Design & Print

3D modelling

The creation/rendering of three-dimensional objects by developing a mathematical wireframe.

Alignment

The positioning of a body of text.

Alterations

Changes made to copy after it has been set in type.

Animation

Creating a timed sequence of series of graphic images or frames together to give the appearance of continuous movement.

AO to A6

Finished paper sizes.

Art Direction

The management of the artistic and design elements of a project.

Art Paper

Paper finished with china clay giving a smooth surface either matte or gloss.

Artwork

Any non-typeset drawing, photo, illustration, or lettering to be printed/used on a product.

B0 to B6

Trimmed paper sizes larger than the A range.

Bank

Lightweight paper under 60gsm.

Barcode

A static or sequential sequence of black vertical lines on forms holding price of product details which require scanning.

Blind Embossing

A relief stamped onto paper with a die from the back so that a raised image appears on the front which can be printed or plain.

Body Copy

The text of a print ad, not including the headline, logo, or subscript material.

Bold Face

Heavier, thicker typeface.

Bond

Slightly heavier paper normally used for letterheads.

Brochure

A printed piece folded into panels.

Bromide

Paper used to produce clean, sharp proof prior to outputting film.

Burst Binding

Used in perfect binding thicker than normal publications. Prior to adhesive being applied, the exposed edges of the collated printed pages are roughed up with shallow slits to allow the glue to penetrate deeper and give a stronger finish.

Business Card

A small print advertisement announcing a business that does not change over time.

caption

An advertisement’s headline

CD Art

Original art, illustration, photographs and layout for CD packaging.

Choke

A designer’s method of making an overlap of colours where a lighter colour encloses a dark one.

CMYK

Process colours used to create full colour documents; Cyan, Magenta, Yellow, and Black.

Collate

Gathering/sorting papers into correct order.

Colour Proof

An early full-colour print of a finished advertisement, used to evaluate the advertisements final appearance.

Colour Separation

Separation of the artwork into the 4 separate CMYK colours in order to produce 4 films.

Computer Generated Imagery (CGI)

The application of computer graphics.

Concertina

Alternating folds within a sheet.

Continuous Stationary

Stationary produced for business computers which use impact printers with tractor feed.

Copy

The printed text or spoken words in an advertisement.

Copywriting

Writing text for an advertisement that captures the attention of the reader, generates interest and desire, and prompts action.

Corporate Identity

How a particular business is perceived by its customers and the marketplace comprised of its name, logo, typeface, colours, slogan, etc.

Cromalin

Normally used for colour print production as a proof of true representation of the film, giving register, screen rulings and resolution of all the elements.

Crop/Cropping

Trimming unwanted portions of an image or illustration.

Cut-out

Area or shape removed from within the body of the printed form.

Design

The process of creating drawing, lettering, images, and general ornamentation.

Die Cutting

Using a cutting form to cut a prescribed shape.

Digital Printer

Translating digital data into hard copy output (also referred to as Laser Personalisation).

Dimensions

The length and width in mm of the flat size and/or finished size.

Dots Per Inch (DPI)

A measure of how many individual dots a printing device can produce per linear inch.

Duo-tone

Two colour half-tone produced from a single colour original to produce a subtly coloured image.

emboss

The use of dies to produce a raised effect on paper.

Film

Medium used to make plates.

Film Spec

Complete specification of how film is to be supplied in order to make plates. Includes positive, light reading, emulsion side down, screen lines, position of scans, crop marks, etc.

Fit

Exact register of each colour used on film, proof, or plate.

Fonts

Different typefaces used in creating original documents.

Format

Specification of size, dimensions, and details of full production requirements.

Graphic Design

The practice of designing print or electronic forms of visual communication combining images, words, and ideas to convey information to an audience to produce a specific effect.

Graphics

Any logos or scanned material.

Grey Scale

A range of tones from white to black.

Gutter

The gap between the printed areas of two forms being printed side by side.

Identity Packages

Creating logos, letterheads, business cards and envelopes for companies.

Illustration

Personalised images for use in advertising, product packaging, etc.

Image Manipulation

The art of combining, cropping, correcting, restoring, and blending photographs or original artwork.

Justification

The spacing of word and letters to vertically align the left and/or right of a column.

Keyline

A method of positioning and aligning an image or a tint in colour printing which is removed or deleted before printing.

Laminate

A film applied to the finished product in order to prevent ink smudging.

Layout

A drawing indicating the relative positions of the elements of an ad including headlines, photos, logos, body copy, etc.

Logo

A combination of characters and/or graphics creating a single design used to identify a company.

Make Ready

Final machine preparation stage prior to printing.

Monochrome

One colour only.

Negative

Reverse image on film.

Origination

All the processes up to plate making including creative artwork, scanning, setting or film making.

Overlay

Clear transparent sheet covering printing image which may have instructions on it.

Package Design

The design of a merchandise enclosure or container.

Page Layout

A sketch giving the general appearance of the printed page, showing placement of headlines, text, and illustration.

Paste-up

A camera ready layout of illustrative and type material.

Perfect Binding

Gluing the spine of a thick publication.

Photography

The production of still images for commercial use.

Pica

Standard unit of print measure.

Plate

Thin metal exposed to the negative to carry the ink of the printed image.

Positive

Film with identical image of the original.

Poster Design

Large format illustrated layout.

Pre-press

Procedures carried out prior to printing, covering film, and plate making.

Press Proof

A final proof to indicate the appearance of the job just prior to the production run.

Print

Advertising for printed medium.

Print Production

The systematic process a layout for an advertisement or a brochure goes through from concept to final printing.

Process Printing

Printing from the primary colours (CMYK) to produce a full colour job.

Proof

An impression on paper of type for the purpose of checking the correctness and quality of the material to be printed.

Rainbow

A proofing method.

Retouching

The alteration of photographs, artwork, or film to emphasize or introduce desired features and also to eliminate unwanted ones.

RGB

Normal colours used on a computer screen, Red Green, Blue.

Rough

An unfinished layout of an advertisement which shoes only a general conception to be presented for analysis, critique and approval.

Screen Printing

Application of ink through a fine screen of the image onto plastics, metals and other non flexible materials.

Script Writing

The copy and direction for commercials and multimedia presentations.

Seal

A varnish coating applied at the printing stage to protect the printed image.

Serif

A type face with horizontal lines at the foot of each character or number.

Slicks

A high-quality proof of an advertisement printed on glossy paper which is suited for reproduction.

Tag Line

A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey; a theme to a campaign.

Thumbnail

A rough, simple, small sketch used to identify a specific manufacturer, product or service.

Tint

Percentage of a solid colour.

Trademark

An icon, symbol or brand name used to identify a specific manufacturer, product or service.

Trapping

A method of controlling the overlap of colour where they touch or overlap.

Trim

Cut to the finished job size.

Type Design

The art of designing typefaces.

Typeface

A designed alphabet with consistent characteristics and attributes.

typography

The process of setting and arranging types and printing from them.

vector graphic

A graphic image drawn in shapes and lines.

wet proof

Proof produced on the press on the actual paper showing exact colour for matching and approval by the customer.