When reading a graphic design proposal, “concept”, “revised” and “open file” do not describe the same job. Knowing this distinction clarifies what you need to discuss with the freelance graphic designer and what to expect in the delivery. The glossary below explains how to use the terms in a project instead of memorizing them.
Brief: the need the design will answer
Brief; It is common initial information about the purpose of the work, its target audience, the areas in which it will be used and the materials to be prepared. “Let it be modern” is not a brief alone. Explaining which product will be promoted, to whom and where, guides design decisions. Brand name, approved texts, images and publication date are also added to this file.
Concept, adaptation and revision
Concept is the main idea and visual approach of the design. Adaptation moves the approved approach to another measure or use case. Revision is the editing of the design being worked on with feedback. Changing the title of a poster is not the same as re-establishing the campaign idea. Discuss the scope of these three items separately in the proposal.
Typography and visual hierarchy
Typography is not just the choice of font; It also includes point size, line spacing, letter spacing, and text placement. The visual hierarchy determines what we read first and what we read next. If the product name, technical specifications and price appear in the same weight in a catalogue, it may be difficult to access information. When giving feedback, say what information was not noticed instead of “let's make the text bigger.”
Grid and negative space
Grid is a layout system that helps organize elements on the page in common alignments. Negative space is the space around text and images; It doesn't necessarily have to be white. Filling all the empty space may not enhance the content. It allows elements to be separated from each other, especially in brochures and mobile screens.
Vector and pixel-based visual
Vector drawings are defined by shape and curve information; It is suitable for works that will be used in different sizes, such as logos. Pixel-based, that is, raster images have a specific pixel size. Enlarging a small photo very much does not produce new detail. Just because a file is a PDF does not mean that all elements in it are vectors; Photos can also be placed inside.
RGB, CMYK and print proof
RGB is the color model used on screens and CMYK is the color model used in common printing processes. Not every color on the screen may have an exact equivalent in print. The material to be used, production technique and file conditions of the printing house are evaluated together. Proofing helps control the appearance before final production; Do not confuse a screenshot with a physical print confirmation.
Bleed and safe area
Bleed is the extent to which the background or image that reaches the cutting edge continues outside the cutting line. The safe area is the interior area where important writings and signs are kept away from cutting. The manufacturer determines the required distance. Ask for the printer's template instead of assuming that one size applies to every print job.
Open file and delivery output
An open file is the source project in which the work is organized. PNG, JPG or printable PDF may be output produced for a specific use. The sharing conditions for the source file, linked images, fonts and third-party materials are not the same. Discuss at the beginning which files will be delivered and which program you will update them with.
How would you use these terms in the proposal?
In your backlog, write down the number of main designs, customization dimensions, approval stages and output formats separately. For example, adapting a single social media concept to three different metrics is different from requesting three independent concepts. Such a list allows you to compare offers not only on the total amount but also on the same scope.
You can review scope of graphic design service, logo files guide and brand user guide. You can share the delivery list of your project on design proposal page.
Match the technical term with the need
If "high resolution" is mentioned in the printing conversation, ask for the actual measurement and pixel size, and if a "vector file" is requested, ask for the editable format and usage area. The expression "ready for printing" would be incomplete without knowing which manufacturer it was prepared according to which conditions.
This glossary focuses on brief and delivery language. For more technical questions, the file formats, DPI and PPI and printing terms guides offer separate checks. This way, you can explain the work to be done instead of placing very different expectations on a single term.
Mutual understanding of the concepts used in the project description with Graphic Designer Selçuk Aker helps reduce the "I was expecting something else" problem after delivery.
Frequently asked questions
What is the difference between revised and new concept?
A revision is a correction to the accepted design direction. A new direction that changes the goal or visual approach can create different scope. Explaining this distinction with concrete examples in the proposal reduces conflict.
Are bleed and safe area the same thing?
It is not. Bleed is the production area that extends beyond the cutting edge; Safe space is about keeping important content well away from the cutout. Dimensions must be verified against the manufacturer's template.
