Monthly Archives: April 2010

Typographical Terms

The following is a short list of common typographical terms:

The baseline is the invisible baseline that type sits on.
Body copy, body text, and sometimes just plain body or text refer to the main block of text that you read, as opposed to headlines, subheads, titles, etc. Body text is usually between 9 and 12 points in size.
A bullet is a little marker typically used in a list instead of numbers or between words. This is the standard bullet: •
A dingbat is a small, ornamental character. You might have the fonts Zapf Dingbats or WingDings, which are made up of dingbats.

Elements are the separate objects on the page. An element might be a single line of text, a graphic, or a group of items that are so close together they are perceived as one unit. To determine the number of elements on a page, squint your eyes, and count the number of times your eye stops to see each separate item on the page.
Extended text refers to large amounts of body copy (see above), as in a book or long report.
Eye flow refers to the way someone moves their eyes around a page. Designers need to become more conscious of this flow and design accordingly.
Justified type lines up flush on both the left and the right edges.

A rule is a drawn line often used under headers.
White space is the space on a page that is not occupied by any text or graphics. Beginners tend to be afraid of white space. Professional designers use lots of it.
Trapped white space occurs when the white space (see above) on a page is seemingly “trapped” between elements (such as text or photos), with no space through which to flow.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, graphic design, marketing – 318.868.3351

Color on Color

Two-color printing adds life to a printed piece without draining the budget. Now you can make those two colors work a little harder by using a technique called overprinting. Overprinting involves the layering of two ink colors to create a unique third color. By doing this you can create many new possibilities for creative design. Not only will this process intensify the colors you are already using, you can often achieve a third color at no additional printing costs to you.

A quick glance at how to overprint:

Shown here is an example of how you might use overprinting to achieve the effect of a third color. The color PMS 299 and PMS 233 overlap, producing a third color similar to PMS 268.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, graphic design, marketing – 318.868.3351

Stationery Paper Basics

With so many papers available, how do you decide what papers to spec for your business stationery? Here are a few basics to keep in mind. For more advice, talk to one of our customer service representatives. We’re experts at choosing the perfect paper for every job.

Start with the basics. Letterhead is typically printed on an uncoated, 20 to 28 pound bond paper. For business cards, consider an uncoated, 80 pound cover stock. If your design includes photos or other fine touches, choose a coated stock instead, for better print quality and clarity.
Know your limitations. Check your office laser or inkjet printer’s specifications before selecting a stock. You don’t want your letterhead’s weight to exceed the limitations of the office equipment you plan to use it on.
The color of paper you select will affect how inks appear when printed on it. Even different shades of white can affect print quality in different ways. Make sure you select a paper that will complement the ink colors needed for the design.
In the same way, it’s generally a good idea to avoid darker colors or distracting background images. Otherwise, your correspondence may be difficult to read when printed on your letterhead.
Study the samples. All of the major paper companies provide sample books filled with examples of the various papers they have to offer. Many even show how different inks appear when printed on the page. Visit our print shop to take a look at these sample books and to get our advice for selecting a paper that’s right for you.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct marketing, graphic design and marketing – 318.868.3351