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Glossary of Printing and Graphic Arts Terms - Section W
Watermark
Translucent mark visible when sheet of paper is held up to the lig.
Web
A roll of paper used in Web or rotary printing. Also, can be referred to the manufacturing of an envelope where die cutting and folding is done on one machine using a continuous roll of paper.
Widow
A widow is a word or single line of type which appears at the top of a column or page that has been continued from the previous column or page.
Window Cutout
Cutout in the body of the envelope positioned to show mailing address, return address and/or special messages. Eliminates the duplication of effort and the potential for error in addressing envelopes. Usually covered with transparent window patch material. Can be left open with no patch, except in Canada.
Wove
Paper having a uniform surface and no discernible marks. Soft, smooth finish, most widely used envelope paper. Relatively low opacity, brightness and bulk. However, recent changes in paper making from acid to alkaline sheets have improved the brightness. Mostly run in white.
Wraparound
When type is shortened or follows around an illustration, graphic, or photograph, it is called a wrap-around type.
WYSIWYG
The acronym for “what you see is what you get” and is the process of viewing your document on a monitor before it is printed out in laser form or imagessetter. WYSIWYG software programs have replaced “code-driven” programs of the phototypesetting generation of composition.
Waste circulation
Media circulation that reaches nonadvertiser prospects.
Wash drawings
Line drawings in which the middle tones have been retained.
Weight
Visual effect of the thickness or thinness of text, rules or logos.
White space
Space on a page not occupied by type, picture or other elements.
Web fed press
A press that prints from a continuous roll of paper.
