Acrobat reader - Reading software for sharing electronic documents in PDF format. Using PDF prevents modifying a file and ensures that it will be displayed the same on each computer. Acrobat was developed by Adobe Corporation.
Adobe Flash - Multimedia and animation software by Adobe for displaying pictures, sound and motion.
Adobe Photoshop - Software for processing images primarily based pixels from Adobe. This software is the most common for photo processing in the market.
Alphabetic key - A list, in alphabetic order, of the content mentioned in the book/booklet.
An opening letter - A highlighted or enlarged letter, opening an article or a book chapter.
Art – An advertising agency position. The Art is in charge of campaigns design.
A thousand ran – The following thousand printed sheets for the same graphic job.
Block/plate - Bullet format. Specific formatting that dip's it in ink or pupil pressure on paper it embeds a design on the grooves. An example: personal stamps warfare.
Body text – All the text included in an ad
Big – A mark on a folded paper, created by a blank knife.
Barcode – An optical code used to mark and identify products. The code is embedded or glued to the back of the product and a reading of it will supply information about the product.
Bleed – Overflow. A picture or a graphic that are beyond the boundaries of the file are marked to trim the paper after printing location.
Blanket - The cylinder holding the printing paper in an offset press.
This technique is best suited for the textile and fashion industry as well as cartonnage.
Bmp – (bitmap) - Format that supports colour depth of up to 24 bits. Format creates
Branding - Examination of the brand's position in the market.
Brief – a glance summary of critical data to manage advertising campaigns.
Bristol board - Bristol thick paper, carton. Bristol American-a type of fancy tough paper. Usually glossy on one side and white on the other.
Campaign - Contains a series of multiple messages in a specific topic, publication on the various communications primarily for promoting a particular purpose, or social marketing.
Capa - Foam board panel. Pictures can be pasted on it.
Cartonnage – carton works.
Chromo mat/gloss - Paper-less wood coated. Water proof glossy coat is suitable for highlighting an offset press product. This type of paper is most often used for magazines, catalogs and flyers and for high quality internal pages as well as for emphasizing a graphical design for fancy format.
Clip art – A general images collection, used in graphic design for non specific products.
Collecting – One of the finalizing stages of binding in the printing process. The collecting is done mainly manually, especially on small products.
Consignment - The method of sale in shops, that Distributor accepts only payment for merchandise sold at the shop, and getting back into his own hands the goods that are not sold.
Contras - A set of 24 sheets of paper.
Copy writer - Responsible for the content of the campaigns in an advertising agency.
Cylinder printing - This is the highest quality method for printing. The design is engraved on the cylinder which is actually a small Clipboard. Used when printing millions of copies.
Cropping method - Crop products, paper or card stock, according to the required graphic outlines.
Cropping method – Cut cardboard or packaging by a selected design using special designed knifes.
CYMK colours - These are the primary colors in printouts process. Cyan, magenta, yellow, black. By mixing percentages of them you can create almost any colour.
Digital print - A development of recent years. In this method the information is being transferred directly from the computer to colour magnetize cylinder. The digital print is used for small quantities like banners and posters and can be printed on a variety of materials.
Distribution - The process of giving out copies from a book, brochure and flyers to a targeted audience or private people.
DPI - The unit of measurement of the resolution of the printing jobs. (dots per inch(
Edition - The number of copies that are printed in the same series at one time.
Eps – (encapsulated postscript) - The format used for exporting vector graphics from graphic soft wares. Editable format in Illustrator.
Examiners – Manuscripts examiners. Literature specialists who review manuscripts for the publishing houses.
Film - Film is used for the development of art in analog method. Film is an intermediate step in creating a plate.
Finishing/Finalizing - These are all actions made after printing to finish work such as: cover, etc.
First thousand - These are the first thousand sheets printed. Because the machine needs special operations like washing the plates, the first thousand sheets printed are more expensive than the following printed sheets.
Flexography - printing, using flexible relief plates. Suitable best for various types of food packaging and nylon bags.
Font – The structure and style of a letter.
Format - The technical settings of a work: dimensions, weight paper, binding type, and more.
Front page - Front of a book, brochure, and magazine. Usually will include the product name, the author name, drawing and illustration.
Gif – (graphic interchange format) - A very popular format for its special qualities; it supports animation and has the ability to show a transparent background. Gif can contain up to 256-colour image digital condensed, using the compression method that doesn’t lose information (lossless).
Gramage - The unit of measurement of the weight of paper per square meter.
Gray scale - A grayscale image. Each pixel that appears in the image can be in the colours: black, white or gray.
Greifer – A centimeter wide fringe that does not receive ink because it is used by the printing machine as a handle to hold the paper during the process.
Grid - Template used by a graphic designer.
Guillotine - cropping facility with a sharp knife paper.
Hardcover – Hard cardboard cover, mainly used for binding books.
Hit embedding - Creating an embedded object by pressing the plate to the paper.
Illustrator – A graphic program for illustrations and vector graphic design. Developed by Adobe Company.
Imposition - Organizing the pages for print in a way that after the printing, folding and cutting the final page layout will be perfect.
In design – software specialized in layout for books and magazines. Designed mainly for working with text.
Initial campaign - The unveiling of a new brand or product to the public through the campaign early publications.
Ink injection printer – Printing in this printer requires a waiting period of several seconds after you finish the print procedure because it squirts the drops of ink on the paper.
Insert – A separate advert pamphlet, usually inserted inside a newspaper or magazine. The quality or the insert is higher than the newspaper or magazine as it is not connected to its format of printing.
Iris – A colour sample, used in print houses to estimate the colours in the final print. Even though the iris is almost accurate there could be a slight bias in the final print.
Italic font - One form of the font. The font tilts to one side. Especially used this emphasizing in a design.
Jpeg – (portable network graphics) - Another very popular format for the Internet. The format used for transfer pictures and graphics. Also using it on DVD, digital cameras, and software. Can be used with 16 million colours, although the compression might cause some data lose.
Lacquer - A transparent varnish layer. Protects the colours and also gives a fancy style to the product.
Lamination - Nylon-coated paper in order to prolong the shelf life of the finished product. Gives product a fancy look. For example menus.
Laser printer - This printer prints on the paper by laser ray and toner powder that melts on the paper.
Logo - Is a computerized form of illustration or text that is created to represent a specific body symbol, company or product.
Lupe – A magnifier that is used by typists in the printing and graphics to view closely the image points.
Master - Prototype of a creation. Often used in a page-layout software such as In Design.
Numbering - It is a component which is located in image setters in order to number the pages.
Octobo – Means eight in Latin. In the graphics world it refers to a sheet that has been folded three times to create eight pages.
Offset printing - The most common method of printing today in the press industry. This method for printing large amounts, such as magazine, book, flyers, brochures and most paper products. This method is a developing and improvement of lithography, a copy of the page that you would like to print "embedded" on aluminum plates which are attached on a roll. The aluminum plates transfer the embedded information to a sheet.
Page-layout - Procedure of ordering text in a clear and accurate text frame pages, according to what was planned in advance. Often used for making books and other text content in the software In Design.
Pantone Colours - The conventional method to set the colours in the world. The method was created by mixing 8 primary colours that create 512 shades of colours. Pantone Company built a "fan" catalog that next to each colour specified the exact formula to create the colour and the colour that is received after the printing.
Panton fan – The colours catalog of the Panton Company.
Paperback - Soft cardboard cover, stronger than the internal papers.
Paper-less wood - Fine writing and printing paper, containing up to 10% wood chewing.
Paper sheet - Fixed size unit paper sheet, according to a common measurement method.
Pdf – (portable document format) - Is a format developed by Adobe Systems and can be viewed using Adobe Reader, accurate content regardless of the platform. Allows you to save more than one page, and even with interactive capabilities. Another advantage of Pdf is the ability to lock the documents so they can't be changed or printed and thus should keep copyright and prevent distortion of the contents.
Perforation - Hole punch in sequence over a sheet of paper, designed to allow easy tear. This technique is used for stamps, and notebooks. Today it is used as well for coupons tear-off from magazines, booklets and newspapers.
Plate - Aluminum plate projected for the press. This plate is used in offset press. Each plate can be used for one ink. The printing process may include four-cyan, magenta, yellow, and black, and sometimes even for gold, silver or special plate for lacquer.
Png – (portable network graphic) - Designed specifically for Internet format that uses a sophisticated compression method without losing data. The format supports variable transparency, allows 24-bit colour depth.
Postscript printer - Is a programming language. This type of printer contains RAM memory and processor. An image and/or text that will be printed using this printer will look better. You can send a PostScript print file without opening it.
Pixel - The basic unit of information that describes a single computerized graphic design.
Pixel based software - Software rendering based on pixels.
Post – An ad produced in an editing studio. Includes the most basic animation and titles.
Postal distribution- A method for distributing printed material by postal mail to a large number of recipients in order to publish any information.
Pre-post - All the necessary steps to bring the product or the final formatting to the printing press itself. Actions that are at this stage are: closing files, produce hard copies of your colour, imposition, proofing and more.
Print - Production of copies of the same design or some template on paper by using ink.
Print house – A company, specialized in operating printing machines for the graphic design industry.
Printing screen - By measuring the number of lines per inch the screen creates one tone colour out of points. The denser the points are the tone colour will get closer to its original base colour.
Process - Process colours are used in offset printing method. Prints all colours using mix of four unique tones of primaries C, M, Y, K: Cyan (blue), Magenta (red), Yellow (yellow) and black (Key).
Proof - Critical reading and locating and fixing errors in the text.
Punctuation - In order to highlight a particular physical element on printed paper it is possible to "knock" using block on paper so the element will punctuate on the other side of the paper. Very common on letterhead or business cards for fancy style.
Raw - Format that contains all the data, without processing. High-quality photo format used by photographers in fashion productions which require maximum quality and further professional processing.
Rebranding - Changing an existing brand of commercial or public body to match the currently existing market.
Resolution - This means by the dictionary - separation. The term is being used by many professional areas. In the graphic industry it refers to the quality of the picture. By the amount of colour units given in a certain space. It is customary in screens to refer to pixel per square inch and in print to points per square inch – DPI.
Roll-up – Promotional poster that can be rolled up and down quickly. The poster has a special stand.
Screen calibration - Screen colour matching procedure in order to have the graphic design appears to be adjusted to the printed product best as possible.
Screen printing - The graphics and other elements are being transferred according to the density of the net. In our days the net is made out of synthetic fibers but in the past it was made out of silk. The elements will not transfer where the net is
Selective lacquer - A transparent varnish layer on parts of the paper not all of it.
Service agency – Before the modern methods were introduced, the agencies were the places where the negatives got developed for the printing plates.
Sewn book - Book binding in thin cover. The method of attaching the pages is by sewing, the same as binding hard cover books.
Shading - A method of creating a feeling of 3D or for emphasis by creating a separated layer between the image and background.
Sheet - Unit for measuring the texts, the amount of paper for printing. According to this unit, it is customary to quantify edit and translate large jobs.
Slogan - The central statement of the campaign.
Spin - Information that shows a new product, or partially for marketing purposes.
Spiral binding - is the most economical form of mechanical binding when using plastic or metal. It is commonly used for atlases and other publications where it is necessary or desirable to be able to open the publication back on itself without breaking the spine. It is made by punching holes along the entire length of the spine of the page and winding a wire (like a spring) through the holes to provide a fully flexible hinge at the spine.
Spot - A single exposure within the TV advertising campaign, which typically consists of hundreds of spots.
Spot colours - All print colours other than black or alternate colour that should be emphasized, that came out for separating plates as a single colour.
Staple binding - Stapling through the centerfold, also called saddle-stitching, joins a set of nested folios into a single magazine issue; most American comic books are well-known examples of this type.
Sticker - A sticker or any graphics, glued on any product.
Sublimation printing - is a method of computerized printing where ink is passed through heat. Can print on a variety of high quality materials and very high fault tolerance. Is used primarily on fabrics and plastics.
Sun copy – Enable to check the location of text, photos and pages without colour before printing.
S.W.O.T – (strength, weaknesses, opportunities, threats) - The fundamental features of the product analysis, a vital element in any brief.
Tampon print - A method used to print on round products such as balls, pens, etc.
Teaser - An advertisement based on clues without specifying a visible product.
Tiff – (tagged image file format) - A very common format for transferring files. Supported by many soft wares. The format supports a variety of colour management methods, can contain pictures CMYK model, printable colour advanced compression method.
Tints - Dilution point that gives the colour another hue, measured as a percentage of the original colour.
Typography - Typography is the art of designing the letters, page-layout and the order of the letters. Typography deals with the size of a letter and in which shape it is organized on the page. The main goal of typography is to create a clear but interesting type experience for the viewer.
Vector software - Software that allows to increase our formatting objects as much as we want without damaging the quality because it is based on vector rather than pixels.
Vector software Freehand - Vector graphics design software, a multidimensional. Hardly in use because Adobe bought it stopped developing it. Instead the company encourages the use of Illustrator software.
Water lacquer – Water based Lacquer. Clear and doesn’t turn yellow over time. Is commonly used in order to protect the print colors.
Wmf – (windows metafile) - A vector file format. Editable format in Illustrator.