Stop talking jargon and speak my language!

 Crop marks, bleed, high res, scores, web res, jay peg [JPEG] bla bla bla. What goes through your head when you read or hear a term [jargon] that you don’t understand? Actually, keep that to yourself.

Here we’ll do our best to demystify those jargons with our own spin on the definitions. If we don’t know what it means, then we’ll find the answer elsewhere. Chances are though, that if we don’t know what it means then we won’t use it anyway as we are not in the habit of using techy language that our clients may not understand.

CMYK

Stands for “Cyan Magenta Yellow Black.” These are the four basic colours used for printing colour images. Unlike RGB (red, green, blue), which is used for creating images on your computer screen, CMYK colours are “subtractive.” This means the colours get darker as you blend them together. Since RGB colours are used for light, not pigments, the colours grow brighter as you blend them or increase their intensity.

Technically, adding equal amounts of pure cyan, magenta, and yellow should produce black. However, because of impurities in the inks, true black is difficult to create by blending the colours together. This is why black (K) ink is typically included with the three other colours. The letter “K” is used to avoid confusion with blue in RGB.

CMYK Colour Bar

Crop Marks

The set of black lines that appear on the corners of print-ready artwork. These marks indicate where to trim or crop the printed document, as part of the finishing process. They also guide the printer when registering offset print [also see registration marks].

Crop Marks Example

Domain Registration

Domain registration is the lodging and recording of your domain name with .auda (Australian Domain Name Registrar) so that nobody else can own that web address. Renewals are generally bi-annual, but you can secure them for up to ten years and if left to lapse over 90 days they then become available for purchase by others and you risk losing that web address.

Press Check

This is where we [and sometimes the client] go to the printers to inspect a job being printed. We’ve shown a wine label below, and this particular job is a self-adhesive label with black, metallic silver, silver foil [think aluminium foil] and a thick clear spot varnish [sometimes call high-build or Spot UV].

While at the press check, we’ll check that the colour[s] are rich and accurate, and also inspect dot gain and registration.

wine label on the printing press

Registration

Ensuring that the different colours and embellishments line up correctly when being printed. Often you’ll see little cross hairs on the corners and edges of printed object [particularly food packaging]. These cross hairs are printed for each colour that goes down on the paper/card etc, to help the printer align the colours with each other. Misalignment often results in colours overlapping or white gaps between colours. The newspapers often misalisgn full colour pages and this can be recognised by blurry text and images. considering the price of colour ads in the paper, I’d be wanting a refund if my readers can’t read my ad.

SEO

Search Engine Optimisation

SEM

Search Engine Marketing

Spot Colour

Refers to a method of specifying and printing colours in which each colour is printed with its own ink (Generally a PANTONE matching system (PMS) colour). In contrast, process color printing uses four inks (cyan, magenta, yellow, and black) to produce all other colours. Spot color printing is effective when the printed matter contains only one to three different colours, but it becomes prohibitively expensive for more colours.

Most desktop publishing and graphics applications allow you to specify spot colors for text and other elements. There are a number of color specification systems for specifying spot colors, but Pantone is the most widely used.

Pantone Swatches

Web Hosting

Everything on the web is sitting on a server. Internet service providers (ISPs) offer space to “host” your website, so that it can be accessed via the world wide web.

WIIFM

What’s in it for me! Consumers, including you and I, generally do or buy something for a reason or particular result. Consider it the benefit of a feature or when you are asked to do a favour you may think “what’s in it for me?”