MAKE-UP Distribution of texts and images on a page according to the graphic design MARGIN Blank space around the edges of a page, normally outside the non-bleed MOIRE Defect of the image from incorrect aligning of the screens in the photolithography phase or printing or overlapping of the screens of an image element containing textures NEWSLETTER Periodical circulation of information sent to a specific user group. With the advent of Internet these newsletters are increasingly sent by e-mail OFFSET Indirect printing system where the plate transfers ink to a rubber coated blanket and from this to the substrate OUT OF HOME All forms of communication which affect consumers when they are out of the house. There are three types: traditional billsticking, billboards, guerrilla advertising OUT OF REGISTER Imperfect overlaying of printing screens for a subject with several colours OUTDOOR ADVERTISING Static advertising spaces outdoors, or in covered public areas OVER PRINT Printing operation after a first impression, generally done to add one or more colours with particular function P.O.P. Point of Presence. All of the advertising and display materials which can be used in a store (signs, stands, crowners, etc.) PACKAGING Study and design of covering for a product for many aims: practical and functional for storage and transport; aesthetic and image-related for presentation of the product in its most appealing form PACKING All of the materials used to protect the product in the shipping phase PALLET Support, normally made of wood, used in the storage phase and to transport and store materials of various types PANTONE Colour cataloguing system PATTERN Technique for repeating an graphic effect of a design until a decoration is formed PDF Portable Document Format. Format for management of electronic documents developed by Adobe PERFORATING Creation of a line of small dotted holes for tearing off PERIODICALS All publications publishes with a certain repeated timeframe (weekly, monthly, bimonthly, quarterly, etc.) PHOTO ARCHIVE Place where images are catalogued and stored. The photo archive can be managed by a publisher or an agency which grants publication rights to others PHOTOLITHOGRAPHY Group of photographic transformation operations for images and texts upstream from the printing process. The photolithograph process was composed by films which have been replaced with digital files PIE Printing error due to the use of an incorrect letter in a word or inverting of two letters PLASTIFICATION Application of a transparent plastic film (glossy or matte) to a printed sheet (for example the cover of a periodical or a printed product with glossy or matte plastification) PLATE Matrix for printer PLAYBILL In advertising this indicates smaller size posters, mainly used in stores. The name comes from their original use to present theatre performances PLOTTER Large format digital printer able to produce large dimension images from an original photograph on various types of substrates PLOTTER In converting this refers to digital equipment for the drawing of dies and samples POCKET Compartment of a printed product with an open side, used to contain folders or other promotional material POP-UP Die cut converting element inserted into a printed product which becomes three dimensional when opened POSTER Large format advertising printed product (also produced in multiples) affixed in a public space. The poster may also be lit or backlit PRE-PRINTING Defines all the digital file preparation operations for then printing PRESS CHECK Authorisation for printing communicated after quality and content control PREVIEW A low resolution preview of the final result of a file PRINT ON DEMAND Thanks to the digital technique this is used to produce very low runs (even one copy) at low costs PRINTING INK Basic material for printing resulting from a physical-chemical process which combines the pigment (fine dye powder) and vehicle (oil, resin, etc. based chemical product) The dye powder is thus transformed into a paste with transferability processes on the various printed products PRINTING SYSTEM Final result of the preprinting process used to create the matrix for printing QUARTER COVER The last page of a publication cover REAM Package of 500 sheets REGISTER During the printing phase the register is the exact overlapping of crossmarks which permit perfect reproduction of images and text in the printed product RGB Abbreviation which indicates the basic colours of photographic and television filters: R red, G green and B blue ROLL Paper for printing supplied on a roll ROTARY PRESS Printer for high runs fed with paper rolls. The rotary press uses a plate mounted on a cylinder: matrix if the printing is typographic, plate if the printing is offset, copper cylinder for rotogravure printing RUB-OFF Colour covering to remove using dampened cotton to discover a hidden printed message RUN Number of copies of a printed product ROTO-OFFSET Sistema di stampa con processo litografico che impiega carta in bobina, adatto alle grand tirature, utilizzato in alternativa al sistema rotocalco SCANNER Instrument used to transform a photograph or photocolor in a digital file SCRATCH AND SNIFF Scratch and sniff. Coating of scent which reacts when rubbed. The scents are contained in microcapsules which, when rubbed, break easily and release the scents they contain SCRATCH-OFF A special substance which is applied after printing, used to cover an image or text. This surface just needs to be scratched to discover the mysterious text (a winning number or picture of a prize) SCREEN Intersection of equidistant lines which in photolithographic processes are used to reproduce images. The screen measures the print quality, the higher the number of lines per square cm. the better the reproduction result SELF COVER Publication with cover printed with the same paper as the internal pages SELF MAILER Printed advertising which is sent without an envelope due to being folded over SELF-STICK Material preglued on one or two sides, which may be permanent or removable based on the type of glue SHAPED Result of die processing SHEET The form of paper normally used for printing. The machine sheet is the result of the start-up phase (see above) and is used for quality control SIGNATURE A page of printing after the folding operations. Various signatures form a book or magazine SINGLE COLOUR Reproduction of an image in a single colour image SIX COLOUR SEPARATION Separation of the colour into six parts and later recomposition for printing SOFT BINDING Binding of a volume where the signatures (stitching, trimming or cutting) are glued to the cover SPINE Part of a volume or magazine which units the first to fourth of the cover SPIRAL BINDING Type of binding, including industrial, obtained by making holes on one side of the sheets and inserting a metallic or plastic spiral. Spirals are generally used for notebooks and calendars. There are two types: continuous wire or wire-o STAPLE See binding START-UP Series of operations used to set up all the printing machine parts to make production possible STICKER Advertising sticker STICK-ON Binding operation where the flyleaves, cards or sheets with special folding are internally or externally glued to a signature STOCHASTIC Breakdown of the image into 4 colours with random dotting corresponding to the 120 lines of a traditional screen STOPPER Card which protrudes from shelves in stores to draw attention to a product STRIP Pre-gluing operation used mainly for envelopes TABLOID Reduced format newspaper TEASER Advertisement which is aimed at creating expectations TECHNICAL SHEET Document which summarises all of the characteristics of a printed product: format, type, paper, run, number of print colours, etc. The technical sheet accompanies the printed product in all processing departments THREAD STITCHED A stitching technique used in book binding to unit the signatures of a book TIFF Tagged Image File Format. High quality format for graphic files and images TRIM Strip (usually paper) resulting from cutting the excess part from the format of the finished work TWO-COLOUR Photolithography reproduction technique for a single colour image UNCUT Used to refer to a book with pages not yet cut/trimmed, like new books once were. When handmade paper is used uncut it is top quality VECTORIAL Graphic file format composed of mathematical functions as well as bitmaps. This gives them a vary low byte dimension and lets them overcome enlargement limitations resulting from a defined pixel resolution VISUAL Drawing contained in the layout WEB OFFSET Printing system with lithographic process which uses paper in rolls, suitable for large runs, used as an alternative to the rotogravure system ZIP File compression format Taken from “Le so tutte”. Indispensable glossary for advertising terms.