This glossary contains the meaning of some terms used within the corporate graphic design area.
Advertising
noun
The activity or profession of producing advertisements for commercial products or services.
Example: TV commercials, posters, brochures, billboards, are types of advertising.
en: Publicidad
Advertising stand
noun
Is an advertising and merchandising tool that has a direct impact on product sales. Artwork or statuary may also have a display stand to hold items securely for viewing.
Example: Placed outside of business to promote specific product information
en: Caballete publicitario
Archigraphy
noun
They are a series of graphic elements that enrich the architecture of a space in its interiors or exteriors.
Example: Archigraphy makes spaces more attractive.
en: Arquigrafía
Billboard
noun
A large outdoor board for displaying advertisements.
Example: Large support where very colorful advertisements are placed to sell products or services.
en: Valla publicitaria
Brand
noun
The image and representation of a particular company with a particular name.
Example: Famous brands or products that we know are known through their brand.
en: Marca
BTL Below the line
adverb
It consists of the use of non-massive forms of communication for marketing directed to specific market segments using elements that merge with some structures of the environment, creating a very creative advertising.
Example: Elements merged with structures on roads or businesses.
en: BTL Bajo la línea
Career portfolio
noun
A portfolio in graphic design is a collection of your work that shows us your design ideas including fashion-focused creative skills, art-making skills or building concepts.
Example: A portfolio career is suitable for people who want to have a variety in their work life.
en: Portafolio de carrera
Corporate identity
noun
Any communication or information that you see when you interact with a brand is part of its corporate identity.
Example: Corporate identity is how your business presents itself to the outside world.
en: Identidad corporativa
Design concept
noun
It is the common thread that guides any graphic project in all its stages of development, it is a starting point to know all the elements that will help us communicate the message that we want our public to receive.
Example: A Mexican style is the design concept he used to decorate his design office.
en: Concepto de diseño
Design thinking
noun
Design thinking is both an ideology and a process, concerned with solving complex problems in a highly user-centric way.
Example: Design thinking is a humanitarian approach having technical and economic viability.
en: Pensamiento de diseño
Digital sketch
noun
Is when a drawing is created using graphics software. Instead of using a pencil and paper, digital artists draw with a tablet or a computer.
Example: After their manual sketching, they should pass the options that best suit their work to digital sketch.
en: Bocetaje digital
Display
verb
To arrange something or a collection of things so that it can be seen by the public.
Example: New books are displayed in a prominent position on tables at the front of the shop.
en: Exhibidor
Emotional intelligence
noun
The capacity to be aware of, control, and express one's emotions, and to handle interpersonal relationships judiciously and empathetically.
Example: Emotional intelligence is the key to both personal and professional success.
en: Inteligencia emocional
Employment
noun
A person's trade or profession or the action of giving work to someone.
Example: A fall in the numbers in full-time employment.
en: Empleo
Environmental campaign
noun
They are a series of advertising products that are placed on outdoor supports as part of the environment to promote a product or service.
Example: Billboard, parabuses, advertising on trucks, all of them in conjunction with the information of a specific product.
en: Campaña ambiental
Environmental design
noun
Is the process of addressing surrounding environmental parameters when devising plans, programs, policies, buildings, or products. It seeks to create spaces that will enhance the natural, social, cultural and physical environment of particular areas.
Example: Environmental design helps to create a balance of advertising elements with their environmental surroundings and cultural, social themes, etc.
en: Diseño ambiental
Fixed advertising
noun
It is made up of those supports that have been permanently placed in certain areas outside, some of them are billboards, bus stop, MUPI, among others.
Example: Electronic screens that display advertisements in a dynamic way belong to fixed advertising.
en: Publicidad fija
Freelancer
noun
A freelancer is the natural person who regularly, personally and directly, performs an economic activity for profit, without being subject to an employment contract, and eventually uses the paid service of other people.
Example: Alejandro decided to start his life as a freelancer to start developing his work skills.
en: Trabajador autónomo
Graphic communication
noun
As the name suggests is communication using graphic elements. These elements include symbols such as icons, drawings and photographs, and can include the passive contributions of substrate, colour and surroundings.
Example: Graphic communication facilitates the transmission of messages from a sender to a receiver.
en: Comunicación gráfica
Graphic Design
noun
The art or skill of combining text and pictures in advertisements, magazines, or books.
Example: Magazines, posters, logos, among others are some products of graphic design.
en: Diseño gráfico
Infographics
noun
A visual image such as a chart or diagram used to represent information or data.
Example: A good infographic is worth a thousand words.
en: Infográficos
Layout
noun
The way the parts of a construction are arranged over a space.
Example: The layout is uncluttered and the illustrations are helpful.
en: Plano
Leadership
noun
The action of leading a group of people or an organization.
Example: The leadership of people to act toward achieving a common goal.
en: Liderazgo
Logo
noun
Is a printed design or symbol that a company or an organization uses as its special sign.
Example: All over the world there are red and white paper cups bearing the company logo.
en: Logo
Manual sketch
noun
Is the practice of creating drawings by hand. Manual drafting techniques have traditionally enabled the planning and communication of design ideas through of sketches.
Example: The task will require a previous manual sketch.
en: Bocetaje manual
Marketing
noun
The activity or business of promoting and selling products or services, including market research and advertising.
Example: Anyone working in communications and marketing will find the guide invaluable.
en: Marketing/Mercadotecnia
Mass media
noun
They are those channels or instruments that allow the same message to be transmitted so that it is received by a huge number of people simultaneously.
Example: The mass media has become one of the main instruments of political change.
en: Medios de comunicación masiva
Merchandising
noun
The activity of promoting the sale of goods, especially by their presentation in retail outlets.
Example: Problems rooted in overexpansion and poor merchandising.
en: Comercialización
Micromarketing
noun
A form of target marketing in which companies tailor their marketing programmes to the needs of a narrowly defined geographic, demographic, psychographic, or behavioural market segment.
Example: Micromarketing allows retailers to stand out in an increasingly crowded marketplace.
en: Micromarketing
Mobile advertising
noun
It is the one that uses supports that are on mobile media, which are in constant movement, such as trucks, bicycles, vans with screens, on these the advertising of our product or service is placed and they move through certain areas where we can find potential clients.
Example: Ads behind trucks are a type of mobile advertising.
en: Publicidad móvil
Motto
noun
A short sentence or phrase chosen as encapsulating the beliefs or ideals guiding an individual, family, or institution.
Example: "Have a coke and a smile" "Things go better with coke"
en: Lema
MUPI Mobilier urbain pour l'información
noun
They are the ad containers that are seen at bus stops, these containers are generally visible from both sides which allows two advertisers to place their advertising there.
Example: The MUPI are used to advertise products, they are placed on the sidewalks.
en: MUPI Mobiliario urbano para información
Museography
noun
Is the discipline that deals with the museum in terms of architectural structure, layout of the collections, display and technical solutions, and spaces.
Example: The museography is made up of the signs and assemblies inside a building that indicate the rooms or places that compose it.
en: Museografía
Museology
noun
The science or practice of organizing, arranging, and managing museums.
Example: The impact that the history of museums has brought to society is thanks to museology.
en: Museología
Negotiation
noun
Discussion aimed at reaching an agreement.
Example: A worldwide ban is currently under negotiation.
en: Negociación
Office
noun
A room, set of rooms, or building where the business of a commercial or industrial organization or of a professional person is conducted.
Example: The new main office of an insurance company is really big.
en: Despacho
Packaging
noun
Packaging is a container or envelope that temporarily contains products mainly to group units of a product thinking about its handling, transport, and storage.
Example: All the ingredients and packaging are biodegradable.
en: Embalaje
Personal branding
Strategy that an individual person implements as if it were a business brand. Seeing yourself as a product or service that needs to be promoted to sell more is the key to success.
Example: Your personal branding is your business card to your potential clients.
en: Marca personal
Persuasion
noun
The action or fact of persuading someone or of being persuaded to do or believe something.
Example: Monica needed plenty of persuasion before she actually left.
en: Persuasión
Point of purchase
noun
Is a term used by marketers and retailers when planning the placement of consumer products, such as product displays strategically placed in a grocery store.
Example: A point of purchase display is any custom display showcasing products outside of their natural habitat.
en: Punto de compra
Promotion
noun
Publicize a product, organization or company to increase sales or public awareness.
Example: Obviously as sales manager he'll be very involved in the promotion and marketing of the product.
en: Promoción
Resume
verb
Is a written statement of your educational and work experience.
Example: He looked at her resume, asked her a few questions, and then offered her the job.
en: Currículum
Scope
noun
The contemplated area that an advertising campaign aims to reach to promote a product or service.
Example: The scope of our campaign will be at the state level.
en: Alcance
Self-promotion
noun
The action of promoting or publicizing oneself or one's activities, especially in a forceful way.
Example: She's guilty of criminally bad taste and shameless self-promotion.
en: Autopromoción
Signage
noun
Signs collectively, especially commercial or public display signs.
Example: They plan to improve signage for motorists and pedestrians
en: Señalética
Signage system
noun
They are typically used to guide people's passage through the physical world; road signs on a highway, station identification signs in a subway and overhead signs in an airport are all common examples of signage systems.
Example: The signage system of your business helps guide your customers.
en: Sistema de señalización
Signboard
noun
A board displaying the name or logo of a business or product.
Example: The signboard of that business is very striking.
en: Letrero
SWOT analysis
noun
It is a framework used to evaluate the competitive position of a company or person that helps to develop strategic planning to carry out certain work.
Example: Your SWOT analysis will help you identify your qualities as a person.
en: Análisis FODA
Target audience
noun
A particular group at which a film, book, advertising campaign, etc., is aimed.
Example: His stated target audience is children.
en: Público meta
Tone
noun
The tone of the advertising message refers to "how to appeal" or is appealing to the recipient of the communication, the target audience.
Example: The tone of a campaign is to convey or express the qualities of a product or service to the consumer.
