The Graphic Design Reference Specification Book Everything Graphic Designers Need to Know Every Day by Aaris Sherin, Irina Lee, Poppy Evans (z-lib.org)

Blister pack: Packaging mounted on a Carbon dioxide: A heavy colorless, odor-
card and encased under a plastic dome. less gas (associated with global climate
change) that results from the combustion
Blueline: A photographic contact print of carbon found in organic materials.
made from plate-ready negatives used as
a proof to show positioning of images, Case bind: Binding that uses glue to hold
cropping, and page sequence. Also called signatures to a case made of binder
a Dylux or brownline. board covered with paper, plastic, fabric,
or leather.
Board paper: see paperboard
Caption: A word, phrase, or sentence that
Body copy: see text is placed in close proximity to a photo-
graph, illustration, or other image as a
Boldface: Type that is darker and heavier means of clarifying, describing, or identify-
than the rest of the text with which it is ing it. Also called a cutline.
used.
Cast-coated paper: Coated paper with a
Bond: Grade of paper used for photocopy- high-gloss finish achieved by pressing the
ing, envelopes, office correspondence, paper against a metal drum while the clay
and flyers. coating is still wet.

Brightness: The amount of light reflectivity Character: All items on the keyboard,
of a given paper. including alphabet letters, numbers, and
punctuation.
Bristol: General term for stock 6 points or
thicker with a basis weight between 90# Chipboard: Solid cardboard used in
and 200# (200–500 gsm). Used for index packaging and for industrial purposes.
cards, file folders, and postcards.
Chlorine: A chemical used in the bleaching
Brownline: see blueline process to give paper its white appear-
ance and to remove lignin.
Browser: Software program that allows
users to find and decode encrypted docu- Choke: Slightly reducing an image to
ments such as Web pages. create a trap.

Bulking dummy: A dummy assembled from Cromalin: Color proofing system made
the paper specified for a printing job. from layered colored films exposed from
the job’s negatives.
Butt: To join two elements edge to edge.
CMYK: Stands for cyan, magenta, yellow,
C and key (black). The primary ink colors
that are combined on press or as printed
C sizes: ISO paper sizes with correct digital output to produce a full range of
dimensions for folders and envelopes for colors.
items trimmed to A sizes.
Coarse screen: Halftone screen that is
Camera ready: Term describing an image less than 100 lpi. Most commonly used
or layout that is ready for print reproduc- for printing on newspaper, fabric, and
tion. other rough or highly absorbent surfaces.

201

Coated paper: Paper with a smooth and Crop marks: Marks placed on the edges of
sometimes glossy finish created by apply- a mechanical to indicate where a printed
ing a clay coating to the surface. piece should be trimmed. Also called trim
marks.
Collateral: Ancillary print material used to
support an advertising campaign. Crop marks are located outside of the final image area and
indicate where a piece should be trimmed.
Color bars: Strip of colors printed on the
edge of four-color process proofs and Crossovers: Where a printed area that
press sheets to check registration of all appears on two-page spread crosses over
colors and to evaluate ink density. the gutter. Also called gutter bleed.

Color break: Where one color stops and Care must be taken when printing and binding a publication
another begins. to ensure that crossovers match up on two-page spreads.

Color key: Color proofing system made Cutline: see caption
from layered colored films exposed from
the job’s negatives.

Column: Blocks of type set at the
same width.

Comb binding: Binding a publication by
inserting the teeth of a flexible plastic
comb through holes in a stack of paper.

Condensed type: Type that is narrower
than surrounding text.

Continuous-tone image: A photograph or
illustration with a range of shades not
made up of halftone dots.

Converter: A business that does finishing
work on a printed piece, such as making
boxes, bags, or envelopes.

Cover stock: Fine printing paper with a
basis weight or grammage that is heavier
than text or book weight papers.

Creep: Where the middle pages of a
folded signature extend slightly beyond
the outside pages. Also called push out
or thrust.

Crop: Trimming part of a photograph or
illustration so that undesirable or unnec-
essary elements are eliminated.

202 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

D dpi (dots per inch): Used to measure the
resolution of a scanned image. Higher
Deboss: To produce a recessed impres- dpi produces higher resolution and more
sion on the surface of a paper by press- detail.
ing it between two dies.
Drawdown: Ink samples specified for a
Deckle edge: The edge of paper left job and applied to the paper specified
ragged as it comes from the papermaking for the job.
machine.
Dry mount: Mounting art or other display
De-inking: The process of removing ink materials on a rigid board using heat and
and other contaminants from collected pressure rather than wet adhesive.
paper.
Dry trapping: Printing an ink or varnish
Demographics: Statistical data about over another layer of ink or varnish after
categories of consumers—e.g., gender, the first layer has dried.
occupation, family size, income, and mari-
tal status. Dull finish: Flat finish on coated paper

Density: The thickness of a layer of ink. Duotone: Halftone made of two colors.

Descender: The part of a lowercase letter Dylux: see blueline
that extends below its baseline as in the
letters g, j, p, and y. E

Die: Sharp metal rules mounted on a Elemental chlorine-free (ECF): A label
board for making diecuts, or a solid metal that indicates fibers have been bleached
block used for stamping foil or an impres- without elemental chlorine and is instead
sion on paper. made with chlorine derivatives such as
chlorine dioxide (ClO2).
Diecut: A decorative or unusual cut made
in paper with a metal die. Emboss: To produce a raised impression
on the surface of paper by pressing it
Display type: Type that is larger than text between two dies.
type and used to grab attention. Display
type usually conveys a mood or feeling Engraving: Printing method using a metal
and is not intended to be read in a large plate with an image cut into its surface.
body of text.
EPS (Encapsulated PostScript): Computer
Direct mail: Form of advertising that file format used for placing images or
uses person-to-person communication graphics in documents.
by contacting individuals through the
postal system. Etched plate: Metal plate that has been
etched so that its surface can be used for
Dot gain: When halftone dots print larger printing.
on paper than they are on films or plates,
they reduce detail and lower contrast. Extended typeface: Type that is wider than
Uncoated papers tend to cause more dot surrounding text.
gain than coated papers. Also called dot
spread or press gain. Glossary 203

F Flexography: Method of printing on a web
press with rubber or soft plastic plates.
Fan fold: see accordion fold
Flowlines: (also called thresholds) A hori-
Felt side: Side of the paper exposed to zontal measure that divides a page or an
the felt blanket during the papermaking area of space creating alignment points
process. The felt side is considered to be for content.
the smoothest side of the paper.
Flier: Advertising medium that is usually
Fifth color: A spot or match color added a single 81⁄2” ¥ 11” (215.9 ¥ 279.4 mm)
on press to a four-color print run. page.

FIM (facing identification mark): A Flood: To print a sheet completely with an
machine-detectable series of vertical bars ink or varnish.
printed in the upper corner of a business
reply card or envelope that allows the Flush: A term indicating that type shouldn’t
U.S. Postal System to automatically can- be indented but should be set vertically,
cel letter mail. aligned with the margin.

NO POSTAGE Foil stamp: Where foil and a heated die
NECESSARY is stamped onto paper to form a printed
impression.
IF MAILED
IN THE Folio: The page number and other copy
in the lower portion of a page, typically a
UNITED STATES title or issue date if it’s a periodical.

REPLY MAIL Font: Equipment or software that lets a
NO. 000 WASHINGTON DC printing device print a specific typeface of
E PAID BY ADDRESSEE type family.

ATTN ACCOUNTS PAYABLE Forest Stewardship Council (FSC): An inde-
ALEXANDER ENTERPRISES pendent third-party certifier of sustain-
PO BOX 6805 ably harvested virgin fiber and mixed-use
WASHINGTON DC 20260-9900 recycled content. www.fsc.org

FIMs allow the US Postal Service to automatically can- Form: see signature
cel business reply cards and letters.
Four-color process: Method of printing that
Fine screen: Halftone screen that is 100 uses cyan, magenta, yellow, and black to
lpi or higher. Commonly used for printing reproduce full-color images. see CMYK
on fine printing papers with a smooth,
relatively nonabsorbent surface.

Finish: Surface characteristics of paper.
Examples of finishes include laid, linen,
and vellum.

204 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

FPO: Stands for “For Position Only.” FPOs GIF or .gif (Graphics Interchange Format):
are stand-in replicas of imagery that will An 8-bit, low-memory option for posting
be printed. They are typically low-resolu- images online.
tion (low-res) versions of high-resolution
(high-res) images that are temporarily Grade: A term used to distinguish between
placed in a digital document to show how various qualities of printing papers.
an image should be sized and cropped. Examples of grades include premium and
When the job is printed, the low-res grades 1 through 5 for coated papers.
images are replaced with the high-res
equivalents. Grammage: The European and Asian
method of measuring paper weight by rep-
French fold: Multiple fold where the paper resenting the gram weight of one square
is first folded in half in one direction, then meter of paper, expressed as grams per
folded in half again, perpendicular to the square meter or gsm.
first fold.
Graphic arts: The trades, industries, and
G professions related to designing and print-
ing on paper and other substrates.
Ganging: A cost-saving technique where a
number of different items are reproduced Gravure: Printing process where the mat-
at the same time, as in ganging several ter to be printed is etched into the print-
items on the same sheet of paper or ing surface. Also called intaglio.
separating several items at the same
percentage. Grayscale image: A continuous-tone black-
and-white image such as a photograph or
Gathered signatures: Signatures assem- illustration.
bled next to each other in the binding
process. Grid: The invisible framework on which a
page is designed.
Gathered signatures are bound side by side.
Gripper edge: The leading edge of a sheet
Gatefold: A folding style where the outer of paper clamped by metal grippers as it
edges fold inward to meet in the gutter, is pulled through the printing press, typi-
and then folded again at the point where cally about 3/8” (9.525 mm). Also called
they meet to form eight panels or pages. the gripper margin.

Grippers: The press mechanism that
draws the paper through the cylinders of
the press.

Gutter: The white space between columns
of type or between pages on a two-page
spread.

Gutter bleed: see crossover

Glossary 205

H High-res: A digital image with a resolution
of 200 dpi or more.
Hairline: Minute amount of space used to
describe a thin rule or close register. Holdout: see ink holdout
Halftone: Reproducing a continuous tone
image by photographing it through a fine Holography: Producing the appearance
screen to convert the image into a series of a three-dimensional image by using a
of dots. laser to overlay embossed images onto
Halftone dot: Units in a halftone that, by film and then onto paper.
their various sizes, re-create a continuous
tone image. Hue: A specific color.

A halftone screen allows a continuous tone image to print I
by converting it into a series of dots.
Image: Visual counterpart or likeness of
Haze: see scum an object, person, or a scene produced as
Headline: A sentence, phrase, word, or an illustration or photograph.
group of words set in large, bold type
above the text on a page. Imagesetter: A device for outputting proofs
Hickey: A spot or imperfection on a printed and similar printed images or printing
piece that occurs during the print run plates but not intended for printing mul-
because of a speck of dust or other part- tiple copies.
icle on the press interfered with the ink’s
application on paper. Imposition: An arrangement of pages on a
printed sheet that enables them to be in
the correct order when the sheet is folded
and trimmed.

Impressions per hour (iph): A means of
measuring the speed of a press.

Imprint: To print new copy on a previously
printed sheet.

206 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

Indicia: Recognized by the U.S. postal sys- Internet: A network of linked computers
tem as a means of showing that postage and networks that use the same set of
has been paid. Mailers using an indicia communications protocols.
must have a bulk mailing permit.
Intaglio: see gravure
BULK RATE
U.S. POSTAGE ISO standards: Metric measurement sys-
tem for paper sizes in Europe and Asia.
PAID
CINCINNATI, OH Italic: Type style with characters slanted
PERMIT NO. 0000 to the right. Used to emphasize a word or
passage.

NONPROFIT ORG. J
U.S. POSTAGE
PAID Jogging: To straighten or align the edges
SAN JUAN, PR of a stack of paper by jostling them.

PERMIT NO. 0000 JPEG: File format designated by the Joint
Photographic Experts Group for image
Indicias are printed on an envelope where a stamp would compression. JPEGs are frequently used
normally go to show that postage has been paid. A properly for placing imagery in websites and online
designed indicia identifies the user, their permit number, applications.
and the classification or rate code of the mailing.
K
Industrial papers: Papers produced for
uses other than printing. Examples Kerning: Adjusting the amount of space
include kraft paper and chipboard. between letters or characters so that
letter spacing appears to be in balance.
Ink fountain: Printing press mechanism See letterspacing
that stores and supplies ink to the print-
ing plate or other image carrier. Rollers PLAY
then transfer the ink from the fountain to
the plate. Before kerning

Ink holdout: Characteristic of a paper that PL A Y
prevents it from absorbing ink, allowing
ink to dry on the paper’s surface. Also After kerning. The space has been adjusted between the
called holdout. letterforms so that spacing appears more balanced.

Inline: Any operation tied to the printing
process and done on press such as var-
nishing or folding.

Intact Forests: see old growth

Glossary 207

Kiss die cut: A process used for peel-off Line art: A black-and-white image that is
labels where a die cut is made through not continuous tone or does not include
the face materials but not the backing. any grays. Also called line drawing or line
copy.
Kraft: Strong paper made from
unbleached wood pulp that is often used Line count: see screen ruling
for paper bags and wrapping paper.
Lithography: The process of printing from
L a flat surface (such as a smooth stone or
metal plate) that has been treated so that
Laminate: A means of bonding plastic film the image area is ink receptive and the
to a sheet of paper using heat and pres- nonimage area is ink repellant.
sure.
Logo: A unique design, symbol, or typo-
Leading: The amount of vertical space graphic treatment that represents a com-
between lines of type. pany or brand.

Lenticular printing: Printing process involv- Logotype: A logo comprising typographic
ing animated effects that flip back and forms, usually a unique typographic treat-
forth as the viewing angle changes. ment of a company’s name.

Letterpress: The process of printing from Low-res: A digital image with a resolution
an inked raised surface. of 100 dpi or less.

Letterspacing: Modifying the distance lpi (lines per inch): A means of measur-
between the letters in a word. Also called ing the fineness of a halftone screen by
tracking or kerning. measuring the number of dots per inch in
a halftone screen.
Play
M
Before letterspacing
Makeready: Getting a printing press ready
Play for a print run by filling the ink fountains,
adjusting the paper feeder, etc.
After letterspacing
Margin: White space at the top, bottom,
and to the left and right of a body of type.

Masthead: The name of a newspaper,
magazine, or other periodical displayed
on the cover. Also used to describe the
area where a periodical and its publisher’s
name, address, and staff credits appear.

208 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

Match color: Flat ink colors that are Mottle: Spotty, uneven ink absorption
matched to swatches. Also called spot resulting in blotchy image reproduction.
color.
Multicolor printing: Printing with more than
Matchprint: A digital proof that uses one color but fewer than four colors.
toner to replicate the process colors.
Matchprints are close to cromalin color N
accuracy but are markedly less expensive.
Native file format: A file saved in the appli-
Mask: A means of isolating a portion of cation in which it was created. Native file
an image from its surrounding area so formats can’t be transferred from one
that it becomes a silhouette or outline application to the next.
image.
Nested signature: Where signatures are
Matte: A flat, not glossy, finish on a paper assembled inside one another before
or photograph. binding.

Mechanical: A document with type, graphic
elements, and imagery in position.

Moiré: Undesirable patterns in printed half-
tones caused by improperly aligned screens.

This drawing illustrates the assembly of three nested
signatures prior to binding.

A Moiré often occurs when a printed halftone is screened Newsletter: Information sheet or several
again as it is made into a halftone. sheets usually styled like a small newspaper.

O

Observational research: A research tech-
nique where the subjects are observed in
their natural settings either with or with-
out their knowledge

Offset lithography: Mostly commonly used
method of printing where an image on a
plate is offset onto a rubber blanket cylin-
der which, in turn, transfers the image to
a sheet of paper.

Glossary 209

Old growth: Also called intact forests are Preconsumer waste: Refers to materials
natural forests that have been allowed to that include trip or scrap from the manu-
grow naturally over a long period of time facturing process and printers, or even
(in excess of 100 years). overruns that are reused to make new
products.
Opacity: Characteristic of paper that pre-
vents printing on one side from showing Prepress: Preparing a job for print repro-
through on the other. duction by performing necessary functions
such as separating, color correcting, and
Optical Character Recognition (OCR): impositioning the pages.
Automatic computer input process where
a scanner reads printed characters and PMS: Stands for Pantone Matching
symbols and converts them to electronic System, a means of specifying match or
data. spot colors and their ink formulations.

Outline image: see silhouette image Point: A typographic measurement system
used for measuring the height of type,
Overrun: Excess production to compen- thickness of rules, and leading.
sate for spoilage, future requests for
materials, and other unanticipated needs. Postconsumer waste: End product that
has reached the consumer used and then
P collected to make new material rather
than end up in a landfill or incinerator.
Paperboard: Index stock over 110# and This is what is referred to when most
cover stock over 80# or 200 gsm com- people think of recycled paper.
monly used in packaging. Also called
board paper. PostScript: Computer language that allows
digital files to be printed on desktop print-
PDF (Portable Document Format): Digital ers and imagesetters.
file format that allows documents to be
viewed and printed independent of the Press gain: see dot gain
application used to create them.
Pressure-sensitive label: A label with an
Perfect binding: A method of binding adhesive backing that can be peeled off,
magazines, books, and other publications and the label applied to another surface
in which the signatures are glued to the by pressure.
cover and held together with a strip of
adhesive. Printer font: A font that allows a printing
device to output a typeface.
Pica: Unit of typographic measure equal
to 0.166 inch (4.218 mm).

PICT: Macintosh image file format.

210 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

Printer’s spreads: Pages that are set up Q
so they are impositioned exactly where
they will be when a publication is folded Quadratone: Halftone comprising four
and printed. colors, usually to create a rich tonal range
but not comprising the four process col-
ors (cyan, yellow, magenta, and black).

When a four-page signature is set up as printer’s spreads, R
pages 2 and 3, and pages 1 and 4 face each other.
Raster image processing (RIP): Converting
Printing plate: A surface carrying an image digital files to bitmapped images that can
to be printed. be output on an imagesetter. The rocess
is described as “ripping a file.”
Processed chlorine-free (PCF): A label
used to refer to recycled fiber that was not Reader’s spreads: Pages that are set up
bleached using chlorine or chlorine deriva- as they will be read (left- and right-hand
tives but that may have been bleached pages side by side.)
using chlorine during the paper’s initial
production and therefore may not Ream: Five hundred sheets of paper.
be totally chlorine free.
Recycled paper: Paper coming from either
Process color: The inks used in four-color post- or preconsumer waste. Recycled
process printing. Ink colors consist of pulp can be made into the same variety
cyan, magenta, yellow, and black. and quality of paper stock that is made
from virgin fiber.
Proof: A test sheet made to represent how
a final printed product will look so that Reflective art: Photographs, illustrations,
flaws may be corrected before the piece and other imagery that is scanned or
is printed. viewed as an item that reflects light. Also
called reflective copy, hard copy, or reflec-
Psychographics: A technique that seeks tive imagery.
to identify motivating factors for various
groups of people. Often based on demo- Register: When each sheet enters the
graphic data. press from precisely the same position
ensuring that all colors are in “register.”

Register marks: Targetlike symbol placed
in exactly the same spot for each color
plate so that proper alignment of the col-
ors will occur on press.

Register marks help printers keep colors in alignment as a
piece passes through the different ink stations on a press.

Glossary 211

Resolution: The quantification of print Scum: A thin haze of ink that appears in
quality using the number of dots per inch on-image areas on a printed sheet. Also
in electronic imaging. called haze.

Reverse: A white or noncolor image Separations: Reproducing a color image
against a dark, inked, or colored back- by dividing it into four negatives, one each
ground. for cyan, magenta, yellow, and black.

RGB: Stands for red, green, and blue, Serigraphy: see silk screen
additive primary colors that are used to
create a full range of color as projected Server: A computer connected to the
light on a computer screen. Internet that allows pages or sites that
you have placed on it to be called up or
Roll fold: see barrel fold displayed by users browsers.

Rule: A line set as part of typesetting. Sheetfed: A printing process utilizing
sheets of paper rather than rolls.
S
Shingling: The allowance made during
Saddle stitch: A method of binding by page impositioning to compensate for
stitching through the centerfold of nested creep. Also called stair stepping or
signatures. progressive margins.

Saturation: The degree to which a color is Show through: Areas where an image
pure and free of dilution from black, white, printed on one side of a sheet can be
or gray. seen on the opposite side. Show through
occurs when the paper is too thin for the
Scanner: A device that converts images on ink application.
film or paper into digital information.
Shrink-wrap: A method of securely wrap-
Score: To crease or indent paper along a ping packages, loose items, or products
straight line so it folds more easily and in clear plastic film.
accurately.
Side stitch: To bind by stapling through
Screen font: Font that can be viewed on a pages along one edge. Also called side
computer monitor. wire.

Screen printing: see silk screen Signature: A printed sheet folded at least
once, possibly many times, to become
Screen ruling: Number of rows or lines part of a book, magazine, or other publica-
of dots per inch in a screen for making tion. Signatures are commonly made up
a screen tint or halftone. Also called line of four, eight, sixteen, or thirty-two pages.
count, screen frequency, screen size, or Also called a form.
screen value.
Silk screen: A method of printing where
Screw and post binding: Binding that ink is forced through a stencil adhered to
secures pages with a bolt that is inserted a screen. Also called serigraphy or screen
through a drilled hole and secured with a printing.
post on the opposite side.

212 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

Silhouette halftone: A halftone image from TIFF (Tagged Image File Format): Used for
which the background has been removed, placing images or graphics in documents
usually through masking. Also called out- created in word processing, page layout,
line halftone. or drawing programs.

Small caps: Capital letters smaller than Tint: see value
the capital letters in a typeface.
Tonal range: Difference between the dark-
Spoilage: Paper that is recycled as a est and lightest area of a continuous tone
result of on-press mistakes and acci- image.
dents.
Tonal compression: The reduction of the
Spot color: see match color tonal range in an image to facilitate image
reproduction.
Spread: Slightly enlarging an image to
create a trap. Totally chlorine-free (TCF): A label that
indicates fiber has been produced without
Stet: Latin for “let it stand.” Proofreader’s the use of chlorine in the bleaching pro-
or editor’s indication that an item marked cess or is unbleached.
for correction should remain as it was
before the correction. Tracking: see letterspacing

Supercalendered: Paper that has passed Trademark: A slogan, name, or identify-
through metal and fiber rollers to produce ing symbol used to represent a company,
a smooth, glossy finish. product or brand.

SWOP (Specifications for Web Offset Transparency: Photographic reproduction
Publications): Recommended printing such as a 35mm slide that is produced
specifications published every few years with a camera on transparent film.
by a committee of graphic arts profess-
ionals. Transparent ink: Ink that allows for blend-
ing through overlapping colors. Example:
Symmetry: The correspondence in form four-color process inks.
so that parts on opposite sides of a page,
line, or plane appear alike. Trap: Printing one ink over another so
there is a slight overlap of colors in order
T to prevent a colorless gap between adja-
cent colors if they are slightly off register.
Text: The body of written material on a
page or document. Also called body copy. Tray: A relatively shallow folding carton
with a bottom hinged to the wide side and
Text paper: Fine printing papers with end walls.
a basis weight or grammage that falls
in-between cover and writing or bond Tree-free: Includes paper products made
weights. from agricultural residues, nontree fibers
and more recently products made from
Thermography: A method of printing where minerals and plastics.
a raised impression is created by heat
curing a blend of ink and resin. Glossary 213

Trim marks: see crop marks V

Tritone: A halftone made from three col- Value: The lightness or darkness of a
ors. color. Darker values where black is added
are called shades. Lighter values where
Tube: A carton in the shape of a rectangu- white is added are called tints or pastels.
lar sleeve formed from a sheet of board
that is folded over and glued against its Varnish: Coating applied to paper to give it
edges. a dull or glossy finish or to provide protec-
tion against scuffing and fingerprints.
Typeface: Design of alphabetic letters,
numerals, and symbols unified by consis- Vector: Graphics that are made up using
tent visual properties. Typeface designs mathematical equations based on straight
are identified by name, such as Helvetica lines and curves. Vector graphics are
or Garamond. infinitely scaleable.

Type family: A range of style variations Volatile organic compounds (VOCs): Refers
based on a single typeface design. to a broad class of organic gasses that
includes vapors from solvents, inks, and
Type style: Modifications in a typeface gasoline and can react with other materi-
that create design variety while maintain- als to form ozone, the major ingredient
ing the visual character of the typeface. of smog.
These include variations in weight (light,
medium or bold), width (condensed or Virgin fiber: Refers to paper pulp fiber that
extended), or angle (italic or slanted ver- is derived directly from its organic source.
sus roman or upright).
W
U
Watermark: A translucent impression
Uncoated paper: Paper that has not been made in a sheet of paper created during
coated with clay. its manufacture.

Unit cost: The cost of one item in a print Web-fed: A printing process utilizing paper
run arrived at by dividing the total cost fed through the press from a roll.
of production by the number of pieces
produced. Wet trapping: Printing an ink or varnish
over another layer of ink or varnish while
Unsharp masking: Adjusting an image digi- the bottom layer is still wet.
tally to make it appear as though it is in
better focus. Widow: A word or part of a word that is
the last line of a paragraph or that ends
UV or ultraviolet coating: Liquid applied up at the top of a page by itself.
to a sheet of paper that his heat cured
with ultraviolet light, resulting in a hard,
durable finish.

214 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

Wire-O binding: A binding method that
winds a circular, double-wire strip through
prepunched holes in the cover and pages
of a publication.
Wire side: In the papermaking process,
the side of the paper that is formed
against the wire. The wire side of paper
made on a fourdrinier machine is gener-
ally rougher. For paper made on a cylin-
der machine, the wire side is generally
smoother.
Window envelope: An envelope with an
opening where part of the contents can
be seen.
Work and tumble: Printing a sheet so
that the same image is produced on
both sides of a sheet. When the sheet is
tumbled, the opposite side of the sheet is
fed through the press.
Work and turn: Printing a sheet so that
the same image is produced on both
sides of a sheet. When the sheet is
turned, the same side of the sheet is fed
through the press.
Writing paper: Lightweight paper used for
correspondence.
Wrong reading: An image that is back-
wards when compared to the original.

Glossary 215

Resources and Recommended Reading

professional organizations Society of Illustrators,
www.societyillustrators.org
American Institute of Graphic Arts, Founded in 1901 to promote the art of
www.aiga.org illustration.
The largest membership-based graphic
design organization. Since 1914, the AIGA One Club, www.oneclub.org
has been a place for creative profession- Founded in 1961 to promote excellence
als to network and work towards improv- in advertising.
ing graphic design as a profession.
IxDA, www.ixda.org
International Council of Graphic Design Founded in 2003 to advance the disci-
Associations, www.icograda.org pline of Interaction Design.
Founded in 1963 to establish best prac-
tices for the design community. Usability Professionals Association,
www.upassoc.org
Art Directors Club, www.adcglobal.org Founded in 1991 for usability profession-
Founded in 1920 to clarify the relation- als to promote usability concepts and
ship between advertising art and fine art techniques worldwide.
and exists today to inspire creativity in the
design industry. Graphic Artists Guild, www.gag.org
Founded 1967, Detroit, USA. For American
Type Directors Club, www.tdc.org visual creatives (design, web, illustration).
Founded in 1946 to support the best of A union of professionals who have come
type design. together to pursue common goals, share
their experience, raise industry standards,
Society of Publication Designers, and improve their ability to achieve satis-
www.spd.org fying and rewarding careers. Producers of
Founded 1965 to support trade, corpo- the book “Handbook of Pricing and Ethical
rate, institutional, newspaper and editorial Guidelines”.
design.
Color Association of the United States,
Society of News Design, www.snd.org www.colorassociation.com
Founded in 1964 to enhance communica- Founded 1915, NY, USA. For all designers
tion around the world through excellence who use color. Color forecasting organi-
in visual journalism. zation holding extensive color archives,
trend information, custom color consulting
and publications.

216 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

Society for Environmental Graphic Design, Package Design Workbook: The Art and
www.segd.org Science of Successful Packaging
Global community of people who work at Braue-DuPuis
the intersection of communication design Rockport Publishers, 2008
and the built environment. Embraces
many design disciplines including graphic, Packaging Design
architectural, interior, landscape, and Stewart, Bill Laurence
industrial design, all concerned with the King Publishers, 2007
visual aspects of wayfinding, communicat-
ing identity and information, and shaping What Is Packaging Design?
the idea of place. Calver, Giles
RotoVision 2007
type foundries
RF Measurements of Die and Packaging
Hoefler & Frere-Jones (H&FJ), Wartenburg, Scott A.
typography.com Artech House, 2002

Emigre, emegre.com The Packaging and Design Templates
Sourcebook 2
Vllg, vllg.com Herriott, Luke
RotoVision, 2010
MyFonts, myfonts.com
Packaging Templates
packaging design and production Hai, Ju
Gingko Press, 2009
Design Matters: Packaging 01 An Essential
Primer for Today’s Competitive Market The Production Manual
Capsule Ambrose, Gavin; Harris, Paul
Rockport Publishers, 2008 AVA Publishing SA, 2008

Design Secrets: Packaging proofreading and copywriting
Fishel, Catharine
Rockport Publishers, 2003 The Associated Press Style Book and Libel
Manual Associated Press
Design and Technology of Packaging Addison-Wesley Publishing Company,
Decoration for the Consumer Market 1982
Giles, Geoff A., ed
CRC Press, 2000 Chicago Manual of Style, 16th Edition
University of Chicago Press 2010
www.chicagomanualofstyle.org

217

Grammatically Correct: The Writer’s Environmental Paper Network
Essential Guide to Punctuation, Spelling, www.environmentalpaper.org
Style, Usage and Grammar Stillman, Anne
Writers Digest Books, 1997 GreenBlue
www.greenblue.org,
The Associated Press Guide to Punctuation www.sustainablepackaging.org
Cappon, Renee J. and Jack, ed
Perseus Publishing, 2003 Institute for Sustainable Communications
(ISC)
The Elements of Style www.sustaincom.org
Strunk, William, Jr.; and White, E. B.
Pearson Allyn & Bacon, 2000 MetaFore
www.metafore.org
The Elements of Technical Writing
Blake, Gary; and Bly, Robert O2 Global Network
Pearson Higher Education, 2000 www.o2.org
Re-nourish
The Little, Brown Handbook, Fifth Edition www.re-nourish.com
Fowler, Ramsey H.; Aaron, Jane E.
HarperCollins Publishers Inc., 1992 Waterless Printing Association (WPA)
www.waterless.org
Acronym Finder www.acronymfinder.com
ux/ui design
Dictionary.com www.dictionary.com
Communicating Design: Developing
Grammar Now! www.grammarnow.com Web Site Documentation for Design
and Planning
sustainable design and production Brown, Dan M.
New Riders Press, 2006
SustainAble: A handbook of materials
and applications for graphic designers Don’t Make Me Think: A Commonsense
and their clients Sherin, Aaris Rockport Approach to Web Usability, Second Edition
Publishers, 2008 Krug, Steve
New Riders Press, 2005
AIGA Center for Sustainable Design
www.sustainability.aiga.org Sketching User Experience
Buxton, Bill
ConserveaTree Elsevier, 2007
www.conservatree.com
Smashing UX Design
Design by Nature Allen, Jesmond; Chudley, James John
www.designbynature.org Wiley & Sons, Ltd, 2012

218 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

The Handbook of Global User Research Print Production Essentials
Schumacher, Robert M. O’Connor, Kevin
Elsevier, 2010 Macmillan Publishing Company, 2003

Designing Interactions Real World Color Management
Moggridge, Bill Fraser, Bruce
MIT Press, 2007 Peachpit Press, 2003

grid and layout design The Complete Color Harmony
Sutton, Tina; and Whelan, Bride M.
Grid Systems Elam, Rockport Publishers, 2004
Kimberly Princeton
Architectural Press, 2004 The Designer’s Guide to Color
Combinations
Making and Breaking the Grid: A Graphic Carbaga, Leslie
Design Layout Workshop North Light Books, 2003
Samara, Timothy
Rockport Publishers, 2002 typography

Layout Workbook: A Real-World Guide to Adobe Type Library Reference Book
Building Pages in Graphic Design Adobe Systems
Cullen, Kristin Rockport Publishers, 2005 Adobe Press, 2007

imaging and color Designing Typefaces
Earls, David
A Guide to Graphic Print Production RotoVision, 2003
Johansso, Kaj; Lundberg, Peter; and
Ryberg, Robert John Wiley & Sons, 2003 Designing with Type: A Basic Course in
Typography
Color Design Workbook: A Real-World Craig, James; Bevington, William; and
Guide to Using Color in Graphic Design Meyer, Susan E., ed.
AdamsMorioka with Stone, Terry Rockport Watson-Guptill Publications, 1999
Publishers, 2006
Typography Workbook: A Real-World Guide
Color Index: Over 1100 Color to Using Type in Graphic Design
Combinations, CMYK and RGB Formulas, Samara, Timothy
for Print and Web Media Rockport Publishers, 2006
Krause, Jim
How Design Books, 2002 Stop Stealing Sheep and Find Out How
Type Works
Pocket Pal Spiekermann, Eric; and Ginger, E. M.
International Paper Staff Adobe Press, 2002
International Paper, 1998

Recommended Reading 219

The Complete Manual of Typography web hosting companies
Felici, James
Adobe Press, 2002 www.inmotionhosting.com
www.webhostinghub.com
The Elements of Typographic Style www.arvixe.com
Bringhurst, Robert
Harley & Marks Publishers, 1992 general design

Type, Image, Message: A Graphic Design Graphic Designer’s Guide to Pricing,
Layout Workshop Estimating & Budgeting
Skolos, Nancy; and Wedell, Thomas Williams, Theo Stephan
Rockport Publishers, 2006 Allworth Press, 2001

Thinking with Type, 2nd revised and Idea Index: Graphic Effects and
expanded edition: A Critical Guide for Typographic Treatments
Designers, Writers, Editors, & Students Krause, Jim
Lupton, Ellen North Light Books, 2003
Princeton Architectural Press, 2004, 2010
Universal Principles of Design: 100 Ways
The Fundamentals of Typography to Enhance Usability, Influence Perception,
Ambrose, Gavin; Harris, Paul Increase Appeal, Make Better Design
AVA Publishing, 2006 Decisions, and Teach through Design
Lidwell, William; Holden, Kritina; and
Type rules, Third Edition: the designer’s Butler, Jill
guide to professional typography Rockport Publishers, 2003
Strizver, Ilene
John Wiley & Sons, 2010 Design Elements, A Graphic Style Manual
Samara, Timothy
domain registrar companies Rockport Publishers, 2007

www.godaddy.com Design Matters: Logos 01
www.networksolutions.com An Essential Primer for Today’s
www.mydomain.com Competitive Market
www.register.com Capsule
Rockport Publishers, 2007

Design Matters: Brochures 01
An Essential Primer for Today’s
Competitive Market
Taute, Michelle
Rockport Publishers, 2007

220 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

Design Matters: Packaging 01
An Essential Primer for Today’s Market
Graphic Design The New Basics
Lupton, Ellen; Phillips, Jennifer Cole
Princeton Architectural Press, 2008

Recommended Reading 221

Process Color Finder

Color, when viewed on a computer screen, can look very different from a printed version
of the same color. In fact, no amount of adjusting or calibrating a computer monitor can
yield a truly accurate representation of how a color will look when it is printed. This differ-
ence occurs because digital color is expressed as projected light—a combination of red,
green and, blue (RGB). Printed, or reflected color, is produced as a combination of cyan,
yellow, magenta, and black.
The swatches in this section were created to help users visualize how a process color
combination will look when it is printed. Each swatch is a percentage of one color, or a
blend of a combination of percentages of the four process colors. To get accurate on-
press color, find the color swatch that matches the color you would like to create on
press, and then specify the screen percentage of each of the process colors that com-
prise that color swatch.

222 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 5 5 cyan 0

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

223

224 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 5 5 cyan

yellow

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 225

226 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 227

228 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0-100

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 0

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 229

230 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0-100

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 0-100

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 231

232 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0-100

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 0

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 233

234 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 10

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 235

236 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 30

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 237

238 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 50

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 239

240 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 70

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 241

242 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 0

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 100

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 243

244 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 10

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 0

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 245

246 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 10

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 10

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 247

248 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 10

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 30

yellow
magenta

5
5
10
10
20
20
30
30
40
40
50
50
60
60
70
70
80
80
90
90
100
100

Process Color Finder 249

250 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k