Boost your Knowledge with our informational section

Our industry language can be tricky when you want to start a new project. Our Knowledge section will help you to get a proper answer to your questions. Having issues with Digital Marketing, Branding, or Web Design terms? We will help you.

knowledge

Branding

Simply put, illustration is visual imagery that is best known for interpreting, depicting, explaining, and/or decorating the words in books, newspapers, and online media. Going well beyond that, however, illustrations are the drawings you find to make websites and apps more user-friendly (think emojis), the surface pattern on your paper coffee cup, the character on a cereal box, as well as the wallpaper in your favorite old home. And those are just some of the applications that illustration has.

A brand’s architecture is a way of organizing the different subsections of a larger brand. Brand architecture shows us how the sub-brands of a larger whole are organized, and how they all relate to each other. It can help a marketer see how to keep parts of a brand separate when needed, and also how to allow them to work together to boost one another in the marketplace.

A brand book, or a brand style guide, is a document that sets specific guidelines for perpetuating brand identity in all external and internal communications. They most commonly focus on the use of logo, marketing materials, typography, colors and images.

Brand discovery uses a mixed market research methodology to gain a full perspective of a brand. Using both qualitative and quantitative data from internal stakeholders and external audiences, a deep dive into your brand helps your organization know exactly what’s working, what’s not and what lies ahead. Why is this important? A consistent, authentic brand can increase your revenue and build trust with your customers.

A brand name or trade name is a name (usually a proper noun) applied by a manufacturer or organization to a particular product or service. While a brand name is sometimes simply the name of the founders of a company, such as John Deere or Johnson & Johnson (founded by brothers Robert Wood, James Wood, and Edward Mead Johnson), these days, brand names are most often strategically thought-out marketing tools geared toward establishing consumer awareness and fostering brand loyalty.

Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment.

In computer science, a library is a collection of non-volatile resources used by computer programs, often for software development. In the same sense, design library is basically a reusable collection of styles and components used by designer for software development.

Label design often involves a type of sticker. The labels can be printed on special sheets or on a roll for easy application during the packaging and shipping process. Packaging design is usually much more elaborate as it entails designing specialized boxes, inserts, plastic molds, foam and/or other materials that hold your product and parts in place. It also factors in keeping your product safe during the shipping and handling process to reduce returns from damaged items.

At the very basic level, logos are symbols made up of text and images that help us identify brands we like. But they can be so much more! A good logo is the cornerstone of your brand. It helps customers understand what you do, who you are and what you value. That’s a lot of responsibility on a tiny image!

Every company needs “literature,” printed pieces that do a careful and well thought-out job of presenting its products and services: catalogs, newsletters, product sheets and brochures, letterhead, business cards, presentation folders, specification sheets, case histories or application sheets, special event brochures, annual reports, manuals, technical bulletins, posters, product insert sheets, labeling, recruitment materials and so on.

Every company needs “literature,” printed pieces that do a careful and well thought-out job of presenting its products and services: catalogs, newsletters, product sheets and brochures, letterhead, business cards, presentation folders, specification sheets, case histories or application sheets, special event brochures, annual reports, manuals, technical bulletins, posters, product insert sheets, labeling, recruitment materials and so on.

Web Design and Development

Copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take some form of action, such as make a purchase, click on a link, donate to a cause, or schedule a consultation. These materials can include written promotions that are published in print or online, website content, blog posts. They can also include materials that are spoken, such as scripts used for videos or commercials.

A domain name takes the form of two main elements. For example, the domain name Facebook.com consists of the website’s name (Facebook) and the domain name extension (.com). When a company (or a person) purchases a domain name, they’re able to specify which server the domain name points to.

E-Commerce websites are online portals that facilitate online transactions of goods and services through means of the transfer of information and funds over the Internet. … Now, with a single website, anything and everything that a transaction needs, can be executed online.

When a hosting provider allocates space on a web server for a website to store its files, they are hosting a website. Web hosting makes the files that comprise a website (code, images, etc.) available for viewing online. Every website you’ve ever visited is hosted on a server. In a nutshell, web hosting is the process of renting or buying space to house a website on the World Wide Web. Website content such as HTML, CSS, and images has to be housed on a server to be viewable online.

Software as a service (or SaaS) is a way of delivering applications over the Internet—as a service. Instead of installing and maintaining software, you simply access it via the Internet, freeing yourself from complex software and hardware management. SaaS applications are sometimes called Web-based software, on-demand software, or hosted software. Whatever the name, SaaS applications run on a SaaS provider’s servers. The provider manages access to the application, including security, availability, and performance.

SEO stands for search engine optimization. Which is the art of ranking high on a search engine in the unpaid section, also known as the organic listings. Search engine optimization (SEO) is the process of optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword.

An SSL certificate is a type of digital certificate that provides authentication for a website and enables an encrypted connection. These certificates communicate to the client that the web service host demonstrated ownership of the domain to the certificate authority at the time of certificate issuance.

The “UI” in UI design stands for “user interface.” The user interface is the graphical layout of an application. It consists of the buttons users click on, the text they read, the images, sliders, text entry fields, and all the rest of the items the user interacts with. This includes screen layout, transitions, interface animations and every single micro-interaction. Any sort of visual element, interaction, or animation must all be designed.

“UX” stands for “user experience.” A user’s experience of the app is determined by how they interact with it. Is the experience smooth and intuitive or clunky and confusing? Does navigating the app feel logical or does it feel arbitrary? Does interacting with the app give people the sense that they’re efficiently accomplishing the tasks they set out to achieve or does it feel like a struggle? User experience is determined by how easy or difficult it is to interact with the user interface elements that the UI designers have created.

Digital Marketing

Brand positioning has been defined by Kotler as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds.

A digital marketing strategy describes a series of actions that use online marketing channels to achieve various goals. Channels can include owned, paid, and earned media. A digital marketing action plan allows you to build and launch your online marketing strategy with success.

Google offers paid advertisements which appear in search results on google.com with the use of Google Ads or advertisements that appear on other websites through the Display Network and Google’s AdSense program.

Below is an example of a Google search engine results page (SERP). There are two sections of paid Google ads, one above the “natural” or organic links and one at the bottom of the results page

Tracking is crucial to any marketing campaign. Marketing tracking helps a business to measure the satisfaction of customers, the brand’s identity, and the opinion of new products or services. If you aren’t tracking, you are not marketing. When you market on a website or other page you have access to analytics on your customer visits. However, getting this data becomes more problematic when you use offline campaigns such as magazine advertisements, newspaper ads, as well as radio, and television commercials.

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.

Social media advertising is the practice of online advertising on social networking channels. It is similar to paid search, with the exception that advertisers, not users, take the initiative – advertisers must “search” for users, rather than the other way around. One of the major benefits of social media advertising is that advertisers can take advantage of the users’ demographic information and target their ads appropriately.

Graphic Design

Banner ads are image-based rather than text-based and are a popular form of online advertising. The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser’s website.

Part of great website design are the icons you use on your website. The colors, the elements, the copy, the navigation and other aspects are all important, as they give the user an experience with your brand. But icons are an especially important visual element that complement the copy and overall look of the page.

According to the Oxford English Dictionary, an infographic (or information graphic) is “a visual representation of information or data”. But the meaning of an infographic is something much more specific. An infographic is a collection of imagery, charts, and minimal text that gives an easy-to-understand overview of a topic.

Texture is a powerful technique for creating compelling and lifelike design projects, and mastering it will vastly improve your designs. In graphic design, texture is generally only a visual thing, but it creates a physical illusion and it continues to play a leading role in the creation of all types of visual elements.

A PowerPoint slide deck is simply a collection of slides put together in the same presentation. You’ll hear “slide deck” used somewhat interchangeably with “presentation.” Like a deck of cards, each slide is a key part of the overall package. Presentations can be supported with a slide deck. You’ll approach building that PowerPoint deck differently based on the type of slide deck presentation. But the fact remains that slides are a helpful supporting tool when presenting.

Stationery is a broad term that encompasses business cards, envelopes, letterheads, labels, postcards, flyers, brochures, and other similar marketing emissaries. All of which, when designed professionally, can prove pivotal in making your brand shine. Every business owner understands that stationery is an essential component of every branding strategy. It conveys a personal, more intimate image of a brand and makes customers feel more valued than digital advertisements.