1. Signature: 
    • A signature can also be used synonymously with the word design. In others words, your signature is your design or logo. We can think about this in terms of how when first starting out your design might not be signature as you work to find your identity. Once you have worked toward your identity and have a clear picture of what your brand is then your brand becomes your signature as an organization.
  2. Hickey Plucker: 
    • In the printing business everything needs to be kept highly regulated with no irregularities. A speck of dust or a pocket of air, or in this case a “hickey,” can seriously disrupt your printing and create less than optimal results. With the advent of modern printing technology, safeguards were put in place as a preventive measure to preserver the integrity of prints. The hickey plucker is a part of the machine that acts as a tool to remove specks of dust and the other foreign bodies from the print so that the ink dries properly and the result is optimal. Were the hickey plucker not present or defective, there would be white dots or blurred areas of the images on the print where a speck of dust or otherwise prevented the ink from setting properly.
  3. DPI: 
    • Stands for “Dots Per Inch” and is an important metric to consider when designing images and print layouts. In general, the higher the DPI, the clearer and more detailed the output will be when printing. However, this is not always the case as it depends on what color scale the printer is using. Your monitor on your computer uses pixels per inch (PPI) and it is important to consider this when optimizing for print. Using a color palette in the CMYK range will yield much more accurate and clearer results than using the RGB format. As mentioned previously, the higher the DPI the more accurate your CMYK output will be and the closer it will be to the image you see on your monitor that is represented in PPI. It is always important to consider printing format in conjunction with your digital format when designing and DPI vs. PPI is a great way to keep that in mind when working on a brand.
  4. Bleed: 
    • Bleed refers to printing that extends beyond the edge of finished and printed project. The reason for this is that for a best print it is prudent to have the image “bleed” past the edge of oversized paper and then have it trimmed back for accuracy post-print. When designing an image, logo, or brand, it is important to consider this when optimizing for print. Most print shops it seems prefer files for collateral to come with a bleeding edge. This is relatively simple to do in programs like Illustrator and InDesign within the Adobe Creative Suite. All one needs to do is set your image edge beyond the borders of your work field (for lack of a better term) when optimizing for print. This will ensure that the digital file you send the printer will have that bleeding edge and will print for optimized production.
  5. Packaging
    • Packaging refers to optimizing an Adobe InDesign file for digital delivery to a client, printer, etc. This ensures that the work you have done in the file will be preserved when you share it with a peer. This will allow all the linked items, images, and fonts to be preserved when your client opens your file to work. Otherwise, if they do not have the matching file types or plug-ins, InDesign will replace them with placeholders or error messages. So it is especially important to package your InDesign (or any Adobe file really) when generating proofs or sending things out for printing and pre-production.