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Terms to know

The following terms provide more details about our print and Web processes. If you have questions at any time, please don’t hesitate to contact us.

AP style. A series of guidelines developed by The Associated Press for grammar, punctuation, capitalization and spelling. Creative Services uses AP style to ensure consistency among university publications and Web sites.

Digital press. A machine used to reproduce documents directly from a digital file created on a desktop computer, through the process of toner-based electrophotography (a technology used by the common laser printer); used for short-run quantities (fewer than 2,000), multiple-page documents and printing that is needed quickly.

FPO (for position only). A low-resolution image positioned in a document or on a Web site to be replaced later with a higher resolution version of a similar image.

Job number. The eight-digit tracking number assigned by Creative Services to projects. Job numbers are determined by the year and date they are received. For example, the job number 080102-03 signifies that Creative Services received the job Jan. 2, 2008, and it was the third job of the day.

Mock-up. A full-sized layout of the print piece, trimmed and folded to scale.

Offset press. A machine used for printing by means of indirect transfer — from a printing plate to a rubber cylinder, then onto paper or other material; used most commonly due to advantages in quality and efficiency in high-volume jobs.

Perfect binding or perfect-bound. A type of binding where a number of signatures, or individual leaves between covers of much heavier paper, are glued together at the spine with a strong flexible adhesive.

PMS (Pantone Matching System). Color charts that have more than 700 preprinted color patches of blended inks, used to identify, display or define special colors.

Photo shoot. A session during which a photographer takes photos of an individual or group, either in a studio or environmental setting (i.e., home, office, lab or classroom).

Press check. An opportunity for the designer to review the proof as it is printed, particularly to check for color and production quality.

Production schedule. Based on the established deadline for completion, a production schedule is created for all projects. The schedule outlines the due dates for external proofs, as well as deadlines for returning client changes and proof approval forms.

Proof. A draft used to check for errors on print or Web materials. Creative Services provides an external proof (i.e., mock-up or test site) to clients for all print and Web projects. Creative Services reviews a color press proof, provided by the vendor in advance of the production run.

Proof approval form. The document accompanying a Creative Services proof, allowing the client to sign off on the piece or request changes and provide the final quantity and budget code.

Stock photography. Used widely by creative professionals in need of ready-made images that illustrate a specific lifestyle, scene, mood or process.

Test site. A working Web site with a design, photos, programming and other special features to which the client can review and make final changes before posting live.

URL. A Web address that identifies a particular file on the Internet and its network location. URLs are typically entered in the address bar of a Web browser. For example, the URL for the Creative Services Web site is www.creative.vcu.edu.

User interface. Web pages developed in conjunction with an online database. These pages are often used to collect and manage information.

Vendor. An outside company that provides services, such as printing.

Web press. A rotary press that prints on a continuous roll of paper; used for high-volume printing, such as books, magazines and newspapers.

Web tree. An outline of a Web site’s navigational structure used to determine the overall organization of the Web site.

Wireframe. A functioning text-only version of a Web site intended as a basic visual guide for clients to review site organization, navigation and content without graphics (view example wireframe).

Sources: Answers.com; The Newspaper Designer’s Handbook; Pocket Pal: A Graphic Arts Production Handbook; “Words into Type”

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