Glossary: L
- laminate
- A clear, plastic coating applied to paper to enhance its durability, or the act of applying this coating. Laminates are available in varying degrees of rigidity.
- landing page
- A web page, designed as a point of entry to the main site, that helps generate sales or subscriptions; usually connected to a specific marketing or advertising campaign.
- leaderboard ad
- A type of online banner ad, generally measuring 728 pixels wide and 90 pixels tall (i.e., 728x90) and positioned at the top of a web page.
- lettershop
- An organization that handles the mechanical details of mailings such as addressing, imprinting, collating, etc. Most lettershops offer printing services including laser and inkjet printing.
- lift letter/lift note
- In direct mail, this is a second, shorter letter or note included with the promotional package. The lift letter/note provides an additional opportunity to promote the offer, address potential customer concerns or objections, or reiterate key selling points.
- line art
- One-color illustrations that can be printed without halftones.
- list
- Names and addresses of individuals and/or companies, often with common interests, characteristics or geographical locations.
- live stamp/live postage
- Using an actual postage stamp on direct mail pieces instead of using a postage meter.
- logo
- A mark or symbol that represents a company or product. Logos can include graphic elements, type or both.
- lossless compression
- An electronic graphics compression equation that reduces file size with no loss of image information. Lossless compression formats, like GIF, are typically used for line art or logos, where any information loss would be noticeable.
- lossy compression
- An electronic graphics compression equation that reduces file size, but also loses a small amount of image information. Lossy compression formats, like JPEG, are typically used for photographs, where slight information loss is not noticeable.
- loupe
- Small, cylindrical magnifying glass used by graphic arts professionals to inspect photos, slides and printer proofs.
