ACCESSORIES: additional merchandise used to enhance the main product; may be used as a prop or offered for sate
ACETATE TRACING: clear film placed over the viewfinder of a camera to indicate the area available for merchandise display in studio still life
ART DIRECTOR: person who supervises the artistic quality and character of a catalog; responsible for selecting and purchasing visual work and production talent
ARTISTIC LICENSE: creative judgement that adds impact to a product
BACKDROP: painted background used on the set that simulates an outdoor location or adds textural and visual interest
BASIS WEIGHT: the weight in pounds of a ream (500 sheets) of paper, cut to a given standard size for that grade
BRACKETS: lighter and darker exposures that establish a range of lighting choices surrounding normal exposure
BUSINESS-TO-BUSINESS: product or service offered directly to a business rather than a consumer
CAMERA BODY FORMATS: 8x10, 4x5, 5x7 and 35mm; the 4 basics which refer to film size
CHROMALIN PROOFS: photosensitized clear plastic sheet used for checking register and color of assembled piece
COATING: the surface of the paper COLOR BALANCE: art checkpoint which insures that all the film is similar in tone and background
COLORED GEL: a tinted covering placed over a lighting unit to enhance the background
COLOR MATCH: a process in which the printed catalog is checked against the colors of the actual merchandise
COLOR SEPARATION: process by which the original artwork is broken down into the four component process printing color
COLOR SWATCH: a set of boxes or merchandise shot which show a range of colors
COMPOSITE: sheet containing a series of model shots used by modeling agencies as a photographic resume
CONSIDERATE MARKETING: merchandising philosophy which always keeps the customer’s needs in mind
CONTINGENCY FEE: budget allowance for covering unexpected events on a shoot
COPY: concise information that accurately describes a product or service; the text in a catalog
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CREATIVE PRODUCTION: the making of a catalog, from concept stage through release to a separator! printer
CREDITS: barter system that exchanges creative services for promotional acknowledgement
CROP: framing of artwork for best emphasis or focus
DEPTH OF FIELD: range of available’ focus in a camera
DIFFUSION MATERIAL: object placed over a light source—usually fabric or gauze—to create a soft lighting effect
EDITORIAL: copy or art from a particular point of view
ELECTRONIC PAGINATION SYSTEM:
advanced color separation process which enables complicated stripping and alterations to be made quickly
EXPOSURE: a variation in lighting for a particular film shot
FILL SCREEN: surface used to add or subtract light from the subject in a photography shoot
FOCUS: the center of interest within a photograph
FOCUS GROUP : demographic selection of people which represents the target audience
FOOD STYLIST: person who adds the finishing touches to a photograph of food; may be involved in food preparation
FOUND LIGHTING: shooting in available light to give film a more natural appearance
FRAME: single exposure on a roll of film; also the outer edges of a photograph
GRADE: level of paper quality
GRAIN: the relative particle size that forms the photographic image
HEAD SHEET: a page or poster of close-up shots that features all the models an agency represents
HIGH KEYPICTURE: a continuous tone photo made up of predominantly white areas
LIGHT BOX: a 5000K light source used for viewing transparencies
MAGALOG: a catalog format inspired by a magazine
MATTE: dull paper finish without gloss or luster
MECHANICAL ART BOARD: camera- ready assembly of all type and design elements that is accompanied by instructions for the plate maker
MID TONE: the tonal range between highlights and shadows
NO-SEAM: background paper used in studio shooting
OFF-FIGURE: apparel or accessories that are not worn by the model
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OPACITY: the density of a sheet of paper; determines the degree to which ink show-through will occur
PAPER DUMMY: prototype book cut to correct page size on actual or equivalent paper stock
PHOTO RETOUCHING: addition or subtraction of details in a photograph
PRESS PROOF: actual press sheet obtained white the press is run- fling to check image, tone value and color
PRODUCTiON LEAD TIME : the amount of time from concept to delivery of catalog in customer’s home
PROP: item used as a finishing touch in a photograph. The term prop is generally used in still life photography while the term accessory is more frequently used with fashion photography
RUNNABILTY: the description of a paper that performs well on the press
SCALE: adding an item to a photograph to serve as a point of reference and indicator of size
SCAN: a laser process that breaks down artwork into component elements during color separation
SHEET-FED: a printing press which takes paper previously cut into sheets rather than a continuous roll; usually used for smaller runs
SINGLE LENS REFLEX CAMERA: camera that can accommodate interchangeable lenses such as a wide angle or telephoto device
SPACE ALLOCATION: amount of space devoted to an item or merchandise category in a catalog
SPREAD: two facing pages of a catalog or brochure
STRIP-IN: a negative which must be combined with another to create a single page negative
STYLIST: person who adds to the mood of a photograph by enhancing the product and adding props or accessories
SURPRINT: an additional printing over the design areas of previously printed matter; usually used for type emphasis
TACK: the pulling power or separation force of ink
TRANSPARENCY: a full-color translucent photographic film positive
ViEW CAMERA: camera body that can be used with 4x5, 5x7 and 8x10 film
WEATHER PERMIT: booking a crew with the understanding that correct weather conditions must exist
WEB OFFSET: a press in which paper is fed from a roll and printed on both sides; used for catalogs with larger circulations
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