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Daily Effective Circulation (DEC)
The average number of daily potential exposures to a display or group
of signs determined by counting only those vehicles traveling toward the face
of the sign, and then multiplying that number by the average number of people
per car during the hours the sign is visible. Pedestrian and mass transit circulations
are not included. This is the basic measure in establishing cost per thousand
exposures on signs. The basic traffic numbers can usually be obtained from your
State Department of Transportation.
Deck Cabinet
Similar in detail and use as a raceway except larger in cross section to provide
a background area.
Dead
An electrical supply which is at or about zero potential and disconnected
from any live system.
Decal
Words, graphics or a combination of the two screen printed on the non-adhesive
side of vinyl film, then cut to a specified shape using a plotter or die.
Decals are often created when a large number of identical pieces are required
for a particular job or customer.
Degrees Kelvin
A unit of measure often used to describe a lamp`s color temperature. It is
also a unit of measure of temperature.
Delaminating
The separation of layers in a laminated substrate. The main cause of delaminating
is adhesive failure.
Descaled stainless steel
Sheet stainless steel, mill rolled to standard thicknesses and descaled but
having no other surface treatment, ready for painting.
Descender
In a given typeface, the portions of the lowercase g,j,p,q,y and sometimes
the uppercase J that extend below the base line.
Dimensional Letter
A specification description of a letter, logo or symbol, either cut out, cast,
molded or fabricated in material such as metal or plastic to create a raised
condition.
Directional Sign
Signs designed to provide direction to pedestrian and vehicular traffic.
Directory SIgn
A sign that identifies the names and locations of tenants in a multi-tenant
building or in a development made up of a group of buildings.
Die-cut
Refers to a cut made with a steel rule die manufactured for the purpose of
cutting out a particular shape or job. Die-cutting is commonly done when
a large number of items - such as decals - are to be cut, or the shape consists
of something other than straight lines.
Dimming
The process of reducing the light output of a lamp or lamps from a high value
to a low value. The term is also used for increasing the light output from
a low to a high value.
Directional Sign
One including text and/or arrows which direct traffic to (or within) a facility.
Directory Sign
An on-premise sign that identifies the names and locations of tenants in a
multi-tenant building, or in a development made up of a group of buildings.
The information in a directory typically may include company logos, but
no advertising copy.
Double faced
A sign with two parallel but opposing faces; a back-to-back sign.
Double-Faced Sign
A sign with two parallel opposing (back-to-back) faces.
Double line
Two neon tubes running parallel to each other, often used for outlining or
borders.
Double-back
A 180° bend used in neon tubes to produce such letters as R,E,F and G.
Often used to describe the technique and placement of the electrode on the
rear of a neon tube.
Dropshadow
A visual effect created on lettering by the addition of a second identically
sized letter, offset slightly to give the appearance of a shadow, thus making
two-dimensional lettering appear to be three-dimensional. |
