The Complete Graphic Designer

177

Accordion fold

A zigzag type of fold in a sheet of paper where two or

more parallel folds open like an accordion permitting

the paper to be extended to its full breadth with a single

pull. Also called a fan fold.

AIGA

The American Institute of Graphic Arts is the profes-

sional association for design.

Bleed

A printed area that extends beyond the trimmed edge

of a printed piece. Bleed areas generally range from

1/8” to 1/4” (3.175 to 6.35mm).

Blind emboss

A design element that is pressed into the paper in lieu

of being printed in ink, giving it a “raised” impression.

Body copy

The main content or text used in any type of printed

collateral such as a magazine, catalog, or brochure.

Bracketed exposure

Multiple exposures of a photograph that are taken

using different aperture settings, shutter speeds, and

lighting to determine the best version of an image for a

particular purpose.

Brand

According to Jonas Bergvall, these are “the collected

experiences of a company, product, or service,” a

customer has. The logo, packaging, retail environ-

ments, and marketing messages each contribute to the

resulting impression a customer has about a product

or company.

Brand equity

Qualities of a product, service, or brand experience that

are familiar to the customer and that have been com-

municated consistently over time, adding “real” value to

the brand.

Brand experience

The physical qualities of a product that help the

consumer form an opinion about the brand, including

packaging, tactile experience, and how well it works or

tastes.

Call to action

The reason for a sales or marketing piece, this sen-

tence, headline, or caption requests that the viewer of

the piece do something, whether place a phone call or

visit a website.

Closure

The manner in which a designed piece such as sales

collateral, a brochure, or a pocket folder stays shut. This

might include a clasp, a tuck tab, or string fastener.

CMYK

The four process colors that are used in printing to cre-

ate the illusion of full color. Cyan, magenta, yellow, and a

key color, black, are printed by overlapping dots to give

the impression of thousands of different colors.

Coated paper

Paper with a smooth and sometimes glossy fi nish

created by applying a clay coating to the surface. This

prevents ink from sinking into paper and allows for

more vivid color and different fi nishes such as matte,

gloss, or silk.

Collateral

Any piece of printed marketing material that promotes

a company or organization, its products, or services,

including brochures, sales sheets, catalogs, pocket

folders, etc.

Column

Blocks of type set at the same width.

Column inches

The measurement unit for newspaper advertising that

is one column wide by one inch in length.

Glossary of Terms

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p144-192_Text file_.indd 177CGD p144-192_Text file_.indd 177 1/20/09 3:25:11 PM1/20/09 3:25:11 PM