The Graphic Designer S Guide to Portfolio Design

Glossary to Accompany The Graphic Designer’s Guide to Portfolio Design Third Edition by Debbie Rose Myers

24-bit Describes a scanned file or preview image made up of RGB color information. An 8-bit-per-pixel card can generate 256 colors; 24 bits per pixel yields 16.8 million colors. Above the Fold The top portion of a Web page that is visible based on the size of the visitor’s browser window. Above the fold is also a key section of a Web site for advertisements and banner ads. The term historically comes from the newspaper industry, where the most important headlines were placed above the fold. Accomplishments Your achievements. The job duties or responsibilities that set you apart from everyone else. Always highlight your accomplishments in your cover letter and résumé. ActionScript An object-oriented programming language developed for use in its Flash animation program. The language is designed to work most effectively with vectorbased graphics, but it can also work with raster-based files. Action verbs Descriptive verbs used to express talents, experience, or accomplishments. Choose action verbs when you are describing your outstanding skills. Address In this context, the series of letters and numbers by which the Internet identifies you or the location where information is stored. Examples include your e-mail and Web addresses. Adobe Type 1 fonts Developed by Adobe in the early 1980s, Type 1 technology uses the PostScript page description language (PDL) to render fonts on the screen and in print. Type 1 fonts have two parts: the screen font and the printer font. Both must be present on the computer in order for a file to render (print) properly. Alignment The shape of the text block in relation to the page margins. Type can be set to left alignment (sometimes called flush left), right alignment (sometimes called flush right), center alignment, justified alignment, and forcejustified alignment. Analog signal A signal based on an alternating current. The current is then modified in some way, usually by varying the frequency, in order to add information. Broadcast and telephone transmissions have conventionally used analog technology. Analogous colors Any three colors next to one another on the color wheel. An example of analogous colors would be red, red-orange, and orange. Annual report A corporate document that provides important information to the stockholders about a company. This information includes details about the company’s financial status and offers insight into its management philosophy. Application A program or software that tells the computer to do what you want it to do. Examples include Safari, Firefox Navigator, Internet Explorer, HTML editors, Flash, and QuickTime. Artist’s statement A short essay written to help potential employers understand what you believe to be the most important aspects of your art. It may also discuss techniques and artistic influences. Ascender The part of a lowercase letter that rises above the main body of the letter, such as on the letters b, f, and h. Background check A procedure used by companies to verify the information provided by an applicant on his or her application form. The information verified can include employment, educational background, and references.

© 2014 by John Wiley & Sons, Inc. Bandwidth The amount of data that can be sent from one computer to another through a particular connection in a certain amount of time. The higher the bandwidth, the faster your page will load. Benefits Your compensation package. The medical benefits, life insurance, sick leave, holidays, vacation, stock options, and retirement plan are all part of your salary negotiation. A good benefits package can add up to 40 percent of your salary. Bindery equipment A machine used to fasten paper together. There are many different types of bindery machines on the market. They vary by price and features. Binding The methods used to hold various amounts of paper together. These include ■■ Saddle-stitch binding: One or more staples are inserted in the center of a page. ■■ Side-stitch binding: One or more staples are placed on the side of the page. Not as professional-looking as saddle stitching. ■■ Perfect binding: All pages are pressed together on oneside. Once the pages are flat, glue is applied on the outside edge. ■■ Case binding: All pages are glued to a gauze strip, then glued again to endpapers. The endpapers are attached to a hard cover. Books are produced using this technique. ■■ Plastic comb binding: Plastic teeth are inserted into a series of tiny holes (square or round) in a stack ofpaper. The spines can be removed easily as needed. Very inexpensive, but not as professional as perfect binding. ■■ Three-ring binder: The standard binder that comes with three metal rings. Used primarily for reports and found in most stores. Bit The smallest unit of computer information. The value of a bit is 1 or 0. Bitmap A digital graphic image that consists of a map of dots or squares. Each square has a color value represented by either 1 bit (simple black and white) or up to 32 bits (high-definition color). Bitmaps include GIF, JPEG, and other file formats, which can be read by such programs as Adobe Photoshop and Corel Painter. Blogging A Web site containing the thoughts, opinions and observations of the writer. Typically updated daily, the writer may also include images and links to relevant websites. Body Tag Shown typically as tag, this defines the main elements of an HTML document’s body, including text, hyperlinks, images, tables, and lists. Bookmark In this context, a method of saving a Web site location to an electronic “address book.” Creating bookmarks allows you to return to previously visited Web addresses. Broken link A link or hyperlink that doesn’t work when the user clicks on it. This generally occurs because the designer didn’t properly establish the link. Broken links can also occur if the Web site is temporarily unavailable. Browser A program that allows users to visit and access information on the World Wide Web. Popular browsers include Firefox, Safari, Opera, and Internet Explorer. Buffer size The access time or the speed by which data is made available to your computer for processing from a CD or DVD. Bug A programming code error that causes a program or computer system to perform unpredictably or, in some extreme cases, crash. Cache The area of your computer’s memory where temporary data is stored. The information stays as long as the computer is turned on. Cache memory allows you to hit the Back button to return to previously visited sites. Capture video To convert video from a standard analog signal into digital format. Career change Progressing from one area of specialization to another. The act of gathering information in order to synthesize, gain competencies, make decisions, set goals, and take action. Most experts

© 2014 by John Wiley & Sons, Inc. agree that the average person will change careers three to five times during his or her lifetime, for a wide variety of reasons, including boredom, downsizing, and relocation. Career fairs Special events in which employers from many different companies come to interview candidates and fill positions. There are many types of job and career fairs, from generalized ones that a city might hold to industry-specific ones for professionals. Career objective/job objective A concise statement about your accomplishments or job goals. This is not a required part of the résumé, but when used wisely, it can direct the employer’s attention to the specifics of your focus. Career planning The process of appraising your skills, personality, and career path in order to make informed decisions about future employment. Cascading Style Sheets (CSS ) A system complementary to HTML that allows style features (color, font size, spacing, and page layering) to be specified for certain elements. CSS is excellent for making a global change to multiple Web pages. CD -ROM Abbreviation for “compact disc read-only memory.” An optical digital storage device, capable of holding about 700 megabytes of information. CD -ROM read/write speed The maximum rate at which a CD drive records data to a disc. The read (or transfer) rate is how fast the drive reads data off a disc. The speed of the drive is historically compared to music CDs, where 1X, or 1 speed, gives a data-transfer rate of 150 kilobytes per second. CD -RW (rewritable compact disk) Similar to a CD, except that a CD-RW disc can be written and erased up to 1000 times. Chronological résumé See Résumé. Clip art Royalty-free images that can be brought into art programs and presentation applications. Clip art can be edited or used as is. Additional images, including some in bitmap format, are available from commercial suppliers and online. Cloud service storage systems A remote computer server that is accessed through the Internet. The “cloud” can be used to access programs and files. Companies that use cloud-based services include Adobe, Dropbox, and Carbonite. CMYK The four process colors used in printing: cyan, magenta, yellow, and black. When printed, these four colors appear to the naked eye as full color. Cold call Contacting a potential employer without first sending a cover letter and/or a résumé. This is one way of uncovering jobs that might not otherwise be advertised. Color space The range, or gamut, of colors available to a viewer. The color space for a graphic designer is CMYK (cyan, magenta, yellow, and black). Compact disc (CD ) A relatively small optical disc on which text, data, audio, and visual images can be recorded with laser technology. The discs themselves can be written to, or “burned,” only once. Complementary colors Two colors directly opposite each other on the color wheel. Red and green are complements of each other. Compression A system that reduces the size of multimedia files while attempting to maintain acceptable quality. There are many different compression systems, or codecs (compression/decompression), on the market; the most widely used are Sorenson and Cinepak. Copyright The rights to an original literary, artistic, or musical work held by an individual or a corporation. Additional rights may be gained in such areas as film, broadcasting, computer programs, trademarks, and many other forms. Unauthorized use of copyrighted materials is punishable by law, and the punishments can include fines and/or imprisonment. Corporate culture The behaviors, routines, and regulations dictated by company policy and adhered to by employees. Corporate culture can refer to both formal and informal company policies concerning everything from dress code and employee relationships to breaks, social interactions, and professional

© 2014 by John Wiley & Sons, Inc. hierarchy. It is important to learn about a company’s culture before you accept a position, to make sure you will fit in and be happy. Cost per click (CPC ) In Web advertising, the amount an advertiser will pay each time a visitor clicks on an ad. Counteroffer/counterproposal An offer made by a potential employer that counters an offer you have proposed. The negotiations begin with the employer’s first offer. If you wish, you may make a counteroffer in hopes of securing a higher salary or more benefits. The employer then counters that to make yet one more offer. This is generally used to arrive at a compromise when the employer and employee are far apart in salary range. It can involve money, benefits, or special job perks (such as a company car). Cover letter An introductory document in which you briefly tell the employer about your interest in the job and highlight important reasons why you would be the most qualified candidate. A cover letter should always accompany your résumé. Cover sheet A piece of paper used to add short comments about a work. The cover sheet generally provides a brief explanation of the purpose or artistic style of the work or the scope of a project. CSS (Cascading Style Sheets) A language used to describe how HTML documents should be formatted. The term cascading derives from the fact that multiple style sheets can be applied to the same Web page. CSS was developed by the World Wide Web Consortium. Cut A quick shift from one video shot to another. Debossing A section of a design that is impressed or recessed on the surface. Declining letter A letter sent to an employer to turn down a job offer. It is considered a courtesy to submit a formal refusal when a job is offered that you are not accepting. You never know when you might want to work for that company in the future! Degrees and certifications Official recognition bestowed upon a student upon completion of a program of study. These may come from workshops, trade schools, colleges, and universities. Descender The part of a lowercase letter (such as g, j, or p) that descends below the main body of the letter. Dial-up connection The capability to connect to the Internet through a land-based telephone line. Until recently, it was the most common form of Internet connection. Die cut A material such as paper or cardboard that has been cut into a special shape. Die cuts are typically used in greeting card and brochure design. The term also refers to metal plates that are used to create the actual cut. Directive (or structured) interview Interview in which a predetermined set of situational questions is asked. These questions are designed to gather specific information about your ability to handle the job. Display type Large, bold, or special fonts typically used to command attention, also called novelty or decorative type. Display type is designed to imitate brushstrokes or handwriting techniques. Decorative initial capital letters also fall into this category. Dissolve A slow transition from one video shot to another. Both shots are blended together for a brief period of time. Document source The HTML code created to generate a Web page. Many Web sites allow you to “view the source code” of the pages, although sometimes the code is hidden to protect the designer’s copyright. Domain name The “zip code” in a Web address. A domain name directs a request for a Web site or an e-mail to its final destination. A domain name is always composed of two words or phrases, separated by dots—for example, yahoo.com. Dots per inch (dpi) A measure of resolution for printers, scanners, and displays. Magazines are typically printed at 300 dots per inch. Large-scale commercial typesetters (e.g., for fancy catalogs) can print at about 1200 dpi.

© 2014 by John Wiley & Sons, Inc. Download The transfer of files from one computer to another or from the Web to your own computer. Dress for success The idea that what you wear should reflect a professional attention to detail. Dressing properly will give you a competitive edge by making a positive first impression. DVD Abbreviation for “digital video disc.” An optical digital storage device, capable of holding about 4.7 gigabytes of information. Whereas CDs use only one side, DVDs can be recorded on both sides, as well as in dual layers. DVD drives/players read most CD media as well. E-commerce Conducting commercial transactions on the Internet, where goods, information, or services are bought and then paid for. E- mail address An electronic postal address. An e-mail address consists of a series of characters, such as gail@ yahoo.net, that uniquely identifies the mailbox of a person who can send and receive electronic mail. Electronic or digital résumé A résumé that is created on a computer with the intent of transmitting it electronically. It is traditional in format but is generally sent to the employer via e-mail or is posted on a Web site. Embossing To create a raised surface on a portion of a design. Typically used as a special effect in high- end printing. Encapsulated PostScript (EPS ) An image file format that stores font and vector image information. Often used to transfer files between graphic applications. Em dash Dash that is the same width as the point size of a particular font. Employment gaps Periods of time when you can show no employment. Whatever the reason—illness, pregnancy, or other circumstances—it is important to be able to account for these gaps in your work history. An interviewer will notice them and ask for an explanation. You should have an answer. En dash Dash that is half the width of an em dash. Encode audio To compress and prepare audio for the final output. Extensible markup language (XML ) A variation of HTML that is suitable for use on the World Wide Web. Facebook A social networking Web site. Visitors can choose to join one or more participating networks, such as colleges and universities, place of employment, or geographic region. Flowchart A diagram or visual mapping that shows the step-by-step progression of a plan. It can be a simple (or more complex) drawing that maps out the way your portfolio will be navigated. Flush mounting A method of placing art on a page by gluing it directly on the page with no extra protection (such as a mat). The drawback is that the art is not fully protected (unless it is placed inside a sleeve as well). Font A complete assortment of letters, numbers, and symbols of a specific size and design—for example, Times Roman Bold Italic 12 point. Force-justified Refers to type that is stretched to fill the entire text block in relation to the page margins. Forcejustifying can make text difficult to work with and cause awkward rivers of white on the page. Freelance (independent contractor or consultant) A self-employed person who pursues his or her profession (frequently in the arts) under no long-term contractual commitments to any one employer or company. Many people enjoy the freedom, flexibility, and satisfaction of working for themselves. Although they do not receive company benefits, freelancers can negotiate their own terms and compensation for their work. Freeware Software that is usually written by programmers for fun or eventual profit. It is generally distributed via the Internet. FTP (file transfer protocol) A method for transferring files between computers over a network. Functional résumé See Résumé. Gigabyte A unit of measurement for either information or memory. It refers to 1 billion bytes of information. Frequently used to describe the storage capacity of a computer hard disk drive.

© 2014 by John Wiley & Sons, Inc. Global design A design system in which links or categories appear on every page of an interface. Glossy paper Paper that has a shiny coating, such as that typically used to print photographs. It is excellent for highresolution digital images. Graphic interchange format (GIF) One of two popular file formats for graphics on the Internet (the other is JPEG). GIF files have a limit of 256 colors and provide sharper black-and-white images than JPEGs. GIF is popular because it reduces image file size without losing any information in the process. There are three different GIF types: (1) Animated GIF (GIF89a) allows storage and playback of a sequence of still images to create the illusion of animation. (2) Transparent GIF enables a designer to designate a color (usually the background) of an image to be transparent. Only GIFs can accomplish this. (3) Interlaced GIF enables progressive rendering of images, meaning that the focus slowly sharpens to reveal the entire picture. Interlacing indicates to the viewer that the image is loading. Graphical Interface (or user interface) An interface based on graphics instead of text. A typical interface relies on a series of icons and pictures and uses a keyboard and mouse as input devices. Grid A system of two-dimensional or three-dimensional spaces that are divided into smaller sections used to place elements on a page at precise intervals. Grid-based organization creates spaces that organize information for the reader. Headline The title of an article or a story; words used to introduce or categorize. Head tag Shown typically as tag, this defines information about the HTML page, including scripts, styles, meta information, and more. The Head tag also includes the required Title element. See Title for more information. Hierarchical design A design system in which large amounts of information are grouped into major sections or under major headings. Highlight color A color chosen to emphasize a particular section of a design. It is usually a color selected to contrast with the primary and secondary colors. Hit Request of a file from a Web server. A request for a Web page counts as a hit, but so does a request for a graphic on a Web page. Home page The top-level, or main, page of an electronic interface. This is the starting place for an individual or a subject area. Hue The name of a distinct color of the spectrum—red, green, yellow, orange, blue, and so on. Hue refers to the main attribute of a color that distinguishes it from other colors. Hypertext markup language (HTML ) A set of tags and rules used to design hypertext documents for the World Wide Web. Hypertext Preprocessor (also known as PHP ) A scripting language used to create dynamic Web pages, such as shopping carts. Icon A stylized graphic symbol designed to represent something, such as a file, program, Web page, or command. Image file formats The common graphics file formats. GIF and JPEG are the formats used in Web design. TIFF and EPS are the most common file formats used in publishing. Image map A graphic that contains several “hot spots,” or invisible buttons that link to other pages. For example, an image map of the world might contain links to Europe, Asia, South America, and the United States. Image optimization The process of making your images suitable for the Web. The main factors that influence the display of graphics for the Web are the size, physical dimensions, and bit depth of the image. Index color A color system that minimizes the number of colors and file size of a graphic image to 8 bits or less. Used primarily for Web design. Ink-jet printer A type of printer that produced highquality color prints, typically at 300 dots per inch. Ionized ink is sprayed from a magnetized plate in the ink’s path.