Promo Tip # 33

Think personalization!               Even inexpensive insulated can coolers can become special with a recipient's name printed on it. 

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Imprinting Glossary billboard

Imprinting Glossary

The printed area on a mechanical layout which extends from 1/8” to _” beyond the visible print area.

Camera Ready Art
Crisp black and white art that is laid out properly in a format that can be directly taken for reproduction.

Chokes and Spreads
Overlap of overprinted images to avoid color or white fringes or borders around image detail.  Also referred to as trapping.
Acronym for Cyan Blue, Magenta, Yellow, and Black.  Printing colors for Process Color reproduction.
Crash Imprinting
When forms with carbons are printed, often the die "crashes" through the pages.  The top page will be imprinted in ink, but all subsequent pages will be imprinted in carbon.

Continuous Tone
A screen image which contains gradient tones from black to white.
The process of indenting a logo/desgin into a surface.  Debossing or embossing are the prefered methods of imprinting onto materials such as leather or vinyl.
Dots per Inch or D.P.I.
A measure of the resolution of an image.  The more dots per inch, thee finer the screen, and the greater the detail.  Also referred as “LPI”, lines per inch.  DPI or LPI tolerances are dependent on the method of printing along with the finish of the printing surface.
A two color halftone reproduction.
The process of raising a logo/desgin from the surface.  Debossing or embossing are the prefered methods of imprinting onto materials such as leather or vinyl.
Fill In
The undesirable effect of type or copy filling in with ink, usually occurring when reverse copy that is not bold or thick enough.
Flexographic Printing
Method of printing most commonly used to print paper, poly bags and other products, using flexible rubber or photopolymer materials to create the printing plates.  Plates are mounted onto cylinders of various diameters for rapid, continuous imprinting.
A complete assortment of letters, numbers, and punctuation marks of a given size and design.
The reproduction of a continuous-tone image, through a screening process, which converts the image into dots of various sizes and equal spacing between centers.  Generally refers to one-color dot imprints.
Hot Stamping
The process in which foil is directly transferred by means of pressure and heat to a hot stamp printable surface.
Knock Out
Also known as reverse imprint.  When printed surface allows for image to reproduce in reverse.  Base stock shows through the surrounding inked area.
The undesirable effect of an unplanned pattern which can be created when two or more screens overlap or overprint with each other at certain incorrect angles.
Photo film that is a reverse representation of the original copy.  All printed areas are clear, and non print areas are black.  Negatives are required to make Blue Lines, Color Keys, and Plates.
Overrun and Underrun
Modern presses operate at very high speeds, and for many purposes, products are generally produced with an overrun which the customer is expected to pay for.  The presses cannot stop "on a dime," errors must be discarded, and the first items through are often misaligned and need to be recalibrated.  Occasionally, underruns occur as well, but mostly, overruns are the rule.  Though the customer is expected to pay for a certain percentage overrun (3% to 7% depending upon manufacturer, product, and printing process), all will be of acceptable quality.
PMS Colors
Pantone Matching System.  An internationally recognized standard color pallet of over 700 colors allowing designers and manufacturers to consistently specify and reproduce an exact color tones.  PMS coloring generally costs a bit more, but when corporate standards must be maintained, this is the method of choice.
Pre Printing
Custom print of paper or poly film prior to converting into a given product.
Process Printing
A printing method which uses screen separations of the four basic colors, CMYK.  Reproduces vast color spectrum with photographic clarity.  Often called: 4-Color Process, or simply 4-Color.
Rotogravure Printing
A method of printing which uses etched metal cylinders and yields a very high quality imprint.  “Roto” is generally available for printing from off shore facilities and is used for large quantity print runs of product that require ultra-quality output.
A uniform measurement of dots in rows or lines per square inch.
Step and Repeat
A printed design in which an element is copied and reproduced over a given area, maintaining equal spacing and direction between elements to create a pattern.  Most often identified with simple logo design in repeat pattern on tissue and gift wrap.
Through the use of “chokes” and “spreads”, overprinting of multiple colors to prevent unprinted areas from showing due potential press movement.