Tauseef FayyazA to Z
Glossary
Every concept in this sheet, plus the smaller terms it uses. Select a concept to open its card.
A
- Ad creative
- The image or video an advertiser runs in a paid placement, usually made in several sizes and versions so the best one can be found by testing.
B
- Brand consistency
- Using the same colours, fonts, logo placement, tone and image style in every asset, checked against the brand kit.
- Brand kit
- A brand's logo files, colour codes, fonts, image style, tone of voice and examples of what to do and avoid.
C
- Colour and contrast
- Palettes built from harmonies (complementary, analogous, triadic), brand colours given as HEX codes, contrast that keeps text readable, and grading that makes clips match.
- Creative testing
- Running several versions of an ad, each changing one thing such as the hook or image, and keeping the winner by numbers like click-through rate and conversions.
D
- Demand signal
- Evidence that clients pay for a service: dated reports such as Upwork In-Demand Skills 2026 (AI video generation and editing +329 percent, AI images +95 percent, 2025 against 2024 earnings), plus live job posts and ads.
E
- Explainer video
- A short video, often 30 to 90 seconds, that shows what a product or process is, how it works and why it matters, usually with a voiceover.
H
- Hook
- Whatever stops someone scrolling: the first one to three seconds of a video, or the single element that reads instantly in an image.
P
- Pacing and cutting
- How long each shot stays on screen and why you cut.
S
- Short-form video
- Vertical 9:16 video for Reels, TikTok and YouTube Shorts, where the first one to two seconds decide whether anyone keeps watching.
- Shot types
- Wide shots show where we are, medium shots show a person and action, close-ups show detail or emotion.
- Sound and voice
- Voiceover, music and small sound effects, mixed so the voice sits clearly above the music.
- Story structure
- A simple shape for the message: problem, product, proof, call to action for ads; what it is, how it works, why it matters for explainers.
T
- Thumbnail
- The small image that represents a video and decides whether people click.
- Typography
- How text looks: typeface, size, weight, leading (line spacing) and kerning (letter spacing).
U
- UGC-style ad
- An ad made to look like a real customer filming on their phone: talking to camera, casual framing, quick cuts.