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ADV 310 > Design and Printing Terms > Flashcards

Design and Printing Terms Flashcards

1
Q

Illustrative material to be reproduced. Also known as artwork.

A

Art

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2
Q

The portion of the lowercase letter form that rises above the main body or x-height of a letter. Examples can be found in the letters b, f, h, and k.

A

Ascender

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3
Q

The imaginary line type set material sits on.

A

Baseline

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4
Q

Printing that extends ¼” beyond the edge of the trim or final size of an ad.

A

Bleed

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5
Q

the ruled edges around an ad.

A

Borders

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6
Q

Also known as a frame

A

Borders

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7
Q

Type or art that has been completely prepared with carefully marked instructions for the printer or digital production house.

A

Camera Ready

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8
Q

Also known as production art or a mechanical.

A

Camera Ready

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9
Q

When color photographs or illustrations are photographed at the printer and/or within InDesign, filters are used to separate out the individual colors, which, when combined in printing, will give the illusion of a full color image.

A

Color Separation

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10
Q

Any material used for typesetting or printing.

A

Copy

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11
Q

The short ruled lines that are marked on borders or overlays to indicate where the art/ad should be cut or trimmed.

A

crop marks

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12
Q

The selection and purposeful removal of part of a photograph, graphic, or illustration.

A

Cropping

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13
Q

The blue color used in color separation. Also called process blue.

A

Cyan

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14
Q

A photograph consisting of only two colors, such as black and blue.

A

Duotone

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15
Q

The portion of the lowercase letter form that extends below the x-height, or body of a letter, such as the letters g, p, and y.

A

Descender

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16
Q

The actual set of upper and lowercase characters, numbers, and punctuation marks that make up a typeface.

A

font

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17
Q

A method of reproducing color photographs or illustrations by separating the color images into Cyan, Magenta, Yellow and Black when combined, produce a full color image.

A

Four Color Process

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18
Q

A method of indicating type in which the letters are imitated without creating actual words. Used as a stand-in for copy. A temporary form of Gibberish.

A

Greeking

19
Q

The pinkish, or bluish lines used in Photoshop, Illustrator, or InDesign that align elements on the page that do not print.

A

Guides

20
Q

The removal or addition of space between computer set letterforms.

A

KERNING

21
Q

A continuous tone black-and-white image that in order to be reproduced is photographed through a screen so that the tones are translated into a series of extremely tiny dots, densely or sparsely placed depending on the quality desired, that when seen from a normal viewing distance give the illusion of a continuous tone image.

A

Halftone

22
Q

Preliminary drawing made by the designer to indicate the proposed plan for the final design. May range from small quick thumbnails to full sized hand-rendered roughs, each made with increasing attention to detail and accuracy of presentation as a guide for the studio, client, and/or printer or production.

A

Layout

23
Q

The white space between lines of computer set type. Measured from base line to base line.

A

Leading

24
Q

Advertising that can be easily understood at a glance.

A

Legibility

25
Q

The white space seen between hand drawn letterforms.

A

Letter Spacing

26
Q

An illustration that is black-and-white only, there are no tonal gradations in between.

A

line art

27
Q

A finely cross ruled sheet of glass that is placed in a process camera. Art is photographed with this in order to translate tones into dots for the reproduction process. Also known as a screen.

A

Line Screen

28
Q

The white space seen between hand drawn lines of text.

A

Line spacing

29
Q

the small letter as opposed to capital letter in an alphabet.

A

Lowercase

30
Q

The red used in color separations. This is also known as process red.

A

magenta

31
Q

Printing type on top of an image. Can affect readability and legibility of typeset material if type is not placed on a calm area vs. a busy area of the image.

A

Overprinting

32
Q

A system of matching color to a special printing ink formula. Numbers are assigned to colors and keyed color swatches and ink formulas in order for the printer or production to match the color during final reproduction.

A

Pantone Matching System.

33
Q

is the most widely used color matching system. Also referred as spot or custom colors.

A

Pantone Matching System.

34
Q

The ease with which an ad can be read at a glance.

A

Readability

35
Q

Marks (generally crosses or circles) placed on camera-ready art and separations so that two or more images can be positioned accurately for perfect alignment.

A

Registration Marks

36
Q

To change black-and-white relationships. In design this means taking traditional black type seen on a white or light colored background and changing it to light colored type placed on a dark or black background.

A

Reverse

37
Q

A hand-drawn casual layout used to indicate the overall plan for a design. A rough is used in place of a computer-generated super comp.

A

Roughs

38
Q

an inexpensive way to offer depth to any single solid color. can ad multiple shades of grey to a simple black-and-white ad. The computer allows the designer to lighten or tint any solid color into varying shades, this gives each shade the appearance of a new color.

A

Screen Tint

39
Q

A final layout generated on the computer using Photoshop, Illustrator, InDesign and Word. All images and copy are in position.

A

Super Comp

40
Q

A small, casual, proportional, sketch used as a rough indication of a design plan.

A

Thumbnail

41
Q

The final size of a printed piece after being cut.

A

Trim Size

42
Q

The name given to an individual set of letterforms (characters) such as Helvetica or Garamond for example.

A

Type Face

43
Q

Capital letters in an alphabet.

A

Upper case

ADV 310 (2 decks)

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