Common Design Lingo

Above the Fold

Back in the day, this was the term used to describe the content that was on the front page of the newspaper before it was folded … in today’s world, it refers to the content that is present on the monitor when a webpage is opened. This is way less of a big deal because users are so in tune with scrolling.

Back End Design

This refers to the parts of your website that you can’t see, the structure, control panels, and software that runs behind the scenes to make your site functional.

Cache

The software or hardware components that store data so that future requests can be retrieved faster.

Hex Code

This is the number code used to represent colors on your website.

Kerning

The space between characters that make it proportionate for the screen or document.

Tracking

The space between lines of text in a document or website.

Negative space

The space around a design that makes it aesthetically pleasing so it isn’t overcrowded.

PMS

PMS is the Pantone Matching System used for assigning numbers to colors for printed documents.

E-Commerce

This is the transaction of selling items or buying them online.

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Susan Sullivan

Susan is co-owner of Sumy Designs and represents the creative side of the Sumy team. Susan has a strong background in graphic design, marketing and advertising with over 20 years of experience. Susan is a WordPress enthusiast and when she isn't designing websites, she is a marathon runner and environmental activist. Read her full bio.