Ad Copy:
Lettering imprinted on any item. Usually an advertiser's name, sales message, trademark or slogan.

Artwork:
Any non-typeset drawing, photo, illustration or lettering in an ad.

Branding:
A hot die imprint usually burned into leather or wood.

Bleed:
When an illustration runs all the way to the edges of the page or sheet after it's trimmed.

Boldface:
A heavy typeface used for titles or emphasis.

Camera-ready Art:
Any drawing, photo, illustration or lettering suitable for photographic reproduction.

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

Continuous Tone Art:
Photograph, painting or other piece of art in which black & white tones gradually merge into one another.

Crop:
To eliminate a portion of a picture, illustration or photograph that contains unnecessary material or to highlight a certain area of the image.

Deboss:
Machine presses a die into the surface of the material, resulting in a depressed imprint.

Deboss with Colorfill:
Combination of the Deboss and color, deboss then filled.

Decal:
Artwork is produced on a transparent decal, then applied to product.

Die Struck:
A reverse die is made of the imprint, then machine struck onto the metal surface. Die struck pieces are predominantly metal (lapel pins, etc.) and may be color filled.

DPI:
Dots per inch. Sometimes expressed as pixels per inch. For bitmap images, the number of individual elements of color information per inch.

Emboss:
Machine presses a die into the surface of the material, resulting in a depressed area around the imprint desired. Imprint appears to be raised.

Embroidery:
Logo is digitized into a "tape". Machine reads tape to stitch logo onto surface of product. Usually includes up to 5 colors of threads in one logo. Pricing is based on stitch count. Embroidery cannot be PMS Matched.

EPS File:
EPS stands for "Encapsulated Postscript", which is a sophisticated file format for capturing precise image and text information. Because of the mathematical basis for building the format, EPS files are the most reliable method for communicating artwork.

Etch and Engraving:
Methods for transferring a design to hard, smooth material such as glass.

Foil Stamp:
(see Hotstamp)

Font:
Used to describe a complete typeset from a particular typeface. Examples include Helvetica, Times New Roman, Arial, etc.

Four Color Process: (Decorating Term)
Photo-quality full color image is created by laying 4 colors (cyan, magenta, yellow and black) on top of each other.

Four-color Process:
A printing process that creates color productions by overprinting screens that individually prints reds, yellows, blues and black. All colors can be represented as a combination of these four.