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Acrobat
Acrobat is part of a set of applications developed by Adobe to create
and view PDF files. Acrobat is used to create the PDF files, and the freeware
Acrobat Reader is used to read the PDF files.
Aliasing
In graphic design, aliasing occurs when a computer monitor, printer, or
graphics file does not have a high enough resolution to represent a graphic
image or text. An aliased image is often said to have the “jaggies.” In
other words, the edges are not smooth, but are stair-stepped or jagged.
Alignment
The positioning of a body of text. Text can be positioned to the left,
right, or “center” of a page. Not to be confused with justification.
Animated GIF
A GIF graphic file, which consists of two or more images shown in a timed
sequence to give the effect of motion.
Animation
Animation is the creating of a timed sequence or series of graphic images
or frames together to give the appearance of continuous movement.
Anti-Aliasing
Smoothing or blending the transition of pixels in an image. Anti-aliasing
the edges on a graphic image makes the edges appear smooth, not jagged.
Artwork
All original copy, including type, photos and illustrations, intended
for printing. Also called art.
Ascender
The part of a letterform that rises above the x-height; the vertical
stalk on the letter “h” above the rounded part is an ascender; see also descender and x-height.
Back Up
(1) To print on the second side of a sheet already printed on one side.
(2) To adjust an image on one side of a sheet so that it aligns back-to-back
with an image on the other side.
Bandwidth
Bandwidth is the amount of information your connection to the Internet
can carry.
Baseline
The imaginary horizontal axis on top of which a line of text sits. A baseline
grid is a grid that specifies all of the horizontal axes on a page where
text should sit.
Bevel
Adding a beveled effect to a graphic image gives the image a raised appearance
by applying highlight colors and shadow colors to the inside and outside
edges.
Bind
Usually in the book arena, but not exclusively, the joining of leafs or
signatures together with either wire, glue or other means.
Bindery
Usually a department within a printing company responsible for collating,
folding, and trimming various printing projects.
Bitmap Image
A graphic image stored as a specific arrangement of screen dots, or pixels,
as opposed to a vector graphic (see below). Also known as raster
graphics. Common types of bitmap images include GIF, JPEG, and TIFF.
Bleed or Bleeding Edge
When a page or a cover design extends to and off the edge of the paper
it is called a “bleed.” In print design, the artwork or block of color
must extend off the edge of the page and printed on larger-size paper.
Then the printed page is trimmed to the desired size.
Blind Embossing
Stamping raised letters or images into paper using pressure and a die,
but without using foil or ink to add color to the raised areas. Braille
is an example of blind embossing.
Blind Image
Image debossed, embossed, or stamped, but not printed with ink or foil.
Blueline
Prepress photographic proof made from stripped negatives where all colors
show as blue images on white paper. Because blueline is a generic term
for proofs made from a variety of materials having identical purposes
and similar appearances, it may also be called a blackprint, blue, blueprint,
brownline, brownprint, diazo, dyeline, ozalid, position proof, silverprint,
Dylux, or VanDyke.
Board Paper
General term for paper over 110# index, 80# cover, or 200 gsm that is
commonly used for products such as file folders, displays, and post cards.
Also called paperboard.
Body
The main text of work not including the headlines.
Book Paper
Category of paper suitable for books, magazines, catalogs, advertising,
and general printing needs. Book paper is divided into uncoated paper
(also called offset paper), coated paper (also called art paper, enamel
paper, gloss paper and slick paper) and text paper.
Bounce
(1) A repeating registration problem in the printing stage of production.
(2) A customer unhappy with the results of a printing project and refusing
to accept the project.
Brightness
The reflectivity of pulp, paper, or paperboard under test conditions,
using a specially calibrated measuring instrument. If paper lacks brightness
it will absorb too much light, so little will reflect back through the
ink.
Bristol Paper
General term referring to paper 6 points or thicker with basis weights
between 90# and 200# (200-500 gsm). Used for products such as index cards,
file folders and displays.
Build a Color
To overlap two or more screen tints to create a new color. Such an overlap
is called a build, color build, stacked screen build, or tint build.
Catalog Paper
Coated paper rated #4 or #5 with basis weight from 35# to 50# (50 to 75
gsm) commonly used for catalogs and magazines.
Character
A numeral, letter of the alphabet, punctuation mark, or other symbol
in a font.
Checkbox
In an online form, checkboxes allow users to select multiple items at
a time. By contrast, radio buttons allow users to select only
one option at a time.
CMYK
Stands for the colors Cyan-Magenta-Yellow-Black. In print design, colors
are defined as a percentage of each of these four colors. For example,
the CMYK specification for the color black would be 0-0-0-100. In contrast,
display devices (i.e., computer monitors) typically define colors using RGB.
Coated Paper
Paper with a coating of clay and other substances that improves reflectivity
and ink holdout. Mills produce coated paper in the four major categories
cast, gloss, dull and matte.
Collate
To organize printed matter in a specific order as requested.
Color Correct
To adjust the relationship among the process colors to achieve desirable
colors.
Color Gamut
The entire range of hues possible to reproduce using a specific device,
such as a computer screen or four-color process printing. RGB has a bigger
gamut, because more colors can be displayed, than CMYK, which has a more
limited gamut.
Colorfastness
The degree to which color that will run when wet or will fade in bright
light.
Composition
In graphic design, the arrangement of type, graphics, and other elements
on the page.
Comp / Comprehesive
A complete but prospective example of a design project, demonstrating
size, layout of images and type, use of color, and paper. Also known as
a dummy.
Compression
A method of packing data in order to save disk storage space or download
time. JPEGs and GIFs are generally compressed graphics
files. Compression is a technique to make a file or a data stream smaller
for faster transmission or to take up less storage space.
Condensed Type
A narrow or slender font.
Contrast
The degree of tones in an image ranging from highlight to shadow.
Counter
The white space within a letterform. For example, the hole in the center
of the letter “o” is the counter. Some fonts have bigger counters than
other; for example, Verdana has larger counters than Arial.
Cover
Thick paper that protects a publication and advertises its title. Parts
of covers are often described as follows: Cover 1=outside front; Cover
2=inside front; Cover 3=inside back, Cover 4=outside back.
Coverage
Extent to which ink covers the surface of a substrate. Ink coverage is
usually expressed as light, medium or heavy.
Cookie
A cookie is a message given to a Web browser (such as Firefox, Safari,
or Explorer) by a Web server. The purpose of cookies is to identify Web
site users/visitors and possibly prepare customized Web pages for them.
Creep
Phenomenon of middle pages of a folded signature extending slightly beyond
outside pages.
Crop Marks
Lines near the edges of an image indicating portions to be reproduced.
Also called cut marks and tic marks.
CSS
Abbreviation for Cascading Style Sheet, a feature of HTML developed by
the W3C. With Cascading Style sheets, both Web designers and end users
can create style templates (sheets) that specifies how different text
elements (paragraphs, headings, hyperlinks, etc.) appear on a Web page.
Currently, not all browsers express CSS formatting in the same manner,
but CSS allows for the greatest design consistency across browsers.
Cure
To dry inks, varnishes or other coatings after printing to ensure good
adhesion and prevent setoff.
Deboss
To press an image into paper so it lies below the surface. Also called
tool.
Deckle Edge
Edge of paper left ragged as it comes from the papermaking machine instead
of being cleanly cut. Also called feather edge.
Descender
The part of a letterform that falls below the x-height. On the
lowercase letter “y” the descender is the part below the “v” section of
the letter; see also ascender and x-height.
Desktop Publishing
Technique of using a personal computer to design images and pages, and
assemble type and graphics, then using a laser printer or imagesetter
to output the assembled pages onto paper, film or printing plate. Abbreviated
DTP.
Die
Device for cutting, scoring, stamping, embossing and debossing.
Die Cut
To cut irregular shapes in paper or paperboard using a die.
Digital Proofing
Page proofs produced through electronic memory transferred onto paper
via laser or inkjet.
Display Type
Large type (usually 14 points or more) used to attract attention. If
type is very large, a display version of the font should be purchased
and used, as it will be designed specifically for large display.
Double Bump
To print a single image twice so it has two layers of ink.
DPI
Stands for dots per inch. DPI specifies the resolution of an output device,
such as a printer or printing press machine. Print resolution usually
runs from 300-1200 dots per inch on a Laser Printer and 125-225 dots per
inch for photographic images on a print brochure. (For information on
input device measurements see ppi.)
Dot Gain
Phenomenon of halftone dots printing larger on paper than they are on
films or plates, reducing detail and lowering contrast. Also called dot
growth, dot spread and press gain.
Dot Size
Relative size of halftone dots as compared to dots of the screen ruling
being used. There is no unit of measurement to express dot size. Dots
are too large, too small or correct only in comparison to what the viewer
finds attractive.
Dots-Per-Inch / DPI
Measure of resolution of input devices such as scanners, display devices
such as monitors, and output devices such as laser printers, imagesetters
and monitors. Abbreviated DPI. Also called dot pitch.
Drawdown
Sample of inks specified for a job applied to the substrate specified
for a job. Also called pulldown.
Drop Cap
A large letter often used at the beginning of a chapter and dropped
below the baseline of the first line; often decorative in nature.
Drop-Down Menu
Commonly used for Web site navigation; also known as a pull-down menu.
Drop Shadow
A drop shadow gives an image depth by creating a shading offset behind
a selected image.
Dull Finish
Flat (not glossy) finish on coated paper; slightly smoother than matte.
Also called suede finish, velour finish, and velvet finish.
Dummy
An unprinted mock-up of a book, brochure, or "to-be-printed" piece. A
dummy is made of the same paper stocks that will be used in the finished
piece, and serves as a reference for the client, designer, printer, mailing,
house, or distributor. The printer, paper, merchant, or paper consultant
generally provides the dummy at the request of the designer. see also
comp, paper consultant.
Duotone
The application of two colors to provide richer tones than a monotone
(single-color image, usually grayscale) can provide. A good duotone image
can simulate a wider range of the color spectrum than two colors used
separately. Duotones also use a hue (color) to set the mood for a photo
in a more stunning way than a full-color image can.
Ellipses
Three spaced periods indicating the omission of text (…).
Em Space
A lateral space equal to the width of the lower case letter "m". An em
dash separates a clause.
En Space
A lateral space equal to the width of the lower case "n". An en dash is
used to show ranges, such as "1960-1980 was a great time for partying,"
or, "We will poll 100-150 people."
Emboss
To press an image into paper so it lies above the surface. Also called
cameo and tool.
Encapsulated PostScript File
Computer file containing both images and PostScript commands. Abbreviated
EPS file.
End Sheet
Sheet that attaches the inside pages of a case bound book to its cover.
Also called pastedown or end papers.
Engraving
Printing method using a plate, also called a die, with an image cut into
its surface.
Export
To save a file in a different format (that of another program). For example,
many Adobe Photoshop files are exported to become GIF or JPEG files.
Finish
(1) Surface characteristics of paper. (2) General term for trimming, folding,
binding and all other post press operations.
Finished Size
Size of product after production is completed, as compared to flat size.
Also called trimmed size.
Flash
Vector graphic animation software from Macromedia that allows Flash graphics
to look the same across all browsers, as long as the plug-in is installed.
One of the advantages of Flash animations is their relatively fast download
time.
Flat Color
(1) Any color created by printing only one ink, as compared to a color
created by printing four-color process. Also called block color and spot
color. (2) color that seems weak or lifeless.
Flood
To print a sheet completely with an ink or varnish. Flooding with ink
is also called painting the sheet.
Flush Cover
Cover trimmed to the same size as inside pages, as compared to overhang
cover. Also called cut flush.
Flush Left
(left aligned, left justified, fl, F/L) Pertains to copy which is aligned
on the left margin. Also, Flush Right, Flush Bottom, Flush Top.
Foil Stamp
Method of printing that releases foil from its backing when stamped with
the heated die. Also called block print, hot foil stamp and stamp.
Fold
On Web sites, the fold (also known as page fold or Web page fold)
is the line below which users will have to scroll to see more of the Web
page. It is not an exact measurement, as each user’s browser, screen resolution,
and monitor size varies. Content is said to be above the fold or below the fold. In the past, scrolling vertically was seen as
a failing, but users are now quite used to scrolling; however, content
users must see immediately should always be above the fold.
Folio (page number)
The actual page number in a publication.
Font
A font is a complete set of characters in a particular size and style
of type. This includes the letter set, the number set, and all of the
special character and diacritical marks you get by pressing the shift,
option, or command/control keys. For example, Times New Roman Bold Italic
is one font, and Times New Roman Bold is another font. All Times New Roman
fonts together comprise a single typeface.
For Position Only (FPO)
Refers to inexpensive or free copies of photos or art used on mechanical
to indicate placement and scaling, but not intended for reproduction.
FPO can also refer to greek copy. Abbreviated FPO.
Format
Size, style, shape, layout, or organization of a layout or printed product.
Forms
HTML tags that define and label text-entry boxes, check boxes, radio buttons,
and/or drop-down menus to create simple on-screen forms for collecting
information from the viewer.
Four-Color Process Printing
Technique of printing that uses black, magenta, cyan and yellow to simulate
full-color images. Also called color process printing, full color printing,
and process printing.
Frame
In animation, a frame is a single graphic image in a sequence of graphic
images.
French Fold
A printed sheet, printed one side only, folded with two right angle folds
to form a four page uncut section.
FTP
Stands for File Transfer Protocol. FTP allows you to copy or send files
(HTML-documents, graphic images, spreadsheets) from one computer to another
via the Internet.
Gang
(1) To halftone or separate more than one image in only one exposure.
(2) To reproduce two or more different printed products simultaneously
on one sheet of paper during one press run. Also called combination run.
Gate Fold
A sheet where both sides fold toward the gutter in overlapping layers.
GIF
Stands for Graphics Interchange Format. GIF images are the most widely
used graphic format on the Web, and are ideal for displaying simple graphic
illustrations and text with flat colors; for photos, JPEG format
is preferable.
Gilding
Gold leafing the edges of a book.
Gradient
A gradient is a gradual transition of colors. Many metallic images are
gradients.
Grain Direction
Predominant direction in which fibers in paper become aligned during manufacturing.
Also called machine direction.
Grain Long Paper
Paper whose fibers run parallel to the long dimension of the sheet. Also
called long grain paper and narrow Web paper.
Grain Short Paper
Paper whose fibers run parallel to the short dimension of the sheet. Also
called short grain paper and wide Web paper.
Graphic Backgrounds
The bottom-most layer on a Web page, usually with either a design or color
that highlights the above copy. A small graphic can be tiled to create
a background texture for a Web page.
Graphics
Visual elements that supplement type to make printed messages more clear
or interesting.
Gray Balance
Printed cyan, magenta and yellow halftone dots that accurately, reproduce
a neutral gray image.
Grayscale
An application of black ink (for print) or the color black (for the screen)
that simulates a range of tones. Grayscale images have no hue (color).
In print design, a grayscale graphic image appears to be black, white,
and shades of gray, but it only uses a single color ink.
Greek Copy / Greeking
Nonsense words and letterforms that are not legible, used in a design
to approximate the typographic color of a page. Used primarily
before final text is available for client review.
Grid
Most designers start their layouts by creating a foundational grid that
acts as a skeleton or framework for placement of text, images, and other
design elements. European design is often marked by obvious grid structures,
whereas postmodern or grunge design has seen a departure from rigorous
grid structures.
Gutter
In books, brochures, and magazines, the inside margins toward the back
or the binding edges.
Hanging Punctuation
In proper typography, punctuation such as quotation marks and apostrophes
should be set outside the justified edge of type to provide an optically
even edge.
Hexachrome
A proprietary color separation process, developed by Pantone, that uses
six (6) instead of four process colors.
Hexadecimal
An alpha-numeric numbering system used to specify colors on Web pages.
There are three sets of two digits, each set referring to Red, Green,
and Blue (RGB), for example, 000000 (R=00, G=00, B=00) would
be black in the hexadecimal system. The scale goes from 0 (black) to F
(white).
Hickey
Spot or imperfection in printing, most visible in areas of heavy ink coverage,
caused by dirt on the plate or blanket.
High-Fidelity Color
Color reproduced using six, eight or 12 separations, as compared to four-color
process.
House Sheet
Paper kept in stock by a printer and suitable for a variety of printing
jobs. Also called floor sheet.
HTML
Abbreviation for Hypertext Markup Language; a cross-platform text-formatting
system for creating Web pages, including copy, images, sounds, frames,
animation, and more.
Hue
The actual color of an object. Hue is measured as a location on a color
wheel, expressed in degrees. Hue is also understood as the names of specific
colors, like blue, red, yellow, etc.
Hyperlink
More commonly called a link, a hyperlink is a connection between one Web
page to either other Web pages on the same Web site, or Web pages located
on another Web site. Text, images, and other multimedia items can be hyperlinked.
Hypertext
Hypertext is any text that can be chosen by a reader and which causes
another document to be retrieved and displayed; see hyperlink above.
Image Map
An image map is a single graphic image on a Web page containing multiple,
clickable hyperlinks.
Imagesetter
Laser output device using photosensitive paper or film.
Impression
One impression equals one press sheet passing once through a printing
unit.
Imprint
To print new copy on a previously printed sheet, such as imprinting an
employee's name on business cards. Also called surprint.
Initial Caps
Capitalization of only the first letter of the first word as well as proper
nouns. This is an Example of Initial Caps. Sometimes referred to as sentence
caps.
Ink Jet Printing
Method of printing by spraying droplets of ink through computer-controlled
nozzles. Also called jet printing.
Inline Graphic
A graphic that is embedded in a text block or line of text.
Inserts
Within a publication, an additional item positioned into the publication
loose (not bound in).
Integral Proof
Color proof of separations shown on one piece of proofing paper, as compared
to an overlay proof. Also called composition proof, laminate proof, plastic
proof, and single-sheet proof.
Interlace
Storing partial data from a single graphic image in multiple sequences.
The purpose of interlacing is to have a partial image initially appear
on screen rather than having to wait for the image to appear in its entirety.
With interlacing, equally spaced sets of lines from the original image
are stored together, and these sets appear one on top of the other in
sequence.
Interleaves
Printed pages loosely inserted in a publication.
Interstitial
A Web advertisement that appears in a separate browser window, other than
the target Web page. It can also refer to a microsite or Web page that
acts as a bridge between two other sites.
JavaScript
JavaScript is a scripting language developed by Netscape that can make
Web pages more animated and dynamic in terms of graphics and navigation.
One of the most common graphic JavaScript effects is called a mouseover,
and is also commonly used to create drop-down menus.
JPEG
Abbreviation for Joint Photographic Experts Group. File format for full-color
and black-and-white graphic images. JPEG images are better at displaying
photos than GIF images online.
Justification
In typesetting, justification is the setting of text or images within
a column to align along both the left and right margin. Text set this
way is said to be “justified.” The terms justification and alignment are not synonymous. Correctly speaking there are four recognized typographic
alignments: Centered, Flush left (more accurately "flush left, ragged
right"), Flush right (more accurately "flush right, ragged left"), Justified
K
In computer terms, stands for Kilobyte. In print design, with
CMYK, the K stands for the ink color black.
Kerning
The horizontal spacing between the letters in a word. Each typeface has
a kerning table that specifies how pairs of letters should be spaced in
relation to one another. When setting type, designers will often adjust
the kerning for optimal readability and appearance.
Kilobyte
A kilobyte is a storage unit capable of storing 1,024 bytes of information.
One thousand kilobytes equal one megabyte, and one thousand megabytes equal one gigabyte.
Kiss Impression
Lightest possible impression that will transfer ink to a substrate.
Knockout
An area where a layer of spot or process color is deleted from layers
of color below. White type on a red field would be considered knockout
type.
Kraft Paper
Strong paper used for wrapping and to make grocery bags and large envelopes.
Laid Finish
Finish on bond or text paper on which grids of parallel lines simulate
the surface of handmade paper. Laid lines are close together and run against
the grain; chain lines are farther apart and run with the grain.
Laminate
A thin transparent plastic sheet (coating) applied to usually a thick
stock (covers, post cards, etc.) providing protection against liquid and
heavy use, and usually accents existing color, providing a glossy (or
lens) effect.
Landscape
Layout in which width is greater than height. Portrait is the
opposite.
Leading (pronounced ledding)
The vertical spacing between lines of text; sometimes referred to as line
spacing.
Leaf
One sheet of paper in a publication. Each side of a leaf is one page.
Letter Fold
Two folds creating three panels that allow a sheet of letterhead to fit
in a business envelope. Also called barrel fold and wraparound fold.
Letter Paper
In North America, 8 1/2' x 11' sheets. In Europe, A4 sheets.
Letterpress
Method of printing from raised surfaces, either metal type or plates whose
surfaces have been etched away from image areas. Also called block printing.
Ligature
Two or more characters combined to form a single character or glyph; for
example, the lowercase ‘f’ and ‘l’ next to each other often form a ligature.
Ligatures are used to combine certain letters in order to avoid an ugly
clash between the elements of each character. Ligatures are rarely used
for headlines.
Lossless Compression
Lossless compression refers to a data compression technique where the
file quality is preserved and no data is lost. Lossless compression is
commonly used on GIF images, but can only reduce file size to about half
of its original size.
Lossy Compression
A term coined by graphics programmers to refer to a technique of shrinking
file sizes by giving away some precision of detail. JPEG is an example
of a file that is compressed this way. By reducing the so-called quality
of a picture when you save it, you can make the file size smaller. Many
photos can take of loss of fine detail before it becomes noticeable.
Loupe (pronounced “loop”)
Magnifying lens built into a small stand. Used to inspect copy, film,
proofs, plates and printing.
LPI
Abbreviation for Lines Per Inch.
Makeready
Similar to a printer’s comp; typically a hand-assembled first run version.
Margin
Imprinted space around the edge of the printed material.
Masthead
(1) A masthead is a large area that goes across the top of a publication,
which may repeat on multiple pages. (2) A masthead is a graphic image
placed on top of a Web page that tells end users what page they are on.
Matte Finish
Flat (not glossy) finish on photographic paper or coated printing paper.
Mechanical
Camera-ready assembly of type, graphic and other copy complete with instructions
to the printer. A hard mechanical consists of paper and/or acetate, is
made using paste-up techniques, and may also be called an artboard, board
or paste-up. A soft mechanical, also called an electronic mechanical,
exists as a file of type and other images assembled using a computer.
Mechanical Bind
To bind using a comb, coil, ring binder, post, or any other technique
not requiring gluing, sewing, or stitching.
Meta-Tag
Meta-tags are HTML tags that can be used to identify the creator of a
Web page, what HTML specifications a Web page follows, the keywords and
description of the page, etc. The most common use of a meta-tag in online
marketing is the keyword and description tags, which tell the search engines
that index meta-tags what description to use in their search query results.
Metallic Ink
Ink containing powdered metal or pigments that simulate metal.
Metallic Paper
Paper coated with a thin film of plastic or pigment whose color and gloss
simulate metal.
Midtones
In a photograph or illustration, tones created by dots between 30 percent
and 70 percent of coverage, as compared to highlights and shadows.
Moire (pronounced "mwar-ay")
Undesirable pattern resulting when halftones and screen tints are made
with improperly aligned screens, or when a pattern in a photo, such as
a plaid, interfaces with a halftone dot pattern.
Monospace Font
A font in which different characters occupy the same amount of space.
Courier is a monospace font, and most old typewriters use monospace fonts.
Modern typefaces are proportional.
Mouseover
A common effect found on the Web, generally programmed in JavaScript,
that switches color or a graphic image when you place your cursor over
it. Mouseovers can also be used to trigger navigation changes and pop-ups.
Multimedia
A form of communication combining text with graphics, page layout, video,
audio, animation, etc.
Neutral Gray
Gray with no hue or cast.
Newsprint
Paper used in printing newspapers. Considered low quality and “a short
life use.”
Non-reproducing Blue
Light blue that does not record on graphic arts film, therefore may be
used to preprint layout grids and write instructions on mechanicals. Also
called blue pencil, drop-out blue, fade-out blue and nonrepro blue.
Novelty Printing
Printing on products such as coasters, pencils, balloons, golf balls and
ashtrays, known as advertising specialties or premiums.
Offset Printing
Printing technique that transfers ink from a plate to a blanket to paper
instead of directly from plate to paper.
Opacity
(1) Characteristic of paper or other substrate that prevents printing
on one side from showing through the other side. (2) Characteristic of
ink that prevents the substrate from showing through.
Optical Gray
How dense the type appears on a page.
Onion Skin
A specific lightweight kind of paper usually used in the past for air
mail. Seldom used today; more common in the typewriter era.
Orphan
An opening line of a paragraph that is also the last line on a page, cut
off from the rest of the paragraph by the page break; generally considered
bad typography. See also widow.
Page
One side of a leaf in a publication.
Page Count
Total number of pages that a publication has. Also called extent.
Panel
One page of a brochure, such as one panel of a rack brochure. One panel
is on one side of the paper. A letter-folded sheet has six panels, not
three.
Pantone Matching System
The most widely used system for specifying and blending match colors.
The Pantone Matching System identifies more than 700 colors. It provides
designers with swatches for specific colors and gives printers the recipes
for making those colors. The Pantone Matching System was not developed
by a commercial printer or an ink manufacturer, leaving the choice of
ink brand up to the printer.
PDF
Stands for Portable Document Format. Created by Adobe Systems in its software
program Adobe Acrobat as a universal browser. Files can be downloaded
via the Web and viewed page by page, provided the user is computer has
installed the necessary plug-in which can be downloaded from Adobe's own
Web site.
Perfect Bind
To bind sheets that have been ground at the spine and are held to the
cover by glue. Also called adhesive bind, cut-back bind, glue bind, paper
bind, patent bind, perfecting bind, soft bind and soft cover.
Perforating
Taking place on a press or a binder machine, creating a line of small
dotted wholes for the purpose of tearing-off a part of a printed matter
(usually straight lines, vertical or horizontal).
Period
The end punctuation of most sentences, after which there should only be
one space, contrary to what most people learned in typing class. Using
two spaces after a period is considered extremely bad typography, and
it should be avoided in all instances except where a non-proportional
(typewriter-style) font such as Courier is used.
Pica
A unit of measurement in print. Twelve points make up one pica,
and six picas make up an inch.
Pixel
Short for picture element, a dot made by a computer, scanner or other
digital device. Also called pel.
Plug-In
A software extension that provides added capabilities to the browser,
for purposes such as viewing, hearing, or saving specially formatted files.
Most plug-ins can be downloaded from their creators’ Web sites.
PMS
Obsolete reference to Pantone Matching System. The correct trade name
of the colors in the Pantone Matching System is Pantone colors, not PMS
Colors.
Point
(1) Regarding paper, a unit of thickness equating to 1/1000th of an inch. (2) Regarding type, a unit of measure where 12 points equal
one pica, and 72 points equal one inch.
Portrait
Design in which the height is greater than the width. (Opposite of landscape.)
PPI
Stands for pixels per inch. PPI specifies the resolution of an input device,
such as a scanner, digital camera, or monitor. Web page resolution ranges
from 72-96 pixels per inch. (For information on output device measurements
see dpi.)
Press Check
Event at which makeready sheets from the press are examined before authorizing
full production to begin.
Press Proof
Proof made on press using the plates, ink, and paper specified for the
job. Also called strike off and trial proof.
Press Time
(1) Amount of time that one printing job spends on press, including time
required for makeready. (2) Time of day at which a printing job goes on
press.
Printing
Any process that transfers to paper or another substrate an image from
an original such as a film negative or positive, electronic memory, stencil,
die, or plate.
Printing Plate
Surface carrying an image to be printed. Quick printing uses paper or
plastic plates; letterpress, engraving and commercial lithography use
metal plates; flexography uses rubber or soft plastic plates. Gravure
printing uses a cylinder. The screen printing is also called a plate.
Process Color (Inks)
The colors used for four-color process printing: yellow, magenta, cyan
and black.
QuickTime Video
QuickTime Video is the Apple technology that allows video, digitized sound
and music, 3D, and virtual reality to be viewed on a Web site. It’s available
for Macintosh and Windows-based computers.
Radio Button
In an online form, radio buttons allow users to select only one option
at a time. A check box, by contrast, allows you to select multiple items
at a time.
Ragged Text
The non-aligned edge of an unjustified block of text. If the text is left-aligned,
then the right edge of the copy will be ragged — as in this document — and
visa versa.
Ream
500 sheets of paper.
Recycled Paper
New paper made entirely or in part from old paper.
Register
To place printing properly with regard to the edges of paper and other
printing on the same sheet. Such printing is said to be in register.
Register Marks / Registration Marks
Cross-hair lines on mechanicals and film that help keep flats, plates,
and printing in register. Also called crossmarks and position marks.
Resolution
Sharpness of an image on film, paper, computer screen, disc, tape or other
medium.
Retouching
The correction or deliberate manipulation of color, tone, or detail in
an original work of art, photograph, or other original.
RGB
Stands for the colors Red-Green-Blue. In Web design and design for computer
monitors, colors are defined in terms of a combination of these three
colors. For example, the RGB abbreviation for the color blue shown below
is 0-0-255. In contrast, print designers typically define colors using
CMYK.
Rich Media
Typically, a Web site or banner ads that use technology more advanced
than standard GIF animation. Rich media banners include: Flash, Shockwave,
streaming video, Real Audio/Video, pull-down menus, search boxes, applets
that allow for interactivity, and other types of special effects.
Rivers
A streak of white space in printed matter caused when the spaces between
words in several successive lines happen to fall one almost below another,
forming a visual “river.” They can be distracting, and should be avoided;
designers will optically adjust lines of copy to reduce their occurrence.
Rosette
The formation created by the dots that make up four-color images. The
dots, in magenta (red), cyan (blue), yellow, and black, overlap each other
in a cluster. Because the dots are not perfectly round, and because they
are turned at angles to each other, this cluster resembles the arrangement
of petals in a rose. see also four-color process.
Royalty-Free Photos or Images
Photos, graphic images, or other intellectual property that are sold for
a single standard fee and may be used repeatedly by the purchaser. Typically
with royalty-free clauses, the company that sells you the images still
owns all of the rights to the images, and they are allowed for use only
by the purchaser (i.e., the same images cannot be used by another company
or individual without repurchase).
Rules
Rules, or horizontal rules, are HTML tags enable you to insert horizontal
lines as separators or dividers. Web graphic designers will vary the length
and color of horizontal rules to add emphasis and flair.
Saddle Stitch
To bind by stapling sheets together where they fold at the spine, as compared
to side stitch. Also called pamphlet stitch, saddle wire and stitch bind.
Sans Serif
A style of typeface that means “without feet.” Common sans serif typefaces
include Arial, Helvetica, and Verdana. The copy you are reading now is
sans serif. See also serif.
Satin Finish
Alternate term for dull finish on coated paper.
Saturation
The color intensity of an image. An image high in saturation will appear
to be very bright. An image low in saturation will appear to be duller
and more neutral. An image without any saturation is also referred to
as a grayscale image.
Score
To compress paper along a straight line so it folds more easily and accurately.
Also called crease.
Screen Printing
Method of printing by using a squeegee to force ink through an assembly
of mesh fabric and a stencil.
Screen Tint
Color created by dots instead of solid ink coverage. Also called Benday,
fill pattern, screen tone, shading, tint, and tone. A 50% screen means
the dots occupy half as much space as a solid cover of ink.
Self Cover
Usually in the book arena, a publication not having a cover stock. A publication
only using text stock throughout.
Self Mailer
A printed item sent independent of an envelope.
Separations
Usually in the four-color process arena, separate film holding images
of one specific color per piece of film, e.g., cyan/magenta/yellow/black.
Serif
A style of typeface that has “little feet.” Common serif typefaces include
Times Roman, Garamond, and Palatino.
Service Bureau
Business using imagesetters to make high resolution printouts of files
prepared on microcomputers. Also called output house and prep service.
Shadows
Darkest areas of a photograph or illustration, as compared to midtones
and highlights.
Shingling
Allowance, made during paste-up or stripping, to compensate for creep.
Creep is the problem; shingling is the solution. Also called stair stepping
and progressive margins.
Side stitch
To bind by stapling through sheets along, one edge, as compared to saddle
stitch. Also called cleat stitch and side wire.
Slug
Formerly a term for a blank line, now used mainly to describe a line that
will not print but that identifies matter to be inserted. In advertising,
a slug is a non-printed space below an ad that gives information about
the ad specifications.
Small Caps
A font comprised of capital letters that are approximately the same height
as the x-height of the master font; generally used for items such as a.m.,
p.m., b.c., a.d., etc.
Smart Quotes
Curly quotes (“lorem”), as opposed straight quotes ("lorem"). Straight
quotes are bad typography, and should only be used in measurements such
as in feet and inches, degrees, and minutes. The same is true of smart
apostrophes (it’s). Straight quotes and apostrophes are a dead giveaway
of bad typography.
Solid
Any area of the sheet receiving 100% ink coverage, as compared to a screen
tint.
Soy-based Inks
Inks using vegetable oils instead of petroleum products as pigment vehicles,
thus are easier on the environment.
Spider/Robot
A software program that search engines use which visits every site on
the Web, follows all of the links, and catalogs all of the text of every
Web page that (a) contains text, and (b) it is able to visit or crawl.
Spot Color or Varnish
One ink or varnish applied to portions of a sheet, as compared to flood
or painted sheet.
Spread
Two pages that face each other and are designed as one visual or production
unit.
Standard Viewing Conditions
Background of 60 percent neutral gray and light that measures 5000 degrees
Kelvin the color of daylight on a bright day. Also called lighting standards.
STET
When proofing work, STET is an instruction meant to cancel out a previous
correction; “disregard this correction.”
Substrate
Any surface or material on which printing is done.
Text-Entry Box
In an online form, text-entry boxes allow users to enter information.
Thumbnail
(1) A small version of a graphic image. (2) A quick sketch.
Tint
Screening or adding white to a solid color for results of lightening that
specific color.
Tip In
In books, magazines, and other multi-page publications, a smaller page
or pages providing unique information, inserted between regular pages.
Tooth
A paper's surface roughness, a characteristic that allows it to take up
ink.
Tracking
Similar to kerning, tracking affects the spacing between letters.
However, rather than reducing the space between two letter faces individually,
as in kerning, tracking affects a whole word, sentence, or paragraph,
depending on how much text is selected to track. Tracking does not allow
for the nuanced control of letter spacing that kerning does.
Transparency
Positive photographic image on film allowing light to pass through. Also
called chrome or color transparency. Often abbreviated TX.
Trap
To print one ink over another or to print a coating, such as varnish,
over an ink. The first liquid traps the second liquid.
Trim
Size
The size of the printed material in its finished stage.
Typeface
A typeface contains a series of fonts. For example,
the typeface Arial contains the fonts Arial, Arial Bold, Arial Italic
and Arial Bold Italic.
Uncoated Paper
Paper that has not been coated with clay. Also called offset paper.
Underlining
Underlined text is a holdover from the days of the typewriter, when the
ways to emphasize text were more limited. Now, text can be
bolded
or italicized for emphasis, either of which is preferable to
underlining.
Up
Term to indicate multiple copies of one image printed in one impression
on a single sheet. “Two up” or “three up” means printing the identical
piece twice or three times on each sheet.
URL
The abbreviation for Uniform Resource Locator and is an address referring
to a document on the Internet.
User Experience Model
A schematic version of a Web site showing several key pages, and demonstrating
organizing principle, navigation, hierarchy, and content tone and manner.
User experience models are proto-wireframes (more below), and
often are presented as separate concepts for client selection.
UV Coating
Liquid applied to a printed sheet, then bonded and cured with ultraviolet
light.
Value
The shade (darkness) or tint (lightness) of a color. Also called brightness,
lightness, shade and tone.
Varnish
A varnish is applied as a coating for protection and appearance. It may
be applied to an entire sheet, or simply in spots.
Vector Graphic
A graphic image drawn in shapes and lines, called paths. Images created
in Illustrator and Freehand (graphic design software) are vector graphics.
They are usually exported as bitmap images.
Vellum Finish
A somewhat rough, toothy finish.
Video
A series of framed images put together, one after another, to simulate
motion and interactivity. A video can be transmitted by number of frames
per second and/or the amount of time between switching frames.
Virgin Paper
Paper made exclusively of pulp from trees or cotton, as compared to recycled
paper.
Watermark
Translucent logo in paper created during manufacturing by slight embossing
from a dandy roll while paper is still approximately 90 percent water.
On stock photos, it is a light or white tint applied to the photo to identify
the owner of the image before licensing has been established.
Web Gain
Unacceptable stretching of paper as it passes through the press.
Web Site
A Web site is a collection of electronic pages generally formatted in
HTML (Hypertext Markup Language) that can contain text, graphic images,
and multimedia effects such as sound files, video and/or animation files,
and other programming elements such as Java and JavaScript.
Web Press
Press that prints from rolls of paper, usually cutting it into sheets
after printing. Also called reel-fed press.
Widow
A widow occurs when the last line of a paragraph from the previous page
flows onto the top of the next page, and is generally seen as bad typographic
practice. See also orphan.
Wireframe
In design, a schematic version of a page layout specifying exact content,
navigation, headers, copy, etc., but lacking graphic design such as final
typography, imagery, illustrations, color palette, etc. For Web site development,
wireframes are often clickable, allowing clients to see how the site will
work before proceeding to final interface design.
X-height
In typographical terminology, the x-height of a font is the distance between
the baseline of a line of type and the top of the main part of
the lower-case letter faces, not inclusive of the from the ascenders and descenders. The letter 'x' is used as prime example of a
fonts x-height.
XHTML
Abbreviation for Extensible Hypertext Mark-up Language and is a hybrid
of XML and HTML. Web pages designed in XHTML should look the same across
all platforms.
XML:
Abbreviation for Extensible Mark-up Language. |