What does that mean? 

There are often terms used that some people outside of the design or printing industry don't understand. We sometimes get asked 'What does that mean?'. Below is a brief explanation of some of these terms.

Graphic Design

Graphic design is the process of communicating visually using text and/or images to present information, or promote a message. Graphic design practice embraces a range of cognitive and aesthetic skills and crafts, including typography, image development and page layout. Graphic design is applied in communication design and fine art. Like other forms of communication, graphic design often refers to both the process (designing) by which the communication is created, and the products (designs) such as creative solutions, imagery and multimedia compositions. Graphic design was traditionally applied to static printed media, such as books, magazines and brochures. Since the advent of personal computers – and in particular WYSIWYG user interfaces – graphic design has been utilized in electronic media - often referred to as interactive design, or multimedia design.

Corporate Identity

In marketing, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.

Logo

A logo is a graphical element, (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo's design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company's commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other non-commercial entities.

Copywriting

Copywriting is the process of writing the words that promote a person, business, opinion, or idea. It may be used as plain text, as a radio or television advertisement, or in a variety of other media. The main purpose of writing this marketing copy, or promotional text, is to persuade the listener or reader to act — to buy a product or subscribe to a certain viewpoint, for instance. Alternatively, copy might also be intended to dissuade a reader from a particular belief or action.

Copywriting can include body copy, slogans, headlines, direct mail pieces, taglines, jingle lyrics, World Wide Web and Internet content, television or radio commercial scripts, press releases, white papers, and other written material incorporated into advertising media. Copywriters can contribute words and ideas to print ads, mail-order catalogs, billboards, commercials, brochures, postcards, online sites, e-mail, letters and other advertising media.

On websites, copywriting may also refer to the methods of writing and wording used to achieve higher rankings in search engines. Often referred to as content writing, it includes the strategic placement and repetition of keywords and keyword phrases on webpages.

Typography

Typography is the art and techniques of type design, modifying type glyphs, and arranging type. Type glyphs (characters) are created and modified using a variety of illustration techniques. The arrangement of type is the selection of typefaces, point size, line length, leading (line spacing) and letter spacing.

Principles of design

Design elements and principles are the basic visual toolbox of design tactics in every visual design discipline. The elements form the basic vocabulary of visual design, while the principles constitute the broader structural aspects of the composition. They consist of line, texture, shape, space, and form.

Printing terms

CTP

In the Computer-to-Plate or CTP process the image of the page from a digital file is recorded directly from the file to the printing plate instead of creating film and making the plate from the film. Although CTP is a printing process, in order to insure the best possible output it is important that the designer discuss CTP with their printer. The printer's familiarity with the process, their equipment, the type of plates, and file format and preparation all play a role in the success of the computer-to-plate process.

CMYK

To reproduce full-color photographic images, typical printing presses use 4 colors of ink. The four inks are placed on the paper in layers of dots that combine to create the illusion of many more colors. CMYK refers to the 4 ink colors used by the printing press. C is cyan (blue), M is magenta (red), Y is yellow, and K is black, the key plate or keyline color.

A mistake often made when submitting artwork for 4-color printing is not converting the images to the CMYK color space. This is needed so that the file can be separated into the four colors (see example) so that a separate printing plate can be made for each of the colors.

PMS

The PANTONE^® Matching System (PMS) is the dominant spot color printing system in the United States. Printers use a special mix of ink to achieve the color needed. Each spot color in the Pantone system is assigned a name or a number. There are over a thousand Pantone spot colors available.

GSM

The thickness of a sheet of paper is indicated by its weight, measured either in grams per square meter (gsm). 

Offset vs Digital Printing 

The three primary differences in offset printing and desktop printing (such as inkjet and laser) are the colors of ink and the way the ink is placed on the paper as well as the type of machinery used to accomplish the task.

Ink Colors
Both commercial offset printing (also known as offset lithography) and inkjet desktop printing utilize four basic ink colors: CMYK. Dots of cyan (blue), magenta (red), yellow, and black (the K) are placed next to each other in specific patterns that trick the eye into seeing millions of colors. Additionally, offset printing can use premixed inks in a variety of specific colors as well as metallic and florescent inks. These are called spot colors.

Printing Process
Inkjet printing puts all the different ink colors on the paper in one pass through the printer.

Bleed

When any image or element on a page touches the edge of the page, extending beyond the trim edge, leaving no margin it is said to bleed. It may bleed or extend off one or more sides. Photos, rules, clip art, and decorative text elements can bleed off the page.

Elements that bleed off the page can sometimes add to the cost of printing if the printer must use a larger size of paper to accommodate the bleed allowance. To reduce costs, if possible redesign to eliminate the bleed or reduce the page size enough to fit the work on a smaller sheet of paper.

A bleed is usually an intentional design element.

Cello

Cello is a coating which is applied after the print process. It can enhance many print jobs using either a gloss or matt finish.

Embossing

The creation of a three-dimensional design or image on paper is known as embossing . Heat and pressures reshapes the surface of the paper to create the image. Single, multi-level, beveled, and sculptured are the styles of embossing. Embossing can be done on plain paper or combined with ink, images, or foil for special effects.

Foil

Foil stamping is the application of foil, a special film-backed material, to paper where a heated die is stamped onto the foil, making it adhere to the surface leaving the design of the die on the paper. Foil stamping can be combined with embossing to create a more striking 3D image.

Varnish

A liquid shellac or plastic coating put on a printed piece, varnish adds a glossy, satin, or dull finish. Part of the printing or finishing process, varnish is applied like a final layer of ink after a piece is printed. It may be clear or tinted.

Varnish can be used functionally to reduce glare or enhance readability or as a design element to smooth, highlight, add texture, or create added dimension.

Folding

The art of paper folding isn't only about origami or paper airplanes. From simple business letters inserted into plain envelopes to complex multi-sectioned packages to hold any number of products, designers must create designs to be folded into a myriad of shapes. The books described here provide designers with both ideas for creative folding and the nuts and bolts of how to fold paper of all shapes and sizes, including detailed diagrams for laying out the design and folding the paper.

Coated Paper 

Paper with a clay or other coating applied to one or both sides is coated paper. The coating can be dull, gloss, matte, or other finishes. Coated paper generally produces sharper, brighter images and has better reflectivity than uncoated paper.

Uncoated Paper

Paper that does not have any kind of coating applied is uncoated paper. Uncoated paper is available in many different finishes, colours and weights and is generally more absorbent than coated papers.

Photography

Stock Photography

When using pictures that contain clearly recognizable faces of people, a model release protects you against legal claims by the persons in the photo. In general, model releases are needed when using pictures of people for commercial purposes, such as in ads or brochures. Editorial use (news photos, for example) do not usually require model releases although in some cases it is common courtesy to obtain permission. When obtaining photos from third-parties such as stock photos, ascertain that the image is accompanied by a model release. Most reputable stock photography sources have model releases for their images.

Royalty Free Images

Clip art, images, graphics, photographs, art, music and other created content which may be offered to the public or individuals (normally for a specified amount of money) to be used in specified ways (terms of usage). The creator retains all copyrights and publishing rights. You may use and publish the clip art, images, music per the specified terms of usage but may not sale or distributed to a 3rd party.

Royalty free packages, collections, images or photos are not public domain. The creator retains copyright and all terms of usage must be followed when using these royalty free packages, collections, images, photos, music, etc. 

Macro Photography

Macro photography is taking extremely close-up images of subjects. The technically correct definition would be to take an image at a 1:1 ratio but, in general usage, the term has come to mean any close-up photography.

Macro capable photography lenses are marked with magnification ratios such as 1:1 or 1:5. A 1:1 ratio means that the image would be the same size on film (negative) as in real life. A 1:5 ratio would mean that the subject would be 1/5 the size on film as it is in real life. Due to the small size of 35mm negatives and digital sensors, a 1:5 ratio is nearly life size when printed onto 4"x6" paper.