Advertising
The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media

Bitmap (Bitmapped)
In computer graphics, the collection of individual dots—or pixels—that make up a screen image.

Bleed (also Full Bleed)
A printed image that extends beyond one or more of the finished page margins and is later trimmed so that the image “bleeds” off the edge of the sheet.

Brand
A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence. Brands allow consumers to easily recognize a product or service and choose in a cluttered market.

Brand Equity
The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that results in personal commitment to and demand for the brand; these differentiating thoughts and feelings make the brand valued and valuable.

Brand Identity
The outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors.

Brand Personality
The attribution of human personality traits (seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-term above-the-line advertising and appropriate packaging and graphics.

Branding
Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way. We also call this creating a “reputation” for your product or service.

Callout
In typography, any of several different typographic elements that are, in essence, “called-out” of the main body text, such as text pasted onto an illustration to identify specific portions of it.

CMYK
Abbreviation for cyan, magenta, yellow, and key (black). The four process colors.

Corporate Identity
At a minimum, is used to refer to the visual identity of a corporation (its logo, signage, etc.), but usually taken to mean an organization's presentation to its stakeholders and the means by which it differentiates itself from other organizations.

Diecutting
In binding and finishing, a finishing operation involving the use of sharp steel blades to cut a specific pattern into a substrate—usually paper—or to cut the substrate itself into a specific pattern.

Digital Printing
Commercial printing process in which electronic source files of the publication are processed directly by the printing machine without passing it through image setting and plate making steps. Used mainly in on demand printing

.DPI
(Dots per inch) is a unit of measurement used to describe the resolution of printed output. The most common desktop laser printers output at 300 dpi. Medium-resolution printers output at 600 dpi, and Image setters output at 1270-2540 dpi.

Foil Stamping
In binding and finishing, a finishing operation in which a design or other image is pressed onto a substrate. In foil stamping, a heated die containing a relief (raised) image presses down on a roll of foil passing above the substrate to be decorated.

Folio
In typography, a page number, commonly placed outside the running head at the top of the page. Folios are also commonly set flush left on verso pages and flush right on recto pages. They can also be centered at the top of the page. A folio that appears at the bottom of a page is called a drop folio.

For Position Only (FPO)
On a mechanical, a written designation applied to a low-resolution or inferior-quality image (such as a xerox of a photograph or line art) to indicate that the image (as seen) has only been added to the mechanical to indicate its position on the layout and thus is not indicative of the appearance of the final printed image.

Four-Color Process (also CMYK)
In multi-color printing, the printing of process color by means of color separations corresponding to the four process colors: cyan, magenta, yellow and black.

Graphic Design
The process and art of combining text and graphics and communicating an effective message in the design of logos, graphics, brochures, newsletters, posters, signs, and any other type of visual communication.

Halftone
Any image--such as a photograph--that exists as a series of small dots of varying size and color density, which serve to simulate the appearance of continuous gradations of tone. Halftones are necessary in the reproduction of photographic images.

Head
The top of a book, page, or column. In typography, the term head is also an abbreviation for the term heading.

Heading
In typography, display type used to emphasize copy, act as a book, chapter, or section title, or otherwise introduce or separate text. More commonly referred to as simply a head.

Kerning
In typography, the reduction of letterspacing between certain character combinations in order to reduce the space between them, performed for aesthetic reasons.

Line Art
Any illustration material that contains no halftone, continuous tone, or tinted images. Pen-and-ink drawings are line art.

Logotype
In typography, a symbol representing a company or product.

Marketing
The promotion, distribution and selling of a product or service. The four P’s of Marketing include Product, Price, Place and Promotion.

Marketing Strategy
A process that allows an organization to concentrate its resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage

Offset Printing
Also called offset lithography, is a method of mass-production printing in which the images on metal plates are transferred (offset) to rubber blankets or rollers and then to the print media. Prints higher quality output than digital printing and is used for both small and large print runs.

Pantone (also PMS)
A brand-name for a popular color matching system, or series of printed color swatches used to match, specify, identify, and display specific colors or colored ink combinations.

Pixel
Shorthand term for picture element, or the smallest point or dot on a computer monitor.

Point (Point Size)
Unit of measurement commonly used to specify type size. There are twelve points in a pica and 72 points in an inch.

Positioning Statement
A written description of the position that a company wishes itself, its product or its brand to occupy in the minds of a defined target audience. The way a company differentiates itself from the competition.

Proof
Any early copy of to-be-reproduced material supplied by the printer as a means of checking for typos or other similar errors, as well as positional errors, layout problems, and color accuracy.

Pull Quote
In magazine publishing (and occasionally elsewhere), a small extract of text is pulled from a story or article and set off from the main text, often in a larger point size and/or different typeface, and may be surrounded by a border or rule. Often used for emphasis.

Rebrand
When a brand owner revisits the brand with the purpose of updating or revising it based on internal or external circumstances.

Rough
A sketch or enhanced thumbnail of a page design or layout that depicts a somewhat accurate representation of the final size and position of all page elements.

Sans Serif
In typography, characters (or typefaces) without serifs, which are lines crossing the free end of the stroke. “Sans serif” means “without serif”.

Search Engine Optimization
The use of various techniques to improve a web site's ranking in search engines in the hopes of attracting more visitors

Social Media
Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, wiki or video hosting site (i.e., Twitter, Facebook, YouTube)

Serif
In typography, an all-inclusive term for characters that have a line crossing the free end of a stroke. The term serif refers to both that finishing line and to characters and typefaces that have them.

TIFF
Abbreviation for Tag Image File Format (or sometimes, Tagged Image File Format). A graphic and page layout file format for desktop computers. TIFF is used to transfer documents between different applications and computer platforms.

Target Market
The market segment or group of customers that a company has decided to serve, and at which it consequently aims its marketing activities.

Trademark
Any sign capable of being represented graphically which is capable of distinguishing goods or services of one undertaking from those of another undertaking" (UK Trade Marks Act 1994).

Vector Graphic
Also referred to as object-oriented, as elements within an image can be grouped together and considered by the software as individual “objects”. The detail of the image remains the same whether small in size or scaled larger.

Visual Identity
What a brand looks like—including, among other things, its logo, typography, packaging and literature systems.

Weight
In typography, the lightness or darkness in print of a particular typeface, based upon its design and thickness of line.

Widow
In typography, the last line of a paragraph when it is less than one-third the width of the line, especially when it is the carry-over of a hyphenated word. Widow can also refer to one word or word part standing alone in a line of a heading or a caption.

WYSIWYG
Abbreviation for “What you see, is what you get.”