The Complete Graphic Designer

181

Page trim

The physical dimensions of a printed piece. For ex-

ample, a standard page size for correspondence in the

United States is “trimmed,” or cut, to 8.5” wide x 11”

high (21.6 x 27.94 cm).

Pluralistic brands

When a company or organization has many different

brands that it sells or markets under different brand

names. Although all are related, this fact is transparent

to the customer.

Points and picas

Units of measurements in page layout and design that

are universally understood by printers around the world

and should be used when specifying page or composi-

tion dimensions.

P. O. P.

Stands for “point of purchase,” which is a display placed

in high traffi c areas of a retail environment to grab cus-

tomers’ attention.

Pantone/PMS

The Pantone® Matching System is the defi nitive inter-

national reference for selecting, specifying, matching,

and controlling ink colors.

Paper system

Also called a “stationery system,” this is a company or

organization’s letterhead, business cards, envelopes,

thank-you note cards, facsimile cover sheets, etc.; as

also, any printed piece of collateral that is used for com-

pany correspondence.

Policy style envelope

An envelope that opens on the short end of

the envelope.

Press release

A public relations announcement issued to the

news media and other targeted publications for the

purpose of letting the public know about company

developments.

Primary color palette

In corporate identity, these are the main colors used.

Printer spreads

Pages that are set up so they are positioned

exactly where they will be when a publication is

folded and printed.

Pro bono

A design project or job that is done for free.

Public domain

Images or text to which no person or other legal entity

can establish or maintain proprietary interests; this

includes items that are free of copyright restrictions,

such as those from governmental institutions, as well

as those in which copyright protection has expired.

Rag

A column of text contains unequal amounts of charac-

ters and words on each line although you should aim to

have as consistent line lengths as possible. This uneven

alignment of text is called the rag.

Reader spreads

Pages that are set up as they will be read (left- and

right-hand pages side-by-side).

Recto

The right hand side of a spread is referred to as the

recto page. (See verso)

RGB

Stands for red, green, and blue, the additive primary

colors used to create a full range of color as projected

light on a computer screen.

Glossary of Terms

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p144-192_Text file_.indd 181CGD p144-192_Text file_.indd 181 1/20/09 3:25:12 PM1/20/09 3:25:12 PM