Content Creation Lexicon

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CONTENT CREATION LEXICON 1ST EDITION


CONTENTS •ZENOGROUP•

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DESIGN VIDEO DIGITAL SOCIAL •CREATIVE LEXICON•

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Design Terms •CREATIVE LEXICON•

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TYPOGRAPHY

The artistic arrangement of type in a readable and visually appealing way. Typography usually concerns the design and use of various typefaces in a way that helps to better visually communicate ideas.

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Headline

Body Copy Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum condimentum eleifend fermentum. Nullam justo libero, venenatis quis justo et, efficitur varius urna. Vivamus interdum magna eu orci gravida iaculis. Donec pretium molestie augue, eget suscipit dui fermentum at. Proin eros erat, pretium ac enim ut, laoreet lobortis quam.

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BODY COPY

The main part of text in your design or publication – the written website content, the book contents, even this type you’re reading right now, it’s all body copy.

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Headline

24pt

Subhead

12pt

Body

8pt

Headline Subhead Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque rutrum leo at interdum ultrices. Phasellus semper mollis odio ut vulputate. Nulla commodo orci lobortis, pretium.

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HIERARCHY

The visual arrangement of design elements in a way that signifies importance. For example, you might make a title big and bold to ensure it attracts more attention than a small, lightly colored image caption.

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Handgloves Handgloves Handgloves Hand gloves Hand gloves •ZENOGROUP•

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0 pts

50 pts

75 pts

100 pts

200 pts

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KERNING

The adjustment of space between two characters in your type. Kerning usually aims to achieve a more proportional and pleasing balance of space between each character.

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin a tellus egestas, convallis magna id, posuere nulla.

12pt

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin a tellus egestas, convallis magna id, posuere nulla.

14pt

Lorem ipsum dolor sit amet, consectetur

18pt

adipiscing elit. Proin a tellus egestas, convallis magna id, posuere nulla.

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LEADING

Pronounced ‘ledding’, leading refers to the space between lines of type. Overly tight leading can cause tension and overlap, making the content unreadable, and too-loose leading can equally make the type appear disjointed, so we usually try to find a nice balance between the two.

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Handgloves

25pt

Handgloves

50pt

Handgloves

75pt

H an dg l ove s

100pt

Handgloves

200pt

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TRACKING

Tracking concerns the space between letters. When we track bodies of text, we are adjusting space between every letter in a word in order to change the density or appearance of a large block of type (i.e. body copy). Tracking shouldn’t be confused with kerning, which concerns the adjustment of space between individual pairs of letters.

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Lorem (orphan) ipsum dolor sit amet, consectetur adipiscing elit. In sed sem est. Curabitur faucibus lacus lacus. Nam rhoncus scelerisque sagittis. Ut placerat lorem ultrices lorem malesuada, cursus euismod orci consequat. Fusce tortor nisi, euismod at accumsan non, dictum tristique dui. Vivamus rutrum erat eu scelerisque suscipit. Mauris mi tortor, suscipit. (widow)

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ORPHANS & WIDOWS

The words or short lines that appear by themselves at the top or bottom of a column of type. It’s always a good (and easy) idea to check over your body copy before finishing up, and manually removing these when they appear.

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Aa •ZENOGROUP•

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SERIF TYPEFACE

A typeface with small decorative strokes (called ‘serifs’) found at the end of horizontal and vertical lines. Serif typefaces tend to look professional, authoritative, and traditional in appearance.

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SANS SERIF TYPEFACE

A typeface without the small decorative serif strokes. Sans serifs tend to look more modern, stylish, and cleaner than their serif counterparts.

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CONDENSED TYPEFACE

Typically, condensed fonts are narrower versions of the standard typefaces in a specific type family. One use of condensed fonts is to save space. The use of condensed fonts may work best in small doses such as for subheadings, captions, or pull-quotes, especially when paired with standard fonts of the same type family.

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SCRIPT TYPEFACE

A typeface that mimics cursive handwriting. Script typefaces tend to look elegant, personal, and/or more casual, depending on how embellished they are. Script typefaces are typically used for decoration or logotype.

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DISPLAY TYPEFACE

Display type refers to the use of type at large sizes, perhaps 30 points or larger. Some typefaces are considered useful solely at display sizes, and are known as display faces. Display typefaces are used almost exclusively for headlines.

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SLAB SERIF TYPEFACE

A typeface with thicker, blockier serifs, very commonly used in headlines and titles, but rarely in body copy. Slab serifs tend to look sturdier, stronger, and bolder. Slab typefaces are best used for headers and subheaders.

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc eu ultrices quam. Fusce tincidunt imperdiet molestie. Nunc porta dolor sed diam vestibulum consectetur. Donec eu nibh pulvinar nunc eleifend lacinia et in dui. Sed lobortis nisi sed neque placerat, quis ullamcorper ligula egestas. Nullam convallis tortor sed urna tempor dapibus. Nullam ullamcorper sed purus pretium ullamcorper. Quisque et enim sit amet ex faucibus pulvinar. Sed gravida arcu ac luctus ultricies. Quisque vel lobortis massa, non rutrum ante. Nulla et volutpat augue. Aliquam eget iaculis sapien, in sollicitudin mauris. Aliquam nec odio diam. Etiam iaculis purus ut lorem facilisis molestie. Sed non rutrum elit, quis varius eros.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc eu ultrices quam. Fusce tincidunt imperdiet molestie. Nunc porta dolor sed diam vestibulum consectetur. Donec eu nibh pulvinar nunc eleifend lacinia et in dui. Sed lobortis nisi sed neque placerat, quis ullamcorper ligula egestas. Nullam convallis tortor sed urna tempor dapibus. Nullam ullamcorper sed purus pretium ullamcorper. Quisque et enim sit amet ex faucibus pulvinar. Sed gravida arcu ac luctus ultricies. Quisque vel lobortis massa, non rutrum ante. Nulla et volutpat augue. Aliquam eget iaculis sapien, in sollicitudin mauris. Aliquam nec odio diam. Etiam iaculis purus ut lorem facilisis molestie. Sed non rutrum elit, quis varius eros.

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LEGIBILITY

The measure of how easy it is to distinguish one letter from the next. Legibility has a lot to do with your choice of typeface and how you use it, i.e. simpler serif or sans serif typefaces are generally better for smaller body copy.

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Left Aligned

Right Aligned

Centered

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ALIGNMENT

The lining up of elements to achieve balance, order, and a more logical layout. There are also four common types of typographical alignment – center, left, right, and justified, each with their own time and place for application.

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas molestie accumsan sem quis sagittis. Vestibulum ante ipsum.

“Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas molestie accumsan sem quis sagittis. Vestibulum ante ipsum.” Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas molestie accumsan sem quis sagittis. Vestibulum ante ipsum. •ZENOGROUP•

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PULL QUOTE

A short quote or excerpt pulled from the main text and used as a visual element to help highlight important ideas and draw interest to the piece. Pull quotes are very common in magazine design.

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PALETTE

The selection of colors that you choose to use for your design.

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MONOCHROME

A color scheme built out of only one color, including lighter and darker tones of that color.

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ANALOGOUS

A color scheme built out of three colors that are next to each other on the color wheel.

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COMPLEMENTARY

A color scheme built out of two colors that sit opposite each other on the color wheel.

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CMYK

CMYK or ‘Cyan, Magenta, Yellow, Key’, is a color model that is used for print purposes. CMYK is a subtractive color, this means that we begin with white and end up with black. So, as we add more color, the result turns darker. CMYK color mode is used for all print media.

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RGB

RGB or ‘Red, Green, Blue’ is a color model that is used for on-screen purposes. RGB is a additive color, meaning that when mixing colors, we start with black and end up with white as more color is added. RGB color mode is used for all media viewed on a screen.

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PANTONE (PMS)

The ‘Pantone Matching System’ is a standardized system of colors for printing. Every Pantone shade is numbered, making it much easier for people to reference and identify exact shades of color. To ensure media prints correctly and matches brand colors exactly, use PMS tones.

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Linear

Radial

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GRADIENT

A gradual change in color from one tone into another. Two common types of gradients are the linear gradient where each color sits on opposite sides of the frame, and a radial gradient where one color sits in the middle, and another at the edge.

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objects at 80% transparency

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OPACITY

The degree of transparency an element has. The lower the opacity, the more transparent an element is.

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A

Low Resolution

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RESOLUTION

The amount of detail an image has. Generally speaking, the higher your resolution, the better your images appear, and the more detail is rendered. Whereas lower resolution images or graphic tend to appear blurry, pixelated or muddy.

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CONTRAST

The degree of difference between two juxtaposed elements. Some common types of contrast are dark vs. light, thick vs. thin, rough vs. smooth, etc.

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Low Saturation

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SATURATION

The degree of intensity and vividness of a color. For example, a low-saturation color may appear paler, and faded, whereas a more heavily saturated color may appear more vibrant and colorful.

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STOCK PHOTO

A professionally shot photograph available online for licensing. Stock photos are usually used in lieu of hiring a photographer, or if a designer cannot access the images they need from their own inventory of photographs.

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LOGOTYPE

A type of logo where the name of the company designed in a visual way. Think of brands like Google, Ikea, Disney.

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BRANDMARK

A type of logo design where a symbol is used in place of the company name, i.e. the Zeno logo. Brandmarks are commonly accompanied by a logotype, but not always.

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WHITE SPACE

Also called ‘negative space’, white space refers to the areas of a design that are not filled with content. White space is an important design element as it helps to let a design ‘breathe’, helps avoid overly complicated designs, and keeps designs looking clean.

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Inside Margin

Outside Margin

Top Margin

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MARGINS

The space around the edge of a page. By increasing or decreasing the size of your page’s margins you can create a more calming or a more tense design respectively. The example below has larger, more open margins.

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum lacinia rhoncus ex, id lobortis nisl hendrerit in. Pellentesque imperdiet iaculis lacus, eget tristique metus blandit eu. Mauris fermentum odio vel vestibulum elementum. Cras lobortis nibh eget pharetra vulputate. Nulla dignissim venenatis sollicitudin. Fusce nisl diam, rhoncus eu ligula vel, maximus ultricies ante. Pellentesque augue felis, placerat id sapien non, posuere molestie magna. Aliquam erat volutpat.

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LOREM IPSUM

Also known as ‘dummy copy’, lorem ipsum is a generic filler text used when the real text is not available. It’s used as placeholder text to demonstrate how a design will look once the real body copy has been included.

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FLAT DESIGN

Design emphasizing minimum use of stylistic elements that give the illusion of three dimensions (such as excessive use of drop shadows, gradients or textures) and is focused on a minimalist use of simple elements, typography and flat colors.

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SKEUOMORPHISM DESIGN

The design concept of making items represented resemble their real-world counterparts.

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UX DESIGN

The process of designing (digital or physical) products that are useful, easy to use, and delightful to interact with.

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Video Terms •CREATIVE LEXICON•

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ASPECT RATIO

Aspect ratio is the relationship between the width and the height of your video dimensions expressed as a ratio. The most common aspect ratios for video are 4:3, 16:9 and 1.85:1.

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B-ROLL

B-roll is supplemental footage that provides supporting details and greater flexibility when editing video. Common examples include the footage used to cut away from an interview or news report to help tell the story.

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BOUNCE

A Bounce refers to material used to literally bounce or reflect light onto your subject. Handy for evening out harsh shadows and dispersing light so it doesn’t appear to be coming from a single source. Especially useful when shooting outside in the harsh sun and indoors with artificial light.

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CLOSE UP

Close up is a shot composition where the frame is filled almost entirely with the subject’s face.

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COLOR CORRECTION

Color Correction is when an editor digitally manipulates colors in post-production.

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COLOR TEMPERATURE

Color Temperature is a characteristic quality of the visible light in an image. It ranges from cool to warm, and is measured in the unit Kelvin.

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COMPOSITING

Compositing is the process of combining multiple images using post production software.

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COMPRESSION

Compression as it relates to video refers to reducing the amount of data in a video file. While it can take time to compress a video, it will upload faster, and also download quicker for anyone you choose to share the original file with. We strongly recommend you compress the videos you upload to sharing sites. You’ll be able to upload more videos that way!

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CUT-IN

Cut-in also known as insert shots, typically show objects or props that a character is manipulating.

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DEPTH OF FIELD

Depth of Field (DOF) refers to the part of your image that is in focus. A deep DOF will show nearly everything in the frame sharply in focus. If you have a shallow DOF, a narrow range within your video image will be in focus. A shallow depth of field allows for greater emphasis to be placed on your main subject.

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DIGITAL ZOOM

Digital Zoom is a method of giving an appearance of zooming without an actual optical lens change. This is accomplished by cropping the image to a centered area while maintaining the same aspect ratio.

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EXPOSURE

Exposure is the amount of time light is allowed to hit the sensor. The longer your exposure, the more light will get in and the brighter your image will be.

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FADE

Fade is the dissolve transition between a normal image and a black screen. When you dissolve from an image to black, it’s a fade out. When you dissolve from black to an image it’s called a fade in.

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FOCAL LENGTH

Focal length is the distance from the lens to the image focus point inside the camera. A high focal length makes distance objects appear magnified while a low focal length give a wide view of the scenery facing the lens.

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F-STOP

F-stop is a term used to describe the size of the aperture opening on a lens. The lower the F-stop number, the bigger the aperture. If the aperture is low, more light is able reach the image sensor. A low f-stop number (large aperture) results in a shallow depth of field and a high f-stop (smaller aperture) gives a deep depth of field.

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1 Second of Animation 60FPS

30FPS

24FPS

12FPS

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FRAME RATE

Frame Rate refers to the number of individual frames that comprise each second of video you record, also known as FPS (frames per second.) The most common frame rates in video are 24, 25 and 30 frames per second.

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HIGH DYNAMIC RANGE

HDR (high dynamic range) is the compositing of two images, one that properly exposes the highlights, and another that properly exposes the dark areas. When composited together, you get a properly exposed image.

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J-CUT

A J-cut is a type of cut in which the sound of the next scene precedes the picture. The name comes from the shape these clips make in the timeline of an editing program.

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JUMP CUT

Jump Cut is an abrupt transition, typically in a sequential clip that makes the subject appear to jump from one spot to the other, without continuity.

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L-CUT

An L-cut is a type of cut in which the picture changes but the audio continues. The name comes from the shape these clips make in the timeline of an editing program.

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OVER THE SHOULDER

Over The Shoulder shots are framed with an emphasis on a particular character’s perspective. This shot is used in dialogue scenes to show conversations between two people.

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POV SHOT

A POV (point of view) shot is a shooting technique that shows the perspective of a scene literally from a character or object’s position in the setting.

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PRACTICAL

A Practical refers to any light source that is part of the scene itself and does not need to be hidden from the camera.

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RESOLUTION

Resolution is a measure of the number of pixels a video contains both horizontally and vertically. The higher the resolution, the more detail in the images. Sometimes resolution size is referred to just by their vertical dimension such as, 480p, 720p or 1080p.

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RULE OF THIRDS

The Rule of Thirds is a method of composing your shots in an aesthetically pleasing way. The guideline proposes that an image should be imagined as divided into nine equal parts by two equally spaced horizontal lines and two equally spaced vertical lines, and that important compositional elements should be placed along these lines or their intersections.

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SHOT LIST

Shot List is a full log of all the shots you want to include in your film; essentially it is a checklist filled with minute details that will give your film a sense of direction and efficiency.

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SHUTTER SPEED

Shutter speed is the amount of time that each individual frame is exposed for when shooting video on a DSLR. In video, the shutter speed you use will almost always be a fraction of a second. The number used in setting a camera’s shutter speed refers to the denominator of that fraction of a second. For example, if you set your camera’s shutter speed to 60, that means that each frame is being exposed for 1/60th of a second. •CREATIVE LEXICON•

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SLOW MOTION

Slow Motion is the action of slowing down prerecorded footage to a different speed.

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SPLIT SCREEN

Split screen incorporates more than one simultaneous image in the screen. Usually it’s divided in two, but there can be many more.

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STORYBOARDS

Storyboards are drawings that show each scene of your film, creating a blueprint for your movie. Storyboards provide a clear and concise visual plan for what you need to shoot or animate.

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THREE-POINT LIGHTING

Three-point lighting is a common type of lighting setup that lights a subject from three different sources in order to control shadows and balance contrast. The three lights are typically called back, key, fill lights.

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TIMELAPSE

Timelapse is a technique where each frame in a video is captured at a much slower rate than normal. When played back at normal speed, time appears to go by faster. This can also be achieved by fast forwarding or increasing the speed of your video in an editing program.

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Digital Terms •CREATIVE LEXICON•

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PRE-ROLL CAMPAIGNS

These are ads that play before a video starts and are charged on a CPM (Cost Per Thousand– how much it costs for 1,000 views) basis. By default, viewers can skip an ad after 5 seconds, but YouTube allows brands to pay more to disable the skip button.

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UGC

User-generated content is any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcasts, digital images, video, audio files, advertisements and other forms of media that was created by users of an online system or service, often made available via social media websites.

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CTR

Click-through Rate identifies the percentage of people who click on link. Usually placed in an email, an ad, website page… etc. The higher the CTR percentage, the more people went through. CTR is extremely important for many parts of the Digital world.

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CPA

Cost per Acquisition is a pricing model where companies are charged by advertising platforms only when leads, sales or conversions are generated. Best part about CPA is you are only charged for the results that you want.

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CPC

Cost per Click is a pricing model where companies are charged by publishers for every click people make on a displayed ad which leads people to the company’s website (hopefully to a landing page!).

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KEYWORD

A keyword is word or phrase that your audience uses to search for relevant topics on search engines. If you are a flower shop, a relevant keyword could be “Buy Red Roses” [short keyword] or “Looking to purchase roses from a flower shop” [long tail keyword]

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ORGANIC TRAFFIC

This is traffic that is generated to your website which is generated by a Search Engine. This could be traffic from Google, Yahoo or Bing. It’s also known as “Free” traffic. Organic traffic is the best type of traffic!

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PAID TRAFFIC

Paid search is when a company bids on keywords and runs ads around those keywords to be displayed on search engines. These results appear separately, either on the top, bottom or right side of a search results page. Paid traffic also encompasses any form of paid advertisement that directly points to your website.

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SEO

Search Engine Optimization is a way a company optimizes its webpage allowing the website to rank higher on a search engine’s results page (SERP).

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SEM

Search Engine Marketing is a way companies can get higher placement on search engines by bidding on search terms.

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Social Terms •CREATIVE LEXICON•

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ENGAGEMENTS

From a metrics perspective, Engagements is the number of people that have interacted with a piece of content posted on a social media channel. Engagements are often thought of as the objective of social media, but like any form of mass communication, achieving business objectives is now becoming the primary goal.

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IMPRESSIONS

Similar to mass media terminology, social media impressions is the number of people that have had a piece of brand content show up in their newsfeed across various social networks. An impression should not be referred to as a definite view or meaningful engagement, as people often overlook brand content.

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TARGETING

The method by which a brand reaches its target market on a social network. Some social networks have more advanced targeting than others, but standard targeting options include: location (down to the neighborhood in some cases), age, and gender. Some social networks will let you target people by the company they work for, their job role, designation and interests.

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VANITY METRICS

So defined because without context, they don’t help a brand with its business objectives or measure ROI. However, vanity metrics are easy to grasp and provide good headlines. The best way to use vanity metrics is in conjunction with benchmarks or trend analysis. Examples of vanity metrics include:

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REACH

The number of people that have been exposed to a piece of brand content on their newsfeeds (this doesn’t mean the audience necessarily noticed or interacted with the content in a meaningful way). As social networks restricted the organic reach to fans, brands now need to pay to achieve significant reach for their content -- although organic user sharing of content can drastically increase reach. •CREATIVE LEXICON•

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INFLUENCERS

Thanks to the democratization of social media, there are individuals that have gained recognition as an authority in a particular field or popularity with the general public. Previously, influencers may have been celebrities or sports stars, but now, anyone with a loyal following can be an influencer. Brands can amplify their message or react to a PR crisis by understanding and interacting with key influencers. •CREATIVE LEXICON•

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SENTIMENT

This indicates whether the buzz about a brand is positive or negative and picks up recurring topics from the general public related to a brand’s products and services. Sentiment is a metric that is best measured over time to identify trends rather than looking at a snapshot on a particular day.

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