PRINT CREATIVE GLOSSARY

Benefit copy: Copy that focus on a product’s benefits (how it can improve a buyer’s life) rather than its features

Call-outs: Brief blocks of copy that are presented in a different type size or font from the product description and used to call attention to specific benefits, features, pricing, and the like

Dot whack: A sticker or a graphic that looks like a sticker, usually placed on the cover, to call attention to a special offer or promotion.

Eye flow: The graphic organization of each spread, ideally arranged so that the reader’s eye is directed from one area to the next in a smooth, orchestrated manner; generally speaking, readers’ look at the upper right corner of a spread first, then the perimeter of the pages before finally looking in the center, so the eye flow of a layout would place most important items on the top corners and the edges, and the slower sellers in the center.

Hero treatment: Visually presenting a product in a way that differentiates it from most of the other products, giving it great emphasis; devoting a full page to a best-seller, for instance, when most of the pages feature at least four items per page, is an example of a hero treatment.

Hot spots: The areas of a catalog that typically receive the most attention from readers; front and back covers, the opening and closing spreads, the spreads around surrounding any inserts, and the upper right corner of each spread are generally considered hot spots.

Icons: Symbols used to communicate a message (for instance, a small graphic of a U.S. flag to indicate which products are made in the U.S.A.); also called bugs.

Lifestyle photography: Photos that don’t promote specific products but rather the overall image or brand of your company; also called editorial photography.

Off-model: Displayed not on a model, but lying flat, hanging from a hook, etc; used mostly in reference to apparel.

Pagination: Strictly speaking, the numbering of pages in a printed piece; in catalog design, it refers to the overall flow of product placement and layout designs within the book.

Product density: The number of items featured per page and per book; a catalog averaging seven items per page has higher product density than one averaging two pages.

Reverse type: Light or white letters on a dark background; also called knockout type; generally more difficult to read than black-on-white type, so many creative consultants suggests using a slightly larger font size than usual when opting for reverse type.

Sans serif type: A type font that does not use serifs (the small “extra” strokes that hang at the end of a letter’s longer lines); sans serif is generally believed to be more difficult to read than serif type.

Surprint: Print that appears over photographs or other artwork.
White space: Areas on a page that are not taken up with art or copy.

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