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.
