ALIGNMENT Positioning graphic elements on the same line ALPHANUMERIC Code composed of a set of characters including both numbers and letters APPLICATION Synonym of program or software ATTACHMENT File attached to an e-mail message BACKGROUND Part of an image or page which shows a uniform colour as decoration BACKUP Operation for saving files used to be able to retrieve information if the hard disk is damaged BINDING Operation for fixing the single printed signatures to form a publication. Binding can be: staples (periodicals), when the pages are held together by metallic staples; perfect binding (magazines, pocketbooks, etc.) when the pages are glued to the cover spine; thread stitch (books) when the signatures are stitched BLED Ad which takes up the available page format without leaving white margins on the sides BLEED Excess part of the page format to eliminate during trimming BLUEBACK Poster paper with a blue back used to avoid transparencies when overlaying existing posters BLUELINE Document aimed at final control of all the elements which compose it BROCHURE Leaflet or monograph which is high quality in terms of graphics, paper and printing BRUNNER SCALE Control scale used for colour proofs BUS STOP Advertising space, including backlit, located at above-ground stops for public transportation CASE BINDING Coated cardboard used for covers or cases CATALOGUE Publication containing a detailed list of products with relative price description CELLOPHANING Operation used to package a product or combine one or more units by wrapping with hot welded cellophane sheets CHROMALIN Chemical proof printed from film for photolithographic systems. CMYK Abbreviation which defines the four process colours. It corresponds to the breakdown of the colours cyan, magenta, yellow and K – black, required to create all colour combinations COATED Printed paper covered with a layer (coating) with gloss or matte effect COATING Covering of a printed product with a lithograph (acrylic or water) o UV (fixed with ultraviolet rays) coating for various purposes:  protective (the ink does not get scratched), decorative (if glossy the coating brings out the colours, if matte it makes them softer and velvety) COLOUR CORRECT Adjustment of colours on the first printing proof to obtain the desired quality CONVERTING Industrial processing activity for cardboard for making boxes, stands and packing of various types COORDINATED IMAGE Creative study aimed at using brand graphic applications and corporate colour on all communication instruments COUNTER/FLOOR STAND Large format display box CREASING Crease made with a dry pressure operation on card or heavy weight paper to make folding easier (preventing surface cracking) or for decoration CROPPING Image processing phase in the photolithography process used to eliminate part of the image, normally in the background CROSSMARK Graphic symbol shaped like a cross used in the printing stage to make it easier to check exact colour overlay. Failure to overlay the crossmarks and thus colours causes an out of register CROWNER Advertising sign part of a normally shaped stand CTP Computer to Plate. Transfer of a digital print system directly onto offset plates. Used to produce very high quality plates in a short amount of time CYLINDER Important part of a printing machine. The various cylinders fulfil specific functions: pressure, rubber blanket or printing matrix DATA COMPRESSION Any digital technique used to reduce the information contained in a document in order to save memory space when saving it and thus improve transfer speed. Compression works by eliminating non-essential components and protecting the original quality DATABANK Archive of uniform information normally memorised on a magnetic support and accessible via computer DECALCOMANIA Printed product on self-stick plastic material which is applied to windows or glass surfaces DENSITOMETER Electronic instrument which measures the density of light transmitted by a transparent body or reflected by an opaque body. Used in photolithography and printing DIE Sharp metal tool which by pressure is used to cut the shape of a printed product DIE CUT DRAWING Drawing which identifies the creasing and cutting rules for creating the die itself DIE CUTTING Operation of cutting with a die (see above) DIGITAL COLOUR PROOF Digital proof DIGITAL PRINTING Technique used to reproduce directly from a file sending the data to the printer. This is particularly valid for small runs, customisation and use of special substrates and formats DIMENSION Total area occupied by an advertisement. Space occupied by a photo or text within a printed product DOWNLOAD Operation for transferring a file from a remote to local computer, for example when you “download” a file from a server on Internet to your computer DPI Dots per Inch measure the definition (resolution) level of an image file (see high/low resolution) DUMMY Facsimile of the page or publication which shows all the final elements (texts, images and other graphic elements) in the exact dimension and position. Approval of the dummy gives the go-ahead for the next preprinting jobs DUST JACKET Normally coloured printed product, used as a communication and appeal vehicle which covers the case cover of a book DYNAMIC ADVERTISING Advertising spaces on urban and rural public transportation vehicles EMBOSSING Relief printing operation for a web or a design on paper or cardboard ENGRAVING Figure in recess or relief obtaining by cutting into a wood, stone or metal surface, in order to obtain a printed shape EXTENSION Group of three or four letters after a dot at the end of a file name, necessary for the computer operating system to identify the file source, in order to open it and process it with the right application. It is often hidden by an operating system option to simplify the file name FAQ Frequently Asked Questions. A collection of answers to the most frequently asked questions on a certain subject, often found on Internet FILE A set of information memorised in a digital archive FLAG Poster, sometimes in vinyl, including placed in sequence along a road to communicate an advertising message FLOOR STAND Large dimension stand positioned on the floor FLYER Flyer FLYLEAF Blank pages which unite the case to the volume body to the cover FOLD Binding operation where the printed sheet is folded over itself until a signature of various pages is formed (fourth, eighth, twelfth, sixteenth, etc.). See paper format FOLDER Leaflet with a limited run used by the sales force of presenting advertising campaigns or special initiatives FOLDER Machine which automatically performs the folding procedure FOLIATION Total number of pages in a publication. The total foliation is composed of a series of units (signatures) printed individually with a fixed number of pages per fourth of 4 pages, eighth for 8, sixteenth for 16, thirty-second for 32, etc FORMAT Dimension (b x h) generally expressed in cm.  Paper format: measurement of paper sheet which is used for printing. Finished product format: final measurements of the printed product (book, newspaper, magazine, etc.). International UNI standards code standard formats starting with the basic format A4, 21x29.7 FOUR COLOUR Photolithographic process of breaking down the image colour and later recomposing it for printing in the basic colours: Yellow, Magenta, Cyan and Black FRONT AND BACK Sheet of paper printed on both sides: first the front is printed, then the back FRONT/BACK See front/back FTP File Transfer Protocol: protocol for transferring files, used to download or send files on the web GIF Format for exchanging image files on the web GRAMMAGE Weight of paper. Conventionally refers to the weight of a sheet with one square meter dimensions GRINDING Mechanical operation in bookbinding which involves removing, by cutting, some mm of the spine of the collated signatures, to allow glue to penetrate and form the volume HEAD GLUING Type of binding obtained by gluing only one side of paper sheets in order to obtain a note pad HIGH RESOLUTION Resolution of a digital image suitable for printing (usually 300 dpi) in the used format HOT IMPRESSION Processing used to decorate covers and various printed products, applied with thin sheets of gold or other materials HOT IMPRESSION Transfer of gold, silver or coloured films using hot impression onto various substrates (paper, cardboard, leather, etc.) HOUSE ORGAN Periodic publication published by a company or entity to promote its public relations and/or to establish a constant communication rapport with its employees and/or customers. Also corporate magazine IMMAGINE COORDINATA Studio creativo volto a declinare le applicazioni grafiche di marchio e colore aziendale su tutti gli strumenti di comunicazione IMPOSITION Software used in the printing matrix assembly phase for automatically placing the files of pages in the correct sequence INDOOR Advertising displayed in covered spaces (stations, shopping malls, hospitals, etc.) INK-JET Small desktop printer with liquid ink which is sprayed in infinite particles on paper. Also used for fast customisation in letters and printed products. Ink-jet technology is also used for large dimension printed products JACKET FLAP Part of the cover or dust jacket folded inside JPEG Digital format used to save high resolution images, using a compression factor which, by decreasing the file weight, makes transmission via Internet easier LAMINATION Combination of a sheet of paper/board/printed PVC with a heavier substrate (cardboard, corrugated cardboard, forex, etc.) LAP In newspaper and magazine publishing, this is the protruding part of the signature used for the binding machine grippers to grip the signature LAYOUT Graphic arrangement of the elements which compose an advertising communication: photo, headline, body-copy. Used to display the structure before production LAYOUT GRID Set which defines the spaces (text, images and blanks) of a page where the graphic artist places the texts and images. The grid is drawn when, the graphic design is created once the publication characteristics are defined LEAFLET Advertising leaflet with various faces LEAFLET Leaflet LEAFLET Printed product of a few pages with an informative or advertising nature LEVELS Electronic elements in a file created separately which due to overlaying create a complex image. The separate levels make modification of bitmap images easier or page make-up and drawing files, even if the resulting byte dimension is greater LINE Image without halftone screen. Only maximum contrast values exist in it LITHOGRAPHY Printing process based on the chemical principle of water to oil repellence: the ink is attracted or repelled on the various points of the plate surface LOCATION Place outside of theatres or studios where a photographic service or film is made LOW RESOLUTION Resolution of a digital image used only for page make-up Taken from “Le so tutte”. Indispensable glossary for advertising terms.