Advertorial

An advertisement which is designed to have the appearance of an editorial. Advertorials are normally labelled as 'Advertising' or 'This is an advertisement'. Similar in practice to an infomercial.

Alignment

The positioning of a body of text. Text can be positioned to the left, right, or centre of a page.

Ambient media

Originally known as 'fringe media', ambient media are communications platforms that surround us in everyday life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets, cricket pitches or even pay slips.

Artwork

All original copy, including type, photos and illustrations, intended for printing. Also called art.

Bleed

Printing that extends to the edge of a sheet or page after trimming.

Blurb

A description or commentary of an author or book content positioned on the book jacket.

Booklet

A small book

Brochure

Booklet of printed informational matter, often for promotional purposes.

Bronzing

The effect produced by dusting wet ink after printing and using a metallic powder.

CMYK

Stands for the colours Cyan-Magenta-Yellow-Black. In print design, colours are defined as a percentage of each of these 4 colours.

Collate

To organise printed matter in a specific order.

Cutting Die

Usually a custom ordered item to trim specific and unusual sized printing projects.

Deboss

To press an image into paper so it lies below the surface. Also called tool.

Die Cut

To cut irregular shapes in paper or paperboard using a die.

Die

Device for cutting, scoring, stamping, embossing and debossing.

Digital Printing

Using digital techniques developed for computer printers such as inkjet or laser printers. Usually best for print runs under 1000.

Digital Proofing

Page proofs produced through electronic memory transferred onto paper via laser or ink-jet.

DPI

Stands for dots per inch. DPI specifies the resolution of an output device, such as a printer or printing press machine.

Drill

To drill a hole in a printed matter.

Dummy

Simulation of the final product. Also called mockup.

Emboss

Embossing a graphic image adds dimension to it by making the image appear as if it were carved as a projection from a flat background.

Encapsulate

A thick, glossy film applied both sides that completely encloses the printed media.

EPS

Encapsulated Post Script, a known file format usually used to transfer post script information from one program to another.

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.

Format

Size, style, shape, layout or organization of a layout or printed product.

Four-colour Process Printing

Technique of printing that uses black, magenta, cyan and yellow to simulate full-colour images. Also called color process printing, full colour printing and process printing.

French Fold

A printed sheet, printed one side only, folded with two right angle folds to form a four page uncut section.

Gate Fold

A sheet that folds where both sides fold towards the gutter in overlapping layers.

Gloss

Consider the light reflecting on various objects in the printing industry (e.g., paper, ink, laminates, UV coating, varnish).

Gradient

A gradient is a gradual transition of colours. Many metallic images are gradients. Web images that use gradient fills as a special effect should be saved in a JPEG rather than a GIF format.

Graphic Arts

The crafts, industries and professions related to designing and printing on paper and other substrates.

Graphic Design

Arrangement of type and visual elements along with specifications for paper, ink colours and printing processes that, when combined, convey a visual message.

Graphics

Visual elements that supplement type to make printed messages more clear or interesting.

GSM

The unit of measurement for paper weight (grams per square meter).

Gutter

In the book arena, the inside margins towards the back or the binding edges.

Imprint

To print new copy on a previously printed sheet, such as imprinting an employee's name on business cards. Also called surprint.

Inserts

Within a publication, an additional item positioned into the publication loose (not bound in).

JPEG

Abbreviation for Joint Photographic Experts Group. File format for full-colour and black-and-white graphic images. JPEG images allow for more colors than GIF images and are usually smaller in size.

Keylines

Lines on a mechanical or negative showing the exact size, shape and location of photographs or other graphic elements. Also called holding lines.

Laminate

A thin transparent plastic sheet (coating) applied to usually a thick stock (covers, post cards, etc.) providing protection against liquid and heavy use.  Usually accents existing colour, providing a glossy (or lens) effect.

Landscape

Artist style in which width is greater than height. (Portrait is the opposite).

Layout

A sample of the original showing position of printed work (direction, instructions) needed and desired.

Leaf

One sheet of paper in a publication. Each side of a leaf is one page.

Leaflet

A printed piece of paper that may be either single or folded-over and made into four pages

Legend

Directions about a specific matter (illustrations) and how to use. In regard to maps and tables, an explanation of signs (symbols) used.

Literature

The body of all written works

Litho Printing

The litho printing process can print 4 to 5 colours at one time and extra colours such as gold or silver can be added. Usually best for print runs over 1000.

Magazine

A periodic publication containing pictures, stories and articles of interest to those who purchase it or subscribe to it

Mask

To prevent light from reaching part of an image, therefore isolating the remaining part. Also called knock out.

Megabyte (MB)

A unit of information equal to 1000 kilobits

Mock Up

A reproduction of the original printed matter, possibly containing instructions or direction.

Page

One side of a leaf in a publication.

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.

Parallel Fold

Also called half and half, this type of fold is produced by bisecting the paper crosswise and then folding it again into half equally lengthwise. This creates a total of eight equal panels at the back and front with four visible sections.

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's computer has installed the necessary plug-in which can be downloaded from Adobe's own web site.

Perfect Bind

To bind sheets at the spine and hold 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. See also Burst Perfect Bind.

Perforating

Taking place on a press or a binder machine, creating a line of small dotted holes for the purpose of tearing-off a part of a printed matter (usually straight lines, vertical or horizontal).

Plate

Piece of paper, metal, plastic or rubber carrying an image to be reproduced using a printing press.

Portrait

An art design in which the height is greater than the width. (Opposite of Landscape.)

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.

Proof

Test sheet made to reveal errors or flaws, predict results on press and record how a printing job is intended to appear when finished.

Publication

A copy of a printed work offered for distribution.

Ream

500 sheets of paper.

Recycled Paper

New paper made entirely or in part from old paper.

Resolution

Sharpness of an image on film, paper, computer screen, disc, tape or other medium.

Roll fold

Otherwise known as barrel fold, a roll fold resembles a letter fold in that it has three sections and six pages. However, the innermost panel is smaller than the other panels.

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, AvantGarde and Verdana.

Scale

To identify the percent by which photographs or art should be enlarged or reduced to achieve, the correct size for printing.

Self Cover

Usually in the book arena, a publication not having a cover stock. A publication only using text stock throughout.

Serif

A style of typeface that has "little feet." Common serif typefaces include Times Roman, Garamond, and Palatino.

Single-fold

A single-folded brochure is one that has two sections creating a total of four pages or panels. It is usually bisected, meaning divided exactly in the middle area.

Spread

Two pages that face each other and are designed as one visual or production unit.

Template

Concerning a printing project's basic details in regard to its dimensions. A standard layout.

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.

UV Coating

Liquid applied to a printed sheet, then bonded and cured with ultraviolet light.

Varnish

Liquid applied as a coating for protection and appearance.

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 to be bitmap images.

Vellum Finish

Some what rough, toothy finish.

Watermark

Translucent logo in paper created during manufacturing by slight embossing from a dandy roll while paper is still approximately 90 percent water.

White Paper

A factual write-up of something, specifically devoid of the appearance of marketing