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AA
Abbreviation for Author's Alterations: changes other than corrections, made by a client after the proofing process has begun. The client is usually charged for these corrections.

 

AAA
American Academy of Advertising. An association of educators, students, and former educators in advertising.

 

AC
Abbreviation for Author's Corrections: corrections, made by a client during the proofing process

 

Accordion Fold
A term for two or more parallel folds that result in the sheet opening like a fan. Accordion folds are used on products such as brochures and maps. Illustrated is an eightpanel brochure. A page folded to create three panels is often called a Z-fold.

 

Achromatic
Having no colour

 

Acid-free Paper
A paper that lacks acid or acid-producing chemicals and because of the absence of this, the paper is more environmentally sound and is more stable over long periods of time.

 

Acrobat
Acrobat is part of a set of applications developed by Adobe to create and view PDF files. Acrobat is used to create the PDF files, and the freeware Acrobat Reader is used to read the PDF files.

 

Ad copy
The printed text or spoken words in an advertisement.

 

Additive colour mixing
Colour system in which red, green and blue light are mixed to form other colours. Televisions and computer monitors use additive colour mixing.

 

Additive colour primaries
The colours red, green and blue. When white light is broken down into it's component parts, a rainbow is created. Dividing the rainbow into approximately equal thirds results in red light, green light and blue light. By combining the three colors of light together, white light is created. The above drawing shows the principle.

 

Advertiser
The manufacturer, service company, retailer, or supplier who advertises their product or service.

 

Advertising
A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. (This definition is based on the following study: Richards, J. I., and Curran, C. M. (2002). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, Summer, 31(2), 63-77.)

 

AFAIK
Abbreviation for As Far As I Know

 

AI
.ai - Adobe Illustrator drawing

 

Aliasing
The appearance of jagged steps (jaggies) along object edges in computer-generated images or type. The stair casing effect is caused by sharp tonal contrasts between pixels. This effect can be very apparent in low resolution images. The picture to the left shows an example of aliasing.
Anti-aliasing is the technique that is used to minimize the staircasing effect. It softens the edges by adding extra graylevels or colours between the contrasting pixels. The example to the right demonstrates this effect.

 

Alternate characters
Variations in designs of certain characters in a type font. Alternate version permit more variety of letter combinations, especially in headline typography.

 

Ampersand
In Latin, this is the symbol for "et" which means "and." The name is believed to be derived from the phrase "and per se and."

 

Arabesque
An art element used for ornamentation or decorative effect.

 

Art proof
The artwork for an ad, to be submitted for client approval.

 

Artwork
The visual components of an ad, not including the typeset text.

 

Aspect ratio
The ratio of an object's height to its width

 

Asset management
The process of storing, tracking, finding and using digital assets (like images, fonts, documents,..) in a well-organized, efficient manner.

 

Asterisk
*

 

Autotrace
A feature in draw programs that automatically traces bitmapped images to create smoothdrawn objects.

 

AVI
.avi - Audio Video Interleaved animation file (for Video for Windows)


Here you will find dictionaries
and glossaries to help you
understand design terms we
may use so that we may better
introduce you to an amazing
world of GREAT DESIGN.


Dictionary and Glossary
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