Visual Dictionary
The design and development of deal toys can be a confusing process. We use a lot of words you might not find in everyday conversations. Some terms are industry specific, while others are commonly used design, manufacturing and typographical terms. We want to be completely transparent and speak a common language. It’s a fast paced, ever evolving field and we hope our lexicon can keep you up to date.
2D ETCH
-Technique
Process using lasers to reproduce two-dimensional shapes and objects inside of crystal. Works best on clear crystal.
*Does not work on lucite, acrylic or plexi.
Synonym: Inner etch
3D ETCH
-Technique
Process using lasers to reproduce three-dimensional shapes and objects inside of crystal. Utilizes custom digital 3D Models to capture complex 3D objects. Allows for high detail and customization. Works best on clear crystal. For best results the piece must be at least 1.5” thick.
*Does not work on acrylic or plexi.
Synonym: Inner etch
3D MODEL
-Technique
Process of developing a fully dimensional digital model. Used for 3D etching, 3D printing and pewter. Our fully qualified staff of professional 3D artists can prepare a wide variety of fully custom 3D models for use in your next design. All designs at Buttonwood are presented in stunning life like 3D.
Synonym: Replica
3D PRINT
-Technique
Process that builds a three-dimensional object from a digital 3D model. This is usually done by successively adding material layer by layer.
Synonym: Additive manufacturing
A
ACETATE
-Material
Transparent film can be embedded in acrylic. Film almost disappears once embedded, creating an impression of floating artwork or text. Can be frosted to produce a semi transparent effect, allowing the background to be partially visible while providing for more legible text.
ACRYLIC
-Material
Transparent or opaque thermoplastic used to make mementos, tombstones and deal toys. Lightweight, shatter-resistant alternative to glass. Very versatile. Molds can be made for amazing custom shapes. Many objects and materials can be embedded. Available in any color. Can be translucent or solid or have granite and marble textures. Artwork onto can be screened onto the surfaces of acrylic and it can be painted with metallic and antiqued finishes.
Synonym: Poly(methyl methacrylate), acrylic glass
Trade names: Crylux, Plexiglas, Acrylite, Astariglas, Lucite, Perclax, and Perspex
ACRYSTONE
-Material
Acrylic made to look like stone, granite or marble.
AI
-File Type
Abbreviation for Adobe Illustrator . The name also refers to the corresponding file format.
Synonym: Adobe Illustrator File
AIR BRUSH
-Technique
Process using compressed air to spray paint. Allows for smooth surfaces and smooth blends without brush strokes.
ALUMINUM PLATE
-Material
Metal sheet or plate with artwork screened or printed onto surface. Can be cut into custom shapes, mounted on materials and embedded in acrylic.
Synonym: Metal Plate
ARTWORK SCREENED
-Technique
Printing process where ink is transferred onto a material through mesh, the artwork or pattern is masked to form a design. One color is printed at a time, so multiple screens can be used to produce an image or design with more than one color.
ASYMMETRICAL BALANCE
-Desgin Team
Describes when artwork and text are not equally represented on both sides of a design. There is still balance, but it is achieved using symmetry.
B
BITMAP
- File Type
A raster graphics image file format where each pixel (bit) is defined by a single color. All the bits combined together (map) make up the larger image. Quality decrease with size, dependent upon resolution. Raster image files are generally larger in size than vector graphic files. Most commonly used for high resolution photographs and images.
Common raster file formats are JPEG, PNG, GIF, and PSD.
Synonym: Raster Image
BEVEL
- Design Element
Angled edge, with a varying surface widths from around 1/8” to 3/4” depending on design.
bleed
- Design Element
Describes when artwork extends past its printed edge so there’s no chance of white borders.
Synonym: Full Bleed
brand
- Design Element
The overall impact produced by the collective contacts, feelings and influences of a customers cumulative interactions with a company. Encapsulates a company’s values, vision and mission. Visual identity is a representation of this. A logo is not a brand.
BRAND IDENTITY
- Design Element
The visual representation of your brand (see definition above) in a way that represents the values, content and ethos of the company. Including but not limited to: logos, packaging, websites, brochures, apps, letterhead, etc.
brandmark
- Design Element
A symbol used to represent a company, i.e. the NIKE Swoosh. Brandmarks are sometimes paired with a logotype, but not always.
C
COLOR PALETTE
- Color / Design Term
The range of colors used in a design. Consist of colors that work well together and are can be aesthetically pleasing. Color Palettes create consistency and evoke a specific feelings.
color saturation
- Design Element
The intensity of a given color
COLORED BOTTOM
- Material
In crystal designs it is a separate piece of colored crystal attached to the bottom of a larger piece of crystal. In acrylic it is poured or embedded acrylic. Can be straight or slanted.
COLORFILL
- Technique
Process where color is added to laser-engraved images or text. The color fills the engraved spaces. Used on crystal, metal and glass.
CONTRAST
- Design Term
The degree of difference between two closely associated elements. Some common types of contrast are dark vs. light, thick vs. thin, rough vs. smooth, etc.
cmyk
- Printing / Color Term
‘Cyan, Magenta, Yellow, Key’, is a printing color model.
Synonym: Four Color Process
CRYSTAL
- Material
A glass of superior quality. The primary difference between crystal vs. glass is that crystal glass contains anywhere from 2–30% minerals (lead or lead-free). Can be colored, transparent or semi-transparent.
Trade names: Tombstone, Deal Toy, Memento, Corporate Gift
CUT ALUMINUM
- Material
Lasers or sharp steel blades cut a specific shape from aluminum. Can have artwork surface printed as well.
Synonym: Cut Metal
Synonym: Cut Metal
D
DEAL TOY
- Industry Term
Commemorate financial transactions closed by financial institutions, real estate and law firms. Typically made of crystal, acrylic, wood, metal and stone, or a combination of those materials.
Synonym: Tombstone, Corporate Gift, Deal Gift, Lucite®, Memento
DESIGN BRIEF
- Design Term
A document used to outline the key elements and deliverables for creative work. It is a helpful document to reference throughout the design process and helps to focus and clarify the project as it evolves.
DIE-CUT
- Technique
The use of lasers or sharp steel blades to cut custom shapes into and out of materials. Often used for paper, aluinum and brass.
DIGITAL DECAL
- Design Element
A CMYK printed sticker that can be wrapped around a material. Allows for artwork and test to be applied to rounded and other surfaces.
DIGITAL print
- Design Element
A high-resolution image printed on paper, film or a metal plate. Does not work for exact color matching.
Synonym: DP
Synonym: DP
DIGITAL transparency
- Design Element
A clear piece of film used for digitally printing artwork in CMYK. Can be embedded in clear acrylic.
direct print
- Technique
This method is used to print text or images directly onto a flat surface. It can be done on Lucite, crystal, wood, or metal.
direct surface print
- Technique
A high-resolution digital print that is baked onto the surface of the piece. It often has a coating of white on the back to make it more opaque (direct surface print + white). A surface print cannot go all the way to the edge of a lucite—there needs to be a 1/32” tolerance on all sides.
direct transfer print
- Design Element
A high-resolution digital decal that is baked onto the surface of a piece. It often has a coating of white on the back to make it more opaque (direct transfer print + white). Transfer prints can go all the way to the edges, which makes it more versatile than an embedded print or a Direct Surface Print.
dpi
- Design Term
Dots Per Inch, is a measure of print quality. For high-quality printing, a minimum of 300dpi is recommended.
E
EMBEDMENT
- Design Element
The process of setting an object inside acrylic permanently. Acrylic is poured completely over the object and then baked in high-temperature pressured ovens. An embedment creates the illusion that the object is floating inside the shape. Embedments can be metal (softer metals, like pewter, work best), wood, thermoplastic, or paper. Unusual items requested for embedment are subject to a factory test.
etch
- Technique
Engraving text or art into a material using a laser. Many different depths and textures of etch and high levels of detail can be achieved, including 2D and 3D etches which can depict objects “in the round” (limited to crystal).
Synonym: Laser etch, laser engrave
Synonym: Laser etch, laser engrave
ETCH AND COLOR FILL
- Technique
A laser is used to engrave an area, usually text, which is then filled with color. Used on crystal, metal and glass.
eps
- File Type
EPS stands for Encapsulated Post Script. This is a resizable file format that is commonly used for vector designs. Due to its high quality, it’s commonly used with print elements such as logos, business cards or brochures.
F
FACET
- Design Element
Refers to one of the flat “faces” of a diamond or cut crystal.
FEASIBILITY
- Design / Business Term
The difficulty level of something being designed within realistic technical constraints, using available resources and budgetary limitations, inside a given timeline.
flat design
- Design Term
Minimalistic approach that focuses on simplicity, usability bright colors and two-dimensional illustrations. Features open space, crisp edges.
font
- Typography Term
A file for installing and using a set of type in a particular weight and style.
font family
- Typography Term
A typeface with multiple weights, that each have a font, as a group make up a font family.
frost
- Technique
Sand blasting or printing a thin coat of white ink that creates a semi-opaque effect on clear acrylic or glass.
FROSTED ACETATE
- Material
Semi-opaque film can be embedded in acrylic. Produces a semi transparent effect, allowing the background to be partially visible while providing for more legible text.
FROSTED DIRECT PRINT
- Technique
This digital printing method is used on flat surfaces of either Lucite or crystal deal toys. The outcome is very similar to the sandblasting effect, which adds a frosted look to the piece.
G
GOLDEN RATIO
- Design Term
“Is a mathematical ratio that can be used to create visually-pleasing, organic-looking compositions. It’s commonly found in nature. It Describes the perfectly symmetrical relationship between two proportions. The golden ratio occurs with two objects which, once you divide the larger by the smaller, result in the number 1.6180. The most famous golden ratio is the golden rectangle, which can be split into a perfect square and a rectangle the same aspect ratio as the original rectangle.”
Synonym: The Golden Mean, The Golden Section
Synonym: The Golden Mean, The Golden Section
GRADIENT
- Color Term
A gradual change in color from one color 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.
grid
- Design Term
Helps designers arrange elements in a consistent way. Constructed from columns and rows. Can use symmetrical or asymmetrical balance.
h
hex
- Color Term
A hex is a six-digit number used predominantly in web documents to represent colors.
k
KERNING
- Typography Term
The adjustment of space between two type characters. Meant to achieve a more proportional and pleasing balance of distance between each character.
knolling
- Design Term
The concept of arranging different objects so that they are at 90-degree angles from each other, then photographing them from above. Images often have a high contrast solid background.
l
LASER ETCH
- Technique
A process used to engrave text or art into materials. Deep etch specifies a more dimensional etch. Multiple depths of etch can be used on the same piece.
Synonym: Laser engrave, etch
Synonym: Laser engrave, etch
LEADING
- Typography Term
vLine spacing, the vertical space between lines of text.
The adjustment of space between between lines of text. Meant to achieve a more proportional and pleasing balance of distance between lines of text. Term has it’s origins in the lead strips that were put between set lines of lead type, therefore it is pronounced “ledding”.
LUCITE®
- Material
Trade name used by Dupont for Acrylic. Transparent or opaque thermoplastic used to make mementos, tombstones and deal toys. Lightweight, shatter-resistant alternative to glass. Available in any PMS color as well as almost any translucent or solid shade and in granite and marble textures. You can embed many objects and materials, and screen artwork onto it’s surfaces. Can be painted to create metallic and antiqued finishes. It can also be molded into custom shapes. “Lucite” is often used to describe deal toys in general.
Synonym: Acrylic, Poly(methyl methacrylate), acrylic glass
Synonym: Acrylic, Poly(methyl methacrylate), acrylic glass
m
marble
- Material
A hard form of limestone, can have mottlings or streaks of color. Comes in multiple colors and offers elegant appeal. Text and artwork can be etched and color-filled.
Metal plate
- Material
Aluminum or brass sheet or plate with artwork screened or printed onto surface. Can be cut into custom shapes, mounted on materials and embedded in acrylic.
Synonym: Aluminum Plate
Synonym: Aluminum Plate
Metal casting
- Technique
Process fro creating miniature metal objects and figurines. Can be used as an embedments, stand alone pieces and as accents. Usually made of a soft metal such as pewter, which can then be plated in different finishes and metal colors.
MIRROR INK
- Material
A very shiny and reflective ink that creates a mirror when printed on acrylic or crystal. Sometimes used to hide glue when connecting two clear pieces of acrylic or crystal.
MOCK-UP
- Design Term
A mock-up is a real or digital model used to display and test early design ideas and see how they could look in the real world.
MONOCHROME
- Design Term
A color scheme built out of only one color, including lighter and darker tones of that color.
MONOSPACE FONT
- Typography Term
vA font whose letters and characters each occupy the same amount of horizontal space
n
NEGATIVE SPACE
- Design Term
Unused space or white space.
o
opacity
- Design Term
Unused space or white space.
p
PANTONE MATCHING SYSTEM (PMS)
- Color Term
A standardized collection of colors with numbers assigned to them so that designers, printers and manufacturers can be assured they are printing the exact color(s) required.
Synonym: PMS, PMS Color
Synonym: PMS, PMS Color
- File Type
A PDF is a Portable Document Format developed by Adobe that can be universally downloaded and viewed by any computer. PDFs are most suitable for sharing previews of work and are universally viewable.
pewter
- Material
Metal miniatures with a gold or silver color finish, (and capable of withstanding the high temperatures of the autoclave process) that are commonly used as design elements inside deal toys.
Synonym:
Synonym:
PHOTO ETCH
- Technique
Process in which a photo images is etched inside a piece of crystal.
Synonym:
Synonym:
PHOTO transfer
- Imagery Term
Process in which a photo image covers one entire surface of a piece.
PLEXIGLASS
- Material
Acrylic sheets available in different thicknesses and many colors, including translucent and Pantone. Often laser-cut into shapes or used as embedments in acrylic.
Synonym: Plexi
Synonym: Plexi
points
- Typography Term
A standard measurement in typography for length, leading, font size, or other units.
PROPORTIONAL FONT
- Typography Term
Type with spacing apportioned according to the shape and width of the character .
Type with spacing apportioned according to the shape and width of the character .
PROTOTYPE
- Design Term
A mock-up or demo of what a product will look like often used to test a concept. Prototypes can be digital or physical.
PROXIMITY
- Design Term
Proximity to can be used to create connections between elements. It can also be used to break organizational structure.
r
RASTER GRAPHICS
- Imagery Term
Pixel-based graphics, raster graphics are digital images composed of a grid of pixels. Quality decrease with size, dependent upon resolution. Raster image files are generally larger in size than vector graphic files. Most commonly used for high resolution photographs and images.
Common raster file formats are JPEG, PNG, GIF, and PSD.
Synonym: Bitmap
Common raster file formats are JPEG, PNG, GIF, and PSD.
Synonym: Bitmap
resin
- Material
Generally refers to raw materials, such as polyethylene resin, polypropylene resin, polyester resin. Opaque plastic like substance that can be molded and painted. More detailed and accurate models can be made using resin. Used in high budget projects.
radial balance
- Design Term
A radial design is one in which elements radiate from a central point, creating balance.
resolution
- Imagery Term
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.
rgb
- Color Term
‘Red, Green, Blue’ is a color model that is used for on-screen purposes. RGB is an additive color, meaning that when mixing colors, we start with black and end up with white as more color is added.
RULE OF THIRDS
- Design Term
‘Red, Green, Blue’ is a color model that is used for on-screen purposes. RGB is an additive color, meaning that when mixing colors, we start with black and end up with white as more color is added.
s
SANDBLAST
- Industry Term
Used to create a semi-opaque surface or frosted look on the surface of a clear piece. Occasionally used when the deal terms are printed on acetate, to make type more legible.
Synonym: Frosted
Synonym: Frosted
SANDWICH PIECE
- Industry Term
Design in which an element is placed between two separate pieces of material (usuaslly clear) connected by screws or magnets.
SANS SERIF TYPEFACE
- Typography Term
A typeface without the small decorative serif strokes. Sans serifs tend to look more modern, stylish, and cleaner than their serif counterparts.
scale
- Design Term
The change of size of an object while keeping its shape and proportions intact. Large scale can create drama, and smaller scale can create fine detail.
SCREENING
- Technique
Art that is printed directly onto the surface of the material.
Synonym: Surface Print
Synonym: Surface Print
SERIF TYPEFACE
- Typography Term
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.
SILKSCREEN
- Technique
Spot color printing. Especially useful when exact colors need to be replicated, including Pantones.
Synonym: Surface screen
Synonym: Surface screen
SKEUMORPHISM
- Design Term
Describes the style of designing a digital element to look like a replica of a physical object.
STOCK PHOTO/ART
- Design Term
Licensed images created by a third party. Using stock images saves on the cost of a having a professional photo shoot.
stroke
- Design Term
The visual characteristic of a path or vector.
Synonym: Line
Synonym: Line
STYLE GUIDE
- Design Term
A set of standards for the design of anything related to a brand. Can include logos, web sites, letterhead, packaging, etc. Helps to ensure uniformity in style and formatting wherever the brand is used to ensure no dilution of that brand.
Synonym: Brand Guide
Synonym: Brand Guide
SURFACE PRINT
- Industry Term
Art that is printed directly onto the surface of the material.
Synonym: Screening
Synonym: Screening
svg
- File Type
Scalable Vector Graphics. Vector graphics file format.
SYMMETRICAL BALANCE
- Design Term
Describes when all design elements are equally distributed on both sides of a central line.
t
TRACKING
- Typography Term
The space between letters. To track bodies of text, you are adjusting space between every letter in a word in order to change the density or appearance of a large block of type. Tracking is not to be confused with kerning. Kerning is the adjustment of space between individual pairs of letters.
THUMBNAIL IMAGE
- Design Term
A small copy of a larger image.
THUMBNAIL SKETCH
- Design Term
Rough drawings of potential design concepts or solutions. Used to visualize and expand various ideas and concepts by hand before moving forward.
TRANSFER PRINT
- Technique
Processes in which the artwork or text is first printed on to a flexible substrate and later transferred by another process onto a material. Used to add artwork and details to curved surfaces. Sticks and molds to any shape.
TOMBSTONE
- Industry Term
Formal printed notice that announces and gives basic details of important financial transactions made by investment banks, real estate and law firms. Examples include: Initial public offerings, mergers and acquisitions, debt deals, bankruptcies, etc.
Synonym: Deal Terms, Terms, Deal Info, TS
Synonym: Deal Terms, Terms, Deal Info, TS
TYPEFACE
- Typography Term
A set of letterforms and glyphs that are related by similar design features. Each font in the typeface has a specific identity through its style, weights, slant, ornamentation, and other elements.
Synonym: Font Family
Synonym: Font Family
TYPOGRAPHY
- Typography Term
The artistic arrangement of type in a readable and visually appealing way. Usually concerns the design and use of various typefaces in a way that helps to better visually communicate ideas.
v
vector
- Design Term
Graphics that can be scaled to any size or examined at extreme zoom levels. The coordinate and path mathematical data is interpreted and rendered by browsers and creative tools. Vector files are the preferred format for artists and designers because they are fully scalable, and therefore logos contained in these files can be enlarged and manipulated without loss of resolution.
Common vector file formats are EPS, PDF, and SVG.
Common vector file formats are EPS, PDF, and SVG.
VIABILITY
- Design / Business Term
Ability to generate profit based on business goals
w
WATER JET CUT
- Technique
Used to cut crystal, Lucite, stone, and metal. Allows for a high level of precision. Materials are cut by a water and sand jet. Custom shapes with precise cuts out are possible. Edges are frosted.
WEIGHT
- Typography Term
The thickness of a stroke or a letterform’s stroke.
Strokes are generally measured in points.
Strokes are generally measured in points.
WHITE SPACE
- Design Term
The use of blank or empty space to promote design.
Synonym: Negative Space
References, Links & Resources
Vocabulary.com
https://www.vocabulary.com/
Dictionary.com
https://www.dictionary.com/
Canva.com
https://www.canva.com/learn/graphic-design-terms/
Buffer.com
https://buffer.com/library/53-design-terms-explained-for-marketers
Photo by: Fabio Santaniello on Unsplash
