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PSI Glossar


Canvas is a fabric historically made from hemp and the name is derived from the Latin name for hemp, cannabis. Modern canvas is a heavy, firm, strong cotton or linen fabric with an even weave that is used to manufacture textile promotional products, giveaways and advertising media. It is produced in many different grades and qualities and is heavier than duck or sailcloth, although the three names are often used interchangeably.

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Carding is an important fibre cleaning process that occurs before yarn spinning. It involves the preparation of the cotton by removing debris (seeds, leaves, etc.) with carders that resemble fine-toothed brushes. Without carding, cotton thread would be coarse and extremely fragile. The result is a fibrous or card web that is then used to spin it into cotton threads and yarns from which textile promotional products (e.g. T-shirts or polo shirts) are then manufactured. Promotional products that are made from carded cotton are usually promotional textiles of a higher quality and consequently tend to be more expensive advertising media.

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The CE marking, also known as CE mark, ('Conformité Européenne', 'European Conformity') is a mandatory conformance mark on many products (including promotional products, giveaways, promotional gifts and advertising media). The marking certifies that a product has met European Directives regarding consumer safety, health or environmental requirements. Certain product categories must also carry the CE marking when they are manufactured as promotional products or advertising media.
By affixing the CE marking to a product, the manufacturer declares that it complies with the existing European Directives. A CE marking on promotional products and advertising media does not permit any conclusion as to whether the promotional product's compliance with the European Directive has been verified by an independent body or not. If there is a four-digit number behind the CE marking, then this indicates that a named inspection body has been involved in the conformity assessment procedure. The CE marking is not a seal of quality (quality mark).

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Circular knitting is a manufacturing process on a special circular knitting machine that produces seamless, tubular fabric. The needles are arranged in a circular formation so that they can knit a continuous, circular fabric.
In the promotional products industry, circular knitted cotton is very often used to manufacture promotional products and advertising media in the form of T-shirts. These textile promotional products can be recognised by the fact that they have no joining seams on the sides.

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See also the term: Slogan.

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Classics are advertising media that have been employed for years and are still very effective. These include: pens, calendars, mugs, USB items and textiles. In order for them to remain effective as advertising media, it is important that classic promotional products are reinvented and that older classics are redeveloped. This allows the standard products to remain up-to-date and successful so that they can surprise customers, potential customers and business partners.

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Colour Lithos are printing films used to obtain the lifelike reproduction of colours in four-colour printing. There is a separate halftone film (black/white) for each of the four colours, cyan, magenta, yellow and black, that make up any multicolour image. Colour lithos are also required when manufacturing promotional products, giveaways and advertising media, particularly in cases when a four-colour image has to be printed onto the promotional product.

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A colour proof is a true colour test print of digital print data (e.g. logos, images, etc.) that will later be printed on the promotional products or gifts.
The proof is printed on special high-gloss paper using calibrated printers to ensure a very high colour match (approx. 98%).

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A colour scale is a schematic printing ink scale that determines the colour tone and printing sequence of layers in a multicolour print.
The Euroscale is the most well-known standardised colour scale for the four-colour printing process.
This colour scale is used in the production of advertising media, for example, when four-colour product images are printed onto promotional products and advertising media.

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The term combed or worsted yarn has its origin in the wool production. Combing is an additional process that occurs before spinning, in which short lengths of fibre are removed and longer ones are straightened and arranged in parallel. This creates a more even fabric with excellent strength, fineness and uniformity. Combed yarns are used mainly for promotional products and advertising media in the form of outerwear, as the fabric has a smooth, clear and lustrous appearance.

Combed cotton is frequently used to manufacture high quality textile promotional products and advertising media that are made from cotton, for example, high quality promotional products and gifts in the form of T-shirts or polo shirts made from jersey fabric for use in promotional campaigns. T-shirts of this kind that are used as promotional products usually have a higher quality (higher wear comfort and shape-retaining features) than normal cotton T-shirts.

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Copyrights protect intellectual and artistic property, such as compositions, sculptures, paintings, texts, theatre productions, photographs, broadcasts, films, and music and audio recordings. Copyright protection is granted if the intellectual or artistic content is considered to pass the threshold of originality, in other words, if it is deemed 'creative' enough. If it fails to pass this threshold of originality, then the content remains in the public domain. That means that the creator is not entitled to any protection for their design. Unlike a patent, a copyright does not need to be registered, as it arises upon fixation.
The creator is automatically granted the right to exercise control over and exploit their own work; this includes the copying, distribution, exhibition, communication to the public and editing of their work. The creator may determine the conditions for the exploitation of their work and consequently also holds the right to its first-time publication or release, and the initial communication of its content. In addition, the copyright label is protected and the creator may prohibit others from altering their work.
There are a number of important copyright restrictions (scope of exploitation, term of protection, transfer of rights, etc.) that vary from country to country.

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Corporate Colours are the colours that define a company's corporate identity; where possible, they should remain unchanged for the foreseeable future.
In most cases, the corporate colours are defined by the Pantone number. The corporate colours are also used in the production of promotional products and advertising media, and it is important that the suppliers reproduce the colours as accurately as possible using the Pantone number.

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A Corporate Design (CD) is the set of rules applied by a company to make the appearance of its three-dimensional advertising media (promotional products) unique. It consists of the corporate logo, typography, type of imprint and basic design of the products and advertising media.

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The term ,Corporate Fashion' defines the appearance of a company's workwear. Companies that attach importance to corporate fashion make sure that the appearance of their workwear matches their corporate colours and corporate identity. Corporate fashion is therefore an important aspect of marketing.

Corporate fashion helps to define how a company is perceived and increase awareness for it in the general public.
At the same time, corporate fashion also strengthens the sense of togetherness and the identification of the employees with the company. To the outside world, the 'uniform' appearance of the employees also underlines their loyalty to the company.

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A Corporate Gift could be advertising media, promotional gifts or promotional products that are given as a premium in addition to a purchased product, or that are, for example, given to the company's own employees on certain special occasions.
These promotional products can be offered as direct premiums in the form of an in-pack with the product or, for example, handed over personally to the existing or potential customer as advertising media by the company's staff in the field.

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The Corporate Identity (CI) describes uniform corporate appearance of a company that is designed to strengthen, secure and convey its identity both within, as well as outside the company. A company's corporate identity also plays a major role when manufacturing promotional products and advertising media. The companies that are advertising therefore always pay close attention to the fact that, e.g. the colours that are printed on their promotional product and advertising media accurately match their CI.
Creating a CI for a company requires detailed knowledge of the company's corporate philosophy, product and marketing strategies, and staff and management structures.

A company's corporate identity concept also includes all of the text elements (claims and slogans) and visual elements (design, logos, colours and fonts) that it uses in its advertising media and communication. This ranges from the corporate logo and product presentation all the way to artwork on company vehicles; from the architecture of the corporate headquarters all the way to the appearance of job advertisements in newspapers; and from promotional products and giveaways all the way to exclusive promotional gifts. The corporate identity is the most important factor when it comes to identifying with a company and defining its future communication concepts.

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A corporate image refers to the generally accepted image of how a company or corporation is perceived by people or the general public. The corporate image is supposed to be a reflection of the corporate identity; however, more often than not, they are not a perfect match. Negative headlines or inappropriate advertising strategies can result in a company getting a bad reputation and being less successful. It is therefore very important that a company has a positive image so that it can maintain its customers and business partners, and easily acquire new customers. This aspect should also be taken into consideration when choosing promotional products. You should therefore use promotional products that improve the well-being of your customers (e.g. massage products) or benefit the environment (e.g. fair trade products, eco-friendly promotional products).

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Cotton is a soft, fluffy staple fibre that grows in a boll around the seeds of the cotton plants of the genus Gossypium, a species of shrubs in the mallow family (Malvaceae). The natural fibre is spun into yarn or thread which is woven or knitted together to make a soft fabric to be then used in the manufacture of textile promotional products and advertising media.
Cotton is grown as an annual plant, except in India, and the shrubs can grow up to 3.0 m high. There are only three commercially significant species of cotton plant:

Gossypium herbaceum is a less valuable, short-staple cotton grown mainly in China, India and Pakistan.

Gossypium hirsutum is the most widely grown species of cotton. It is grown in the USA, parts of the CIS, Turkey, Pakistan and Brazil.

Gossypium barbadense is an extra long-staple fibre (up to 50 mm) and grown in the USA, South America, Egypt, Sudan and parts of the CIS.

The successful cultivation of cotton requires certain climatic conditions: There should be a lot of rainfall during growth (about five months) and the weather should be dry during harvesting. A large proportion of cotton grown today is cultivated in regions that do not meet these conditions, and where the water is obtained from irrigation; this leads to soil salinisation, which in turn makes the use of chemicals necessary.

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Piqué is a fabric with a raised texture effect. Cotton piqué is a highly popular warp-knitted fabric when manufacturing polo shirts as promotional products and advertising media.
Warp-knitted piqué is a tightly-knitted, lightly-structured, moisture-absorbing fabric made from pure cotton. Promotional products and gifts that are made from warp-knitted piqué and used as advertising media have the advantage that they hardly ever develop runs or ladders.
A real piqué fabric is also referred to as quilting because it has a fine upper-fabric layer and a coarser under-fabric layer.

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Cretonne is a coarse plain-weave, carded cotton fabric. It is a medium-weight fabric usually printed with patterns and designs, and also used when manufacturing promotional products and advertising media.

Cretonne is a versatile material, regardless of whether as a raw material, or a bleached, dyed or printed fabric, and is often used for draperies, upholstery, and other home furnishings.

Cretonne was invented by Paul Creton in Vimoutiers in the Pays d'Auge of Normandy, France; a town that has acquired a rich history over the past centuries in textiles industry.

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Custom-made promotional products are manufactured in accordance with the individual requirements of the customer. Many suppliers of promotional products offer their customers the possibility to develop a unique promotional gift that is designed especially to suit the company. When you opt for custom-made promotional products, you can be certain that no-one else will be able to advertise with your product. They allow you to stand out against your competition and surprise customers, prospective customers and business partners in a special way, allowing you to attract attention and ensure that you are not quickly forgotten

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Customer acquisition is all the more important during times of economic crisis. The use of promotional products that are closely connected to your company shows potential customers what they can expect from your company. Promotional products make the customer's decision in favour of your company an easier one.

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Customer loyalty is immensely important to all companies; after all, the competition does not sleep. It is therefore all the more important in the current economic environment to look after one's customers and secure their loyalty for the own company so that they are not lost to the competition. Promotional products are a good customer loyalty tool. The distribution of promotional products offers you a good opportunity to show your customers that you appreciate them and to thank them for their loyalty. Therefore as in life, small gifts also nurture friendships in advertising, and the greater the promotional gift, the greater the effect that can be achieved.

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