|
|
 |
| A Client
|
Anyone that isn't us.
The business or individual who pays for graphic design or brand services. At Fusion Communications, Clients always come first.
|
|
| Advertising
|
Public promotion of a product, service or company.
Making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action. |
|
| Audiovisual
|
Using sight or sound to present information.
Pertaining to the use of recordings, videos, slides, and other media for presentation. |
|
| Billboard
|
A large outdoor printed sign.
Costs for a specific billboard are determined by the amount of traffic that passes its location, plus the board’s size and visibility. |
|
| BMP(.bmp)
|
File format, sometimes called bitmap.
Standard Windows bitmap image format on Windows compatible computers. When saving an image in this format, you can specify either Microsoft Windows or OS/2 format, but your choice is limited to 24-bit depth for the image. |
|
| Brainstorming
|
A meeting to generate creative ideas.
A technique of solving specific problems, amassing information, stimulating creative thinking, developing new ideas, etc., by unrestrained and spontaneous participation in discussion. |
|
| Brand
|
To promote as a brand name.
A Brand is not a logo, symbol, an ad, a spokesperson, or a jingle. A Brand is everything an organisation wants people, especially their target markets, to feel and believe about its product and services. It is an asset that can be measured and leveraged. Everything a company does reflects on the Brand and has the ability to build it or compromise it. |
|
| Brief
|
Background materials that help us learn more.
Basic series of questions and requirements needed when taking an effective creative brief from a client.
|
|
| Brochure
|
DL, A4, Gatefold, A3 to A4.
A folded leaflet with an advertising or promotional message. Often the key communication tool for small businesses looking to promote themselves. |
|
| Business Reply Card
|
Direct mail response mechanic.
A preprinted postcard enabling direct mail recipients to respond easily. Direct mail offers that include BRCs have a much higher response rate. |
|
| Business-to-Business
|
B2B
Business conducted between companies. Communications or commerce between companies (as distinguished from dealings between a company and a consumer) |
|
| Buzzword
|
A vogue term in a particular profession.
A word or phrase that takes on added significance through repetition or special usage. "Customer Retention Program" has become a buzzword among retailers. |
|
| Campaign
|
A systematic course of aggressive activities for some specific purpose.
The total planned, coordinated sales effort on behalf of a specific client or product, often multimedia in nature and run over a period of time. Fusion Communications specialise in designing cost effective multi channel campaigns.
|
|
| Catalogue
|
An illustrated booklet or online website.
Usually listing products or services offered by a particular business.
|
|
| Corporate Identity
|
Physical characteristics that are associated with a corporation.
A company’s name, logo, typeface, colors, slogan, etc., are elements that help comprise its corporate identity. Fusion Communications specialise in developing identities and standards that fit their clients prefectly.
|
|
| Creative
|
Resulting from originality of thought.
Concepts or ideas developed from scratch to answer a specific need or brief. Development of a theme that can be executed across a variety of media. At Fusion Communications a creative concept is often developed and used as the basis of design briefs for individual elements.
|
|
| Design
|
A scheme of attack or approach.
The Fusion Communication process takes elements provided by creative or client and develops a plan and style for execution. Defining nature of elements and how they relate to each other given the production process.
|
|
| Desktop Publishing (DTP)
|
Term commonly used to describe page layout skills.
However, the skills and software are not limited to paper and book publishing. The same skills and software are often used to create graphics for point of sale displays, promotional items, trade show exhibits, retail package designs, and outdoor signs.
|
|
| Direct Mail (DM)
|
A marketing effort conducted exclusively by mail.
Leaflets, brochures, letters, catalogs, or print ads mailed or distributed directly to current and potential consumers.
|
|
| DLE (DL)
|
Common Envelope size.
Also used as a term to describe brochures and flyers 100 x 210 mm. A4 sheet folded in thirds, A5 sheet folded in half lengthwise.
|
|
| EPS (.eps)
|
The EPS file format.
Used to transfer PostScript language artwork between applications and is supported by most illustration and page-layout programs. Typically, EPS files represent single illustrations or tables that are placed onto a host page.
|
|
| Estimate
|
The proposed or expected budget for a job.
Prior to the inception of any design project or campaign, Fusion Communications provides its clients with a detailed cost estimate.
|
|
| Filler
|
Item used to fill leftover space on the page.
A short, interesting, sometimes humorous news item. The most widely read "articles" in any newspaper, fillers constitute an excellent (and often overlooked) vehicle for obtaining press coverage for an organization.
|
|
|
|
| Giveaway
|
There is no such thing as a free lunch.
A novelty or gift used in a promotion. Banks frequently offer giveaways, or prizes, to customers opening accounts. |
|
| GIF (.gif)
|
Graphics Interchange Format.
The file format commonly used to display indexed colour graphics an images over the World Wide Web. |
|
| Graphic Design
|
A discipline which focus on visual communication and presentation.
Various methods are used to create and combine symbols, images and/or words to create a visual representation of ideas and messages. At Fusion Communications we often refer to both the process (designing) by which the communication is created and the items (designs) which are generated as graphic design. |
|
| Halftone
|
Gradation of tone in an image.
Also can refer to an image formed by printing close-set dots of varying sizes on paper or other "hard" media. |
|
| Jpeg
|
Common file type used to display photographs over the World Wide Web.
A JPEG image is automatically decompressed when opened. A higher level of compression results in lower image quality, and a lower level of compression results in better image quality. In most cases, the Maximum quality option produces a result indistinguishable from the original.
|
|
| Layout
|
A plan or sketch.
An advertisement or a page of a newspaper or magazine, indicating the arrangement and relationship of the parts, as of type and artwork. At Fusion Communications our graphic design skills make us masters of good layout.
|
|
| Logo
|
A recognizable graphic design element.
Used primarily for representing an organization or product, a logo is a graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed by Fusion Communications for ready recognition.
|
|
| Logotype
|
The stylized lettering often employed in a logo.
Single piece of type bearing two or more uncombined letters, a syllable, or a word. |
|
| Mailer
|
A mailed advertisement.
A promotional piece usually received via the post or letter box drops. |
|
| Mailing List
|
Also referred to as a database or address book (email).
A list of prospective customers organized by defined factors such as location, income, or other consumer profile aspect. |
|
| Market
|
Prospective customers.
A body of existing or potential buyers for specific goods or services just sitting there waiting for you to talk to them.
|
|
| Marketing
|
The techniques used to attract and persuade consumers.
The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. |
|
| Media
|
Channels of mass communication.
Newspapers, magazines, direct mail, billboards, bus signs, radio, television and internet are some important media that carry advertising. |
|
| Novelties
|
Promotional items or merchandise.
Free items, such as calendars, letter openers, mugs or buttons, bearing an advertiser’s logo - also referred to as promo pieces. The purpose of such novelties is to keep the client's name in front of its audience over time. |
|
| Paste-Up
|
Old printing term, used before computers.
The formation of a graphic design or layout by pasting elements on a stiff board. Increasingly, artists bypass physical paste-up and create layouts on the computer. |
|
| PDF
|
The PDF format is used by Adobe Acrobat.
Adobe's electronic publishing software for Mac OS, Windows and UNIX. You can view PDF files using the Acrobat Reader software. PDF can present both vector and bitmap graphics and can also contain electronic document search and navigation features. |
|
| Pitch
|
The highest point or greatest height.
The presentation of an idea or concept to a prospective or existing client. |
|
| Plug
|
A favorable mention or a picture of a product.
Examples of plugs are a Weet-bix box visible on a breakfast table in a film, a character in a TV movie drinking a Steinlager, or James Bond driving a BMW. |
|
| PMS (Pantone)
|
A book of standardized color in fan format.
In 1963, Lawrence Herbert, Pantone's founder, created an innovative system for identifying, matching and communicating colors to solve the problems associated with producing accurate color matches in the graphic arts community. His insight that the spectrum is seen and interpreted differently by each individual led to the innovation of the PANTONE® MATCHING SYSTEM® |
|
| Pre-Production
|
Concerning elements and activities prior to production.
Executing design plan and producing all materials required for production. Primarily the key point in the execution of an idea and hence requires the most attention to detail. |
|
| Print Advertising
|
Old school advertising.
Advertising in newspapers, magazines, catalogs, or mailers. Usually, print ads use some combination of photographs, illustrations, and copy. |
|
| Process
|
Divided into four distinct phases,
Discover, Define, Develop and Deliver, the Fusion Communications Design Process maps the divergent and convergent stages of the design process. |
|
| Production
|
Being produced or manufactured in large quantities.
The physical execution of an idea whether through printing, burning to CD or any other form of mass communication. |
|
|
|
| Rollout
|
The introduction or inauguration of a new brand or identity.
Geographic expansion of a brand from a single test market outward, as to a regional or national market. |
|
| Sandwich Board
|
Two hinged boards adorned with advertising messages.
Often they are placed at an advantageous location or hung over someone’s shoulders. |
|
| Sizzle
|
Dazzle or excitement, as opposed to substance.
In its bid for consumers, some advertising plays up the "sizzle" rather than the "steak." |
|
| Slogan
|
Short, memorable advertising phrase.
Examples include "Coke Is It," "Just Do It," and "Don’t Leave Home Without It." When a product or company uses a slogan consistently, the slogan can become an important element of identification in the public’s perception of the brand. |
|
| Spread
|
Also DPS (double page spread).
Advertisement or other print presentation that takes two facing pages in a magazine or newspaper. A full-page "spread" fills both pages and may take up the gutter in between as well. |
|
| Storyboard
|
Depiction of TVC, motion graphic or animation.
A series of panels roughly depicting scenes, copy, and shots proposed for a television commercial. The storyboard gives the client a good idea of the agency’s concept for a commercial, before extensive production charges are incurred. |
|
| Streamline
|
Work management software.
Time and costs relating to a job is the responsibility of everyone. Streamline has been tailored so that everything Fusion Communications does relating to an individual job, both time and disbursements, can be recorded. |
|
| SWF (.swf)
|
File format for Macromedia Flash.
This format is a version of the Macromedia Flash Player vector-based graphics format of interactive, animated Web graphics. You can export artwork to the Macromedia Flash format for use in Web design, and view the artwork in any browser equipped with the Macromedia Flash Player. |
|
| Target Audience
|
The consumer group most likely to buy a specific product or service.
Identified by region, age, demographics, or economic status. The target audience might be as wide as "adults aged 35-54," or as narrow as "female high school prom-goers in Wabash, Indiana." Effective ads are created and placed in media with the target audience clearly in mind. |
|
| Trade Name
|
Name used to identify a business individually.
The name used by a company to describe and distinguish its brand of a generic product. Kleenex is a trade name for a brand of tissue; Xerox, a single brand of copier. |
|
| Typography
|
The art, craft and techniques of type design, modifying type glyphs, and arranging type.
Type glyphs (characters) are created and modified using a variety of illustration techniques. The arrangement of type is the selection of typefaces, point size, line length, leading (line spacing) and letter spacing. |
|
| Website
|
A website is a collection of web pages accessible via the Internet.
A web page is a document, typically written in (X)HTML, that is almost always accessible via HTTP, a protocol that transfers information from the web server to display in the user's web browser. All publicly accessible websites are seen collectively as constituting the "World Wide Web". |
|
| WIP
|
Work in progress.
The traffic sheet is updated each morning at 8.30am sharp during ‘Work in Progress’ meetings. At Fusion Communications everyone attends and contributes. |
|
|
|
|