Sunday, March 15, 2015

10 printing terms that do not mean what you think.

1) Choke - No longer an action you fantasize about when your spouse is nagging at you, but a technique of slightly reducing the size of an image to create a hairline trap or to outline. Also called shrink and skinny.

2) Comprehensive Dummy - Yes, we realize there is almost always one in every crowd, but in the print industry, it is a simulation of a printed piece compete with type, graphics, and colors.

3) Creep -  Not just some scoundrel inappropriately hitting on everyone in the place, but the phenomenon of middle pages of a folded signature extending slightly beyond the outer pages.

4) Double Bump - Indeed it is a complicated belly dance maneuver, but in the print industry it is also to print a single image twice so it has two layers of ink.

5) Gutter - It might be that place my bowling ball is always drawn to, but in this case it is the inside margins toward the back of the binding edges of a publication.

6) Halo Effect - Is a social-psychological phenomenon that allows humans to make snap judgments of others, often biased from one extreme to another; in addition, it’s a faint shadow that sometimes surrounds the halftone dots printed. The halo itself is also called a fringe.

7) Hotspot - No, it’s not just a perk to help us choose our social hangouts based on free internet access. At your local print shop it is a printing defect caused when a piece of dirt or an air bubble caused incomplete draw down during contact platemaking, leaving an area of weak ink coverage or visible dot gain.

8) Jogger - Often seen at intersection crossings bobbing in place and waiting their turn to cross; also, a vibration machine with a slopping platform to even up stacks of printed materials.

9) Paper Plate - We are not talking about Chinet or Dixie, but a printing plate made of strong and durable paper used in an offset press. It is cost effective with short runs.

10) Rainbow Fountain -  No, this is not an accessory play set found in the My Little Pony toy collection, but a technique of putting ink colors next to each other in the same ink fountain and oscillating the ink rollers to make the colors merge where they touch, producing a rainbow effect.

This moment of clarity was brought to you by PAR Global Resources. We provide innovative and cost effective print and web marketing services. 

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