Dunk Design was established in 1999. Since then we have built a reputation for highly creative, quality design solutions. We are experts in design for print and digital marketing and also have a broad and extensive knowledge of all things creative including advertising, exhibitions, photography, illustration and even interiors. If it needs creating and has to look good then we can probably do it! We take pride in what we do and can always fit your budget.

Click here to download a brief overview of our business.

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A

A size paper industry standard measurements for printed items – saves having to remember the size in millimeters.  Normally a trim size for a finished document.

A series sizes – in mm

A0 841 x 1189
A1 594 x 841
A2 420 x 594
A3 297 x 420
A4 210 x 297
A5 148 x 210
A6 105 x 148
A7 74 x 105
A8 52 x 74
A9 37 x 52

All-over UV varnish a UV seal applied all over the printed surface. A gloss UV varnish seal is the most common type of all-over UV varnish, although silk and matt are also available.

Art Paper paper with a smooth coated surface.

ASP Active Server Pages are used for creating the dynamic content within a web page.  It is a server side scripting language, and is mostly used on Windows platforms.

Assets all the required elements to build a web page – copy, logo, images, colour references and so on.

Avatar a picture or cartoon used to represent an individual in chat forums, games or on a website as a help function.

 

B

B size paper paper sizes as supplied from the paper mill.

B series sizes – in mm

B0     1000 × 1414
B1     707 × 1000  
B2     500 × 707   
B3     353 × 500   
B4     250 × 353   
B5     176 × 250   
B6     125 × 176   
B7     88 × 125     
B8     62 × 88       
B9     44 × 62       
B10    31 × 44       

Backing up this simply means that the sheet being printed is printed on both sides.

Bandwidth the transmission rate of a communication line - usually measured in Kilobytes per second (Kbps). Your bandwidth gives an indication of  the amount of data that can be carried per second by your internet connection.

Banner a long, horizontal, online ‘advert’ usually found running across the top of a page in a fixed placement.  Banners can also be ‘skyscaper”  - or vertical.

Binding how pages are secured together to form a finished document.  There is a range of options for doing this – from metal staples through to adhesive.  The most suitable method will depend on the document being printed – number of pages and material will affect the binding method.

Bit the most basic unit of computer information.

Bitmap a bitmap (or raster image) corresponds bit for bit with an image displayed on a screen. The quality of a bitmap is determined by the total number of pixels (resolution), and the amount of information in each pixel (often called colour depth). An image sampled at 640 x 480 pixels (therefore containing 307,200 pixels) will look rough and blocky compared to one sampled at 1280 x 1024 (1,310,720 pixels).

Bitmap graphics cannot be scaled to a higher resolution without loss of apparent quality. This is in contrast to vector graphics, which easily scale to the quality of the device on which they are rendered.

Also see raster.

Bleed when a design calls for the image to extend off the edge of the page (i.e. without a border), then the artwork is supplied ‘bleeding’ off the page.  Generally, a 3mm bleed is suitable.

Blind emboss a raised image is left on the printed material when blind embossed.  This is achieved by producing a 3D block carrying the image which is then pressed onto the printed material.

Block stamping a design onto material, so as the design is left as an impression. Foils, gold leaf and coloured inks can be used to highlight the design.

Blog an online space, regularly updated, which shows the opinions or activities of one or a group of individuals. 

Board boards are used when paper won’t be rigid enough for the finished item.  Boards tend to start at 220 gsm.

Body or body copy – is the main content part of a document.  It excludes headings, images, and footnotes.

Bond a type of paper usually used for letterhead and other stationery items.

Broadband an internet connection that is always on and that delivers a higher bit rate (128kbps or above) than a standard dial-up connection. It allows for a better online experience as pages load quickly and you can download items faster.

Browser  or Web browser.  A software application used to find and display Web pages. These include Microsoft Internet Explorer, Firefox, Safari, Netscape Navigator, AOL Browser, Opera, NeoPlanet and many others.

Buffering when a streaming media player saves portions of file until there is enough information for the file to begin playing.

Byte the measurement unit for digital files.

1,000 kilobytes (kb or ‘k’) = 1megabyte (mb or ‘meg’)
1,000 megabytes = 1 gigabyte (gb or ‘gig’)
1000 gigabytes = 1 terrabyte

Approximate file size examples:

A5 300dpi digital raster file = 15mb
A5 72dpi digital raster file = 750kb
A4 300dpi digital raster file = 30mb
A4 72dpi digital raster file = 1.5mb

 

C

C sizes the unit of identification used for envelopes.  A C4 envelope holds an unfolded sheets of A4, C5 holds unfolded A5 paper, and DL holds A4 paper folded into thirds – compliment slip size.

C series sizes – in mm

C0  917 x 1297
C1  648 x 917
C2  458 x 648
C3  324 x 458
C4  229 x 324
C5  162 x 229
C6  114 x 162
C7  81 x 114         

Cache Memory used to store web pages you have seen already. When you go back to those pages, they'll load more quickly because the information is pulled from the cache, rather than being downloaded again from the internet.  If you want to ensure you are looking at the most recent version of page, it’s important to ‘Refresh’ – varies from browser to browser but normally F5.

Carbon Paper paper coated on one side with a colour.  This colour (typically black but others are available) is transferred to the material below when pressure is applied.

Carbonless Paper paper which produces copies without carbon paper. The copied image is  produced by applying chemicals and dye to the reverse side of the top sheet.  This can also be referred to as NCR (No Carbon Required).

Case-Sensitive when you are required to type in characters as either upper-case or lower-case in order for the string of characters to be accepted.

CD-ROM "Compact disk read-only memory." The most popular method of delivery for multimedia materials.

Click-through as it sounds – looking at a website and clicking through to further content.  Click-throughs are used as a method of measuring the success of a website.

CMYK (cyan, magenta, yellow, black). Specification used for colours in print. These 4 colours are the four plates used in printing which give you 'full colour'! Why 'K' for black? Because it used to be the first colour to be laid down and was called the Key colour.

Coated Paper paper which has a coating on one or both sides to create a high quality printing surface.

Collate to gather separate sections, pages etc together in the correct order.

Colour proofing production of a colour version of the item to be printed, used as a final stage in the pre-print process.

Compression a method used to reduce the amount of information stored with a particular file. Graphics files and moving video files are good candidates for compression because they are generally very large in size. Compression can mean a slight sacrifice of image quality.

Cookie a small text file on the user’s PC that identifies the user’s browser - and therefore the user - so they are ‘recognised’ when they re-visit a site.  Cookies allow usernames to be stored and websites to personalise their offering.

Concertina fold a way of folding of a printed item to give a pleated, or concertina, finish.

Copyright owning copyright means that the person who developed the material has protection against it being used without their permission.  Copyright is automatically granted to the author of any artistic or literary work - for example a picture, photograph, or description of an idea, and lasts at least the lifetime of the author, designer or creator. Rights can be granted for third parties to use the design, image etc., but the copyright remains with its creator.

Unregistered Design Rights exist automatically when an item is created, which gives the creator the rights to the individual design, but not the medium.  For example, a design agency would own the unregistered design rights to a  design on a promotional mug, but they would not own the rights to the design of the mug itself.

Cropping removal of parts of an image that do not need to be reproduced in the printed item.

CSS short for Cascading Style Sheets. A feature that gives both web site developers and users more control over how pages are displayed. With CSS, designers and users can create style sheets that define how different elements, such as headers and links, appear. These Style Sheets can then be applied to any Web page.

CTP Computer to Plate. Advances in technology now mean that plates can be made directly from computer files, missing out the old technique of producing film.  This saves both time and money.  The computer needs to be installed with all the relevant PostScript ripping and Imposition software.

Cyan one of four standard process colours. The blue colour.

 

D

Database a method used to organise computer data. There are many different types of databases but all of them work on the same principle of storing data in tables of columns and rows. Databases are very useful for storing and organizing data for later retrieval.

Digital proof a high quality digital inkjet print with excellent colour matching. Pretty much the industry standard.

DNS short for Domain Name System which is used to translate numeric addresses (known as IP, or Internet Protocol, addresses) into words.

Domain Name the unique name that identifies an Internet site – for example www.dunkdesign.co.uk

Domain Name Extension the part after the dot in the domain name. On this website, it’s .co.uk  There are many other domain name extensions such as .com .net .org .gov .info .web .tv and many others.

Download transmitting a file from a computer in another location to the computer you are using. The opposite of upload.

DPI (dots per inch), the industry standard way of measuring resolution.  72 dpi is used for low resolution images (images used on the web and Powerpoint) and 300 dpi for high resolution images (images used for print). The greater the DPI, the finer the print.

DRM Digital Rights Management is a set of technologies used by publishers and media owners to control access to their digital content. Access can be limited to the number of times a piece of content is accessed from a single machine or user account; the number of times access permissions can be passed on; or the lifespan of a piece of content.

Dummy a made up sample of an item to be printed – made using the actual materials, and finished to the actual size.   If it’s made using unprinted paper, it’s known as a white dummy.

Duotone a halftone picture made up of two printed colours.

 

E

E-Commerce (Electronic Commerce) buying and selling online.

Embed a process by which an item from one program is placed into an item in another program. It sometimes refers to a font being embedded into a design.

Embossing raised designs or letters are impressed into card or strong paper, using an un-inked block.

Emoticons emoticon symbols are used to indicate mood, and are comprised of letters and punctuation.  For example, happy could be :-)  , sad could be :-(  , great could be :^D

Encryption a way of coding information in a file or e-mail message.  This is to ensure that if it is intercepted by a third party as it travels over a network it cannot be read. Only the persons' sending and receiving the information have the key and this makes it unreadable to anyone except those persons (your browser does it automatically).

Eshot direct mail which is sent by email.

EPS (Encapsulated PostScript) a vector based format that is used primarily for exporting graphics into documents and layouts. It is a PostScript file, and therefore is resolution-independent, which means that it will output at the resolution of the printer. Photoshop EPS is a raster based file and can be used in B&W or Color photo work.

F

File Type computer files can take many forms. Word processing files have a two or three letter extension which indicates the "type" of file it is (i.e. letter.doc or letter.wp). Audio and video is stored in the same manner. Each file has a name followed by a full stop and a two or three letter extension.

Some examples of file types:

Text Files: .txt, .doc, .rtf
Audio Files: .mp3, .au, .aif, .wav.
Graphic files: .jpg, .gif, .tif, .bmp, .pict, .pcx
Moving video files: .qt, .mov, .avi
Animation: .flc, .fli

Firewall Software provides security for a computer or local network by preventing unauthorised access. It sits as a barrier between the web and your computer in order to prevent hacking, viruses or unapproved data transfer.

Flash web design software that creates animation and interactive elements, which are quick to download. It’s browser independent so most browsers support Flash technology and one flash animation looks the same on all browsers.

Flat size the actual size of a printed item before it’s folded.

Flush left or right copy aligned, or ranged, along the left - or right - margin.

Foamex an extremely strong and durable plastic-based material ideal for large panels and exhibitions.  Normally 3mm or 5mm thick – although can be 10mm. Not to be confused with 'foam-core' which is foam sheets sandwiched between 2 pieces of thin card and which can be damaged - easily!

Foil blocking stamping a design - without ink - using a coloured foil with pressure from a heated die or block.

Font a complete set of characters that together comprise a typeface.

Four colour process printing in full colour using four colour separation negatives - yellow, magenta, cyan and black (CMYK).

FTP File Transfer Protocol, a method for transferring files from computers connected to the Internet.

 

G

Gatefold a document where the sides fold into the document in overlapping layers.

GIF Image graphics Interchange Format was developed to allow transmission of photo-quality graphics images, but is limited to 256 colours. GIF and JPG images are the most widely used graphics file formats.

Gloss varnishing a gloss varnish is often used to enhance the appearance of printed photographs in brochures or flyers, as the coating reflects back the light and makes colours appear richer and more vivid.

Grey Board a type of board made entirely from waste paper.  Generally used for packaging.

Grid a means of dividing up a page.  The grid is used to reference where text and images should be in relation to each other.  Grids help designers to ensure consistency.

GSM how paper weight is measured - grams per square metre. Normal weight ranges are 100 - 130gsm for letterheads and stationery; 250 - 450gsm for a brochure.

Gutter the blank area between left and right pages.

 

H

Hard copy a printed version of a designed piece.

Half tone the most commonly used method to print continuous tone images (such as photographs) onto paper or some other hardcopy medium. Halftones are made up of hundreds, thousands, or millions of tiny dots, which appear to be a single, coherent, continuous tone image.

Hit a single request from a web browser for a single item from a web server.

Hosting a service provided by a hosting company, who will have a series of servers where web sites are stored and made available to web site users to view the content of that web site.  Hosting providers commit to a high percentage of availability (being able to access the website) and try limit scheduled downtime to off peak times.  This means that maintenance and upgrades to the server might be carried out at night.

HTML stands for HyperText Markup Language, which is the authoring software language used to develop and edit web pages.

HTTP HypterText Tranfer Protocol. The method used by a HTTP server to  send information from the server to the client. HTTP is the specific communication method used to get a web page from the server to your computer. HTTP is just one type of protocol.

HTTP Server also known as a "web server." HTTP stands for HyperText Transfer Protocol. An HTTP Server is a program that resides on a computer on the Internet. It serves up files using HTML (hypertext markup language) and the associated images, audio and moving video files. The HTTP Server waits for a web browser to connect to it and make a request.

Hyphenation a hyphen ( - ) is a punctuation mark. It is used for joining words together (e.g. self-restraint), or to split long words when typesetting.  For the latter, the hyphen should be placed between syllables.  It is often confused with the dashes ( –, —, ― ), which are longer and have different functions, and with the minus sign ( − ) which is also longer.

Hyperlink the text on a Web site which can be "clicked on" with a mouse, which in turn will take you to another Web page or a different area of the same Web page.

I

Impressions the metric used to measure views of a webpage and its elements.

Ink jet a printing method, where inks are printed onto paper without the paper actually being touched – non-impact printing.

Instant messaging sending messages and chatting with friends or colleagues in real-time when you are both online via a special application – such as MSN Messenger, Yahoo Messenger, Skype, ichat.

Interlacing displaying GIF images in several passes on the screen. The image starts by building a low-resolution version of the full-sized GIF image first (looks "out-of-focus") and then more passes are done until finally the full image is displayed.

Internet the largest global network connecting millions of computers. It is strictly based on TCP/IP protocol for communication between host and server.

Intranet a private network belonging to an organization, usually a corporation, accessible only by the organization's members, employees, or others with authorization.

IP address the numerical internet address assigned to each computer on a network so that it can be distinguished from other computers. Expressed as four groups of numbers separated by dots.

J

Justify this is when text aligns with both the left and right hand margin.  To enable this, the spacing between words and characters has to be adjusted.

Jpeg also known as JPG.  A still image format, which allows for variable levels of quality (compression). One of the most commonly used image formats when designing for print and digitally. Some advantages of JGP over other file formats include higher compression ratios (faster downloading), excellent results in photos and they support greater pixel depth (allowing more colors).

K

Kerning adjusting the spacing between certain letter pairs, A and V for example, to obtain a more pleasing appearance.

Keyline an outline drawn on artwork to show the size and position of an illustration or halftone. Keylines can be printed, or just used as a guideline for design and print, and not printed on the finished item.

Keyword a word or phrase used by a Search Engine to search for relevant web pages.

Kiss die cut cutting the top layer of a pressure sensitive sheet and not the backing to make the printed item easier to remove from it’s backing.

Kraft paper a tough brown paper used for packing.

 

L

Laid usually used for high quality stationery, this paper has a watermark pattern showing the wire marks used in the paper making process.

Laminate a thin transparent plastic coating applied to paper or board to provide protection.  Can be either matt or gloss.

Landing Page (Jump Page) the page or view a user sees when they click on an active link embedded in a banner, web page, email or other view.

Landscape a design that is wider than taller.  Can be the whole document, or items within in – for example images or tables.

Laserproof a simple printed proof, useful for checking copy and layout – printed on a standard laser printer, and usually black and white.

Layout a document that shows the positioning of copy, images etc.

Lead or Leading spacing out lines of copy horizontally to fit in with branding and design guidelines, or to make the piece easier to read.  Leading is measured in points or fractions thereof.

Legend the description that sits with a table, illustration or diagram to explain what it is.

Library picture could also be called a stock shot.  A photo that comes from an existing source, rather that one that is specially commissioned.

Link a link is an object on a web page. When visitor of a web site clicks their mouse on that object, they are taken to the web page the link is pointing to.

Lithography this is the most common form of commercial printing, and works on the principle that oil and water do not mix. A litho printing plate has non-image areas which absorb water. During printing the plate is kept wet so that the ink, which is inherently greasy, is rejected by the wet areas and adheres to the image areas.

Log files a record of all the hits a web server has received over a given period of time

Logo the easily recognizable marque that identifies a company or organisation.  This can be a name, an icon, or both together.  Good logos are easy to reproduce in both colour and black and white.

Lower case written without capital letters.
lower case
lower case italic
lower case bold

 

M

Machine Sealing a machine seal is a basic, and virtually invisible coating applied to a printed item by the printer. It does not affect the appearance of the job, but as it ‘seals’ the ink under a protective coat, the printer need not wait so long for the job to be dry enough to handle.

Magenta process red, one of the basic colours in the CMYK colour scheme.

Manilla a tough brown paper used to produce stationery and wrapping paper.

Margins the non printing areas of page at the top, bottom and sides.

Matchprint or Cromalin a colour proofing process, rarely used now due to time, cost and the convenience of digital proofs.  Cromalin was the name of the material.

Matt art paper which is coated and has a dull, rather than shiny, surface.

Matte varnishing a matte (or matt - the spellings are interchangeable) varnish gives the printed surface a non-glossy, smooth look. This type of seal is sometimes considered to ‘soften’ the appearance of a printed image.

Meta-tags/descriptions HTML tags that provide information such as who created the page, how often it is updated, what the page is about, and which keywords represent the page's content. Search Engines use this information when building their indices.

Metallic ink - inks that produce a close match to gold, silver, bronze or metallic colours.

MP3 a computer file format that compresses audio files. MP3 files could be embedded into a web site so as to provide music while visitors are viewing the site. MP3 files are relatively small comparing to other audio files and therefore are quite suitable for transferring over the Internet.

MPEG file format used to compress and transmit video clips online.

Mock-up a representation of the finished printed article, but not the real thing.  Used to ensure finishing (i.e. die cutting, pockets etc) works correctly.  These may need to be made by hand and are time-consuming, so a cost is generally associated with their production.

Montage a single image produced by combining several other images.

Mounting board heavy board used for mounting artwork.

Multimedia any combination of text, graphic art, digital stills, sound, animation and video. Multimedia can be accessed via videotape, hard-disk, CD-ROM or over a distributed network such as the world wide web. It can be either non-interactive or interactive.

MySQL is an open source relational database management system (RDBMS) that uses Structured Query Language (SQL), the most popular language for adding, accessing, and processing data in a database.

N

Navigate  how you work your way through a document or website.

NCR Papers (No Carbon Required) specially coated papers that react to pressure to produce duplicate copies without the use of carbon.

O

OCR (Optical Character Recognition) a scanner that ‘reads’ printed characters and converts them into digital codes that a computer can understand.

Opacity this measures how much print will show through on printed paper.

Opt-in an individual has given a company permission to use his/her data for marketing purposes.

Opt-out an individual has stated that they do not want a company to use his/her data for marketing purposes.

Outline a typeface where only the edges of a character are used, as opposed to filling in the whole character so as it’s solid.

Overprinting printing over an area already printed.  If a piece of printed material has a number of common areas and a small area that changes between versions, it can be more cost-effective to print all the common areas in one large print run, then overprint smaller runs with the area that changes.

 

P

Pagination adding page numbers to a document.

Pantone (PMS: Pantone Matching System) a registered name for an ink colour matching system.  Pantone colours are allocated numbers to reference them.  There is a larger selection of pantone colours available than can be printed out of 4 colour process and some may have to be printed as a special colour.

Parallel fold two parallel folds in a sheet of paper will make a 6 page document.

PDF Portable Document Format.  PDF files can be viewed using Adobe Acrobat Reader.  These files are, as the name suggests, very portable and can easily be viewed on different specifications of computer – whether PC or Mac.  Anything that can be printed can be saved and viewed as a PDF.

.pdf proof normally used when time and cost are an issue, or the job is simple. A pdf proof will not give exact colour matching and should not be relied upon for large and high quality printed jobs.

Perfect binding a common method of binding, best illustrated as the binding used for paperback books. After the printed sections have been collated, the spines will be ground off and the cover glued on.

Perfecting printing the second side of a sheet; otherwise known as backing-up.

Perfector a printing press which prints both sides of the paper at one pass through the machine.

PHP PHP is a programming language used for developing web based software applications.

Pica a printing industry unit of measurement. There are 12 points to a pica, one pica is approximately 0.166 inch.

Pixels short for "picture element." A pixel is the smallest unit that makes up an image on your computer monitor. There are thousands of pixels in an standard screen display arranged in rows. Varying the color of each pixel is what creates the images you see on your computer.

Plates plates are the carriers of the images that are to be printed on paper. One printing plate is required for each ink colour printed. Metal plates are the best way to produce high quality printed images, but they can also be made out of plastic and paper.

Podcasting involves making an audio file (usually in MP3 format) – usually in the form of a radio program - that is available to download to an MP3 player.

Point the standard unit of type size. There are 72 to the inch (one point is approximately 0.01383 inch). Point size is the measure from the top of the ascender to the bottom of the descender.

Pop-up an online page or screen that ‘pops up’ in a window over the top of a web page.

Portal a website or service that offers a broad array of resources and services, such as email, forums, search engines, and online shopping malls.

Portrait an image or page where the height is greater than the width.

Postscript PostScript defines the outlines of letters and numbers, permitting limitless flexibility in type sizes, styles, shading, and placement on a page.

Primary colours cyan (blue), magenta (red) and yellow. Mixing these colours, plus black, will produce a reasonable reproduction of all other colours.

Process blue the blue or cyan colour in process printing.

Process colour the four basic colours of ink used in process colour printing are cyan (blue), magenta (red), yellow and black. These ink colours are transparent and "process" with each other when overprinted in predetermined amounts. i.e. when cyan overprints yellow, it produces green, when yellow overprints magenta, its produces orange. Controlling how these are combined allows the full spectrum of colours to be produced on a printing press.

Process colour separations colour separation refers to the breaking down of any full-colour image into the four basic ink colours used in printing.

Proof a version of a document or colour illustration produced specifically for the purpose of review prior to reproduction.

Proof correction marks a standard set of signs and symbols used in copy preparation and to indicate corrections on proofs. Marks are placed both in the text and in the margin.

Proportional spacing a method of spacing whereby each character is spaced to accommodate the varying widths of letters or figures, so increasing readability. Books and magazines are set proportionally spaced, typewritten documents are generally monospaced.

Protocol an agreed upon method for sending and receiving information. For the world wide web, the protocol is called HyperText Transfer Protocol.

Pulp the raw material used in paper making consisting mainly of wood chips, rags or other fibres. Broken down by mechanical or chemical means.

Q

Quicktime  Apple Computer's video file format. Quicktime and AVI are the two most popular video file types in multimedia applications.

 

R

Raster a raster file is a file which is made up of pixels (a .jpeg or .TIFF file) and cannot be enlarged. Raster graphics are more practical than vector graphics for photographs and photo-realistic images, while vector graphics are often more practical for typesetting or graphic design.  Also see Bitmap.

Raster Image Processor (RIP)  the hardware engine which calculates the bit-mapped image of text and graphics from a series of instructions.

Real time no delay in the processing of requests for information, other than the time necessary for the data to travel over the Internet.

Really Simple Syndication (RSS) software that allows you to flag website content (often from blogs or new sites) and aggregate new entries to this content into an easy to read format that is delivered directly to a user's screen.

Ream 500 sheets of paper.

Reference marks symbols used in text to direct the reader to a footnote – for example asterisk (*).

Register the correct positioning of an image especially when printing one colour on another.

Register marks used in colour printing to position the paper correctly. Usually crosses or circles.

Resolution the measurement used in typesetting to express quality of output. Measured in dots per inch, the greater the number of dots, the smoother and cleaner appearance the character/image will have. Currently Page (laser) Printers print at 300, 406 and 600dpi. Typesetting machines print at 1,200 dpi or more.

Retouching a means of altering artwork or colour separations to correct faults or enhance the image.

Reverse out to reproduce as a white image out of a solid background.

Revise indicates the stages at which corrections have been incorporated from earlier proofs and new proofs submitted.

RGB (red, green, blue) specification used for colours digitally. These 3 colours are mixed to create the colour spectrum on your computer’s monitor.

Rough a preliminary sketch of a proposed design.

Runaround (see also text wrap)  the ability within a program to run text around a graphic image within a document, without the need to adjust each line manually.

Running head a line of type at the top of a page, which repeats a heading.

 

S

S/S (Same size) an instruction to reproduce to the same size as the original. 

Saddle stitching a method of binding where the folded pages are stitched through the spine from the outside, using wire staples. Usually limited to 64 pages size, but depending on the stock being printed, could be higher or lower than this. 

Sans Serif text characters that don't have the decorations or flags usually associated with Serif characters.  A common Sans Serif font is Arial.
Sans Serif lower case
SANS SERIF UPPER CASE

Scale reducing or enlarging the amount of space an image will occupy. Some programs maintain the aspect ratio between width and height whilst scaling, thereby avoiding distortion.

Scamp a sketch of a design showing the basic concept.

Scanner a scanner converts a photograph or piece of artwork into an electronic graphics file. Scans used in printing production are usually saved as EPS or TIFF files.

Scanning digitizing material with a flatbed scanner. Usually artwork or photographs.

Score a crease put on paper to help it fold better

Screen screens are the "tinting" or "shading" of a solid image area. Screens are defined in percentages from 99% to 1% of solid (solid is 100%).

Search Engine a tool, website or resource dedicated to helping you find webpages related to your query. Some of the most popular search engines are Google, Yahoo, MSN, AllTheWeb, Excite, Lycos, AOL, HotBot, and Altavista. There are over several thousands search engines and the number is growing every day.

Search Engine Optimisation (SEO) the process that aims to get websites listed prominently within search engine results. For a website to perform well in search engine queries, it needs to be made ‘search engine friendly’. The higher a Web site ranks in the results of a search, the greater the chance that your site will be found by a search user.

Serif Serif textual characters have a little "flag" or decoration at the end of the letter stroke. It could be said that Serif characters are "embellished" or "ornate." A common serif font is Times New Roman.
Serif lower case
SERIF UPPER CASE

Server a host computer which maintains websites, newsgroups and email services.

Session the time spent between a user starting an application, computer, website...etc and logging off or quitting.

Set off the accidental transfer of the printed image from one sheet to the back of another. 

Set solid type set without leading (line spacing) between the lines. Type is often set with extra space; eg 9 point set on 10 point. 

Sew to fasten the sections of a book together by passing thread through the centre fold of each section in such a way as to secure it. 

Sheet a single piece of paper.

Sheet-fed printing sheet-fed printing is the process where pre-cut sheets of paper are fed through the printing press rather than paper being fed off rolls (or webs).

Show Through degree to which printing is visible through paper due to the low opacity of the paper.

Shrink wrap a method of packing printed products by surrounding them with plastic, then shrinking by heat. 

Side heading a subheading set flush into the text at the left edge.

Side stabbed or stitched the folded sections of a book are stabbed through with wire staples at the binding edge, prior to the covers being drawn on.

Side stitching to stitch through the side from front to back at the binding edge with thread or wire.

Signature a letter or figure printed on the first page of each section of a book and used as a guide when collating and binding.

Silk / Satin varnishing this coating is a ‘middle ground’ between gloss and matt varnishing.

Site analytics the reporting and analysis of website activity - in particular user behaviour on the site. All websites have a log which can be used for this purpose, but other third party software is available for a more sophisticated service.

Size a solution based on starch or casein which is added to the paper to reduce ink absorbency.

Slurring a smearing of the image, caused by paper slipping during the impression stage.

Small caps a set of capital letters which are smaller than standard and are equal in size to the lower case letters for that type size.

Snap-to (guide or rules) a feature for accurately aligning text or graphics to various non-printing guidelines such as column guides or margin guides.

Sniffer Software identifies the capabilities of the user’s browser and therefore can determine compatibility

Soft or discretionary hyphen a specially coded hyphen, only displayed when formatting of the hyphenated word puts it at the end of a line.

Solid White Board board made of one or more plies of bleached chemical pulp.

Spam spam refers to the practice of blindly sending unsolicited commercial messages or advertisements to email users or posting to newsgroups.

Spider an automated program that follows links to visit web sites on behalf of search engines or directories. Robots then process and index the code and content of a web page to be stored in the search engine's database.

Spine the binding edge at the back of a book.

Spot colours pantone colours.

Spot colour separations when spot colours (or pantone colours) are used, the identification and assignment of each colour can be carried out in a page layout program.  The proofing process is partly to check the spot colour separations appear correctly.

Spot UV varnish as the name suggests, a Spot Varnish is applied to chosen spots (areas), of a printed piece. This has the affect of highlighting and drawing attention to that part of the design, but it also provides the additional visual stimulus of having varied textures on a single printed surface.

One very effective technique is to apply a UV gloss spot varnish on top of matt laminated printing. This achieves maximum contrast between the highly reflective shiny UV coating and the light-absorbing matt laminate, and can, for instance, create a striking first impression on presentation folders or a brochure cover.

Spread a spread is the relative viewing position of a pair of left and right-handed pages in a book or publication. A "reader's" spread is the consecutive placement of pages by page numbers. A "printer's" spread is the imposed position of pages based on how many pages are in the publication.

SRA a paper size in the series of ISO international paper sizes slightly larger than the A series allowing the printer extra space to bleed.

Stabbing to stitch with wire through the side of gathered work at the binding edge.

Stet a word used in proof correction work to cancel a previous correction. From the Latin; 'let it stand'.

Stitch to fasten together a document using thread or wire.

Streaming media compressed audio/video which plays and downloads at the same time. The user does not have to wait for the whole file to download before it starts playing.

Strike-through the effect of ink soaking through the printed sheet.

Style sheet a collection of tags specifying page layout styles, paragraph settings and type specifications, used to ensure consistency across designed materials.

Submission Forms forms are web pages with "fields" for a user to fill in with information. Forms are written in HTML and the output can be sent as an e-mail form, stored online, printed, and/or returned to the user as an HTML page.

Subscript the small characters set below the normal letters or figures.

Superscript the small characters set above the normal letters or figures.

Swatch a colour sample.  

 

T

Tagged Image File Format (TIFF) a common format for exchanging digital information, originally created for scanned images. TIFF is widely used in the newspaper industry and for desktop publishing because of the very high quality and high resolution (lots of pixels). However, it is not very useful on the Internet as the files are very large and therefore take a long time to send or download. TIFF files cannot be compressed resulting in much larger files than you might find with gif or JPEG images.

Tags the various formats that make up a style sheet - paragraph settings, margins and columns, page layouts, hyphenation and justification, widow and orphan control and automatic section numbering.

Template a standard layout usually containing basic details of the page dimensions.

Text wrap the ability within a program to run text around a graphic image within a document, without the need to adjust each line manually.

Textured spot UV varnish this is available in four finishes: Sandpaper, Leather, Crocodile Skin and Raised.  A textured spot UV varnish allows a mix of textures on the same printed surface, and can  also be used to reinforce the tactile properties of the product being depicting.

Thermography a print finishing process which leaves a raised image – a way of imitating die stamping. 

Thumbnails the first ideas or sketches of a designer noted down for future reference.  Also, a small version of a bigger image on a web page. Usually containing a hyperlink to a full-size version of the image.

Tints shading - normally in 5% stages from 5% to 95%.

Traffic the number of visitors who come to a website.

Trapping the ability to print one ink over the other.

Trim the cutting of the finished product to the correct size. Marks are incorporated on the printed sheet to show where the trimming is to be made.

Typeface a complete set of characters forming a family in a particular design or style.

Typo an error in the copy.

 

U

Unique users the number of different individuals who visit a site within a specific time period.

Uniform Resource Locator (URL) a technical term that is used to refer to the web address of a particular website. For example www.dunkdesign.co.uk

Universal player a media player that will allow video and audio to be played on any hardware / software configuration.

Up printing two or three up means printing multiple copies of the same image on the same sheet.

Upper case capital letters.
UPPER CASE
UPPER CASE ITALIC
UPPER CASE BOLD

UV varnishing Ultra Violet (UV) varnish can be applied as either an all-over coating, or as a spot varnish just on specific parts of the design to highlight them. Gloss UV varnish is the most common type of all-over UV varnish, although silk and matt are also available.

 

V

Varnishing applying oil, synthetic, spirit, cellulose or water varnish to printed materials to enhance its appearance or increase its durability.

Vector a 'vector file' is an image created in a drawing package (i.e Illustrator) which consists of drawn lines with 'handles' to manipulate curves, angles and text. The benefit of a vector file is that it can be enlarged infinitely without losing definition. Sign and banner makers and screen printers just love vector files!

Vegetable Parchment paper made from pure bleached chemical pulp, which goes through a treatment of sulphuric acid, giving it a lasting resistance to grease penetration. This paper is used for wrapping of moist or greasy foodstuffs.

Vellum Paper often used for certificates, vellum paper is very robust.

Vignette a graduated pattern – stronger colours at one side getting lighter and more transparent across an area, in a smooth graduation.

Viral Marketing the concept that people will pass on and share striking and entertaining content; this is often sponsored by a brand, which is looking to build awareness of a product or service. These viral commercials often take the form of funny video clips, or interactive Flash games, images, and even text.

Voice Over Internet Protocol (VOIP) technology that allows the use of a broadband Internet connection to make telephone calls.

 

W

Watermark an impression incorporated in the paper making process showing the name of the paper and/or the company logo.

WAV Microsoft Windows audio file format. WAV files are high usually high quality, but are not cross-platform and cannot always be played on Macs.

Web Application web programs or real programs designed to be used on the web site using a browser. Example of web application would be e-commerce web site, web banking, stock exchange on the web, web games and many others. Web applications are becoming very popular due to wide availability of the Internet access.

Web based requiring no software to access an online service or function, other than a Web browser and access to the Internet. 

Web Based E-mail web based e-mail is software that allows you to access your mail account by simply using a web-browser. It allows users to send and receive emails via any web-browser by viewing an HTML web page.  Examples include Hotmail, Yahoo Mail and so on.

Web-fed offset web-fed printing is the process where paper runs through the printing press from a roll and then is trimmed into sheets.

Web portal a website or service that offers a broad array of resources and services, such as email, forums, search engines, and online shopping malls.

Weight the degree of boldness or thickness of a letter or font.

Wet proof a proof that is produced by actually running through the litho printing process. It's the closest you can get to the final printed job. Ideal when colour matching is essential or for checking special colours, inks and papers. The best - but most expensive - proof.

Wi-Fi (Wireless Fidelity) the ability to connect to the internet wirelessly. Internet ‘hotspots’ in coffee shops and airports.etc use this technology.

Wiki a Wiki is a type of website that allows the visitors to add, remove, and sometimes edit the available content. This ease of interaction and operation makes a wiki an effective tool for collaborative authoring.

Wire the wire mesh used in the paper making process. The wire determines the textures of the paper.

Wire stitching see saddle or side stitching.

Woodfree paper made from chemical pulp only with size added.

Word wrap in word processing, the automatic adjustment of the number of words on a line of text to match the margin settings. These carriage returns are termed "soft", as against "hard" carriage which occur when the return key is pressed.

Work and tumble / work and turn a printing method where different pages are assembled so that they are on one plate. One side is printed, the sheet is turned so that you are using the opposite edge, and the second side is printed. The sheet is then cut apart to make two finished items.

Wove a finely textured paper without visible wire marks.

WYSIWYG What You See Is What You Get. Any computer application which allows you to see on the screen exactly what you'll get once you print a file on paper or make it available in some other electronic form.

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Want to find out what Dunk Design can offer your business? Contact us now to discuss how we can help you get the most from your marketing budget.

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E: info@dunkdesign.co.uk T: 01753 854995 F: 01753 854996