Your marketing materials: four terms you need to know

printing terminology

Marketing collateral is a very important factor in determining your business success. Not only does it help fuel the sales of the products or services you offer, but it also helps strengthen your brand recognition and awareness. Whether you’re a seasoned business owner or just starting out, it is important to have a basic understanding of printing terminology. It will help you effectively communicate what you need and understand what your print provider is offering you. Here is a list of common printing terms and their explanations to help you get started on your next marketing project!

Digital proof

A digital proof is a type of sample that demonstrates what the end product will look like. Printing companies provide this to clients to verify the accuracy of the print application prior to the production of the printing project. Digital proofs give print providers flexibility in updating proofs quickly and easily.


The acronym CMYK stands for Cyan, Magenta, Yellow and Black. These colours are used in four-colour process printing. Black is designated as “K” rather than “B” to avoid confusion with blue. These four colours are used to create all of the colours in the spectrum to provide full-colour finished products.

Bond paper

Bond paper is a type of high-quality paper used for a wide range of print products. Business forms, books, photocopies and newsletters are the types of documents that are produced with this type of paper. It comes in many weights, grades and colours. There are even several shades of white bond paper developed specifically for use with digitally printed applications.

Print on demand

Print on demand (POD) is a type of printing workflow that allows clients to only print documents when they need them. This method of production is excellent for applications printed with digital equipment. There are many benefits for using print-on-demand. It minimizes waste, it’s cost-effective and it eliminates the need to store large volumes of documents. Brochures, promotional pieces, business cards, labels, catalogues and many other marketing materials can be printed using this method.

Marketing is a vital part of any business. There is a lot that goes into the development of your marketing collateral. As a business owner, you should have at least some basic printing industry knowledge to be able to work with your print provider to create outstanding marketing campaigns.

What terms do you think anyone creating marketing collateral should know?

Brittany Giles is the Social Media Specialist at The Printing House.

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