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Glossary
Graphic design embraces a wide range of
terminology acquired from various disciplines in
order to explain the creative processes it encompasses.
These terms facilitate communication between the
various key players and stages in the design and
production processes.
Analogy
A comparison between one thing and another, made
for the purpose of explanation or clarification. It often
refers to the seemingly impossible or surreal for extra
emphasis. For example, a task that appears
impossible is analogous to ‘obtaining blood from a
stone’. The success of an implicit analogy in a design
is dependent upon the ability of the target audience to
interpret exactly what the analogy is. Analogies often
use the vernacular language in common usage.
Appropriation
Taking a style of one thing and applying it to another.
Asymmetrical grid
A grid used for page layout that is the same on both
the recto and verso pages. Asymmetric grids
typically introduce a bias towards one side of the
page, usually the left. The additional margin space
can be used for notes and captions.
Belly band
A plastic or paper loop that is used to enclose the
pages of a publication. Belly bands are typically seen
on consumer magazines and often include
information about the publication’s contents.
Binding (shown above right)
Any of several gathering processes using stitches,
wire, glue or other media to hold together a
publication’s pages or sections to form a book,
magazine, brochure or other bound format.
Bitmap
An image constructed of a fixed number of pixels
(or dots). The more frequent and finer the dots are,
the sharper and more detailed the image produced.
Bitmap images can easily be coloured to create
dramatic graphic statements. Bitmap colouration
can be altered without the use of an image-
manipulation program.
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Bleed
The printed area that extends past the point where
the page will be trimmed, allowing colour or images
to continue to the very edge of the cut page. Trim
marks printed around the image show where the page
will be cut. An image needs to extend 3mm past the
trim marks to ensure that once the pages are cut, the
image ‘bleeds’ off the page. However, this extra 3mm
is not needed at the binding edge as any bleed here
will be lost in the tightness of the bound book.
Broadside
Text that has been rotated 90 degrees to the format of
a publication. This is done to make a visual
impression or provide a more suitable means of
handling text elements within the publication’s
format, such as numeric tables.
Calliper
The thickness of a stock or sheet used in printing.
The calliper has an impact on the feel of a
publication, but this does not always imply a precise
relationship to the weight of the stock. A thick-
calliper stock may add a more substantial feel to a
publication, while a thin calliper can add a delicate
touch. Generally speaking, thin-calliper stocks tend
to have lower weights than thick-calliper stocks, but
there are papers that have been developed to give
added bulk without the extra weight.
Collage
An image creation technique characterised by the
sticking together of paper, fabric, photographs or
other media in unusual or surprising ways. Collage
was popularised by Georges Braque and Pablo
Picasso in the early twentieth century.
Colour fall
Describes those pages of a publication that will be
printed with a special colour or varnish as shown by
colour coding on the imposition plan. The use of
different paper stocks can be shown on the
imposition plan in the same way.
London College of Fashion
This perfect-bound brochure created for
the London College of Fashion by Why
Not Associates features different type
weights on the cover that establish a
hierarchy, helping to guide and direct the
eye of the reader.
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Erich Salomon / Peter Hunter (above)
These spreads are from a book designed by Faydherbe / De Vringer about German press photographer Dr Erich Salomon. His son,
Otto, emigrated to London in 1935, where he, too, became a press photographer under the assumed name of Peter Hunter. The book
features images from the two different experiences of exile, (seen on the end pages here), which are printed silver on black to create
a delicate duotone effect. Notice the presence of the photographer in both images.
Counter
The empty space inside the body of a stroke that is
surrounded by the bowl. The counter is also called an
eye for ‘e’, and a loop for the bowl created in the
descender of a lower case ‘g’. A counter can also
describe the shape of the negative space within an
open character, for example an upper-case ‘C’.
Creep
When the folded inner pages of a publication (or
printed section) extend farther than the outer folded
pages. This is usually caused by the bulk of the paper
or the extent of the publication. Creep may not be a
problem in saddle-stitched publications that are
untrimmed, but information near the trim edge in
perfect-bound publications may be lost if creep
occurs. Design elements need to be positioned away
from the fore edge to ensure they are retained.
Die cut
A print-finishing process that cuts away a part of the
substrate using a steel die. Mainly used for
decorative purposes, a die cut can enhance the visual
impact of a design through the creation of interesting
shapes, apertures or edges.
Duotone (shown above)
A tonal image produced using black and one of the
other subtractive primaries. In essence, a duotone is
akin to a black-and-white photograph in which the
white tones have been replaced by another process
colour. Reducing colour detail to two tones allows
images with different colour information to be
presented in a consistent manner. As the colours can
be altered independently, results can vary from the
subtle to the very graphic.
Duplexing
A process whereby two different materials are
bonded together to produce a substrate that has
different colours on each side. While a duplexing
effect can be achieved through duplex printing
(printing on both sides of the paper), the end result
does not have the same colour quality as using
different coloured stocks. The use of duplexing
also allows substrate weight to go beyond that of
standard stocks.
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Architecture and the
‘Special Relationship’ (right)
The extent of a book is something that
must be taken into consideration whilst
undertaking the design process. With
over 600 pages, Architecture and the
‘Special Relationship’ required careful
planning in order to be executed
efficiently. The use of sketches
determined the placement of images and
helped to establish the pace of the book.
This book was designed by Gavin
Ambrose for Routledge.
Endpaper (shown above left)
The heavy cartridge paper pages at the front and
back of a hard-back book that join the book block to
the hardback binding. Endpapers may be plain or they
may sometimes depict maps, a decorative colour or
another design.
Exquisite corpse
A term derived from cadavre exquis – a surrealist
technique that uses chance and accident in the
creation of text or pictures.
Extent (shown above)
The number of pages in a printed publication.
Typically, the extent of a publication is determined
at the start of the design stage so that print costs can
be calculated in advance. The content is then made
to fit.
Finishing
A range of processes used to add the final touches to
a job once the substrate has been printed. These
processes include die-cutting, embossing, debossing,
foil-blocking, varnishing and screen-printing.
Flaps
The extensions of the cover stock or book’s dust
jacket, which are folded back into the publication to
add additional support and rigidity. Flaps often
contain notes about the book and its author.
Foil
A print-finishing material that is stamped on to a
substrate by using a heated die. This technique is
also called foil block, block print or hot foil stamp.
Folding
A print finishing process whereby pages are creased
and doubled in various combinations to produce a
signature for binding. Folding methods produce a
variety of results and serve different purposes.
Four-colour black
A black that is produced using all four of the CMYK
process colours. The use of the four process colours
results in a deeper, richer black than a black
produced by a single colour. By varying the CMYK
values used, the warmth of a black can be altered.
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Grid (shown above)
A graphic structure used to organise the placement
of individual elements within a design or page. A grid
serves a similar function as the scaffolding used in
building construction – it acts as a positioning guide
for text, pictures, diagrams, charts, folios, straplines,
columns and other design elements.
Halftone
An image formed from dots, suitable for printing
using the offset lithographic printing process. The
halftone image is formed by using line screens to
convert a continuous tone image (such as a
photograph), into a composition of dots. The pattern,
size and direction of the dots (or other shapes) can
be changed and manipulated to achieve various
creative effects. Digital halftone images are
commonly stored as TIFF format files.
Hierarchy
A logical way of expressing the relative importance of
different text elements by providing a visual guide to
their organisation. A text hierarchy helps to make a
layout clear, unambiguous and easier to digest. It can
be established in numerous ways by employing
different font weights, sizes and styles. Alternatively,
a simple hierarchy can be achieved by using different
colours of the same font.
Imposition plan
A plan showing the arrangement of a publication’s
pages in the sequence and position that they will
appear when printed before being cut, folded
and trimmed.
Ink trapping
Describes the process of leaving a gap in the
bottom ink layer so that any image printed over it
(overlapping) appears without colour modification
from the base ink. Knockout and overprinting are
techniques that can be used to perform ink trapping.
182 The Fundamentals of Graphic Design Appendix
AGI (left and above)
These spreads demonstrate the use
of the grid as a device that brings order
and structure to a design. Even though
the grid is visible and marks a standard
format, the design elements have
different sizes that create pace in the
spreads. These examples were designed
by Faydherbe / De Vringer.
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