Here you will find useful terms to help you understand the industry and enable you to communicate easier with your design firm, photographer, printer or service bureau


A4 Paper:
ISO paper size 210 x 297mm used for Letterhead.


AA's:
Authors Alterations, changes other than corrections, made by a client after final sign-off. AA's are usually an extra charge to a client.


Accordion Fold:
A type of paper folding in which each fold runs in the opposite direction to the previous fold creating a pleated or accordion affect.


Acid-free Paper:
Paper made from pulp containing little or no acid so it resists deterioration from age and a pH of 7 or slightly above 7. Also called alkaline paper, archival paper, neutral pH paper, permanent paper and thesis paper


Addendum:
Supplementary material additional to the main body of a book and printed separately at the start or end of the text.


Adhesive:
A substance capable of holding materials together by surface attachment.


Agate:
A type size of 5 1/2 points.


Agate Line:
In newspaper classifieds, a measurement denoting 1/4 inch depth by one column width. 14 agate lines = one column inch.


Airbrush:
A compressed air pen-shaped tool that dispenses a fine mist of paint or ink; used in illustration and photo retouching and to create continuous-tone illustrations.


Align:
To line up typeset or other graphic material as specified, using a base or vertical line as the reference point.


Alignment:
The condition of type and or art materials as they level up on a horizontal or vertical line.


Alley:
The space between columns within a page. Not to be confused with the gutter, which is the combination of the inside margins of two facing pages. A term for a random, coincidental path or a row of white space within a segment of copy



Alphabet (length/width):
The measurement of a complete set of lower case alphabet characters in a given type size expressed in points or picas.


Apex:
In photography, lens opening or lens stop expressed as an F/stop number such as F/22.


Art Director:
In graphic arts usage, all matter other than text material e.g. illustrations and photographs.


Art Work:
All original copy, including type, photos and illustrations, ornamentation, charts etc. intended for printing or reproduction


ASA:
A number set by the American Standards Assoc., which is placed on film stock to allow calculation of the length and "F" number of an exposure.


Ascender:
In typography, the parts of lowercase letters that rise above the x-height of the font, e.g. b, d, f, h, k, I, and t.


ASCII:
Acronym for American Standard Code for Information Interchange; pronounced "ASK-ee." A code in which the numbers from 0 to 127 represent text and control characters



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