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.
- Composition
- Where things sit in the frame: one clear focal point, supporting elements, and white space (empty space) around them.
- 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.
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
- Product photography
- Images of a product for shops, marketplaces and ads: clean packshots on white plus lifestyle scenes showing it in use.
S
- 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).
V
- Visual hierarchy
- The order in which the eye finds things, controlled by size, contrast, colour and position: first the hook, then the product, then the call to action.