German – English Terms
From A to Z. English technical term small above the German one.
All technical terms of the course from A to Z. On each card, the English technical term is written small at the top, followed underneath by the German term and its explanation.
A
A/B TEST
A/B comparison
Testing of two variants that differ in only one feature, in order to examine its effect.
ADAPTATION
Adaptation
Adapting a key visual to a different format or channel without losing the core concept.
SERIF TYPEFACE
Serif
Font with serifs, i.e. small finishing strokes; often looks classic and reputable.
B
ACCESSIBILITY
Accessibility
Design that can also be used and understood by people with visual impairments or other disabilities.
CROP
Image detail
The chosen part of a subject; determines what is shown and what is left out.
VISUAL STYLE
Picture Style
Consistent visual language in communication, such as photography, illustration or collage.
VISUAL FLOW
visual guidance
Planning the order in which the eye takes in the elements of a layout.
C
CLAIM
Slogan
A short, recurring phrase that sums up the core idea of a campaign or brand.
CODE
Code
A shared system of rules that determines how symbols are understood, such as language or colour codes.
Thu
DENOTATION
Denotation
The factual, literal meaning of a sign: that which can be seen.
E
SHOT SIZE
Shot size
Framing size, from wide shot to medium close-up, right through to extreme close-up.
F
FIVE-SECOND TEST
Five-second test
A design is shown for five seconds; afterwards, participants are asked what they remember.
G
SANS-SERIF
Grotesque
Sans-serif font; usually has a functional, modern and clear feel.
H
VISUAL HIERARCHY
Hierarchy
Gradation of elements by importance, such as through size, weight or position.
I
ICON
Icon
A sign that resembles what it represents, such as a pictogram or a drawing.
INDEX
Index
A sign that points to something through a real connection, such as smoke indicating fire.
ITERATION
Iteration
Repeated cycle of designing, testing, evaluating and refining.
K
CAMPAIGN
Campaign
Planned sequence of communication activities across multiple channels with a shared central theme.
CHANNEL
Channel
A medium through which a message reaches the audience, such as a poster, feed, or flyer.
KEY MESSAGE
Key message
The most important message of a communication, formulated in a single sentence.
Key Visual
Key Visual
Key visual of a campaign that brings the core idea to life and features consistently across all channels.
COMMUNICATION OBJECTIVE
Communication objective
What the audience should know, feel, or do after encountering the message.
COMPLEMENTARY CONTRAST
Complementary contrast
Contrast between complementary colours on the colour wheel, such as blue and orange; creates an exciting, dynamic effect.
CONNOTATION
Connotation
Resonant meaning of a sign, such as feelings, values and associations.
CONTRAST RATIO
Contrast ratio
Ratio of the relative luminance of two colours according to WCAG, from 1:1 to 21:1.
L
TRACKING
Letter-spacing
Uniform spacing between all characters in a text.
BIG IDEA
Guiding principle
The conceptual core of a campaign that connects all executions.
LEGIBILITY
Readability
How easily characters and text can be recognised and read, depending on font, size, contrast and distance.
M
MONOSPACED TYPEFACE
Monospace font
A typeface in which all characters have the same width; it has a technical, documentary feel.
Mood board
A collection of images, colours, and fonts that reflects the intended mood of a design.
P
CAMERA ANGLE
Perspective
Perspective on a subject, such as a worm's-eye, eye-level, or bird's-eye view.
AUDIENCE
Audience
The people a message is meant to reach, along with their knowledge and needs.
R
GRID
Grid
A system of columns, rows, and margins that arranges elements across a surface.
Saturation
Purity of a colour: saturated colours feel loud and youthful, while desaturated ones feel calm and sophisticated.
S
SEMIOTICS
Semiotics
The study of signs and how meaning is created.
NOISE
Disruption
Anything that interferes with the transmission of a message, such as a distraction or poor legibility.
STORYTELLING
Storytelling
Tell messages as a story, with a beginning, tension, and resolution.
Symbol
Symbol
A symbol or sign whose meaning is based on convention, such as letters or flags.
T
TONE OF VOICE
Tonality
The way a message sounds, for example factual, warm, or cheeky.
V
ANCHORAGE
Anchorage
Text fixes the meaning of an ambiguous image (a concept by Roland Barthes).
W
WHITE SPACE
White space
Blank area in the layout, regardless of its colour; organises and creates calm.
Z
SIGN
Character
Something perceptible that stands for something else.