Results Matter

“Since 2004 Sunrise Premiums has used Elite for all of our marketing, and ad designs. Having the confidence in knowing we have a company like Elite to get that special job done is a great factor in our business development.”

-Steve Kessler, President
Sunrise Premiums Corporation



First impressions are lasting impressions

Your brand identity can be one of your most valuable assets. How you express your company’s identity visually and verbally in your published materials and printed advertisements, tells a lot about your company. In many cases, your printed materials are responsible for creating that all important “first impression”. They provide the image of your company that will resonate with your target consumer throughout your relationship. That’s why it’s so important you only trust experts like Elite Marketing to create and print your “first impression”. We understand the importance of producing top quality printed materials, to give you an edge over your competition.

Beautiful creative work catches attention and inspires desire. It makes people want to read your story. But dynamic creative still requires the right choice of paper, ink selection, coatings, die cuts, bindery and finishing work to reach the fullest potential of your ideas. It’s the difference of potential… and action, of possible… and success. Quality printed marketing materials can inspire a prospect; and they can make your clients feel secure that they’ve chosen a company with an eye for excellence and detail.


Production Tips

Here are a few helpful production tips to keep in mind when designing printed materials:

Paper: Making the right paper choice can be essential for the success of your printed piece. Paper can come in many finishes, weights and colors; with each element having a significant effect on the end product’s look, feel, quality… and of course cost. Knowing your options and choosing the right paper is one of the most important aspects of producing a quality finished product within budget.

Color: Color choices will have the most dynamic effect on your printed materials. Depending on your project’s creative and your budget, you may choose one color spot, two PMS colors, four color process (uses the four inks CMYK to produce all colors), five color (4 color plus a spot such as a metallic ink), six color (4 color plus a spot metallic and a varnish) and many more combinations. That’s why it’s important to work with a company that designs dynamically based on your product’s goal and budget, and yet designs to accommodate the printing press’s capabilities.

Varnishing Techniques: Varnishes, aqueous coating, and UV coating can all produce different eye catching effects and can help your printed piece “pop”. It’s like wearing a sharp jacket to accessorize the outfit; it may not be necessary, but it sure makes the outfit look nicer. When designing elegant “higher-end” printed materials, always consider how a coating can impact your piece and how it can help you achieve your desired goals.

Bindery: Many different finishing techniques can be used to make your printed materials stand out from your competition - like folding, die cutting, stitching, foiling and embossing. These are just a few examples of techniques that can be used to attain your vision within your budget.


Common Terms for Printing (Glossary)


Accordion Fold: A type of folding technique where two or more parallel folds result in the sheet opening like a fan. Accordion folds are used on products such as brochures and maps. Descriptions such as Z-fold or 6 page accordion are common.

Advance Copies: A few copies of the finished print product sent as soon as the project is completed in the bindery department.

Alignment Marks: Marks printed on the form for the purpose of aligning the form in a printer so that entries are positioned in the proper location.

Aqueous Coating: A water-based coating method which is applied in the same manner as ink. It is used to protect against wear and enhance the printed piece by giving it a photo quality appearance.


Banding: A) Method used to secure a specific quantity of a product with the use of a strip of paper or a rubber band. B) Halftones and screen tints, output by image-setters or laser printers, can create a print defect made up of perceived parallel lines in solid or halftone patterns that do not appear smooth (a stair step effect). It can be created by blocked nozzles, nozzles not firing in a straight line or poor calibration.

Bindery: The finishing department responsible for performing operations on the printed product after it has been printed; such as cutting, punching, folding, trimming, gathering (collating), stitching, pasting, inserting, case binding, etc.

Binding: Backing Paper or Back Lining: Additional paper or cloth added to the spine to make the binding stronger. Board Book: Each cover and page of the book is laminated to a heavy board and are often used on children's books. Burst Bind: Binding by forcing glue into notches found along the spines of the folded signatures. A burst bind is typically stronger than a perfect bind. Case Binding: A book made with stiff outer cover typically covered by cloth, vinyl or leather. The signatures in the book have been glued or sewn together and then the first and last pages of the book are glued. Comb Binding (also called Plastic Bind): Plastic binding allows for the addition or removal of pages from a book. Bound by inserting a flexible plastic comb through holes punched along the binding edge of the book, it allows the book to lie flat when it is open. End Sheets: The sheets that attach the text portion of the book to the hardcover (case). Flush Cover: A cover that has been trimmed to be the same size as the pages inside whereby the text pages come to the edge of the cover. Hardcover (also called Case Bound): Term for a hardbound book. Head and Tail Bands: A cloth band that decorates the head and foot (or tail) of the spine. Hinges: The joint created on a hardcover book which allows you to open the book without breaking the spine. Hinged Cover: This is a softbound book that is scored approximately .125” from the spine so that the cover opens without damaging the spine of the book. Overhang Cover: The book cover is slightly larger than the text pages. Paste bind: Pages are secured with glue along the spine. Perfect Bind (Limp Bind or Drawn-on Cover): Text pages are adhered by hot glue to a soft cover. Plus Cover: The cover is printed on a different paper type or heavier weight than the text pages. Round-Back Hardcover: The spine is rounded; as opposed to a square back cover. Quarter Cover: The spine of the book is covered in one material and the other areas of the cover are bound in a different material. Saddle Stitch: Bound by stapling sheets and cover together at the spine, where the folded pages are stitched through the fold from the outside, using a wire staple. Self Cover: Text and cover are the same paper instead of having a separate cover of heavier weight attached. This type of cover is generally used on booklets and smaller publications. Side Stitch: To bind by stapling sheets through the front of the printing. Slip Case: A box that is open on one side designed to hold a book or series of books. Softbound: This is a term for a perfect-bound book with no stitching. Stitched and Bound: Term for perfect binding with the pages stitched together prior to perfect binding, producing a more secure binding than perfect binding. Holds up better for repeated use or for softbound books that need to be forced flat by the reader. Wire-O Bind: bound by inserting coil wire through pre-drilled holes on the binding edge of the book.

Bleed: A printed image that extends past the edge of a sheet after the trimming process. To accommodate a bleed, printers must print the image larger than the final trim size, and then the page is then trimmed through the trim area. Bleeds require more paper and production time, therefore printers charge extra for this service.

Blind Embossing: A method for pressing an image into a sheet of paper that does not involve foil or ink.

Blueline Proofs: Proofs showing the positioning of pages, graphics and text in mono color. Not used for proofing of color images.

Bond Paper: A higher-grade paper stock traditionally used to produce letters, business forms, and for copying. Some types of bond paper may have a rag content ranging from 25 percent to 100 percent.

Bulk Mail: A term that generally refers to large quantities of First Class or advertising mail that are given discounted rates of postage because the mailer is required to prepare the bulk mail to meet certain criteria, such as sorting the bulk mailings according to ZIP code. This saves time for the Postal Service and the cost savings are passed on to the mailer.

Bulk Mail Center (BMC): A mail processing plant that distributes Standard Mail that is in bulk form and by piece.


Caliper: The name of the tool used to measure the thickness of paper. Measurements are expressed in increments of one thousandth of an inch (points or mils). The caliper can also be expressed in pages per inch (ppi), pages per centimeter (ppc), or thousandths of a millimeter (microns).

Coated Paper: Paper that has had a coating applied to one or both sides to improve the printability of the sheet; and give the finished product a smooth finish and better appearance.

Color Matching System: A system of color charts or color swatches used to compare, identify and match specific colors that uses formulated ink. Also see Pantone Matching System (PMS).

Color Separations: Known as “seps”, this preparation process for artwork, photos, etc., breaks down images into the four primary printing colors of magenta, cyan, yellow, and black. The four-color negatives or transparencies are produced when a continuous tone photos (or art) are changed into the four process colors by the use of filters. This process can be accomplished by photographic or electronic means.

Cover Stock: Also known as “Card Stock” is a stiff heavyweight paper used when durability is a concern. It is used on items such as postcards, book covers, menus, posters, announcements, folders and business cards. Some cover stocks have matching text or bond paper available to create a more coordinated finished product when necessary.

Crop: The process of cutting or trimming off portions of a photo or an image.

Crop Marks: Lines that are printed in the margins of a sheet to indicate to the printer and bindery where it needs trimming.

Cut-sheet: Typically refers to paper that has been cut to office sizes such as 8-1/2" x 11", and used in copiers and laser printers.

Cyan: The shade of greenish blue also known as process blue that is one of the four standard process colors (CMYK) used in printing. Cyan is formed when green and blue are mixed together.


Destination Delivery Unit (DDU): The postal facility that is designated to deliver the mail to the address on the mail piece.

Destination Delivery Unit (DDU) Rate: A discounted rate for Standard Mail and Periodicals that has been properly prepared by the mail house and entered at the delivery unit that serves the local address on the mail.

Die: Used during the finishing process. A metal device used for cutting, scoring, stamping, embossing or debossing. Dies traditionally have a male and female part, whereby the male creates the image and the female provides the reinforcement of the image.

Die-Cutting: The standard means for cutting a shape out of paper when the shape or design cannot be accomplished by a straight cut on a web press or a guillotine cutter.

Direct-to-Press: Digitally sending files directly to a printing press, thereby eliminating the step of producing negatives and plates.

Digital Proofs: proofs made from a photo mechanical process or a digital printer that can be very accurate, although not as accurate as press proofs.

Dot: Referred to as a pixel, spot or pel; it is a single point or the smallest point of an image that is identifiable. Printers use an instrument called a "loupe" to view the dots that make up printed images.

Dot Gain or Spread: The possible increase in dot size when it is transferred from plate to paper. When halftone dots print larger on the paper than what they were originally on the plate or film, resulting in a loss of detail and lower contrast in the image. Dot gain occurs to some degree on every job. It can be compensated for when the film and plates are produced. Dot gain often increases in longer press runs, due to plates and/or pressure settings wearing or changing throughout the press run.

Drilling: Using a rotating drill to make holes in thick stacks of paper, thereby allowing the stacks to be placed in ring binders.

Dummy: A mock-up of a printed piece that illustrates its final size and position of images and text. The complexity of the dummy can range from a simple mockup showing size with a hand drawn sketch of the layout to one showing all the details exactly as the finished product will appear.

Duotone: An image composed of two printed colors referred to as a halftone. The image is created by the superimposition of one contrasting color halftone (traditionally black) over another color halftone. The most common colors are blue, yellow, browns and reds. Adobe Photoshop’s Duotone color mode uses an imaging process that computes the highlights and middle tones in a black and white image, and then allows the user to choose any color ink as his or her second color. Color images in comic books and newspapers are usually halftone prints and occasionally duotones.

Duplexing: The ability to print both sides of a sheet of paper without having to turn the sheet over.

Dylux Proof: A special type of photosensitive paper produced by DuPont which is sensitized on two sides and used to make inexpensive blueline proofs of press negatives.


Electronic Publishing System (EPS): Any computer program that can create a page layout for electronic documents. A desktop publishing system is an example of an EPS.

Emboss: A process of imprinting an image through the application of pressure to the back side of a material to alter the surface, giving it a three dimensional raised effect. With an embossed finish, the surface of the paper is textured by a process where the paper passes through engraved steel rolls.


Finished Size: the dimensions of the finished piece after all production operations have been completed.

First Class Mail: A mail class that includes actual and personal correspondence, postcards, letters, statements, bills, large envelopes (flats), small packages and any other matter that is sealed or closed in some manner that it does not allow inspection. Anything mailable, providing it weighs 13 ounces or less, can be sent First Class. Delivery is given priority over second-class items (newspapers and magazines), third class (bulk advertisements), and fourth-class mail (books and media packages). First-class mail prices are based on both the shape and weight of the item being mailed.

Flat Size: the size of the printed piece prior to folding.

Flooding: A method that uses ink, plastic coating, or varnish to completely cover the entire surface of a printed page.

Foil: An extremely thin polyester film material (containing a dry pigment or metallic ink) that is transferred to paper by the use of heat and pressure, used for embossing or foil stamping.

Foil Emboss / Stamp: A printing process where a heated die stamps or embosses an image with foil, and causes the foil to release from the backer onto the material being printed

Folding: The process of bending or creasing printed sheets in a consistent area so that the sheets of paper can be formed into brochures, pamphlets, booklets, etc. Typical folds include a Parallel Fold and Right Angle Fold.

Four-color Process Printing: Known as “full-color printing,” this process of reproduction uses a combination of the four primary printing colors (CMYK - magenta, cyan, yellow, and black) to create a full color printed image. The image must be converted to a set of halftone screened negatives, which are a series of dots of various sizes. A halftone negative is made for each of the separate CMYK color components of the image. These color separations are made into printing plates, one for each color. When printed, the overlapping dots of the color components reproduce a full color image.

French Fold: A sheet which has been printed on one side and then folded twice in right angles to form a four page uncut section. This process is used to create an 8-page booklet with two right angle folds.


Ghosting: An unintended faint image on a printed sheet usually caused by the transfer of an image from one sheet to another. A) Mechanical ghosting is developed by a repeat image on the same side of the sheet due to an unintended press condition, such as blanket problems or ink starvation. B) Chemical ghosting is created by the transference of wet ink from the paper drying below it; whereby the image is transferred onto the back side of the sheet from the front side of the wet sheet it rests on.

Gloss: A type of finish or coating that makes an image or photo shine and reflect light resulting in a shiny appearance. Gloss Paper is usually used for higher quality printing because the coatings reduce ink absorption, which allows for excellent contrast and color definition.

Gloss Ink: An ink that contains extra varnish, which makes the ink appear glossy when printed.


Halftone is the reproduction of graphics (through mechanical or electrical means) that simulates continuous tone printing through the use of dots, varying either in size or in spacing. A 'Halftone' can also refer specifically to the image that is produced by this process. The resolution of a halftone screen is measured in lines per inch (lpi), which is the number of lines of dots in one inch, measured parallel with the screen's angle. The higher the pixel resolution of the print file the greater the detail that can be reproduced on paper. The increase in resolution also requires a corresponding increase in screen ruling; therefore the file resolution should be matched to the output resolution.

Typical Halftone Resolutions:
Screen Printing - 45-65 lpi
Laser Printer (300dpi) - 65 lpi
Laser Printer (600dpi) - 85-105 lpi
Offset Press (newsprint paper) - 85 lpi
Offset Press (coated paper) - 85-185 lpi

Hickey: An unintended spot that appears as a small white circle with ink in the center that mistakenly appears in a printed image and is usually caused by dirt, dust, or ink.


Indicia: The imprinted area in the upper right corner of the mail piece that indicates the amount of postage payment and class of mailing. The area is also referred to as a postage imprint. A Permit is required for authorization to mail without affixing postage. An advance payment must be made to the post office and postage payment is deducted from that deposit when the mail is delivered and processed at the Bulk Mail Unit.

Imaging Area: The area of a page or sheet of paper that a printer is capable of printing on. Many laser and ink jet printers are not capable of printing to the edges of a page or sheet.


Java: An object-oriented programming language for Internet and intranet applications developed by Sun Microsystems and is platform independent - meaning it can be understood by Mac or Windows.

JPEG: Joint Photograph Experts Group – An image file format most often used to store photographs in a compressed digital format to reduce the size of the file. Reduced file sizes allow for easier email transmission of the file format.


Kiss Die-Cut: A method for cutting the top layer of a thin sheet of paper without cutting the bottom layer of the self adhesive paper.

Kraft Paper: A sturdy brown paper with high-pulp content used for some wrapping papers, grocery bags, and some varieties of envelopes.


Landscape Format: horizontal (or, album).

Laser Printing: A printing process whereby the printed image is created through the use of digital files produced via a laser printer.

Leading: The line space between successive lines of type, measured from baseline to baseline; which is the baseline of one line of type and the baseline of the next line of type. The line spacing is measured in points. If the type is set 10 on 12, it means that it is 10 point type set with 12 points of leading.

Linen Paper: Paper with a finish that resembles linen cloth.

Lines Per Inch (LPI): 1. A measurement of the number of lines of type in an inch. Example: 8 LPI indicates that 8 lines of type would fit in one inch. 2. The number of lines of dots per inch in a halftone screen or linescreen. A screen with a higher lpi, such as 185 lpi, has many smaller dots which provide finer detail and produce a sharper image. The LPI of a halftone screen is also called frequency.


Magenta: A shade of bluish-red color known as process red that is one of the four standard process colors used in printing. Magenta is complementary to, or opposite of, the additive primary green. This is because magenta is created when the additive primaries of red and blue (other than green) are mixed together.

Makeready: The “set up” process of adjusting a printing press for ink, paper and specifications prior to printing. This includes adjusting the roll feeder, grippers and guides, adjusting ink for proper coverage, registering copy, and matching the printed piece with the proof to be sure everything is correct.

MatchPrint: Kodak’s negative or positive integral (single sheet) proofing system.

Matte Finish: A coated type of finish that creates a dull or flat look on paper, and still keeps the ink from being absorbed by the paper, producing an excellent image. Paper with a matte finish is good for printing materials with a lot of text because the flat gloss makes it easier to read.


Negative: A photographic image on film which reverses the black and white areas of the original image. The white areas of the original are black on the negative and the black areas on the original are clear on the negative. The negative film is used in the plate-making process.


Offsetting: A surface used to transfer ink. In some cases, the term describes the transfer of ink from one side of the printed sheet to the back side of the sheet on top of it due to the ink not properly drying before the sheets come in contact with each other. Technically it is referred to as set off, also known as ghosting.

Offset Paper: Paper without a coating that has been manufactured with properties that make the paper suitable for offset printing. Some of the properties of the paper include dimensional stability, resistance to curling, high surface strength, a surface free from foreign particles, and a high level of resistance to moisture penetration.

OK Sheet: A press sheet that must be considered final and approved prior to production.


Pages: There are two pages or “leafs” for each sheet of paper (front and back). PP: printed pages (front and back). Example: “16 pp text” means 16 printed pages (front and back). When designing a booklet, a sheet of paper, folded and saddle stitched, is made up of 4 pages. Therefore, saddle stitched booklets or pamphlets need to be divisible by 4.

Perfect Binding: A method for attaching pages of a printed piece to its cover and spine, usually by a gluing process. This process creates a squared off back. An example of a type of perfect binding is where the book or magazine's binding edge is ground down and coated with a fast drying glue to hold pages together and then are affixed to a cover with a flexible adhesive.

Perfecting Press: A press that allows printing on both sides of a sheet in one pass through the press.

Perfecting: The process of printing both sides of a sheet of paper in the same pass through the printing press.

PMS: An acronym for the term Pantone Color Matching System, a standard for the printing industry that contains over 1,000 colors.

Portrait Format: upright (or, vertical).

Press Proofs: The most accurate form of proofing made by putting files on a press and printing proofs.

Prepress: All of the necessary functions, such as composition, camera work, color separating, stripping, plate making and any other actions required in advance to prepare for the actual printing of the product.

Process Colors: A term for the four standard process colors / inks used in printing: cyan (blue), magenta (red), yellow, and black. The colors are as also known by the acronym CMYK (cyan (C), magenta (M), yellow (Y), and black (K). Through the combination of these four standard printing inks, almost all colors can be reproduced.


Quad: Spacing added to align an item to be center justified, aligned to the left or to the right. Referred to as quad center, quad left and quad right.


Register Marks: The marks or lines on the press sheet that guides all the people involved in the entire printing process.


Saddle-stitch: A method of binding pages in which they are bound together from the outside with wire staples in the fold seam.

Score: A crease made in a straight line that is intentionally made on a sheet of paper, so that it folds more accurately and easily.

Self-cover:: A technique that uses the same weight / type of paper for the cover as the inside pages. Typically this method is used on booklets and smaller publications, and saves money and time in the production process over “plus cover” products.

Specifications: A term used to describe a print order in exact language. A job ticket is used by printers and service bureaus to define the specifications of a job, such as size, inks, materials, construction, and delivery schedules.

Spot PMS Colors:: Refers to a method of printing in which each color is printed with its own ink. In contrast, process color printing uses four inks (cyan, magenta, yellow, and black) to produce all other colors.

Spot Color: Printing with one or more solid colors, generally used with black ink. It is used to add highlight and add color to a printed product without having to print with four color process.

Spot Varnish: A technique that allows the use of a varnish ink to highlight certain areas of a photo.

Standard Mail (A): Mail that would not be considered First Class or Periodical Mail. This mail classification is formerly known as Bulk Mail or Third Class Mail.


TIFF (Tagged Image File Format): A graphics file format developed by Adobe, Aldus, and Apple that is especially suited for representing large bitmaps, such as scanned black and white or color images.

Touchplate: A printing technique used to intensify images with vibrant colors that lie outside of the color range that CMYK inks can produce.

Trapping: A technique that aligns adjoining colors or ink to help prevent the possibility of a fine white area showing between colors due to the misregistration of color negatives or due to normal variations on the press.


Uncoated Paper: Paper that has been manufactured without the use of coating materials.

UV Coating: A type of fluid laminate that is applied to the printed piece, bonded, and then cured with UV light. This coating is used to provide a protective coating to the printed image.

UV Ink: 100% solid ink, solvent free, cured by ultra violet lights.


Varnish: A thin, colorless liquid protective coating, either matte or glossy, that is applied to the printed product. It is used to add protection and enhances the appearance by applying it as an all over coating, or as a spot coating.

Vellum Paper: Paper with an uncoated and rough surface. Paper with a vellum finish is relatively absorbent, making a good printing surface.

Vignette Halftone: A type of halftone when the background of an image gradually fades away and blends into the unprinted paper.


Work and Tumble: A method of printing where different pages are assembled on one plate so they print on one sheet. One side is printed and the sheet is turned from front to rear so that you are using the opposite edge as the gripper edge and then the same guide and plates are used to print the second side. The product is then cut apart to make two finished items.

Work and Turn: A method of printing in which a sheet is printed on one side and then turned over from left to right with the same side guide and plate for the opposite side. A method of printing where different pages are assembled on one plate so they print on one sheet. One side is printed and then the sheet is turned over so that you are using the same gripper edge and the same guide plates are used to print the second side. The product is then cut apart to make two finished items.


XML: (Extensible Markup Language) – Is an open standard markup language used for Internet applications that is basically a meta-language used for describing other languages. While HTML language is limited in its ability to tag and define content within the file, XML is capable of being extended. Therefore it is not limited in the number of tags that can be applied to describe the content and how it is to be transferred, displayed or utilized. XML enables data and many of the processes using the data to be automated for real-time data exchange between organizations.


Call Elite Marketing at 813-884-3545