Glossary
Bit-mapped graphics See Paint graphics.
Bleed The layout image area that extends
beyond the trim edge.
CMYK See Four-color process.
Coated stock Paper coated with a thin layer
of clay-like substrate that creates a smooth,
flat surface ideal for printing colored inks and
superfine detail such as photographs.
See Uncoated stock.
Cropping The act of eliminating certain parts
of an illustration.
Defining phrase A five- to fifteen-word phrase
that defines your market and expresses the
most important benefits of using your product
or service.
Design The process of arranging elements and
information on a page in a way that improves
its communication.
Design grid The invisible framework on which
a page is designed.
Draw graphics Graphics created using objects
such as lines, ovals, rectangles, and curves in a
program such as Adobe Illustrator, CorelDRAW,
or Macromedia FreeHand. Common draw file
formats include: Encapsulated PostScript (EPS)
and Windows Metafiles (WMF). Also referred to
as “vector” or “object-oriented” graphics. See Paint
graphics.
Expert newsletter Provides information, statis-
tics, advice, or instruction for the price of a sub-
scription.
Eyebrow Introductory/identifying text above a
headline.
Fill The area within the stroke or outline of a
shape or typeface character. In a drawing soft-
ware program, strokes and fills can be assigned
different colors. See Stroke.
Font There is disagreement over the current
definition of this term. For the purposes of this
book, a font is a typeface in digital form. See
Typeface and Type family.
Four-color process A printing process that
primarily uses cyan, magenta, yellow, and
black (referred to as CMYK) to reproduce color
photographs and other materials that contain
a range of colors that cannot economically be
reproduced using individual solid ink colors.
See Solid color.
Ghosting A double or blurred image on the
printed sheet typically caused by a misapplica-
tion of ink on the rollers.
Hickey A spot or other imperfection on
the printed sheet caused by dirt or paper
particles that adhere to the plate or rollers
during printing.
Hook The combination of product or service
benefits that establishes the important
difference between an organization and its
competition.
Icon An image that suggests its meaning—for
example, an opened padlock represents the
state of being unlocked.
Kerning The space between typeface
characters.
Leading The amount of vertical space
between the baselines of a typeface.
Expressed as 12/18pt, which means the
size of the specified type is 12 pt and the
space between lines is 18 pt.
Logo The combination of a name, a symbol, and
a short tag line. At a glance, identifies the nature
of your product or service, transmits the benefit
of using it, and defines your attitude about it.
Lorem ipsum Scrambled Latin text used by
designers to demonstrate the approximate
number of words it will take to fill an area of
the layout before the actual text is specified.
Masthead The block of information that defines
the publication, posts legal information, identi-
fies the publisher and the key contributors, and
provides contact information.
Mottle Uneven, spotty areas of ink coverage on
a printed sheet.
Nameplate The logo-like banner that typically
appears at the top of page one of a newsletter.
May include the name of the publication, the
name of the publisher, the defining phrase,
and/or the issue date, volume, and issue
numbers.
Newsletter A condensed periodical used to
communicate specialized editorial information.
Object-oriented graphics See Draw graphics.
Page flow Diagram that shows the sequence of
pages and how they are printed front to back.
Paint graphics Graphics created on a grid of
tiny rectangles called pixels. Each pixel can be
a different colors or shade of gray. Created in a
program such as Adobe Photoshop or Jasc
Software’s Paint Shop Pro. Common paint files
formats include Joint Photographic Experts
Group (JPEG or JPG) and Tagged-Image File
Format (TIFF or TIF) Also referred to as “raster
or “bit-mapped” graphics. See Draw graphics.
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