piece of artwork, reading in a clear (and often linear) fashion, usually step-by-step. Infographics make digesting big information easier via strong graphic design.

– Infographic, Visually –

“Wireframe”

WHEN YOU’D HEAR IT:
Talking about website design, during the initial phases of a web project…

WHAT IT MEANS:
When we say ‘Wireframe’, this is us basically referring to a basic layout of a website design. If you imagine a chickenwire sculpture, how it visualises the core structure of a thing without any graphics etc clouding it, this is how a wireframe essentially works. It’s the blueprint/schematic that shows the skeletal framework of a website before the graphics get involved.

Deliverables”

WHEN YOU’D HEAR IT:
Talking about what’s required from the studio re the project, final phase production…

WHAT IT MEANS:
‘Deliverables’ are the tangible items produced via a project. They are outlined in the brief and supplied as the project comes to a close, physically or digitally. So, for example, a logo design, a designed & produced bottle and a brand style guide are all considered deliverables. It’s a fairly casual term, but quite useful.

“Brand Assets”

WHEN YOU’D HEAR IT:
Talking about merchandise, brand identity, brand development, existing brand stuff…

WHAT IT MEANS:
The term ‘Brand Assets’ encompasses all available supporting brand material. So, for example, a digital library of bespoke brand imagery, a physical rubber stamp for marking shipping boxes and a current celebrity endorsement would all be considered brand assets.

Brand”

WHEN YOU’D HEAR IT:
Talking about a company or product, ‘the bigger picture’, consumer perception …

WHAT IT MEANS:
Yes, ‘brand’. It can be useful to clarify the oldie-but-goodies, just as much as it is the newer speak. The word has come a long way since fire-branding cattle, and nowadays applies to so much more than simply a logo. So what is it?

A brand is everything a consumer comes to learn about your company & product. It’s the company’s perceived graphic style, core values & ethos and, so critically in this era of social media, its culture and expression. It’s a company’s tangible and intangible characteristics, and it is all-mighty.

WE MIGHT USE IT, BUT WE’LL ALWAYS AIM FOR YOU TO UNDERSTAND

As a branding and packaging studio valuing strong relationships (we have clients we’ve worked with for over two decades) we aim for understanding on all levels. That’s why, if we use design-specific terminology in our project talk we’ll explain what it means at the time, leaving less room for confusion, and loads for great work.

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