| No. | Item | Definition |
|---|---|---|
| 1. | accessibility | usability for people with disabilities |
| 2. | activation | campaign action that drives engagement |
| 3. | aesthetic | principles of beauty and style |
| 4. | alignment | agreement across goals and teams |
| 5. | association | mental link with something |
| 6. | audience | people a message is for |
| 7. | authenticity | quality of seeming real and honest |
| 8. | awareness | public recognition of a brand |
| 9. | balance | visual or conceptual stability |
| 10. | boldness | quality of being striking |
| 11. | brand | identity of a product or company |
| 12. | brief | document outlining project needs |
| 13. | budget | amount of money available |
| 14. | campaign | coordinated series of marketing efforts |
| 15. | clarity | ease of understanding |
| 16. | collaboration | working together effectively |
| 17. | composition | arrangement of visual elements |
| 18. | concept | central creative idea |
| 19. | contrast | difference that creates emphasis |
| 20. | copy | written text for advertising |
| 21. | craft | skillful making of creative work |
| 22. | critique | detailed evaluation of creative work |
| 23. | deadline | latest time for completion |
| 24. | delight | pleasing emotional response |
| 25. | deliverable | item promised to a client |
| 26. | differentiation | standing apart from competitors |
| 27. | elegance | graceful effectiveness and simplicity |
| 28. | emotion | feeling evoked in an audience |
| 29. | empathy | understanding others’ feelings and needs |
| 30. | engagement | active audience interaction |
| 31. | equity | value added by brand perception |
| 32. | execution | turning ideas into finished work |
| 33. | experience | overall user interaction and feeling |
| 34. | experiment | trial to learn what works |
| 35. | feedback | responses used to improve work |
| 36. | focus | main point of attention |
| 37. | framing | how something is presented visually |
| 38. | grid | layout structure for organizing content |
| 39. | headline | main attention-grabbing line |
| 40. | hierarchy | order of importance in design |
| 41. | humor | quality of being funny |
| 42. | identity | visual and verbal brand character |
| 43. | imagery | pictures or visual representations |
| 44. | impact | strong effect on people |
| 45. | insight | deep understanding of consumer behavior |
| 46. | interface | point where users interact |
| 47. | iteration | repeated refinement of work |
| 48. | journey | path a user takes |
| 49. | launch | public release of a project |
| 50. | layout | arrangement of text and visuals |
| 51. | legibility | ease of reading text |
| 52. | loyalty | continued preference for a brand |
| 53. | message | main idea being communicated |
| 54. | metaphor | implied comparison for effect |
| 55. | metric | measure of performance |
| 56. | minimalism | style using only essentials |
| 57. | mockup | full-size visual model |
| 58. | movement | sense of motion in design |
| 59. | narrative | story structure behind communication |
| 60. | navigation | system for moving through content |
| 61. | objective | specific desired outcome |
| 62. | optimization | improving for better results |
| 63. | palette | range of chosen colors |
| 64. | positioning | place a brand occupies mentally |
| 65. | process | series of actions to create |
| 66. | production | making the final materials |
| 67. | proportion | size relationship between parts |
| 68. | prototype | early model for testing ideas |
| 69. | provocation | stimulus that challenges assumptions |
| 70. | purpose | reason something exists |
| 71. | reach | number of people exposed |
| 72. | readability | ease of understanding written content |
| 73. | relevance | connection to audience needs |
| 74. | resonance | strong emotional connection |
| 75. | retention | keeping customers over time |
| 76. | revision | changed version after review |
| 77. | rhythm | patterned flow of elements |
| 78. | rollout | planned introduction across channels |
| 79. | scale | relative size of elements |
| 80. | scope | extent of work included |
| 81. | script | written words for spoken media |
| 82. | simplicity | freedom from unnecessary complexity |
| 83. | storyboard | sequence of planned visual frames |
| 84. | strategy | overall plan to achieve goals |
| 85. | subtlety | delicate or understated quality |
| 86. | surprise | unexpected element that grabs attention |
| 87. | tagline | short brand slogan |
| 88. | testing | trying something to evaluate it |
| 89. | texture | surface feel or visual richness |
| 90. | tone | overall attitude or feeling |
| 91. | touchpoint | moment of brand interaction |
| 92. | trend | current direction of change |
| 93. | typeface | design of a set of letters |
| 94. | typography | art of arranging type |
| 95. | usability | ease of using a product |
| 96. | vision | clear picture of desired future |
| 97. | voice | distinctive style of expression |
| 98. | wireframe | basic structural page outline |
| 99. | workflow | sequence of work steps |
| 100. | zeitgeist | spirit of the times |
