Graphic Arts Terms P

Packout - The quantity and configuration of goods in a shipping container.

Pallet display - A complete pallet load of product packed together with POS material to form an instant display simply by removing the protective wrapping.

Paragraph Mark - Character that indicates the beginning of a paragraph: ¶ (option 7 on a Mac).

Peel-off Label - An adhesive label attached to an adhesive backing. The label can be removed without damaging the package to which it is attached.

Peg Rack - Retail display device that uses a pegboard backing for hanging hooks.

Perfecting Press - A press that prints on two sides at once.

Photo Art Direction - The time a designer spends supervising photography and reviewing proofs.

Photostat - A general term for an inexpensive photographic print of line copy or halftone.

Pica - Typographic unit of measurement; approximately 6 picas equals 1 inch.

Picking - Removal of parts of the paper surface or coating during printing.

Piling - The buildup of ink on the rollers, plate or blanket.

Plan-o-gram - A diagrammed configuration of products indicating retail shelf placement.

PMT - Photo Mechanical Transfer; an RC (resin coated) paper

Point - Typographic unit of measurement; approximately 1 point equals 1/72 of an inch.

Pole Topper - A point of sale riser card attached to a pole to achieve maximum visibility.

POP - Point-of-purchase. The retail location where the consumer encounters a particular product.

POPAI - Point of Purchase Advertising Institute. A trade organization serving producers and marketers working with point of purchase sale materials.

Pop-up - A brochure or advertisement with a section that rises into view when the package is opened.

POS - Point-of-Sale. Also refers to material that is intended to attract consumer attention and promote a sale.

Pre-makeready - Process by which surface of printing plates is varied in height for better print quality before press time.

Premium - Item(s) offered either free or at a substantial discount to generate sales of a product at the consumer or manufacturer level. Also refers to an extra charge for quality or an indication of a brand’s top shelf position.

Pre-pack Display - A floor or counter display designed to be packed with product at the plant and shipped to retail as a complete unit.

Preprint - The transfer of images, color, and/or text to corrugated or paper material before it goes to the printing press.

Pre-separated Art - Artwork where basic layout, register marks, and major color is prepared on illustration board and each additional color plate is drawn on a separate sheet or film overlay.

Press Check - Event at which make ready sheets from the press are examined before authorizing full production to begin. Press checks take place either at the delivery end of a press or in a special room near the press. They are meetings that can include customers, graphic designers, printers, and others involved in a printing job.

Press Run - Printing term for the production run of an approved sheet or other material.

Pressure-sensitive Label - A self-adhesive label that can be affixed without moistening.

Price Channel - The extended groove attached to the front of retail shelves designed to hold plastic pricing numerals by snapping them into place.

Primary Colors - Colors from which all other colors are derived.

Print Management - The time a designer spends working with a printer. Creating a schedule, providing specifications, checking proofs, and press inspecting are all part of print management.

Printing Overrun/Under-run - Is when a printer delivers and bills for more or less copies than you ordered (such as when a press run goes either very well or not very well). Check with the printer as to your liability in such an instance. Most often a 10% over or under-run constitutes acceptable delivery and you will be invoiced accordingly. As the client you may elect to specify an exact delivery or request a limit of 5% over or under the quantity specified, upon which a printer may elect to adjust their pricing.

Private Label - A packaged goods product, similar to a national brand but produced under contract by retailer or wholesaler.

Process Color - Halftone color printing created by the color separation process in which copy is broken down to the primary colors to produce individual halftones. These are combined at press time to produce the complete color range of the original art.

Process Colors - Printing term for the primary colors of cyan, magenta, yellow, and black.

Process Inks - Transparent inks for high reproduction illustrations by halftone color separation process.

Progressive Proofs (or Progressives) - Prints of individual color plates of a multicolored design or illustration. Applied to individual film positives for evaluating color balance in negatives or as individual plate cylinder print repeats from a plate proofer or a printing press to evaluate print quality.

Promotion - A marketing tool providing valuable incentives for consumers to buy a product.

Proofs - A sample of the print job made from plates, film or electronic files. Proofs are used to ensure quality.

Proposal - A fixed-price bid for a good or service.

Pull Quote - Words from an article or book printed in large type and inserted in the page like an illustration.