We get it. Acronyms and industry-specific jargon being thrown around a room can be frustrating. “I love having to ask what a word means every 5 seconds!”... said no one ever.
At Axam Design, we understand that how you effectively communicate and collaborate with people outside your industry, can sometimes be more important than what you know. While design is a multi-faceted discipline that encompasses a wide range of specialties, each with it’s own unique terminology and concepts, no one should feel left out or confused because of the language being used.
Below are 16 terms that you may encounter one day. We hope this guide can serve as a resource and provide some insight!
Anthropometrics
is the scientific study of the measurements and proportions of the human body, involving the systematic measurement of various body dimensions to understand human size, shape, and variability. Anthropometric data is used to ensure that products, environments, and systems are appropriately sized and designed to accommodate the diversity of human populations. By applying anthropometric principles, designers and engineers create products and spaces that are comfortable, safe, and accessible for users of all shapes, sizes, and abilities.
Aspect Ratio
refers to the proportional relationship between the width and height of an image, screen, or display. It is expressed as a ratio of the width to the height, typically written as two numbers separated by a colon (e.g., 16:9). For example, a 4:3 aspect ratio means that for every 4 units of width, there are 3 units of height, resulting in a more square-like shape. Conversely, a 16:9 aspect ratio indicates a wider, rectangular shape. Different aspect ratios can evoke different aesthetic qualities and affect how images or videos are perceived by viewers.
Bill of Materials (BOM)
is a comprehensive document or list that itemizes all the components, parts, materials, and assemblies required to manufacture or produce a product. It serves as a structured inventory of the various items needed for the production process, providing detailed information about each component. BOMS typically include part names, descriptions, item numbers or codes, dimensions, quantity, units of measurement, sourcing information (supplier names, part numbers, vendor codes, etc.), cost, lead time, delivery time, assembly instructions and other relevant information. BOMs help plan, organize, and manage the production process, minimizes errors, delays, and shortages, and facilitates cost estimation, sourcing, and procurement activities.
Brand Equity
refers to the intangible value and perception that a brand holds in the minds of consumers. It encompasses the reputation, recognition, and perceived worth of a brand, which influence consumer preferences, loyalty, and purchasing decisions. Strong brand equity can lead to increased customer trust, higher sales, and competitive advantage. It is built over time through consistent branding, positive experiences, and effective marketing efforts.
Brand Positioning
refers to the strategic process of establishing a distinct and favorable position for a brand in the minds of consumers relative to competitors. It involves identifying and communicating the unique attributes, benefits, and value propositions that differentiate a brand from others in the market. Effective brand positioning articulates why a brand is relevant, credible, and desirable to its target audience, shaping perceptions and influencing purchasing decisions. By defining a clear and compelling brand position, companies can create a strong presence, attract loyal customers, and achieve a sustainable competitive advantage.
Brand Strategy
refers to a long-term plan to establish and maintain a strong brand identity that resonates with the target audience, supports business objectives, and differentiates a company from competitors. It involves defining the brand’s purpose, values, personality, and positioning in the market, as well as outlining strategies for communicating and reinforcing these elements consistently across all touchpoints. Going beyond aesthetics, successful brand strategy and identity creates a sense of belonging and loyalty that transcends mere transactions and transforms customers into advocates and ambassadors of your brand by understanding the wants, needs, and aspirations of the target audience and crafting experiences that resonate with them on a deep and meaningful level.
Prototype
refers to a preliminary model or sample of a product, often used to test and evaluate its design, functionality, and performance before full-scale production. It allows designers, engineers, and stakeholders to visualize and interact with the product, identify potential issues or improvements, and make necessary adjustments early in the development process. They play a crucial role in validating concepts, reducing risks, and ensuring that the final product meets the needs and expectations of users.
User Experience (UX)
refers to the overall experience and satisfaction people have when interacting with a product, service, or system. It encompasses all aspects of the user’s interaction, including their perceptions, emotions, and responses, before, during, and after using the product. UX design focuses on understanding user needs, behaviors, and preferences to create intuitive, user-friendly experiences that meet or exceed expectations.
Computer-Aided Design (CAD)
refers to the software that is used to create, modify, analyze, and optimize designs for various engineering and design projects. CAD software allows designers, engineers, and architects to create precise 2D and 3D models of products, buildings, and mechanical components, facilitating the visualization, simulation, and collaboration throughout the design process. CAD serves as a conduit for communication between designers, manufacturers, clients, and machines.
Color, Material, and Finish (CMF)
CMF specifications are determined for each part of a product that a consumer will see, and plays a crucial role in shaping the visual and tactile characteristics of a product, influencing it’s aesthetic appeal, perceived quality, and user experience. At Axam Design, we carefully consider material choices, surface finishes, textures, and color palettes to create cohesive and compelling designs that resonate with users and communicate brand values effectively.
Computer Numerical Control (CNC)
refers to machinery that are CNC. CNC machines follow instructions from CAD files to execute precise and complex cuts, allowing for the production of intricate customized parts with high accuracy and repeatability. For example, a 5-axis CNC mill uses data from a 3D CAD file to carve out (or mill) material from a solid block of metal, wood, or plastic.
Concept Design
refers to the early stage of the design process where ideas are generated and explored to address a specific problem or meet a set of requirements. Exploring different possibilities and evaluating feasibility prior to Concept Refinement fosters innovation, guides subsequent iterations, and sets the foundation for the final design solution.
Deliverables
are an outcome of design work such as renderings, 3D models, engineering drawings, and functional prototypes. It represents a completed task, milestone, or outcome that contributes to the overall objectives of the project. Deliverables can take various forms depending on the nature of the project and may include documents, reports, prototypes, software, designs, or physical products.
Design Thinking
is a human-centered approach to problem-solving based upon the methodology used by designers to arrive at innovative and effective solutions to complex challenges. It encourages people to adopt a mindset that empathizes with users to gain deep insights into their experiences and preferences, explore diverse perspectives and possibilities to generate solutions with the best outcome.
Design for Manufacturing (DFM)
DFM is an approach that aims to optimize the design of products for ease of manufacturing and assembly. It involves considering manufacturing processes, materials, and tolerances during the design phase to minimize production costs, reduce lead times, and improve product quality. By designing with manufacturability in mind, DFM helps streamline the manufacturing process, enhance efficiency, and ensure that products can be produced reliably and economically.
Ergonomics
refers to the study of designing products that are optimized to enhance human well-being and performance, considering factors such as human anatomy, physiology, psychology, comfort, usability, safety, and efficiency to ensure the design fits the needs and capabilities of the people who will use them.
For example, an ergonomic computer mouse is designed to reduce strain and discomfort, and enhance productivity during prolonged use. The shape and size is designed to fit comfortably in the hand and supports a natural grip position. It may have a contoured shape to conform to the curves of the hand and button placements that reduces the need for excessive wrist bending or finger stretching.
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Continue on to A Guide to Design Terminology : Part 2!
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