Glossary of Terms
We've compiled the following list of terms to help you navigate the
world of promotional products. We hope it's helpful.
Artwork Terms
Ad Copy:
The verbiage used on any item. Typically includes advertiser's name,
sales message, trademark or slogan.
Artwork:
Drawing, photo, logo, illustration or lettering used on item.
Boldface:
A solid typeface used for titles or emphasis.
Branding:
1. A hot die imprint usually burned into leather or wood; or
2. Developing a strategy for achieving product/name recognition and
distinction. Creating an identity for a product.
Crop:
To cut a portion of a picture, illustration or photograph that contains
unnecessary material or to draw attention to a certain area of the image.
Deboss:
Pressing an image into a material's surface, resulting in the image
appearing sunken in the material.
Decal:
Artwork is produced on a clear decal, then applied to product.
Die Struck:
A reverse die is made of the imprint, then machine struck onto the metal
surface. Die struck pieces are predominantly metal (i.e. lapel pins)
and may be color filled.
Emboss:
Pressing an image into the surface of the material, resulting in a raised
image.
Embroidery:
Digitizing artwork so the design can be stitched into the fabric. Embroidery
cannot be PMS matched.
Etch and Engraving:
Techniques for transferring a design to hard, smooth material such as
glass.
Font:
The style of type to be used on the product. Examples include Helvetica,
Times New Roman and Arial.
Hotstamp/Foil Stamp:
Heat is used to leave a foil imprint of an image on the surface.
Laser Engraving:
Logo is digitized then lasered into hard surfaces such as wood, metal
or glass.
Line Art:
Black and white illustration that meets reproduction requirements.
PMS Colors:
The Pantone Matching System (PMS) is a book of standardized colors that
are each coded indicating instructions for mixing the specific color.
Companies typically have a standard PMS color, or colors, that is used
on stationary, brochures, etc.
Silkscreen:
Imprint is created by pressing ink through a fine screen leaving a flat,
painted imprint on the surface of the material.
Spot Color:
Use of a single color throughout an area.
Typeface:
Refers to the styles of lettering available in typesetting. See also
FONTS.
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Printing Terms
Bleeds:
When an illustration/artwork runs all the way to the edges of the page
or sheet after it's trimmed. Because a printer cannot print right to
the edge of a sheet of paper, to print an image where the ink spreads
to the edge of the paper, the printer must print on an oversized sheet
and then trim to the specified size.
Camera-ready Art:
Any drawing, photo, illustration or lettering that meets the requirements
for photographic reproduction.
Four Color Process:
Photo-quality full color image is created by laying 4 colors (cyan,
magenta, yellow and black) on top of each other.
Imprint Area:
The area within which a logo or design can be printed.
Overrun:
The number of extra products over the number originally ordered.
Paper Proof:
Image to be printed on product is delivered to customer as a paper proof
to check for accuracy.
Pre-Production Proof:
A physical sample of the item being ordered with the logo or message.
The last stage of approval before production.
Under Run:
The number of products less than what was originally ordered.
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General Industry Terms
Copy Change:
Any content changes made to an item. Typically a charge is made if customer
changes copy after final proof or upon reordering the same item.
Drop Shipment:
When an order is shipped to more than one location. Customer is typically
charged for each additional destination.
Production Time:
The amount of time needed to create, produce and ship the product ordered.
Reruns:
Reproduction or an item already produced. Typically there is no set-up
charge for an exact rerun of an item already ordered.
Set-up Charge:
A fee charged for all promotional items to cover costs of setting up
artwork.
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