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| Glossary of Printing and Graphic Arts Terms - Section S |
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Screen charge
A charge by suppliers for creating a screen of the artwork used for imprinting products.
Set up charge
Special charges added to certain products in a catalog. It covers the cost of preparing the type for the press and the actual printing.
Screen Process Printing
A method in which image is transferred to the surface to be printed by means of ink squeezed by a squeegee through a stenciled screen stretched over a frame. Screens are treated with a light-sensitive emulsion, and then the film positives are put in contact with the screens and exposed to a strong light. The light hardens the emulsion not covered by the film leaving a soft area on the screen for the squeegee to force ink through. Screen printing is capable of printing on irregular shaped objects. Glass, plastic, fabric and wood are popular materials on which to screenprint. Also called “silk screening.”
Specialty Advertising
Another, older name for promotional products.
Step and Repeat
The same image is printed continuously in a pattern on the same sheet of paper.
San Serif Type
San serif typefaces have straight stems and cross-bars with no tiny extensions or decorations at the end of any letter part. Examples of common san serif types are Helvetica, Franklin Gothic, and Univers.
Serif Type
Serifs are the tiny decorative extensions applied to the ends of a type font’s character. Serifs enhance reading flow and reduce eye strain in long, text-heavy documents and books. Examples of common serif types are Palatino, Times, Garamond, and Bodoni.
Screen
Screens are the “tinting” or “shading” of a solid image area. Screens are defined in percentages from 99% to 1% of solid (which is 100%). Screening can be applied to type, the background that type overprints, or a piece of artwork. A series of dots used to reproduce halftones or blended colors. As the percentage of screen increases, the color prints darker.
Spot Color
A single consistent color used throughout an area.
Screen tints
A process in which shading and tinting are added to a line reproduction.
Sketch
An initial rough drawing in pencil, ink or color, to determine the arrangement of an illustration.
Solid
A printed area without type or other illustrations.
Step-and-repeat
The same image printed continuously in a pattern on the same sheet of paper.
Stripping
Attaching, putting together or assembling in negative film from the separate elements of an ad, brochure, flyer or other printed materials into one cohesive unit.
Shipping date
The date an order should be shipped from the factory to the purchasing client.
Speculative (spec) sample
A product sample carrying a prospective buyer's imprint, produced with the expectation that the prospect will order it.
Swatch proof
A sample of the material of the product to be purchased, imprinted with the advertising artwork in the colors specified for the imprint.
Score
To impress a mark in a sheet of paper to facilitate folding and help it lie flat.
Safety program
A promotional program designed to raise safety awareness and recognize those who follow safe on-the-job practices.
Sales incentive
A premium or monetary reward offered to salespeople for attaining a specified performance level.
Sales promotion
A program designed to stimulate immediate action on the part of the consumer, generally by adding value to a purchase or action taken.
SPM
Stitches-per-minute measurement used to rate embroidery machine production speed.
Satin stitch
Closely spaced stitches, similar to zigzag, except that they alternate between straight stitches and angled stitches (rather than all angled) of varying length, angle and density.
Scaling
Proportionately enlarging or reducing all elements in a digitized design.
Scanner
Means of converting artwork-either transmissive or reflective-into digital format, to then be further digitized or edited via computer. A scanner converts a photograph or piece of artwork into an electronic grahics file. Scans used in printing production are usually saved as TIFF file.
Short-stitch filter
Digitizing-program feature that eliminates stitches shorter than a predetermined length, to reduce thread breaks.
Short stitching
Deliberately shorter stitches incorporated by digitizer to compensate for increasing stitch density in corners and curves.
Special fill
A function available in some digitizing software that automatically incorporates special patterns or textures into fill areas.
Stitch editing
The alteration of one or more stitches in an embroidery design, accomplished as a function of digitizing or editing.
Stock design
Similar to clip art, a "generic" embroidery design available in digital format at a lower cost than a custom-digitized design.
Selective media
Advertising media such as specialty advertising and direct mail that can be targeted to specific, limited audiences. Also called targeted media.
Specialty advertising
A motivational communications medium employing promotional products. Stratified selection - The separation of a target audience into various levels or strata.
Seam
The back of an envelope where it is glued together. Center Seam - on an Open End Catalog or Booklet where the seam runs down the middle of the back; Side Seam - on an Open End Catalog or Booklet where the seam is on the side of the envelope.
Sidebar
A sidebar is a short article that accompanies a longer, feature article. Sidebars can amplify content or tied related information to the feature.
Silhouetting
A silhouette is created when a photograph or illustration’s background is dropped away. Silhouetting is also referred to as “outlining”.
Size
The measurement in length and width of an envelope or window.
Spell-Check
Spell-checking is an automatic function that page layout programs offer to assist designers in reducing typos. A spell check is only as reliable as the dictionary that its program employs and spell-check will not identify mistyped words which exist but are out of context. Spell-checks also cannot identify nonsensical sentences which can occur with “cut” and “paste” operations or double space bar occurrences.
Split Seal Gum
Broken gum pattern on seal flap to prevent “tabbing.” Gum is broken where flap covers envelope seams; prevents flap from sticking to the back panel during storage in humid conditions.
Spread
A spread is the relative viewing position of a pair of left and right-hand pages in a book or publication. A “reader’s” spread is the consecutive placement of pages by page numbers. A “printer’s” spread is the imposed position of a pages based on how many pages are in the publication.
Stamp Ready
Seal gum is stopped 2" from the postal stamp side of the envelope. This is done to keep tacking from occurring
when a postal stamp is applied.
Straight Grain Cut
Envelope is cut so that the paper grain runs parallel to the side fold. Envelope is easier to fold and has less tendency to curl or warp with the straight grain cut.
Subhead
A subhead is smaller than a headline and larger than body copy. Subheads are useful for breaking up long articles, identifying specific content for the reader, and giving the reader a break from long passages of copy.
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