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iplumbyou.com I had local advertising covered but I needed to be more accessible to my customers. I needed to take orders over the internet and make it easy for my customers to see what I do and what areas I cover, before the first call. Hoax Design met and exceeded my needs. They set up a site that delivers what I need and more in only a few days. They worked with me to give me a greater understanding of how internet advertising works, which allowed me to target my customer’s specific needs in my service area. Business runs smoother now than it had ever ran before. I owe a great deal of my company’s well being to Hoax Design.

Hal Cartrett
H.S. Cartrett Plumbing and General Repair
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Design Glossary

Design Term Glossary


Our design term glossary defines the majority of the terms commonly used in graphic & web design.



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Callout: an explanatory label for an illustration, often drawn with a leader line pointing to a part of the illustration.

Camera-ready copy: final publication material that is ready to be made into a negative for a printing plate. May be a computer file or actual print and images on a board.

Cap height: in typography, the distance from the baseline to the top of the capital letters.

Caption: an identification (title) for an illustration, usually a brief phrase. The caption should also support the other content.

CGI: Common Gateway Interface. A computer program or script residing on a web server, following the standards of HTTP, that serves as an interface between the server and the web browser.

Character: any letter, figure, punctuation, symbol or space.

Clip art: ready-made artwork sold or distributed for clipping and pasting into publications. Available in hard-copy books, and in electronic form, as files on disk.


Color separation: the process of creating separate negatives and plates for each color of ink (cyan, magenta, yellow, and black) that will be used in the publication. See also Process Color Separation.

Color spacing: the addition of spaces to congested areas of words or word spacing to achieve a more pleasing appearance after the line has been set normally.

Column gutter: the space between columns of type.

Comprehensive layout (comp): a blueprint of the publication, showing exactly how the type will be set and positioned, and the treatment, sizing, and placement of illustrations on the page.


Condensed font: a font in which the set-widths of the characters is narrower than in the standard typeface. (Note: not the inter-character space -- that is accomplished through tracking).

Continuous tone: artwork that contains gradations of gray, as opposed to black-and-white line art. Photographs and some drawings, like charcoal or watercolor, require treatment as continuous-tone art.

Copy: generally refers to text -- typewritten pages, word-processing files, typeset galleys or pages -- although sometimes refers to all source materials (text and graphics) used in a publication.

Copyfitting: the fitting of a variable amount of copy within a specific and fixed amount of space.

Counter: in typography, an enclosed area within a letter, in uppercase, lowercase and numeric letterforms.

Crop marks: on a mechanical, horizontal and vertical lines that indicate the edge of the printed piece.

Cropping: for artwork, cutting out the extraneous parts of an image, usually a photograph.

Cutlines: explanatory text, usually full sentences, that provides information about illustrations. Cutlines are sometimes called captions or legends; not to be confused with title-captions, which are headings for the illustration, or key-legends, which are part of the artwork.

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