Artwork: Any non-typeset drawing, photo, illustration or lettering in an ad.
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 Artwork Any drawing, photo, illustration or lettering suitable for photographic reproduction.
Colour Separations: The separation of multicoloured original art by camera or laser-scan techniques to produce individual separated colours. There are four common separations: yellow, magenta, cyan and black.
Crop: To eliminate a portion of a picture, illustration or photograph that contains unnecessary material or to highlight a certain area of the image.
DPI: Dots per inch. Sometimes expressed as pixels per inch.
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.
Font: Used to describe a complete typeset from a particular typeface. Examples include Helvetica, Times New Roman, Arial, etc.
Four-colour Process: A printing process that creates colour productions by overprinting screens that individually prints reds, yellows, blues and black. All colours can be represented as a combination of these four.
Halftone: An image produced by breaking the subject into small dots of varying intensities of grey ranging from white to black.
Illustrator by Adobe: Adobe® Illustrator® is industry standard illustration software that creates graphically rich artwork for print or the Web. It provides powerful and flexible tools for PostScript®.
Line Art: Black and white illustration of reproduction quality.
Overrun: A number of products in excess of the number originally ordered.
Pantone Matching System (PMS): A colour scale used to precisely match colours for printing. Each colour has a coded number indicating instructions for mixing inks to achieve it.
Spot Colour: A single consistent colour used throughout an area.
TIFF File: Stands for Tagged Image File Format, this is another bitmap file format.
Typeface: A general term used to describe the styles of lettering available in typesetting.
Under Run: A number of products less than what was originally ordered.