Graphic designers arrange information in an attractive, easily read manner—a must in business communications. If you’re new to the creative process, this quick primer will have you talking logos and branding with your design team in no time.

Color Scheme
A color scheme is simply the colors chosen for a design. Ideally, a business will identify one or two corporate colors to use consistently across all mediums to facilitate brand recognition.

Typography
Typography is the art of arranging words on a page. Good designers choose fonts that are easy to read and industry-appropriate for use throughout your marketing materials. They work with point size, leading, tracking and kerning to make your copy look its best.

White Space
White space refers to empty space on a page; it isn’t always white. This space keeps the audience from being visually overwhelmed and can be used to draw their eyes through your content.

Resolution and Image Quality
One stumbling block between designers and non-designers is the term resolution, or an image’s measurement in pixels. Web graphics look fine at lower resolutions, but printed materials require higher resolutions. Vector art is created in a geometry-based computer program and can be scaled while maintaining image quality. Bitmap images, like photos or screen grabs, can’t be enlarged without diminishing image quality.

These are just a few graphic design terms. Conscientious designers will answer questions about their work and provide clear explanations for the choices they make when laying out your content.