Term Definition


In general, data is information, factual information such as text, numbers, sounds, images, anything that can be processed on a computer. Data also represents concepts, and sensations that are suitable for communicating, interpreting, or processing. As futurist Marshall McLuhan said, "The electric light is pure information," meaning everything perceptible is data. The word data is plural; the singular form is datum, however data is commonly used to refer to both singular and plural.

Dealer incentive

Premium, merchandise or travel offered to a retailer with the specified purchase of a product. Also called a dealer loader or dealer premium.

Deboss and

Combing hot-stamping with debossing, so foil fills an image that is pushed down into the product.


Depression of an image into a material such as paper, leather or suede, so the image sits below the product surface.

Decal transfer

Imprinting method in which the decal is printed on an offset or letterset press, submerged in water and placed on the product. Excess water and air squeegeed off and the product is kiln-fired, a process that fuses the decal with the glaze.


Descriptive audience statistics that reflect consumer qualities like age, sex, race, income, residence, and education level.


Twill weave, yarn dyed fabric, usually made of cotton/polyester blend. The warp yarns are coloured and the filling yarns are white.

Denim weights

Weight is determined by weighing one yard of fabric. Some popular denim weights are: 5 oz., 7 oz., 9.5 oz., 10 oz., 11.5 oz., 12 oz., and 14.5 oz.

Density Amount of stitches in a given area
Diagonal Another name for any fabric with a visible twill line

Mold into which molten metal, plastic or other material is forced to make a specific shape. Also, a tool of very hard material used to press a particular shape into or onto a softer material.

Die charge

Charge by the supplier for creating a die from artwork supplied by the supplier.

Die-casting Process where molten metal is injected into the cavity of a carved die.
Die-cutting Using sharp steel blades to cut shapes from printed sheets.

Steel plate engraved with the desired image, generally used to apply a gold or silver imprint.


Method of producing emblems and other flat specialties. A blank, cut from a metal sheet, is struck with a hammer that holds the die.

Digital artwork Artwork created using computer-assisted design software
Digital colour proof

Off-press colour proof produced from digital data without the need for separation films.


1. to transform graphical input data into digital form for computer processing; to transform graphical input data into digital form for computer processing.

2. to assign a discrete numeric value to an analog variable by analog-to-digital conversion; to assign a discrete numeric value to an analog variable by analog-to-digital conversion.

Digitized typesetting

Creation of typographic characters and symbols by the arrangement of black-and-white spots called pixels or pels.


Computer peripheral device that converts an analog signal (images or sound) into a digital sound.


Resin is applied to finished garment. The garment is then creased and dipped in a vat of chemicals to set in the resin.

Direct house

Company that manufactures advertising specialties and sells them through its own sales force. Also know as direct selling house.

Direct response Advertising that attempts to generate orders directly to the manufacturer or service rather than through stores, dealers, or agents.
Direct seller

Item that serves as a door-opener, sales-closer, or party incentive.

Direct-mail Ad medium that employs the postal system to deliver advertisements to prospects.
Display premium Form of dealer incentive which is part of a point-of-purchase display. May be a sample of a consumer premium or a functional element of the display.

Person or company that represents many advertising specialty suppliers and sells ad specialties and premiums to various buyer companies, often developing promotional programs and employing them. Also know as counsellor or jobber.

Distributor's net

Price a distributor pays for promotional products.

DOC (or) .doc

Microsoft Word Document

Donegal tweed

Woollen tweed fabric that originated in Donegal, Ireland, characterized by thick, random, multicoloured slubs.


Specialty offered by a salesperson to persuade potential buyers to listen to a sales presentation, or to initiate interest in a product or service for a follow-up sales call.

Double knit Fabric knitted on a machine by interlocking loops with a double stitch (two sets of needles). Contrasts with single needle construction. Double knit fabrics are heavier than single knit fabrics.
Double-faced fabric

Thick, heavy, reversible fabric made by weaving two separate cloths together with an extra binder in the warp or filling. Also called double cloth.


To transfer a file(s) from another computer to your computer. There are a few methods of doing this on the Internet. HTTP, FTP and as E-mail attachments are the most common. When you "load" a Web page into your browser you are essentially "downloading" the page from the server it is hosted on. One of the most resourceful things about the Internet is that you can download almost any type of computer file or program. Lots of them are "shareware" which means you can try them before you buy them.

Drop needle

Knitting technique that disengages a knitting needle so as to prevent knitting a stitch. This results in a vertical rib-like appearance. Typically this technique is done on interlock (double knit) constructions.

Drop Shadow

Graphic device in which type is reproduced with an offset second image on one edge, giving a shadow effect that visually lifts the primary type and makes the image appear three-dimensional.

Drop-shipping Individual packaging, address and delivery of a product to a specific address, usually the recipient's or client's

Digital Subscriber Line DSL is a technology that uses existing copper wiring found in almost every home and office to provide a fast connection to the Internet. Special hardware is attached to both ends of the line to allow data to transmit over the wires at a far greater speed than the standard phone wiring.

 It also provides a constant connection to the Internet 24 hours a day, 7 days a week, meaning there is no need to dial-in to your ISP each time you want to get online. A DSL line is most convenient in that you only need one line to carry both voice and data signals (meaning you don't have to get a second phone line). DSL is similar to ISDN in that they both operate over existing copper telephone lines (POTS) and both require short runs to a central telephone office. (DSL is not yet available in many areas because of the distance from a central office or because the local telephone companies have not yet introduced this product.) DSL provides much higher speeds, however, because connection speeds vary, many people prefer the fixed speed of an ISDN (or a T1 for that matter).

 Connection speeds for DSL typically range from 1.544 Mbps to 512 Kbps downstream and around 128 Kbps upstream. xDSL refers to the family of digital subscriber line technologies, such as ADSL (Asymmetric Digital Subscriber Line), SDSL (Symmetrical Digital Subscriber Line), HDSL (High bit-rate Digital Subscriber Line), and RADSL (Rate Adaptive Digital Subscriber Line).


Simulation of a finished printed piece.