“Industry Slang”

I was having a conversation last night with someone about “industry slang”. We are all guilty of creating our own shortened versions of important terms, and we throw them around like it is a second language to all. And we realize that we lost the customer/friend/family member/pet way back about 6 miles prior (kind of like a dropped call – you are rambling on so quickly you do not even realize that the person on the other line was gone)…yeah, we all know this.

So, this post will attempt to define some of our “industry slang” in the promo products world so the next time we get on a tangent, you have a handy dandy cheat sheet:

Advertising Specialty: Useful or interesting article or merchandise, usually carrying an imprinted advertising or promotional message, given with no obligation. Also known as a giveaway incentive or promotional product.

Art Proof: Artwork submitted for client approval, usually a black-and-white stat of the camera-ready art.

BMP: Bitmap Any picture you see on a Web page is a bitmap. Bitmaps come in many file formats, such as GIF, JPG, TIF, BMP, PCT, PCX, and DIB (Device Independent Bitmap). They can be read and edited by paint programs and image editors such as Photoshop or Paint Shop Pro. As its name suggests, a bitmap is a map of dots or pixels. If you zoom in or try to scale up a bitmap, it will look blocky.

Camera Ready Art: Any drawing, photos, illustration or lettering suitable for photographic reproduction.

CDR (or) .cdr: CorelDRAW!

CMYK: Cyan, magenta, yellow, black subtractive colors for process color reproduction.

Collateral Materials: Advertising materials that are not transmitted to consumers via traditional ad media, such as catalogs, shelf cards, posters, specification sheets and trade information materials.

Color Separation: Separation of multicolored original art by camera or laser-scan techniques to produce individual separated colors. There are four common separations: yellow, magenta, cyan and black.

Copy: Written content of advertising or editorial matter in the media.

Debossing: Depression of an image into a material such as paper, leather or suede, so the image sits below the product surface.

Die: Mold into which molten metal, plastic or other material is forced to make a specific shape. Also, a tool of very hard material used to press a particular shape into or onto a softer material.

Digitized Typesetting: Creation of typographic characters and symbols by the arrangement of black-and-white spots called pixels or pels. (typically embroidery)

Embroidery: Art of creating and producing ornamental needlework consisting of designs worked on fabric with high luster threads either by hand or machine.

EPS (or) .eps: Encapsulated Postscript A type of graphics file written in the PostScript language.

Etched: Imprinting method in which the product to be imaged is coated with a protective coating that resists acid. The image is then exposed, leaving bare metal and protected metal. The acid attacks only the exposed metal, leaving the image etched onto the surface.

Four Color Process: Printing process that creates color productions by overprinting screens that individually print reds, yellows, blues and blacks of variable specified intensities.

Hot Stamping: Dry imprinting process in which a design or type is set on a relief die that is subsequently impressed by heat and pressure onto the printing surface.

JPEG (or) .jpg: Joint Photographic Experts Group is a standard compression format for high-resolution color images.

Laser Engraving: Imprinting method by which art or lettering is cut into a material by a laser beam that vaporizes the portion exposed through openings in a template.

Monogram: Embroidered design composed of one or more letters, usually the initials in a name.

Pantone Matching System (PMS): Color scale used to precisely match colors for printing. Each hue has a coded number indicating instructions for mixing inks to achieve that hue.

PDF (or) .pdf: Acrobat

Plate: Rubber or metal image carrier that transfers ink to the printing surface.

PSD (or) .psd: Photoshop

Random Sample: Single copy of a product with a random imprint.\

Screen Charge: Charge by suppliers for creating a silkscreen of the artwork used for imprinting products.

Screen Printing: Imprinting method in which the image is transferred to the printed surface by ink squeegeed through a stenciled screen stretched over a frame. Screens are treated with a light-sensitive emulsion, then film positives are put in contact with the screens and exposed to light. The light hardens the emulsion not covered by the film, leaving a soft area on the screen for the squeegee to force ink through. Also called silkscreening.

Set Up Charge:Special charges added to certain products in a catalog. It covers the cost of preparing the type for the press and the actual printing.

Tone on Tone: Different shades of the same color as the garment are used for embroidery thread. For example, a navy blue shirt with a light blue and royal blue embroidery.

-Glossary Terms provide by Advertising Specialty Institute

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1 Response to “Industry Slang”

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