Any drawing, photos, illustration, or lettering suitable for photographic reproduction.
A method in which molten metal is forced into a mold of rubber or plaster, then cooled into the desired shape.
Clean-up charge (or wash-up charge)
A factory charge added for the labor costs involved in cleaning the printing press after using a nonstandard ink.
Hot-stamp procedure in which the desired logo/copy is foil hot-stamped on a solid brass or metal base, then covered with epoxy dome.
Product in which a colored paste, made from ground glass, is applied to recessed areas, then fired at 1,400 degrees Fahrenheit and polished by stone and pumice to achieve brilliant color. Since gullies and ridges separate each individual color, fine lines between colors are difficult to achieve.
Acronym for cyan, magenta, yellow, and black, which are the subtractive colors for process color reproduction.
Any method, such as masking, dot-etching, re-etching, or scanning, used to improve color rendition.
First or early printing of a finished color ad, combining impressions from each of the separate progressive color plates.
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.
Final stage of a layout, finished to very closely resemble how the printed piece will look.
Continuous tone art
Photography, painting, or other piece of art in which black-and-white tones gradually merge into one another.
Written content of advertising or editorial matter in the media.
Chemically created facsimile of a full-color reproduction.
To eliminate a portion of a picture, illustration, or photography that contains unnecessary material, or to highlight a certain area of the image.
Indicators on artwork to show where an illustration is to be cut or sized.
Broad term encompassing all plates associated with letterpress and hot-stamp printing.