Glossary - The Well Graphic Design Ltd

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ASA

- Acronym of American Standards Association. An ASA number is quoted on photographic film stock to provide a basic quantity from which the length and f-number of an exposure can be calculated.

A Series Sizes

- A system for sizing paper

A2 = 420 mm x 594 mm	A3 = 297 mm x 420 mm
A4 = 210 mm x 297 mm	A5 = 148 mm x 210 mm
A6 = 105 mm x 148 mm

Above the Line

- Traditionally, commission based TV, radio, poster, press advertising etc. (Below the line advertising describes the costs of promotional items other than the advertisement itself e.g. direct mail, leaflets etc.)

Accordion Fold

- Also referred to as concertina fold. Method of paper folding in which each fold runs in the opposite direction to the one before it, to form a pleated effect.

Acrobat

- Software used to create PDF (Portable Document Format) files. PDFs are a distribution format developed by Adobe to allow electronic info to be transferred between various types of computers (cross platform). You can view PDF files using the freeware Acrobat Reader (this can be downloaded from Adobe if you do not already have it installed on your computer).

Algorithm

- A mathematical formula which search engines use to rank websites and web pages.

Alias

- When the curves and lines in a graphic become jagged, the resolution of the graphics file is too low. The graphic is then referred to as "aliased". Anti-alias is the softening of these jagged edges.

Alignment

- The arrangement of type or graphics to level them at one horizontal or vertical line. The ways in which objects or text can be aligned are typically left, right, centre, top and bottom.

Alpha Channels

- These are used to create and store masks which enable you to isolate or protect parts of an image you want to apply changes (such as colour adjustments or filters) to.

AltaVista

- Popular internet search engine - others include Ask Jeeves, Excite, HotBot, Yahoo!, Webcrawler, Infoseek and Lycos.

Ampersand

- The '&' symbol for the word 'and'.

Anchor Text

- The clickable portion of text displayed for a link, on a website. This is also known as link text.

Animation

- A series of graphic images pieced together in a timed sequence to give the appearance of continuous movement.

Apache

- Popular open source web server software.

Application

- A computer software programme that performs specific tasks. Common graphics software packages include Quark XPress, Adobe InDesign, Illustrator and Photoshop.

Art Paper

- Paper which has received a coating of china clay, giving it a hard, smooth surface. Art papers are available in gloss, matt or silk finishes.

Artwork

- (Abbreviation A/W). The material from which printing films and plates are produced.

Ascender

- The top section of a lower case letter which rises above its main body (the x-height), as in the letters b, d, f, h, k and t.

Ask Jeeves

- Popular internet search engine - others include AltaVista, Excite, HotBot, Yahoo!, Webcrawler, Infoseek and Lycos.

Aspect Ratio

- The ratio between width and height (or depth).

Attachment

- A file (for example, a database, spreadsheet, word processed document, sound or video file, or graphic) sent with an e.mail message. .

Author's Alteration/Correction

- Corrections, which are made by the author after typesetting, which alter it from the original copy. Author's corrections are normally charged to the client as billable time.

Author's Proof

- The proof sent to the customer, who may then make any necessary alterations.

Autoflow

- A facility, in some applications, which allows text to flow automatically from one box to another or one page to another.

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BPIF: - British Printing Industries Federation.
Back Link: - Also referred to as an inbound or incoming link, this is a website link from another site which points to your site.
Back Margin: - The margin of a page closest to the spine of the publication.
Back to Back: - Printing on both sides of a sheet.
Bandwidth: - The width of the electronic highway which gives access to the internet (for example, the higher the bandwidth, the wider the highway and the faster traffic will flow).
Bank Paper: - A thin, uncoated paper used, for example, for making carbon copies.
Banner: - A main headline which runs the full width of a page. The term is also used to describe a graphic image which is created to be placed as an advertisement on websites.
Bar Code: - Represented by a pattern of vertical lines, these are used on packaging and book covers to carry information relating to their contents.
Base Alignment: - In typesetting the automatic alignment of type of varying sizes on a common base line.
Base Line: - An invisible line on which the bases of capital letters rest.
Below the Line: - An advertising term which describes the costs of promotional items other than the advertisement itself.
Bezier Curve: - A mathematically defined curve between two points, manipulated by dragging anchor points. Used in drawing programmes such as Illustrator.
Bibliography: - A list of reference sources used in the preparation of a publication (usually included at the end).
Binary Code: - The code by which sets of computer data are represented.
Bit: - A bit is the smallest unit of information which your computer uses. Expressed as 1 or 0, meaning on/off, negative/positive, yes/no, etc.
Bitmap (BMP): - A text character or graphic image made up of dots. Bitmap images are resolution dependent, unlike vector graphics which are resolution independent. A bitmap does not need to contain a bit of colour-coded information for each pixel on every row. It only needs to contain information indicating a new colour as the display scans along a row. This means that an image with much solid colour will tend to require a small bitmap.
Bleed: - Printed detail designed to run off the edge of the paper after it has been trimmed.
Blind Embossing: - Printing technique for raising or recessing an image using an un-inked block.
Blog: - Derived from 'weblog', this is a personal journal, published on the internet and intended for general public consumption. A blog typically documents the day-to-day life of an individual and visitors to the site can post comments, link to, add to or just read on an hourly, daily or weekly basis.
Blurb: - Promotional text on a book jacket or other material.
Body Copy: - Refers to the main portion of the text in a publication.
Bold: - Type which is emboldened with a heavy, black emphasis.
Booklet: - A publication larger than a pamphlet comprising no more than 24 pages.
Bookmark: - A file of URLs which 'bookmark' a user's favourite internet sites.
Bottom Out: - Arranging type on a page so that there are no widows.
Browser: - A software application used to locate and display website pages - examples are Netscape Navigator and Microsoft Internet Explorer. Your internet service provider will normally supply a free browser when you sign up.
Bullet: - A large dot which precedes a list or is used to add emphasis to a particular area of text.
Byte: - Unit of digital information, made up of eight bits, comprising 0s and 1s. One byte is required to make up a single text character.

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CAD

- Computer aided design (the term is usually applied to design in technical and architectural contexts).

CD Rom

- Compact disk with read only memory i.e. non erasable. A CD Rom is a storage device for digital files invented originally for music and now used for computer storage systems.

CMYK

- Acronym for Cyan, Magenta, Yellow and Black i.e. the four process colours used by professional printers to reproduce colour using offset lithography (referred to as full colour printing).

CTR (Click Through Rate)

- Expressed as a percentage, this is the number of clicks on a web link/page divided by the number of times it was displayed.

C Series Envelope Sizes

- A system for sizing envelopes so that they accommodate A size papers

C2 = 458 mm x 648 mm	C3 = 324 mm x 458 mm
C4 = 229 mm x 324 mm	C5 = 162 mm x 229 mm
C6 = 114 mm x 162 mm

Calligraphy

- The art of fine writing, derived from the Greek words for 'beautiful handwriting'.

Cap

- Abbreviation for capital (or upper case) letter.

Cap Height

- Is used to approximate the distance from the baseline to the top of an upper case letter.

Caption

- Explanatory narrative printed underneath or beside a picture.

Caricature

- An illustration of a person which exaggerates his/her characteristic traits with comical or satirical intent.

Cascading Style Sheet (CSS)

- Method by which styling and visual layout can be applied to HTML or XHTML documents facilitating a separation of content from presentation. Appropriate use of CSS can enable the visual representation of web pages to be changed easily without laborious editing of individual web pages.

Centre Spread

- The centre opening of a section (i.e. two pages), which is stapled or stitched in a brochure or similar document. Also referred to as centre fold or naturals.

Character

- Any letter, numeral, punctuation mark or symbol in typesetting.

Character Attribute

- A specification applied to a character for example, font, size, type style, colour, horizontal/vertical scale, kern or track.

Click Through

- When someone clicks on a link or banner advert, for example, and is transferred from that page to the advertiser's website.

Concertina Fold

- Also referred to as accordion fold. Method of paper folding in which each fold runs in the opposite direction to the one before it, to form a pleated effect.

Condensed Typeface

- A typeface with an elongated, narrow appearance.

Conversion Rate

- Expressed as a percentage, this is the number of visitors to a website that perform a desired action, such as making a purchase or requesting further information.

Copy

- Manuscript or typescript to be reproduced in print.

Copyfitting

- Determining how much copy will fit in a given space.

Copywriting

- Composing copy for use in advertising.

Corporate Identity

- Design elements by which a business establishes a consistent logo style, colour(s) and identity for use on its communication and promotional material.

Crawler

- Internet term for a programme that goes through a website, collating information for a search engine. Also known as a spider or robot.

Creasing

- To make a score in a board so that it folds on the crease.

Crop

- To trim a photograph or graphic image, to make it fit or eliminate unwanted portions and control the area of major emphasis.

Crop Marks

- Short vertical and horizontal lines printed on paper (larger than the page size of a document) to indicate the finished page area. Also referred to as cut marks or trim marks.

Cut Out

- An image (e.g. a photograph) from which the background has been removed, to produce a silhouette.

Cyan

- One of the four process colour inks (C) used in full (four) colour printing. Also known as Process Blue.

Cyberspace

- The ethereal world of computers and telecommunications on the internet; the intangible place where people go to surf.

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DPI (Dots Per Inch): - A unit of measure, used to describe resolution (for example, when referring to the resolution of printers or monitors). It comprises the number of dots that fit horizontally and vertically into a one inch measure. The more dots per inch, the sharper the image.
DPS: - Double page spread i.e. the two facing pages of a publication.
DVD: - Digital Versatile Disk that carries Gigabytes of digital information.
Deadline: - The final, agreed date for completion of a project.
Depth of Field: - Photographic term. The measure of the zone or distance over which any object in front of a lens will appear acceptably sharp.
Descender: - The portion of a lower case character that falls below the x-height/baseline. The letters g, j, p, q and y have descenders.
Desktop Publishing: - Term used to describe the production of text, page layout and graphics on a computer, then using a printer to output the result. Not to be confused with graphic design and professional printing.
Die Cutting: - Using a die (a cutting forme) to cut holes or irregular outlines in paper or board.
Dingbat: - A decorative font.
Directory: - A website that lists other sites by category. Unlike a search engine, directories are personally edited.
Domain Name: - The unique name that identifies a website, for example companyname.com. Also refered to as a URL i.e. Uniform Resource Locator.
Download: - The term used to describe copying a file from the internet to a desktop PC, Apple Macintosh or laptop.
Drop Cap: - Enlarged initial capital letter whose baseline hangs below the top line of a paragraph and occupies a vertical space of more than one line. Drop caps are decorative and functional, serving to guide the eye to the beginning of a section.
Drop Folio: - A number (folio) which is printed at the bottom of the page.
Drop Shadow: - A shadow behind a letter or image.
Dummy: - A mock up of the design.
Duotone: - A duotone is made by printing an image with two colours (usually black and a second colour). The resulting image has more depth than it would have had with only a monotone colour.
Dynamic Page: - A web page that generates content 'on demand', as the user specifies a search. Commonly used in catalogue based sites.

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EPS (Encapsulated PostScript) File: - A standard file format used in graphics. A PostScript page description language, based on vectors (information giving both magnitude and direction).
E.Commerce: - The various methods and techniques of transacting business online.
Eight Sheet: - A poster size measuring 153 cm x 203 cm.
Ellipse: - A regular oval shape.
E.Mail: - Abbreviation for electronic mail i.e. a message sent across the internet.
Emboss: - Printing technique for raising or recessing an image using a block.
Excite: - Popular internet search engine - others include AltaVista, Ask Jeeves, HotBot, Yahoo!, Webcrawler, Infoseek and Lycos.
Exotic Typeface: - A traditional term for a typeface with characters of a language not based on Latin letterforms (Latin being the standard alphabet used in most European languages, comprising the upper and lower case characters A-Z, numbers and punctuation). Exotic examples are other alphabets such as Greek, Cyrillic (Russian etc) and the Oriental languages (including Arabic and Hebrew).
Expanded/Extended Type: - Type with a flattened rectangular appearance.
Exploded View: - Drawing of an object showing its component parts separately, but arranged in such a way as to indicate their relationships within the object when assembled.
Extent: - The number of pages in a printed document.
External Link: - A link from your website to another site.
Extranet: - An internal communications network that allows external users to enter.

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FTP (File Transfer Protocol): - Method used for sending files back and forth across the internet.
Face: - A group or family to which any particular type design belongs, as in typeface.
Family: - A group of related type fonts in all sizes and styles, for example a Roman, Italic and Bold of the same design.
Fat Face: - A typeface with extreme contrast in the widths of thin and thick strokes.
Finish: - The surface (e.g. smooth or rough) given to paper during manufacture, either by coating or embossing.
Finishing: - All operations after printing e.g. binding, trimming, packaging.
Filter: - Algorithmic method of image manipulation commonly used to apply visual effects on raster based graphics e.g. gausian blur filter, edge enhancing. Image filters often form the basis of plug-in effects that can be added to image manipulation programmes such as Photoshop, Fireworks and The GIMP.
Flash: - Software technology to enhance web pages with rich or animated content.
Flat Colour: - An area of printed colour with no tonal variations.
Flush Left/Flush Right: - Type lining up vertically, either on the left or right. Also described as ranged left/ranged right.
Flyer: - A cheaply produced broadsheet or circular for promotional purposes.
Foil: - Plastic film with a gold, silver or metallic colouring used to block designs, for example onto packaging and book covers.
Foldout: - An extension to the page of a book or magazine, making it wider than the standard page width so it must be folded back onto the page. A foldout can be used to give a three (or more) page spread.
Folio: - A page number and so a page.
Font (or Fount): - A set of letters, numbers, punctuation marks and symbols that share a unified design, called a typeface (a group of related typefaces is called a type family).
Foolscap: - A European standard size of printing paper.
343 mm x 432 mm.
Footer: - Text that prints in the bottom margin of each page of a section or document. A footer can include a page number, document or chapter title etc.
For Position Only (FPO): - An instruction, to a printer, on layouts and artwork that an item is of inappropriate quality and is displayed only as a guide for positioning the properly prepared version.
Forty Eight Sheet: - A standard poster size measuring
305 cm x 1220 cm.
Freeware: - Software applications which are made available without charge.
Full Colour Printing: - Printing method using the four process colours Cyan, Magenta, Yellow and Black (CMYK) to simulate full colour images. Also referred to as four colour process printing.

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GIF: - Graphic Interchange Format i.e. a compressed graphic file format designed for use over the internet.
GIMP (The): - The GNU Image Manipulation Programme. An open source image editing programme providing facilities similar to Adobe Photoshop and Macromedia Fireworks. Available for Windows, Linux and Mac OSX.
GSM: - Grams per square metre. A unit of measurement which indicates the weight of paper (i.e. thickness) used in printing.
Gatefold: - Two parallel folds dividing a sheet into three segments, in which both the outer segments are folded across the middle of the sheet. The fold can then be opened like a double gate.
Glossary: - An alphabetical list giving the definition of terms, usually related to a particular subject.
Gold Blocking: - The stamping of a design on a book cover using gold leaf and a heated die or block.
Golden Section: - A formula for division of a line or area supposed to give harmonious proportions. If a line is divided unequally the relationship of the two sections should be the same as that of the larger section to the whole. It is in practice a ratio of about 8:13.
Google Bot: - This is the name given to the main Google spider that deep crawls websites.
Graphic Design: - Arrangement and composition through a combination of shapes and forms based upon or involving two dimensional processes such as typography, photography, illustration and various print methods. Not to be confused with desktop publishing.
Greeking: - Text or picture greeking refers to the representation of words or images as grey blocks or other approximations.
Grid: - A measuring guide used in book and magazine design to guarantee consistency. The grid usually shows such things as column widths, picture areas, trim sizes etc.
Guillotine: - A machine for cutting a large number of sheets of paper or board accurately, before or after printing.
Gutter: - The margin down the centre of a double page spread. The term gutter also refers to the vertical space between adjacent columns of text on a page.
Gutter Bleed: - An image allowed to extend unbroken across the central margins of a double page spread.

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HMSO: - Her Majesty's Stationery Office.
HTML (Hyper Text Markup Language): - This is the programming language used to format pages on the world wide web.
Halftone: - The process by which a continuous tone image is simulated by a pattern of dots of varying sizes.
Hanging Cap(ital): - A large initial capital letter that is placed to the left of the paragraph it begins.
Hard Copy: - Typed or printed copy as opposed to the soft copy on a VDU.
Hairline Rule: - Traditionally, the thinnest line that it is possible to print. In computer applications that list it as a size option for rules, it is usually 0.25 point wide.
Head: - The margin at the top of a page, above the printed matter.
Header: - Text that prints in the top margins of each page of a section or document.
Headline: - The line of type at the top of a page.
Heavy: - Another term for bold.
Highlight: - The lightest part of a photograph or illustration.
Hit: - Internet term. A 'hit' occurs when each graphic and file within a web page is requested from the server when a visitor requests it e.g. if a page contains 5 graphics and text, 6 hits will be recorded.
Hit Counter: - Software that records hits (visits) on a web site. Often used to display how many times a particular page has been visited or for gathering usage statistics to assist in e-marketting campaigns
Horizontal/Vertical Scaling: - A keyboard command (in some software applications) that enables the width and/or height of type to be condensed and expanded.
HotBot: - Popular internet search engine - others include AltaVista, Ask Jeeves, Excite, Yahoo!, Webcrawler, Infoseek and Lycos.
Hyphenation & Justification (H&J): - A computer facility which is used to control the way in which words are hyphenated in justified and non-justified paragraphs.

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IP (Internet Protocol) Address: - A numeric addressing system that is used by individuals and Internet applications to reach a specific computer. The format of an IP address is a 32-bit numeric address written as four numbers separated by periods (each number can be 0 to 255) e.g. 206.160.94.7. These indicate the domain, the network, the subnetwork and the host computer.
ISP (Internet Service Provider): - Provides internet access and website hosting services.
Icon: - On a computer desktop, a graphic representation of an object e.g. a disk, file, folder or tool.
Illustration: - A term used to distinguish a drawn image from one that is photographed.
Image Area: - The space within which a particular image is to fit.
Imprint: - The designer's/printer's imprint is the name of the designer/printer, usually printed on the last page of a document.
Indent: - An indent is a short line of type set to the right or left of the standard margin.
Index: - Internet term. A search engine's database.
Infoseek: - Popular internet search engine - others include AltaVista, Ask Jeeves, Excite, HotBot, Yahoo!, Webcrawler and Lycos.
Initial Cap (Capital): - An initial capital is the first letter of a paragraph which is embellished as a drop cap, hanging cap or raised cap.
Inline Lettering: - Any typeface with a white line inside the shape that follows the outline of the character.
In Pro: - Abbreviation for 'in proportion' - this is a term used to direct the enlargement or reduction of an original image. The instruction stipulates that one dimension of the image is to be enlarged/reduced in the same proportion as the other.
Internal Link: - Links to and from pages within a website.
International Paper Sizes: - The standard range of metric paper sizes laid down by the International Standards Organisation. The papers are designed A, B and C series.
Internet Explorer: - Popular browser software, produced by Microsoft (AOL's equivalent browser is Netscape).
Italic: - The specially designed sloping version of a roman typeface, derived from handwriting and calligraphic scripts. This is an example of italicised text.

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JPEG: - Joint Photographic Expert Group. This is a specialised file format used to display graphic files on the internet.
Javascript: - A dynamic scripting language used used by Web authors to design interactive websites.
Jim Dash: - A short rule which divides items in a newspaper.
Jobbing Printer: - A general printer, not specialised in any particular field and usually producing short print runs.
Jump: - In a publication, this is printed matter which is carried over to continue on a successive page.
Justification: - The spacing of words and letters so that each line of text finishes at the same point, giving the paragraph a uniform (flush) left and right edge. This is achieved by expanding or condensing the space between characters and words. Also referred to as 'forced'.

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K: - Abbreviation for Black (used to avoid confusion with 'B' for Blue or Black) in four colour process printing. Hence the 'K' in CMYK.
Kerning: - The adjustment of space (usually a reduction) between a pair of type characters to optimise their appearance. As distinct from tracking which is adjustment of space over several characters.
Keyboard Shortcut: - Also referred to as keyboard equivalent. This computing term refers to keystrokes that execute a command.
Keyword: - Internet term. A word or phrase that is typed into a search engine search query and used to focus an online search. Also called a search term.
Keyword Density: - The number of times a keyword (see the definition above) is used on a web page, divided by the total number of words on the page.
Keyword Phrase: - General term that is used to define a specific word phrase that best describes the main topic of a web page.

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LC: - Abbreviation for lower case.
Laid Paper: - Paper in which the smooth 'wove' surface is replaced by a series of translucent watermarked 'laid' lines (these are the wire marks of the mould or dandy roll used in manufacture).
Laminate: - A laminate (i.e. a transparent plastic coating) is applied, through heat or pressure, to protect or enhance paper or cardboard. Various laminates are available with different finishes (e.g. gloss or matt), folding and strength characteristics.
Landing Page: - A web page that is specifically designed as an entry point for a website.
Landscape: - An image or page's horizontal format, in which the width is greater than the height (for example A4 landscape).
Layout: - An outline or sketch which indicates the general appearance of the printed page and shows the organisation of text and images.
Leading: - The vertical spacing (line spacing) between lines of text.
Letterheading: - Strictly speaking, the heading (a name, address and a telephone number of a business or individual) on any item of stationery. Most often used to describe the item of stationery specifically used for writing letters.
Letterspace: - The adjustment of space between letters from that allocated by the font designer, to give a better visual effect. This is achieved by kerning or by increasing or decreasing the tracking.
Ligature: - A typographic convention in which certain characters are imbedded into a single character. For example, the ligature for f and i is fi - other examples are fl, ff, ffi, ffl.
Line Art: - Artwork that consists entirely of black on white with no intermediary grey tones present.
Linen Tester: - A magnifying glass designed for checking the detail of a halftone dot pattern.
Links: - Highlighted text or graphics on a website which move the visitor from one website to another or to another page within the site.
Link Building: - The process of seeking out and building up the link popularity of a website from relevant sites.
Link Text: - The clickable portion of text displayed for a link, on a website. Also referred to as 'anchor text'.
Linux: - Open Source Unix like operating system kernel. A popular alternative to Microsoft Windows, developed by a community of thousands of contributors. A large proportion of the world's internet web servers run linux.
Lithographic Printing (Litho): - A printing process, invented in 1798 by the German Aloys Senefelder. It produces an image from a dampened, flat surface, using greasy ink, based on the principle of the mutual repulsion of oil and water.
Lycos: - Popular internet search engine - others include AltaVista, Ask Jeeves, Excite, HotBot, Yahoo!, Webcrawler and Infoseek.
Log Files: - Records of every action on a website, used to analyse and gather statistics on site activity.
Logo: - Any design, symbol or emblem for a company which forms the centrepiece of its corporate identity.
Lower Case (LC): - Small letters of the alphabet as distinct from capitals e.g. a, b, c.

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MPEG: - The file format used for video clips available on the internet.
Machine Proof: - A proof which is produced on a machine similar to the one on which it will finally be printed.
Magenta: - The special shade of Red that is one of the four process colours used in full (four) colour printing. Sometimes called Process Red.
Manuscript: - Author's text submitted for publication.
Margins: - The blank areas of a printed page which surround the images and text e.g. between the trim or spine.
Matt Art: - A clay coated printing paper with a dull eggshell finish.
Measure: - The length of a line in typesetting, used to indicate the width of a text column (usually measured in millimetres).
Media: - A collective noun used to describe any communications or information medium, for example TV, radio, newspapers etc.
Meta Tag: - A HTML tag located within a website's source code, which provides information about a web document (e.g. the author, keywords, date of creation or of latest update). Search engines often use keywords from meta tags to index their databases.
Mock Up: - The rough visualisation of a design which indicates size, colour, type etc.
Montage: - Assembled portions of various images to form a single original.
Mounting Board: - A heavyweight board used for mounting, for example, photographs or visuals.

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NP: - Abbreviation for new paragraph.
Natural Listing: - This is a free listing which appears on a web search results page. Also referred to as organic listing.
Navigate: - To click on the hyperlinks on a website, in order to move to other web pages or sites.
Net: - Abbreviation for internet.
Netscape: - Popular browser software produced by AOL (America On Line). Microsoft's equivalent is Internet Explorer.
Network: - The interconnection of two or more computers and peripheral devices, as well as the hardware and software used to connect them. A network allows a group of users to share common facilities such as disk storage.
Newsprint: - A relatively cheap paper made for newspaper production, characteristically absorbent because it is unsized.

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OS (Operating System): - The software that controls all of a computer's operations.
Off Page Factor: - Aspects of a website that are not located within and which a webmaster cannot easily influence, for example, clickthrough measurement.
Online: - The time spent linked via a modem to the internet.
On Page Factor: - Aspects of a website that are located within and are related directly to the content and structure of the website, for example, keyword density.
Onion Skin: - A thin, translucent paper with a glazed, crinkly finish used for overlays.
Opacity: - The term used to describe non-transparency in printing papers, thus reducing see through.
Organic Listing: - This is a free listing which appears on a web search results page. Also referred to as natural listing.
Original: - Any artwork intended for reproduction.
Orphan: - A short line (usually the last line of a paragraph), that falls at the top or bottom of a page or column. Also referred to as 'club line'.
Output Device: - Any hardware device capable of displaying or producing data from a computer in a visible form e.g. a monitor or a printer.

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PDF (Portable Document Format): - A distribution format developed by Adobe to allow electronic info to be transferred between various types of computers (cross platform). You can view PDF files using the freeware Acrobat Reader (this can be downloaded from Adobe if you do not already have it installed on your computer).
PMS (Pantone Matching System): - A standard colour matching system used by printers and graphic designers for inks.
PPC (Pay Per Click): - Sometimes referred to as Cost Per Click (CPC), this is an advertising technique used on websites (especially search engines). When a site visitor clicks on a PPC advert, the advertiser is charged a small amount. A popular example of a PPC is Google AdWords.
PR (Page Rank): - PageRank is a function of the search engine Google, which measures the quality of a website on a scale of 0 to10.
Page Relevance: - A reference to how closely web page content matches a search request.
Page View: - Also referred to as a page visit, this is the number of times a web page has been viewed by visitors.
Pagination: - The making up of material into pages or giving page numbers, after typesetting and origination.
Paid Inclusion: - The process of paying for the inclusion of a website in a search engine or directory.
Paid Listings: - A paid listing is provided by search engines for greater online visibility (normally shown on the top or right hand side margin, within the search engine’s results).
Paths: - The page by page journey a visitor takes through a website.
Perfect Binding: - A binding method in which the leaves of a book are trimmed at the back and glued but not sewn. Also known as adhesive binding.
Perl: - Practical extraction Language, A popular scripting language often used to implement dynamic internet websites
Perforations: - Perforations are small holes or slots through paper or board, enabling a section(s) to be torn off.
Pixelated: - The appearance of a digital image whose individual pixels are clearly visible.
Pling: - Colloquial term for exclamation mark (!)
Point: - Typography term. Standard unit of type size.
Point of Sale: - Display equipment or advertising material placed in a sales area, situated close to the commodity it describes.
Portrait: - An image or page’s vertical format, in which the height is greater than the width (for example A4 portrait).
PostScript: - A programming language developed by Adobe that is designed to describe, in precise detail, how the text and graphics on a printed page should look.
Presentation Visual: - Also referred to as a finished rough, this is material prepared as a sample of the proposed appearance of a printed work.
Print Run: - The number of copies required from a printer and the process of printing the copies.
Process Colours: - Cyan, Magenta, Yellow + Black (CMYK).
Proof: - A representation on paper, of any type or image(s), used to check the progress and accuracy of the work.

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Quark XPress: - Industry standard, page make up software for print and publishing. The Well Graphic Design Ltd also uses Adobe’s InDesign, Photoshop, Illustrator and Acrobat.
Quarto: - A piece of paper folded in half twice, producing quarters or eight pages.
Quotes: - Quotation marks; single or double inverted commas.

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RGB (Red, Green, Blue): - A colour model which defines colours in terms of the relative amounts of Red, Green and Blue components they contain.
ROI (Return On Investment): - The amount of revenue generated from a specific marketing expense (usually expressed as a percentage).
Ranged Left: - Style of typesetting where a column of text aligns to the left and the right remains ragged.
Ranged Right: - Style of typesetting where a column of text aligns to the right and the left remains ragged.
Rank: - A place on the list of websites produced by a search engine, as a result of someone carrying out a search.
Ream: - A standard quantity of paper, usually 500 sheets, although an extra number may be allowed for wastage.
Recto: - The right hand page of a book or the front of a leaf.
Referrer: - When a user visits your website by clicking a link from another site, the other site is called a referrer (examples of referrers are search engines or associate websites which provide a link(s) to your web page).
Register: - The correct positioning of one colour on top of another during printing. When a colour is incorrectly positioned, it is said to be ‘out of register’.
Registration Marks: - The marks used on artwork, overlays, film, printing plates or formes, which are superimposed during printing to make sure that the work is in register.
Relevancy: - The degree to which the content on a web page, returned in a list of search results, matches the search term requested. Relevancy measures are usually expressed in percentages.
Reprint: - The second or subsequent printing of a document.
Resolution: - The degree of precision (the quality, clarity or definition) with which an image is represented or displayed, such as on a monitor screen, printer, scanner or other output device.
Reverse Out: - To make an image appear white out of black or a colour.
Robot: - Internet term for a programme that goes through a website, collating information for a search engine. Also known as a spider or robot.
Rough: - A sketch showing a proposed design. Also called a ‘scamp’.
Runaround: - Type that fits around a shape such as a photograph or illustration.
Run On Quantities: - Units printed in addition to the basic quantity.

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SEM (Search Engine Marketing): - SEM is the function of locating, researching, submitting, and positioning a website within the proper search engines, to achieve maximum exposure and effectiveness.
SEO (Search Engine Optimisation): - Also referred to as website optimisation. SEO is the process of arranging a website's content to obtain high rankings in various search engines.
SERP (Search Engine Results Page): - The page of site listings that a search engine returns in response to a user's entry of a search query.
Saddle Stitching: - Also called ‘wire stitch’. Method of binding, using staples.
Sans Serif: - Description of a generic type style without serifs and usually without stroke contrast.
Scamp: - A rough layout illustrating the basic concept for a design.
Score: - To make a crease in paper or card so that it will not be damaged by folding.
Script: - A typeface designed to imitate handwriting.
Search Engine: - Software which helps users to locate web pages on a requested subject. Google, AltaVista, Infoseek, Lycos and Yahoo! are examples of search engines.
Search Term: - The word(s) used for a web search query.
Self Cover: - A book cover of the same paper stock as the leaves.
Serif: - The small terminal counterstrokes at the end of the main stroke of a type character.
Soft Proofing: - Using a monitor screen to proof or confirm the quality and accuracy of artwork.
Spam: - Refers to unwanted, unsolicited e.mail.
Spider: - Internet term for a programme that goes through a website, collating information for a search engine. Also known as a crawler or robot.
Stet: - Derived from the Latin word meaning ‘let it stand’, stet is an instruction to ignore a deletion mark or other correction on a proof.
Stitch: - To sew, staple or otherwise fasten pages together by a thread or wire in binding.
Stock: - The printer’s term for paper or any material to be used for printing.
Submission: - The process of registering a website with search engines and directories.
Surfing: - The act of browsing the internet.
Swatch: - A sample of a colour or paper.

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TIFF (Tagged Image File Format): - A TIFF (.tif) is an industry standard, graphic file format for PC and Macintosh, developed for the purpose of storing high-resolution bit-mapped, gray-scale, and colour images.
Tear Sheet: - An image, advert or feature torn from a publication and filed as reference material.
Thirty Two Sheet: - A poster size measuring 3040 x 4060 mm.
Throw Out: - Also referred to as fold out. This is an extension to the leaf of a publication, making it wider than the standard page width so that it must be folded back onto the page.
Thumbnails: - Miniature pictures which are sketched as initial design concepts.
Tint: - The effect of mixing white to a solid colour, achieved by breaking this up into dots and allowing white paper to show through. Tints are specified in percentages of the solid colour, for example, 50% Black.
Tip In: - A page or image printed as a single page and inserted separately into a publication and secured by pasting one edge.
Title Tag: - HTML code with text describing the subject or purpose of a web page. Used by many search engines as the title of search listings.
Traffic: - The number of visitors to a website. These can be human or non-human (e.g. spiders).
Trap: - Unprinted space left around the edge of a coloured portion of a page to allow for the 'bleeding' of ink when printed.
Trusted Feed: - The process where web pages are fed into search engine indexes for maximum keyword exposure. Also referred to as Direct, Data, or XML Feed.
Typeface: - The term describing a type design (including variations on that design e.g. italic and bold but excluding all the other related designs).
Typesetting: - The process of converting text into a recognised font and producing it in a form suitable for printing.
Typography: - The art and arrangement of type.

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UC (Upper Case): - Capital letters/caps (A, B, C), whereas U/lc is an abbreviation for upper and lower case (Abc).
URL (Uniform Resource Locator): - A URL is an internet, World Wide Web address. The URL for The Well’s website, for example, is http://www.welldesigned.uk.com
USB (Universal Series Bus): - A standard for connecting peripheral devices (e.g. a printer or a digital camera) to a computer.
Unjustified: - Lines of type aligning vertically on one side only and ragged on the other. Examples of unjustified text are ranged left, ranged right or centred.

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Varnish: - A transparent solution mixed with ink or printed over ink to produce a glossy surface finish, either to improve its appearance or possibly to increase its durability. Not as strong or glossy as lamination.
Verso: - The left hand page of a book.
Vignette: - An image in which the tones fade gradually away until they blend with the surface they are printed on.
Visit: - Commonly called User Session, a visit is each time a visitor arrives on a web page.
Visitor Retention: - Whether or not users revisit a website after their initial visit and how many times they return.
Visual: - A mock up of the proposed appearance of a design. Can be presented as a rough drawing or, if more highly finished, as a presentation visual.

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WWW (World Wide Web): - Also known as W3 or 'web' for short. This is the Internet facility (created in 1989, by the engineer Tim Berners-Lee) that allows you to browse linked web pages, usually containing text, images, hyperlinks, sounds and even video clips.
WYSIWYG (What You See Is What You Get): - Pronounced ‘wizzywig’. Reference to the accuracy of computerised, on screen rendering relative to printed output.
Watermark: - A distinctive design incorporated in paper during the manufacturing process.
Web Authoring: - Creating HTML pages to upload onto the internet.
Webcrawler: - Popular internet search engine - others include AltaVista, Ask Jeeves, Excite, HotBot, Infoseek and Lycos.
Webmaster: - The person in charge of a website.
Widow: - Also referred to as ‘club line’. A short line at the end of a paragraph that falls at the top of a column or page. The term is often used to describe a single word at the end of any paragraph.
Wove Paper: - Paper with a smooth, even and fine ‘woven’ surface rather than the parallel line pattern of laid sheets.

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XHTML: - XML based implementation of HTML.
XML: - eXtensible Markup Language, an industry standard for structuring data. XML provides a platform independant way to structure data with semantic markup i.e. markup that indicates the meaning of elements rather than the way they should be presented. Used as the basis for many internet enabled data exchange mechanisms such as blogging applications, news feeds and web services.
XML Feed: - Also referred to as ‘trusted feed’. A simplified version of HTML that allows data to be sent to search engines in the format that they can interpret.
X Height: - That part of a letter with no ascender or descender - an ‘a’ or an ‘x’ for example.

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YIQ: - A colour model used in television broadcast systems.
Yahoo!: - Popular internet search engine - others include AltaVista, Ask Jeeves, Excite, HotBot, Webcrawler, Infoseek and Lycos.
Yapp Binding: - A bookbinding method in which a limp cover (as opposed to a stiff board cover) projects over the edges of the book’s leaves. Also known as limp binding.

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Zigzag Book: - A book made up of a continuous strip of paper folded in an accordion fold.
Zip: - Many files that are downloaded from the internet are in compressed format, especially if they are large (this makes them easier and quicker to download). Such files are said to be zipped or compressed and have the extension '.zip' in the file name.
Zip Drive: - A proprietry data storage alternative to floppy disks developed by IOMEGA which provides higher capacities (up to 250GMb). Largely rendered obsolete by introduction of flash drives and USB hard drives.
Zoom: - Imaging software which allows the user to move closer or further away from an image.
Z-Order: - Also known as stacking order, indicates the position in the Z-Axis when referring to layouts composed of many stacked layers. Elements with a higher Z-Order are, by convention, rendered so that they appear above those with a lower Z-Order.