In printing, bleed is printing that goes beyond the edge of where the sheet will be trimmed. This gives the printer a small amount of space to account for movement of the paper.
The visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers’ minds.
Also referred to as “brand standards,” “style guide,” or “brand book” — a set of rules that explain how your brand works.
Cyan Magenta Yellow Black — the four basic colors used for printing color images. CMYK colors are “subtractive” meaning that the colors get darker as you blend them together.
Dots Per Inch — used to measure the resolution of an image both on screen and in print. DPI measures how many dots fit into a linear inch. The higher the DPI, the more detail can be shown in an image. (See PPI.)
The specific style of a typeface. (See Typeface.)
Also known as color transitions, a gradual blending from one color to another color.
The spacing between letters or characters in a piece of text to be printed.
The space between adjacent lines of type. First used in reference to hand typesetting whereby leading was the thin strips of lead inserted between lines of type in preparation for printing.
A universal color matching system used primarily for printing. Each color is represented by a numbered code. Unlike CMYK, Pantone colors are pre-mixed with a specific formula of inks prior to printing.
Pantone Matching System. (See Pantone.)
Pixels Per Inch — the number of pixels per line per inch in a digital photo. This number is directly related to the number of megapixels a digital camera can capture. (See DPI.)
The sharpness of an image or of the fineness with which a device (such as a video display, printer, or scanner) can produce or record such an image.
Red Green Blue — three hues of light that can be mixed together to create different colors. The standard method of producing color images on screens, such as TVs, computer monitors, and smartphones.
To resize a digital image. A vector graphic image is scaled using geometric transformations, with no loss of image quality. Scaling up a pixel-based image usually results in a visible quality loss, whereas scaling down a pixel-based image will not.
In the layout of an InDesign or Illustrator file, the slug is an optional space outside of the normal printing boundaries where technical marks and information can be recorded.
Stock Photography / Stock Art
Professional-grade photographs or illustrations that are available for free or bought and
sold for a range of purposes.
(See Brand Guidelines.)
Any surface on which printing is done.
The final dimensions of a printed piece. In the layout of most printed pieces, crop marks are used in each corner to designate where the unnecessary outer material should literally be trimmed off.
Font tracking is a typography setting that defines the horizontal distance between each character. Most typefaces (besides cursive ones) have a natural padding on the sides of each character. The tracking setting adjusts this padding to be smaller or larger.
An artistic design of a collection of alphanumeric symbols which may include letters, numerals, punctuation, various symbols, and more. A typeface is usually grouped together in a family containing individual fonts for italic, bold, condensed, and other variations of the primary design. (See Font.)
A mathematical equation that defines a curve or straight line. These lines define the shapes of the character outlines in a font or complex illustrations. Vector fonts are scalable without any loss of quality.