Application
A program or group of programs designed for the end user. Application software includes database programs, word processors, and spreadsheets. Applications can not run without an operating system.

Aqueous Coating
A clear, non-toxic finish added to the front side of the postcard to add brilliance and durability.

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Bandwidth
The amount of information that can be transmitted over a network such as the Internet in a certain amount of time.

Bit
The smallest unit of measuring information on the computer. A single bit can only hold two values, 0 and 1, by combining bits together you can get more information.

Bindery
The finishing department, which performs operations on the printed product after it has been printed. The bindery operations are as follows: Folding, Binding, Stitching, Scoring, Perforation, Die Cutting, & Envelope Converting (currently done in house).

Bleed
When an image extends off all four sides of the printed area without a border. If you want the image to extend to the edge of the paper, then we must cut 1/8 inch off the printed original to allow for the tolerance of the printing process. Design full-bleed projects with the cutting process in mind.

Border
The area between the edge of the image and the edge of the paper.

Browser
A program that locates websites and interprets text, graphics, sound and video. It allows the user to view websites and navigate from one to another. (Example: Netscape and Internet Explorer are the two most popular browsers)

Bulk Rate
The process of preparing and sorting mail to qualify for reduced postage rates. The lowest postage rates are available if you sort and automate the addresses on your mailing list. Bulk-Rate postage is lower than First-class, but Bulk-Rate has a longer delivery time.

Byte
A measurement of digital data capable of holding a single charter. A computer reads a byte as one unit or 8 bits. Larger amounts of memory are found in kilobytes, megabytes or gigabytes.

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Camera-Ready Art
Originals for a printing job that are prepared such that the printer can scan and print.

CASS (Coding Accuracy Support System)
A service offered to improve the accuracy of address matching. CASS software will diagnose and correct any problems to ensure delivery point is correct.

Coated
Papers that have clay slurry applied to their surface. These papers can range from extremely shiny to very dull. The chief benefit of these papers is that less ink is absorbed into the paper making for brighter colors and greater detail. Glossy papers are all coated papers.

CMYK (Cyan, Magenta, Yellow, Black)
The standard color model used in the printing process. These are the colors referred to in "four color printing".

Color Proof
A close representation of how the finished Postcard will look.

Color Separations
The process of separating CMYK into film layers, each layer is than printed separately one on top of the other to give the impression of full color.

Continuous Tone
An unlimited range of color and shades of grays.

Crop
To trim or remove unwanted portions from the image in order to make it the proper proportion for your job.

Crop Mark
A small mark outside the printed area used to show how a product should be cut.

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Direct Imaging
A process where a digital image files is converted into CMYK bitmaps (ripped) and burned directly into the plates by a laser, eliminating the costly and environmentally questionable film step.

Direct-to-Plate
This is a process where no film is used. A job will go direct to plate and then print eliminating an extra step, producing better quality.

Dot Pattern
A series of dots that make up a printed image.

DPI (Dots Per Inch)
A measurement of how many dots can fit into one inch. The higher the amount of dots the sharper the image will be.

Duotone
A halftone that prints in two colors to create greater visual interest or more subtle detail and gray tones.

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EPS (Encapsulated Postscript File)
A file format for high-resolution images that is often used when you need to be move an image from one program to another.

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File Extensions
Three-digit designations at end of a file name that tell the computer what format the file has been saved in. (Examples: .doc, .txt, .pdf, .psd)

File Format
Each different type of file has a different file format. A file format specifies how information is organized. (Examples: .doc, .txt, .pdf, .psd)

Four-Color Process
The process by which full-color photographs and artwork is reproduced. Four halftones —one for each of the primary colors, plus black —are printed one on top of the other, creating the range of color that was in the original.

FTP (File Transfer Protocol)
A protocol or method used to tranfer or copy files between computers over the Internet.

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Grayscale
256 levels of gray from black to white.

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Halftone
Black and white dots that vary in pattern to simulate shades of gray in an image.

High-Res
The resolution (Res) of an image indicates the number of dots per inch (dpi). High resolution is usually anywhere from 300 dpi to 2,500dpi.

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Image
Graphics or photos that represent the front of a Postcard.

Inkjet
A type of printer that works by spraying ionized ink at a sheet of paper. Inkjet printers are capable of producing high quality print resolutions up to 2400 dots per inch. Newer models offer even higher resolutions.

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JPEG (Joint Photographic Experts Group)
A file format used for color images. It retains a higher degree of color and files are smaller. Uncompressed JPEG can be used for high-quality printing.

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Kilobyte (KB)
A measurement of data equal to 1,024 bytes.

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Line Screen
The number of dot lines created per inch, or lines per inch (LPI).

Low Res
The resolution of an image indicates the number of dots per inch (dpi). Low resolution is usually anywhere from 72 dpi to 250 dpi.

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Mask
This is a process used to delete unwanted areas of an image while maintaining its shape.

Match Print
A color proof made from the printing negatives for a four-color process piece. This is the most accurate color proof available for analog presses.

Megabyte (MB)
A measurement of data equal to 1,024 kilobytes.

Mockup
A piece that is handmade by the graphic artist to better show you how your finished piece will look. It generally will be folded and bound the exact way it will be done in production. Sometimes also referred to as a "comp".

Moire
An undesirable result in an image when a texture or screen is placed one on top of another. The image will appear fuzzy or wavy.

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Negative
A reverse of an image created when processing film. Dark areas will appear light and light areas will appear dark.

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Offset Lithography
Also called Offset Printing it is a process in printing where ink is spread on a plate then transferred to paper by using a blanket and pressing down.

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PDF (Portable Document Format)
A popular way of formatting documents so they can be viewed and printed on multiple platforms without changing. PDF is a modified Postscript format developed by Adobe as a standard for the web and for printing.

Pixel
An image displayed on a computer is made up of lots of dots called pixels. A number of pixels displayed is referred to as the image's resolution.

Plates
A metal sheet of coated material that transfers ink from the printing press to paper.

PMS (Pantone Matching System)
A printing color standard and selection system. This is virtually the universal standard for printing color selection. Most printers have books containing samples of more than a thousand colors and their mixing formulas.

PostScript
Is a language for printing, meaning it describes fonts, images and graphics as mathematical expressions that do not require fonts or other dependent files.

Presort First Class Mail
The process of preparing and sorting mail to qualify for reduced postage rates. The lowest First-class postage rates are available if you sort and automate the addresses on your mailing lists.

Primary Colors
Are made up of red, green and blue, which are Additive Primaries, which create white light; and cyan, magenta, yellow, and black, which are Subtractive Colors, which are used for printing.

Process Colors
Overlapping dots of Cyan, Magenta, Yellow and Black (CMYK) used to simulate a large number of different colors.

Proof
A close representation of how the finished product will look. Also called a "hard copy proof."

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Raster
Graphics composed of pixels on a bitmap, allowing for solid colored objects and graphics as we see them.

Resolution
The number of pixels that can fit into one inch determines the sharpness and quality of an image. Computer monitors are 72-96 DPI while most printed jobs are 300 DPI or above.

RGB (Red, Green, Blue)
When mixed together these colors create a white light. Computer monitors display color in RGB.

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Scanner
A machine that will convert an image into a screened pattern to be read by a computer.

Score and Fold
To make an indent in paper. This step is necessary when folding cards.

SCSI: (Small Computer Systems Interface)
Pronounced "scuzzy," provides a faster data transmission than standard devices. A SCSI is used to attach any externals to a computer. (Examples: printers, disk drives, display monitors, keyboards, storage devices, scanner, and mice.)

Sketch/ Mockup
A rough drawing by the client to represent the Postcard layout and design.

Silver

Fifth color, pantone metallic coated 877c. Must be designed in a vector based graphics program. Acceptable file types are EPS, CDR, and PDF

Spot Coating / Spot UV
Coating paper only in specific areas as opposed to all over coating. In a Spot UV job the job gets a UV coating in only specific areas and does not get any AQ coating in any other places. Spot UV can be referred to as spot varnish.

Split Run
An order with the same front side but may have two or more different backsides.

Standard Mail
The process of preparing & sorting mail to qualify for reduced postage rates. The lowest postage rates are available if you sort and automate the addresses on your mailing list. Standard Mail postage is lower than First-Class, however Standard Mail has a longer delivery time. Note: Standard Mail is not less expensive than First-Class for our Standard size postcard.

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Tab Delimited
Having tabs as separators between data elements. For example, in a database or spreadsheet, the tab key can be used to move from one field or cell to the next. The file is tab-delimited (even though the user also has the option to use the mouse to move around). The data from one of these files can be exported into a tab delimited text file.

TIFF: (Tagged Image File Format)
A TIFF is the most widely supported file format for storing images on a computer. It can handle a range from one bit to 24 bits of photographic image color with equal ease. A TIFF can be black and white, grayscale or color.

Typesetting
To layout words, text and logos for printing.

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Uncoated
Paper that is not treated as explained above. Most copier paper, laser printer paper and stationery is uncoated paper.

UV Coating
A liquid coating applied to the printed piece, which is then bonded and cured with ultraviolet light. This coating is used to provide a protective coating to the printed image. Please note that you CAN NOT write or imprint on a uv coated jobs.

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Vector Images
Object-oriented graphics of defined curves and line segments; these are resolution independent and can be stretched or resized.

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