Glossary

Content Strategy is the plan for creating and distributing content that supports brand goals, audience needs, and the customer journey.

Contrast is the visual difference between design elements, such as colour, size, shape, type, or spacing, that helps create clarity, emphasis, and readability.

Conversion is a completed user action—such as a purchase or sign-up—that represents progress toward a business goal.

Conversion Rate Optimization (CRO) is the process of improving digital experiences to increase the percentage of users who complete desired actions.

Creative direction is the strategic guidance behind a brand’s visual style, messaging, campaigns, and overall creative expression.

A CTA, or Call to Action, is a prompt that encourages someone to take a specific next step, such as clicking a button, booking a call, signing up, or making a purchase.

Customer Journey is the complete, end-to-end experience a person has with a brand across all interactions over time.

Dark mode is a display setting or interface style that uses dark backgrounds with lighter text and design elements to reduce brightness and create visual contrast.

Debt financing is a way for businesses to raise capital by borrowing money that must be repaid over time, usually with interest.

Demand refers to the level of customer interest, need, or willingness to buy a product or service within a specific market.

Depreciation is the gradual decrease in value of a business asset over time due to use, age, wear and tear, or obsolescence.

Design System is a centralized set of reusable design components, standards, and guidelines that ensure consistent, efficient brand experiences across products and platforms.

Digital Marketing is the use of digital channels and data-driven tactics to acquire, convert, and retain customers.

Display Advertising is the use of visual ads across websites and apps to build awareness, support retargeting, and reinforce brand presence.

Diversification is a business growth strategy that involves expanding into new products, services, markets, audiences, or revenue streams to reduce risk and create new opportunities.

Earned Media is organic brand exposure gained through third-party mentions, coverage, reviews, or word of mouth rather than paid or owned channels.

EBITDA stands for Earnings Before Interest, Taxes, Depreciation, and Amortization. It is a financial metric used to evaluate a company’s operating performance and profitability.

Economies of scale happen when a business reduces its average costs as production, operations, or output increase.