Sound Smart in Meetings

The Marketing Glossary

Brand Standards

| ˈbrand ˈstan-dərds |

Brand standards, also called brand guidelines or corporate identity manual, are the requirements for visually representing your brand. Usually, a document details what fonts you use and for what purposes, any colors your brand uses (and the hexadecimal codes, RBG numbers, CMYK percentages, and Pantone numbers associated with each), how your logo should ... (read definition)


| CMYK |

What is CMYK? The CMYK color model is a subtractive method used in printing where four colors (cyan, magenta, yellow, and black) are combined to create all other colors. Mixing equal amounts of cyan, magenta, and yellow produces a rich black. It differs from RBG because RGB is additive and thus when equal amounts of those colors are mixed you end up ... (read definition)


| ˈker-niŋ |

Kerning is the amount of space between characters in a font. Sometimes, the automated spacing between letters is uneven depending on which characters are used, so the kerning is adjusted in order to achieve a more visually pleasing result.

UI (User Interface)

| UI (ˈyü-zər ˈin-tər-ˌfās) |

UI or User Interface refers to the physical elements that a user engages with. On a webpage or device this includes menus, buttons, date pickers, and text fields, plus elements like breadcrumbs, image sliders, pagination, etc. The user interface should seamlessly guide the user through a website or app and communicate the strengths and positioning of ... (read definition)

UX (User Experience)

| UX (ˈyü-zər ik-ˈspir-ē-əns) |

User experience, or UX, is a term that is thrown around quite a bit, and more trendy to write on a whiteboard than it is to be explained. Essentially, it is user satisfaction as related to a website’s usability, accessibility, and reliability. When considering UX, ask yourself, “Does the user have a positive interaction with my site?”