C
Client Review
Client review refers to the step in the project process in which review and feedback/ approval is required from the client.
CMYK
CMYK refers to the four ink colors used in digital printing: Cyan, Magenta, Yellow, and Key (black). Digital images with RGB coloring must be converted to CMYK prior to printing. Converting from one color model to another can cause slight variance in appearance.
Color Model
Categorization of how color is produced (e.g. CMYK, RGB, Pantone).
Color Palette
Color palettes are a select customized combination of colors that are used in the development of concepts, designs, branding, and materials.
D
Deliverables
Deliverables are the tangible materials, files, or more provided by Claritas Creative at the completion of the project.
DPI (Dots per Inch)
DPI stands for dots per inch. DPI is a method of measuring and describing the resolution of print quality or printed images. An image with a higher DPI correlates with a clearer print quality and a larger file size. An image with 300dpi is the ideal resolution for printing clearer images.
E
EPS (Encapsulated PostScript)
EPS stands for Encapsulated PostScript. EPS files are often vector graphics. Typically, logos, charts, and custom artwork and designs are saved in vector form as EPS files.
H
Hexadecimal
Hexadecimal numbers refer to the color model used to display colors on webpages and digital devices. Most color models can be converted to hexadecimal digits with varying consistency. A hexadecimal is displayed using a six-digit code (#00FF00). Hexadecimal colors are often referred to as “Hex Codes.”
Human-Centered Design
Human-centered design (HCD) is a creative user-centered, problem-solving method typically used for interactive design. HCD includes researching target user needs, defining the problem from the user’s perspective, building an innovative solution, and testing and improving the product with real user feedback prior to implementation. HCD is sometimes referred to as user-centered design.
J
JPG (or JPEG)
JPG (of JPEG) files most often contain raster images. A JPG file cannot have a transparent background.
L
Logo
A logo is an element of your brand that provides a recognizable, visual representation of your organization. Logos may contain graphics (sometimes referred to as a brand mark), text (sometimes referred to as text treatment), or both. Logos typically have specific use restrictions that are included in an organization’s branding guideline document.
"Look and Feel"
Claritas Creative typically refers to the execution of a custom concept and design created by Claritas Creative as the “Look and Feel”. A “Look and Feel” may include colors, imagery, custom artwork, photographs, or design elements.
M
Master Service Agreement
A Master Service Agreement serves as the primary guiding agreement between Claritas Creative and its clients with important details regarding payment terms, expenses, and more.
Messaging
Messaging is how you speak about or present information to a desired audience. Effective messaging is a combination of key information and a value proposition that is communicated with a defined language, voice, tone, and style.
P
Pantone
The Pantone Color Matching System (PMS) is an ink system used for printing. Pantone inks ensure that colors are consistent across printed images and vendors. Pantone inks are often referred to as spot colors. Most Pantone colors can be roughly converted to RGB or CMYK color models.
PDF (Portable Document Format)
PDF stands for Portable Document Format. PDFs are documents that can be shared and viewed across computer operating systems. PDFs can contain vector or raster graphics, depending on the program they were created in and how they were saved. PDF files may also include interactive form-fields or Rich Media content such as links, buttons, video, audio, and more.
PNG (Portable Network Graphic)
PNG stands for Portable Network Graphic. PNG files most often contain raster images. A PNG file can have a transparent background.
PPI (Pixels per Inch)
PPI stands for Pixels per Inch. PPI is a method of measuring and describing the resolution of digital images. An image with a higher PPI correlates with a higher resolution image and a larger file size. An image with 72ppi is the standard resolution for screen-based/ digital images.
Project Management
Project management refers to all tasks that are not specifically identified as services or deliverables that are required to complete a project. These activities include but are not limited to creation of timelines, reporting, meetings, calls, or emails and project forecasting.
Project Timeline
Project timelines are the defined time periods that a project will be started and completed. Project timelines may also include specific due dates, such as the completion of deliverables, client review, important project milestones, or scheduled calls or meetings.
Q
QC (Quality Control)
Quality Control, often referred to as QC, is the practice of reviewing a piece of work to ensure the quality of a product is maintained or improved without flaw prior to the publication or dissemination of the work.
R
Raster Image
A raster image is an image created using colorized pixels as opposed to adjustable lines and shapes. Raster images are sometimes referred to as bitmaps or JPGs. Raster images have limitations to scaling or resizing as the image may become pixelated, appear “fuzzy,” or low quality. Raster images are often JPGs, PNGs, TIFFs, or sometimes PDFs.
Resolution
How an image will be used will dictate the resolution necessary. Images included on screens are often at 72ppi whereas print resolution is 300ppi. Resolution is measured in DPI (dots per inch) or PPI (pixels per inch).
Revision Rounds
A revision round is each time the document is updated with edited content or images. For example, if a client request edits to a document, the document that has been revised and returned to the client for review is a revision round. To save time and rounds of revisions, clients are asked to compile edits and input from their team prior to returning to Claritas Creative.
RGB
RGB refers to a color model based on the primary colors: Red, Green, and Blue. Digital images are primarily displayed using RGB coloring. Images with RGB coloring can be converted to the CMYK color model which is used for printing.
S
Statement of Work/ Workplan
The Statement of Work document includes all detailed information on the services and deliverables provided by Claritas Creative for a specific engagement. The services and deliverables included on the Statement of Work make up the Workplan that will be used for the duration of the project. If there are multiple projects in an engagement, there may be more than one Statement of Work and Workplan.
T
Text Treatment
A text treatment refers to the custom typographical design of letters, including font, spacing, and size. A text treatment may be used as a logo or part of a logo.
U
UX (User-Experience Design)
UX stands for user-experience design. UX refers to the interaction with a product. This may include ensuring logical navigation and intuitive user interactions. UX/UI is frequently used to reference user-experience design (UX) and user-interface design (UI).
UI (User-Interface Design)
UI stands for User-Interface Design. UI refers to the custom “Look + Feel” of a product. This may include colors, imagery, custom artwork, photographs, or design elements. UX/UI is frequently used to reference user-experience design (UX) and user-interface design (UI).
V
Vector Graphic
A vector graphic is an image created using adjustable lines and shapes as opposed to colorized pixels. Vector graphics can be scaled to any size without losing its resolution quality. Vector graphics most commonly use the file extension EPS.