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.
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
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.
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).
The right hand side of a spread is referred to as the
recto page. (See verso)
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
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