The degree of tone, weight of darkness or colour within a photo or reproduction. The density is measurable by the densitometer, an optical device used by printers and photographers.

Digital printing

Printing technique particularly suitable for short run productions and specifically for print products based on variable data.


To press an image into paper with a die (and a counter die) so it extends below the surface. It is the opposite process of embossing, where the image is raised above the paper’s surface.


Mock-up simulating the final product. Dummies range from very simple, showing only size or rough layout, to very complicated, showing position and colour of type and art.