VR's Direct Mail Glossary

This glossary of direct mail terms we've compiled comes in handy for our users. Cheers!

Bleed
An image that extends off all four sides of the printed area without a border is considered a bleed. If you want the image to extend to the edge of the paper, then a portion is cut off the printed original to allow for the tolerance of the printing process.

Bulk Rate
This is the process of preparing and sorting mail to qualify for reduced postage rates. Bulk-Rate postage is lower than First-class, but Bulk-Rate has a longer delivery time.

CASS (Coding Accuracy Support System)
The CASS™ (Coding Accuracy Support System) improves the accuracy of carrier route, five-digit ZIP, ZIP+4, and delivery point codes that appear on mail pieces. This process is graded by the United States Postal Service®, National Customer Support Center (NCSC), and the results returned to mailers in order to provide useful diagnostics for correcting deficiencies.

CMYK (Cyan, Magenta, Yellow, Black)
The standard color model used in the printing process. These are the colors referred to in four color printing.

Copy
Your copy is your offer or message.

Crop
Trimming portions from around the image in order to make it the proper proportion for your job.

Crop Mark
A small mark outside the printed area used to show how a print job should be cut.

DPI (Dots Per Inch)
DPI is a measurement of how many dots can fit into one inch. The more dots the sharper the image will be.

EPS (Encapsulated Postscript File)
EPS is the file format for high-resolution images that is often used when transferring an image from one program to another.

File Format
Each different type of file has a different file format. A file format specifies how information is organized. (Examples: .doc, .txt, .pdf)

Four-Color Process
The process by which full-color photographs and artwork is reproduced. Four halftones —one for each of the primary colors, plus black —are printed one on top of the other, creating the range of color that was in the original.

FTP (File Transfer Protocol)
A protocol or method used to transfer or copy files between computers over the Internet.

High Resolution
This refers to the resolution of an image indicating the number of dots per inch (dpi). The range can be from 300 dpi to 2,500dpi.

JPEG (Joint Photographic Experts Group)
This is a type of file that retains a higher degree of color. Uncompressed JPEG can be used for high-quality printing for postcards and other forms of direct mail.

Line Screen
The number of dot lines created per inch, or lines per inch (LPI).Low Resolution
This refers to the resolution of an image indicating the number of dots per inch (dpi). Low resolution can be from 72 dpi to 250 dpi.

PDF (Portable Document Format)
PDF is a popular way of formatting documents so they can be viewed and printed on multiple platforms without changing. PDF is developed by Adobe as a standard for the web and for printing.

Pixel
An image displayed on a computer is made up of lots of dots called pixels. A number of pixels displayed is referred to as the image's resolution.

PMS (Pantone Matching System)
PMS is the universal standard for printing color selection. Most printers have books containing samples of more than a thousand colors and mixing formulas.

Presort First Class Mail
This is the process of preparing and sorting mail to qualify for reduced postage rates.

Process Colors
Overlapping dots of Cyan, Magenta, Yellow and Black (CMYK) are used to simulate a large number of different colors to make up process colors.

Resolution
The number of pixels that can fit into one inch determines the sharpness and quality of an image. Computer monitors are 72-96 DPI while most printed jobs are 300 DPI or above.

RGB (Red, Green, Blue)
Computer monitors display color in RGB.

Standard Mail
This refers to the process of preparing and sorting mail to qualify for reduced postage rates. Standard Mail postage is lower than First-class, however Standard Mail has a longer delivery time.

UV Coating
This is plastic coating that is applied after the printing process. This yields a very tough, almost unscratchable surface that is the most durable.

Comments

[Adriana U.L.]

In the body of the text of "Line Screen" is the definition of "Low Resolution"...

[Adriana U.L.]

Thank you guys. I just started working for an Advertising Agency, and though I've heard all these terms before I did not exactly knew what they meant...thanks again, cheers!