Glossary of Printing Terms | Real World Print Production

This glossary is by no means a comprehensive record of printing terms. But it may come in handy before and during your conversations with a print service provider.

aqueous coating: A water-based coating applied over the entire printed area, usually by the last printing unit on a press. Aqueous coatings protect the printed ink and may enhance the appearance of the piece. For example, a pocket folder may benefit from the ability of aqueous coating to prevent scuffing as the pocket folder is repeatedly handled.

baseline: An imaginary line at the base of a row of text. All text sits on the baseline, with descenders such as the lower case y and g extending below the baseline.

bindery: Sometimes also called a finishing department, the bindery performs trimming, folding, gluing, and stitching for finished pieces.

Blanket: An intermediate, rubber blanket used in offset printing to transfer the printing ink to the paper surface. The inked printing plate transfers ink to the blanket, which then applies the ink to the paper. The use of the intermediate blanket is the reason the printing process is called offset printing.

blueline: A single-color proof made by exposing photosensitive paper to a strong light source through film (usually a multipage, imposed layout for plate). Bluelines are used for proofreading, checking for scratches in film, and correct pagination of the flat. In a computer-to-plate (CTP) environment where no plate film is necessary, bluelines are often digitally output on large-format inkjet printers.

Cameraman: In the days before scanners, cameramen used masking and exposure techniques to create film color separations on large cameras. Transparencies, color prints, or original artwork were mounted on a large platen and then photographed through color filters to generate the films for the printing inks.

camera-ready art: Ink drawings for illustrations, logos, or finished mechanicals ready to be photographed by the cameraman. The line shots of the clean, camera-ready artwork were used as the starting point for film stripping.

CEPS (Color Electronic Prepress System): A specialized computer system for retouching and assembly of images. Marketed by Scitex, Crosfield, Linotype-Hell, and Dainippon Screen, they often cost in excess of a million dollars. Largely rendered obsolete by the advent of Photoshop and the affordability of the Macintosh.

chase: A wooden frame that contains the metal printing components used in a letterpress printing press.

coil binding: (Also called spiral binding.) Pages are punched (usually at the left or top edge), and then a single coil (spiral) of plastic or wire is threaded through the punched holes to anchor the pages together. Coil binding is useful for presentations and workbooks because pages lie flat when the finished piece is opened. One disadvantage is that there is no printable spine.

color break: How color should be used in various areas of a page. In the days of physical mechanicals, colored markers were used to mark a tissue paper overlay so that film strippers would know how to apply color to type, rules, and boxes. Since the underlying mechanical artwork consisted of only black-and-white contents (to facilitate the shooting of line shots), an indication of color break was necessary. For example, headlines might be circled and marked to print as M100Y100, and quick sweeps of a blue marker, accompanied by a written instruction, might be used to indicate that all boxes on the page should print with a mix of C50Y15. It was sort of like coloring books for adults. The term color break is still used in discussions of page-layout contents.

color key™: A product of 3M, the Color Key proofing system used individual photosensitive color overlays to create proofs. Each sheet was exposed to a high-powered light source through the appropriate color separation film (for cyan, magenta, yellow, black, or a spot color). After development in a alcohol-based bath, the unexposed areas of the sheet would wash off, leaving the exposed areas to represent the printing ink. The overlays were aligned, and then taped to a white paper base. (No longer used.)

color separations: Individual sheets of film for each printing ink to be used in reproducing artwork. In four-color designs, four pieces of film are used: one each for cyan, magenta, yellow, and black. For a duotone image, two films would be generated, one for the black ink and one for the spot color to be used. For tritones, three pieces of film would be generated, and so on. Formerly created by cameramen until the introduction of scanners.

color temperature: A standardized measure of the value of a light source to control viewing conditions. Think of a piece of iron being heated in a furnace. As its temperature increases, the color given off by the piece of iron goes from dull red to bright red, followed by orange, and so on. The Kelvin temperature scale is used, under which water freezes at 273 degrees K (the abbreviation for Kelvin), and all molecular motion stops at 0 degrees K. This is, no doubt, more than you care to know. But, for reference, it may be helpful to know that a household tungsten bulb measures about 27002800K, and average sunlight is approximately 5000K. The sun at high noon measures between 60006500 degrees K. For many years, the graphic arts industry was standardized on 5000K viewing conditions, often referred to as D50 lighting. But in recent years there has been a move toward the brighter, 6500K (D65) standard.

comb binding: A binding method in which pages are punched, and then a comb-like piece of curved plastic is inserted (usually at the left or top edge). The teeth of the curved comb (hence the name) curl into the punched holes, and the curvature of the insert draws it closed. Comb binding allows the finished piece to open flat, which makes it suitable for textbooks and workbooks. Since the exterior of the bound piece is solid, the spine can be imprinted, although this isn't frequently done.

comp: Short for comprehensive. A representation of the final printed piece, usually printed on a desktop printer and manually assembled to show a client (or the print service provider) how the finished piece should look. Comps are helpful for checking pagination and for planning complicated pieces such as those involving inserts, tabs, or custom trimming. Also sometimes called mockup.

Computer-To-Plate (CTP): Direct imaging of a printing plate from digital information. CTP replaces previous methods of generating intermediate film and exposing plates. The imposition is digitally created, and then the printing plate is directly exposed in a large imaging device using no intermediate film.

continuous tone: A smooth transition from one color to another, such as the variations of color in a color photograph. While the emulsion of a photographic print can replicate continuous tones, printing presses cannot. Instead, the printing process approximates a variety of color by using halftone dots (see Chapter Two, "Ink on Paper," for more information on halftones).

contract proof: A proof intended to represent the appearance of the final printed piece. Contract proofs are used for color and content matching on press. Traditionally, they are made by exposing proofing materials through final film, but now they are usually generated digitally from the same information used to generate plates. Signing a contract proof constitutes an agreement between printer and client. The client's signature indicates that the proof shows correct color and final content. The printer is obliged to match the proof on press.

cromalin^®: A product of DuPont^™, the Cromalin proofing offerings include both analog (film-based) and digital proofing options. The film-based Cromalin proofing systems use photosensitive coatings adhered to a heavy carrier sheet. A layer of photosensitive coating is exposed to a high intensity light source through film for one of the printing inks. In the positive-acting version of Cromalin, the exposure hardens areas of the photosensitive coating, leaving the remainder slightly sticky. Very fine, pigmented toning powder is applied to the proof, adhering to the sticky imaged areas. Another layer of the photosensitive material is laid down on the carrier, and exposed through the film for the next color, and so on. When the process is finished, you have a one-piece proof with all colors in place. As the printing industry moves more toward an all-digital workflow, less film is generated, so DuPont now also markets digital proofing solutions under the Cromalin name.

cure: To dry or harden an ink or other applied material. Heat, pressure, air, or ultraviolet light may be used, depending on the material and the substrate to which it is applied. The purpose of curing is to minimize smearing or scuffing of the printed piece.

custom-mixed inks: While the variety of ink recipes available from Pantone®, Toyo Ink, and other firms provide a huge rainbow of colors from which to choose, it is sometimes necessary to mix a custom color to get exactly the right shade. There's more involved than "a cup of this and a cup of that," since what's important is the appearance and behavior of the ink on the final printing surface under press conditions. To ensure realistic expectations, the printer should provide an ink draw-down, which is a thin film of the custom ink applied to paper (ideally, the actual printing stock) to simulate the appearance of the ink when printed.

die cutting: Using pressure and shaped metal dies to cut a printed piece in an interesting shape. Sometimes done by the printer, and sometimes done by outside specialty companies that subcontract with the printer.

digital press: While this term usually refers to plateless, toner-based printing devices, it may also refer to presses that enable on-press imaging of conventional plates. The output of high-end, toner-based presses rivals the appearance of offset printing, while enabling functions such as the customization of each piece.

dot etcher: A skilled craftsperson who performed color corrections by delicately etching color-separation films in mild acid baths. The acid eroded the edges of halftone dots, which would alter the diameter and thus the amount of ink that the resulting printing plate would hold. Etching a positive film would lighten color, and etching a negative film would increase color. To prevent etching in some areas of the film, the dot etcher would paint on a varnish-like protective mask. After etching, the mask would be removed with a solvent. While this may seem primitive compared to the ease with which we now make color corrections in Photoshop, the concepts are the same. In fact, many dot etchers were quick to adopt Photoshop and excel at using the program to perform color corrections. Imagine how relieved they were to go home without acid burns in their clothes! Dot etching, alas, is completely extinct.

dot gain: The tendency of ink to spread when applied to a substrate, resulting in a perceived darkening of the printed image. Touch a fine-point pen to a paper towel, and you'll get the idea. Dot gain is an unavoidable physical occurrence, but plate imaging and press controls can mitigate it. Contract proofs should approximate the results of dot gain so that the printed piece isn't a surprise.

embossing/debossing: Using pressure and shaped dies to press paper into a three-dimensional relief. Embossing raises the surface on the finished side; debossing indents the surface on the finished side. When used in an unprinted area, this is referred to as blind embossing.

estimator: A knowledgeable and important part of the printing plant's front line, an estimator is responsible for estimating the time, labor, paper, ink, and other materials that will be required to complete a printing job.

film stripper: A nearly extinct breed of trained craftspeople who use tape, photographic masks, and darkroom techniques to combine type and images for final film. In some ways, the film stripper was the equivalent of a production artist of today, although the job title made for some very awkward moments during introductions. "You're a stripper?!" This would be followed by a brief explanation to your date's parents, during which you attempted to condense the printing process into a few convincing sentences.

finishing: The manufacturing processes that take place after the job leaves the printing press. Finishing can include such processes as folding, binding, trimming, diecutting, embossing, and foil stamping.

flat: Pieces of film taped to large clear plastic carrier sheets for subsequent exposure. Film strippers taped the component parts of a page to flats, and then exposed them in a certain order through masks to create a finished film for the individual printing inks. Platemakers taped down films for pages in the correct position as part of very large imposed flats. With the increasing use of computer-to-plate technology, these processes are rarely used. Instead, pages are created in page-layout programs, and imposition software positions the pages in the correct orientation for directly exposing plates.

flexography: A printing process that uses fast-drying inks and plastic, rubber, or photopolymer plates with raised image areas carrying the ink. Flexographic printing transfers the ink directly to the printing surface, rather than using an intermediate blanket as in offset printing. Flexo printing, as it is usually called, is often used for printing flexible substrates such as plastic sheeting or thin packaging foils. While flexography may have previously been regarded as inappropriate for higher quality work, that's no longer the case. Improvements in inks and plate materials have greatly expanded the capabilities of flexography.

foil stamping: Using pressure and heat to transfer a special, film-backed sheet of color (often metallic or iridescent) to paper. Foil stamping often uses a die to transfer a shaped design or to accentuate printed type and can be combined with embossing for elegant effects.

folding dummy: A blank sheet of paper folded in the configuration that will be used in finishing the job. Pages are numbered to indicate the correct imposed page position. A folding dummy may be made by the planning department or by imposition operators and is used to check for correct folding and imposition.

FPO (For Position Only): Placeholder content (usually an image) used in the early stages of design. FPO images are later replaced by final, high-resolution images.

ganged: The process of combining images on one mounting to be scanned simultaneously. Business cards or other similar pieces may be ganged together for simultaneous printing, and then separated when the printed sheet is trimmed apart. Ganging saves time and labor.

gravure printing: A specialized printing method using engraved metal cylinders. Chrome-plated gravure cylinders are capable of extended printing runs, making gravure appropriate for publication and packaging applications. After printing, the chrome plating can be stripped off and replaced, so the cylinder can be reused.

halftone: Since it's not possible to print millions of colors in a continuous-tone fashion, the predominant printing processes approximate a wide range of colors by using cyan, magenta, yellow, and black inks (usually) printed with halftone dots of varying diameters. (See Chapter Two, "Ink on Paper," for a more detailed description.)

hot type: A method of creating type with a raised printing surface by injecting molten metal into a shaped form called a matrix. Usually a combination of lead, tin, and other metals, the molten metal filled the mold and cooled to form the printing surface, called a slug. A slug might be just a single word, portions of a page, or an entire page. This process is also the source of the term leading (pronounced ledding). Thin strips of lead were placed between lines of text as shims to provide space between the lines. The concepts and terms remain, although we no longer have to pour hot lead.

imagesetter: A digitally driven device for imaging film. A RIP converts incoming PostScript information to very high-resolution bitmaps that guide the imagesetter's marking engine to expose the film with a laser or light-emitting diodes.

imposition: Placing individual pages of a multipage document in the correct position for final printing.

job jacket: A large plastic or cardboard carrier containing materials for a job. Usually open on one side like a big, flapless envelope, the job jacket allows the job materials to travel together throughout a printing plant. A job jacket might contain your original disks and hard copy, as well as any proofs and necessary paperwork pertaining to the job. Usually an identifying job ticket is affixed to the job jacket to identify it and serve as a job information reference.

job ticket: Usually attached to the job jacket, a job ticket contains important information about a printing job, such as the job number, the customer name, contact information for key personnel, the number of inks used, the press to be used, and important dates in the job's timeline.

knock out: In printing, an area where no ink prints. For example, white text knocks out of an area of black ink, leaving unprinted paper. The term is also used to refer to creating a silhouette of a portion of an image, as in knocking out an object so that its background disappears.

laminate: To coat a printed piece with a clear film by using heat, pressure and adhesive. Laminates are used to protect printed pieces from abrasion and other wear and tear.

leading: Pronounced ledding. The amount of space between the baseline of one line of text and the baseline of the following line of text, expressed in points.

letterpress printing: Printing from a raised plate or collection of printing components that are held together in a chase. The pressure of letterpress printing creates a slight indentation, especially in heavy stock. It is a slow, mechanical, hand-intensive process, but creates unique pieces. Used by Gutenberg to print his famous Bibles, letterpress was once the standard printing process before offset printing began to replace it in the 1950s. Now it is used mainly for invitations, announcements, and fine-art printing.

linen tester: A small, rectangular, folding magnifier used to check artwork, proofs, or printed pieces. It's called a linen tester because of its origins in the fabric industry.

line shots: In the old manual days, a camera shot of black-and-white, hard-edged artwork such as type or line drawings. High-contrast film eliminated shades of gray, thereby producing a sharp image with no soft edges. The digital equivalent would be line-art scans.

lithography: A printing process based on the mutual repulsion of water and oil. Oil-based ink adheres to areas of a lithographic printing plate that are not moistened by water.

loupe: A small, folding magnifying glass that is used to examine small details in artwork, on a proof, or on a printed piece. A loupe folds into itself horizontally, whereas a linen tester pops up vertically.

lower case: Uncapitalized text such as a, b, c, d, and so on. As compared to upper case (capitalized) text such as A, B, C, D. Originally, the term referred to the physical location of the wooden case containing the uncapitalized letters that were made of molded lead.

makeready: The process of getting a printing press up to operating conditions. Makeready includes adjusting ink feed, paper tension, and blanket pressure. Also used to refer to the waste material produced during this process.

matchprint: Originally a film-based proofing system marketed by 3M, the Matchprint proofing system became a product marketed by 3M's spin-off company, Imation. Ultimately, Kodak Polychrome Graphics purchased Imation, and now Matchprint is a digital system using high-quality inkjet proofing.

mechanical: In the days of manual artwork creation, a mechanical consisted of hand-inked artwork and black-and-white photo prints that were affixed to heavy artboard with adhesive wax or rubber cement. Line shots of the mechanical were used by film strippers as the starting point for creating film for printing. Now, the term is sometimes used to describe a finished page-layout file.

mechanical color: The process of cutting complicated, stencil-like masks for color break. Since each distinct color mix in a page required a separate mask, the process was exacting and time consuming. Fine knives were used to cut shapes in a red (Rubylith® brand from the Ulano® Corporation) or amber (Amberlith® brand also from Ulano) varnish-like coating on a thick, clear plastic backing. Once the masking shape was cut, sections of the coating were lifted and peeled off to reveal the clear plastic. Since the amber or red mask was opaque to the light used to expose the film, film strippers used these masks in the darkroom to create the final page films.

offset printing: Offset printing is based on lithographic principles, which take advantage of the repellent properties of oil and water. The imaged area attracts oil-based inks, while the nonimaged area attracts water. On each revolution of the press, a thin film of water is applied to the plate, followed by a film of ink, which only adheres to areas not coated with water. The ink image is transferred to a blanket, which then transfers the ink to the paper. The use of an intermediate blanket is the reason the process is called offset printing.

OPI (Open Prepress Interface): A method developed originally by the Aldus Corporation (but also implemented by other vendors) that allows the use of low-resolution (and thus smaller) images in creating a page layout. These low-resolution images represent the original high-resolution images but take up less space on disk and print more quickly. They contain PostScript comments that identify their high-resolution replacements. During final imaging, a server- or RIP-based process replaces the low-resolution image with the high-resolution image. OPI is used less often with today's faster networks and larger storage devices, but it is still implemented in workflows that deal with high volumes of images, such as catalog production. Pronounced "oh-pea-eye," not "opey."

page proof: A proof of an individual page, which is usually created to obtain customer approval of color and content at a fairly early stage in the job.

perfect binding: Combines multiple signatures into a bundle, anchors them with an adhesive, and then applies a tape or paper binding to hold them together for a flat spine. The paper binding may also be a printed cover that allows a title and other information to be printed on the spine.

personalization: A data-driven method of inserting a recipient's name or other personal information during printing. In offset print environments, this is usually done via press-mounted inkjet units, although processes such as addressing may be performed during later stages in the bindery. As data-driven processes become more sophisticated, and the inkjet units faster and more refined, it is becoming possible to personalize with more than just a few lines of typeeven custom images can be applied.

Pica: A unit of measurement. There are six picas in an inch. A pica is equal to 12 points.

planner: A printing company specialist who establishes which press will be used to print a job, how the job will be imposed for the press, and what finishing processes should be scheduled to complete the job. Planners may also be involved in job scheduling. In many printing plants, the jobs of estimating and planning may overlap or may even be performed by the same person.

platesetter: An output device that uses a laser or light-emitting diodes (LEDs) to expose the photosensitive surface of a printing plate by using digital information.

point: A unit of measurement. There are 72 points in an inch. Text size, leading, baseline grids, and the thickness of rules and strokes are almost always specified in points. Some designers specify everything in points and picas, but many are accustomed to specifying page sizes and the dimensions of objects in inches, and they only use points when referring to text size and rule thickness.

postscript: A programming language used to describe the contents of a page so that an imaging device such as a laser printer, an imagesetter, or a platesetter can produce output. Developed by Adobe Systems, Inc., PostScript was the major driving force in the birth of desktop publishing. Since its advent in 1985, PostScript has gone through several revisions. The current version of PostScript is Level 3.

preflight: Inspecting job files at an early stage of the job to find content errors that might prevent the file from printing as the customer intends. While there are dedicated software programs such as FlightCheck from Markzware, some print service providers rely on skilled preflight operators to examine files. Designers can also preflight their outgoing jobs as a check before submitting the job for print. This allows problems to be fixed before incurring repair charges from the print service provider.

prepress: All the preparatory work that takes place before actual printing. Prepress includes preflight, production work to correct or modify files for printing, proofing, trapping, imposition, and plating. It may also include scanning, retouching, and color correction.

press check: Once makeready is complete and the printing press is in an optimal running state, the client is asked to approve the printed output for content and color. This is often necessary when custom inks or tricky substrates are involvedcomponents that may be difficult to represent faithfully with proofing. Since printing companies often operate 24 hours a day, you may find yourself invited to a press check in the middle of the night.

press proof: While current proofing methods are adequate for simulating actual printed pieces under most circumstances, special add-ons such as custom inks or applied varnishes may present challenges. For exacting jobs such as complex promotional pieces or annual reports, it may be necessary to perform a small press run to determine if everything looks as expected. While this adds considerably to job cost, it may be worthwhile on a high-profile job to ensure that the finished piece meets expectations.

printer's spreads: The printing position of pages on the press, determined by the imposition requirements of the job. While pages two and three face each other in a printed eight-page brochure, they don't print together. Instead, page two prints next to page seven, and page three prints next to page six. When the pages are bound together, they are read in the correct order. See Chapter Three, "Binding and Finishing," for more information about imposition.

proof: A simulation of the final printed piece, used to check the content of the job. Necessary corrections should be marked on the proof, and the marked-up proof should be compared to the next round of proofs to ensure that the requested changes have been made. Signing a proof indicates that you consider everything to be correct in the proof.

registration: The alignment of all inks printed on a press. Since each color is applied by an individual unit on press, there is some possibility of the successive colors not aligning. While modern presses have sophisticated controls for maintaining proper registration, mechanical or environmental problems may cause slight misregistration, as can stretching or deformation of the paper itself during the printing process. A multicolor fringe at the edge of color areas is a symptom of misregistration.

Raster Image Processor (RIP): A specialized computer that uses a combination of proprietary software and hardware to translate PostScript or PDF input to a very high-resolution bitmap image that drives the marking engine of an output device, such as an imagesetter, platesetter, or desktop printer.

ROOM (RIP Once, Output Many): The practice of processing a page in a RIP, and then using that same information from the RIP to generate proofs, film (if necessary), and plates, rather than reprocessing the original digital information through different RIPs for different output. Using the same data for multiple outputs ensures that no processing errors creep in. Using one vendor's RIP for proofing output and a different vendor's RIP for platesetting can result in a proof that does not represent what will be on the plate. This can lead to surprises on press. Surprise is not necessarily a positive thing in printing.

saddle stitch: Binding multiple pages together with staple-like metal stitches. Often used for magazines and catalogs. See Chapter Tnree, "Binding and Finishing," for more information about saddle stitching.

scanner: A device for converting reflective artwork, photographic prints, transparencies, or film negatives to digital information. Early scanners were large, expensive devices with daunting controls that required careful mounting of artwork on large, heavy clear drums. But with advances in optics and software, they have been largely replaced by flatbed scanners, and prices have plummeted accordingly.

screen printing: A printing method in which a finely woven stretched screen carries a hand-cut or photographically exposed mask. The mask acts as a stencil, and ink is squeezed through the mesh of the screen in open areas of the mask onto the intended substrate. While you may associate screen printing only with apparel printing (such as t-shirts), it's also used for spot application of scratch-off coverings for game pieces, scratch-and-sniff areas, and printing on irregular surfaces such as molded pieces.

scheduler: A printing-company specialist who determines when each portion of a job occurs (barring errors or other problems). The scheduler must consider how long each process takes and must factor in the effects of other existing jobs, staffing resources, and the required final deadline for the job. In some printing plants, scheduling and planning may overlap, or they may be done by the same persons.

score: To press a groove into paper or board for easier folding. This ensures a smooth, predictable bend while lessening the chance that the paper or board will tear when folded.

sheetfed press: An offset press that takes in single sheets of paper from a stack rather than a roll. Typical sheetfed press paper sizes are around 20 by 28 inches or 30 by 40 inches, although there are larger-format (and smaller-format) presses as well.

signature: A printed sheet folded one or more times to create a single section of a multisection piece. Pages are imposed in the correct position so that when the sheet is folded, trimmed, and bound, the pages will be in the proper reading order. (For more on imposition and signatures, see Chapter 3, "Binding and Finishing.")

silhouette: To eliminate the background surrounding the important element in an image. This may be done by erasing the background or (more commonly) by creating a mask or path that allows the element to display without the background. Also called knockout, dropout, blockout, silo, or KO, depending on your locale and your local printer's particular slang.

spiral binding: see Coil Binding.

Trade shop: A print service provider that works for other printing providers and performs services such as scanning, retouching, and other prepress services. Some trade shops also provide printing and finishing services.

transparency: A transparent, positive color image such as a 35 mm slide. Larger formats include 4 by 5 inches and 8 by 10 inches, but the advent of digital photography has made the use of transparencies (and the need to scan them) less common.

trap: To create overlapping areas of common color in order to minimize gaps during slight misregistration on press. Trapping is usually performed at the RIP stage, although it's also possible to create traps manually in many applications. (See Chapter Two, "Ink On Paper," for a more detailed explanation of trapping issues.)

typesetter: The definition and responsibilities of a typesetter changed with technological advances. Typesetters no longer handle tiny molded lead characters locked in a chase (container). Currently, typesetter usually refers to a specialist who uses page-layout tools to set type with an emphasis on readability and style in long documents.

UPC (universal Product Code): A machine-readable identifier that consists of two componentsa bar code and human-readable numbers. The first six digits identify the product's manufacturer, and the remaining digits identify the product itself and provide a check digit used by the code reader to determine if the code has been read correctly. It's not difficult to generate UPC artwork with special barcode fonts or dedicated software, but you must be mindful of requirements such as minimum size, location, and color of the code itself. It's important that busy backgrounds or dark colors don't interfere with the legibility of the UPC, which is why it's often placed in a white rectangle. You'll have to plan for this when you're creating artwork for publication covers or books, as well as packaging.

uppercase: Capitalized letters such as A, B, C and so on. As compared to lowercase text such as a, b, c, d. Originally, the term referred to the physical location of the wooden case containing the uncapitalized letters, which were made of molded lead. Capitals were kept in an upper case, hence the name.

Variable Data Printing (VDP): At its most basic, VDP can be the personalization of a printed piece by inserting the recipient's name and address: "Dear [your name here]." While this can be accomplished by using press-mounted inkjet heads with acceptable results, the increased use of fully digital presses opens the way for more extensive customization. Since each impression on a toner-based digital press is unique anyway, a database-driven process can insert custom texteven imagesto narrowly target the printed piece to the recipient's demographic or buying history. While variable data printing is more expensive because of the programming and planning involved (as well as the cost of demographic information and mailing lists), the response rate from such targeted mailings is substantially higher than for generic mass mailings.

viewing booth: A cubicle-like area that provides a controlled viewing environment for judging color. Although a printed piece will be viewed by recipients under a variety of lighting conditions from fluorescent or tungsten to daylight, it's important during production to have standardized lighting and surrounding surfaces so that everyone from designer to retoucher to pressman is viewing proofs and printed materials in a common environment. To prevent any influence from the surroundings, the surfaces of a viewing booth are painted a neutral, medium gray, using matte paint to avoid reflections. To ensure consistent lighting, fluorescent bulbs of a specified color temperature are used. Originally, D50 (5000 K) bulbs were used, but there has been a move in recent years to D65 (6500 K).

web press: A roll-fed printing press. Trimming to individual sheets may take place at the end of the press on an inline unit called a sheeter, or the printed web may be rolled up onto a takeup reel for offline trimming. The size of the web press dictates the width of the paper roll it accepts.

wire binding: Similar to comb binding, but wire binding uses wire that is bent into tooth-like prongs.