printed graphics design & production

Printed Graphics Design & Production

Elements & Principles of Design

                The Elements                                            Lines     Ways Lines Can Be Used In Page Layout Or Illustration • Lines are strokes made with pens or pencils, or they can

be formed using tape or computers. • Lines vary in width & length.

 • Lines can be straight, wavy or curved to help create the

desired visual effect. • Lines help to move the reader's eyes from one point to

another.  

Shapes

Squares

Circles

Triangles

                        Shapes

• A shape is the result of the combination of lines & mass.

•  • Examples include rectangles, circles, and other

geometric designs•  • Many shapes add interest & identification to a

message, such as the octagon shape of a stop sign.•  • Many shapes add form or structure to a message. 

The shape of lettering also creates different impressions.

MassMass equals size

                    Mass Cont.

• Each element (graphic, photo, line, text block) have their own mass relative to the whole piece.

 • Mass refers to the amount of space taken up on the

page. • Larger objects, those with more mass, are noticed

before smaller objects. • That is why bold print is used in many books.  Bold

type appears larger and more important.

Texture

                Textures cont.

  • Texture describes the surface of an object.  In other

words, textures tell us whether the surface of an object is smooth or rough.

 • The texture of a surface affects what you see or feel.

 • Shading on drawings creates a feeling of texture.  It

also provides realism to your drawing. 

Color 

Ways to use vaule in your black and white designs

Hues, Shades, and Tints

    Hues, Shades, and Tints Cont.

• Color is the final element of design. • Color adds emphasis to graphic work.

 • Red & Yellow attrack attention.

 • Blue & Green are calming (or mild) colors.

 • Black & Yellow combinations denote a hazard.

 • Changing the color of text draws attention to the

printed material.

The PrinciplesProportion

                Proportions cont.

 • Proportion is the relationship of sizes in a design.

 • Object size should be uniform throughout the whole

message. • Titles should not be much larger or smaller than the

rest of the text. • Large pictures often detract from the design. 

Sometimes it can be difficult to complete a pleasing, uniform design.

                Proportions cont.

 • Proportion should be considered when planning

elements in a layout such as the margins, illustrations, type, and artwork.

 • Type styles should be selected that have a

proportional relationship to the whole layout. • Once the general proportions of a layout have been

chosen, consideration should be given to where the element is to be placed.

Balance

                Balanced cont.

 • Balance deals with the location of elements of the

page so that they do not appear top heavy or bottom heavy.  Attention should be paid to the optical center, and its relation to balance.

 • Optical center is the spot the eye focuses on when it

encounters a printed page.  This spot is slightly above the exact center of the page, and is more pleasing to the eye.

                Balanced cont.

 • Balance deals with the location of parts or objects

within a layout.  If the parts are centered, the layout is refered to as having Formal Balance.

 • Formal balance places all elements symmetrically,

and is achieved by identical or even placement on each side of a center point.  It creates the image of a no-nonsense, percise publication.  This causes the message to be formal, dignified, and reserved.

                Balanced cont.

 • In this case each item is orderly or evenly weighted. 

If the arrangement of objects are random, the layout has "informal balance."

 • Informal balance uses elements of similar weight,

but not mecessarily identical, placed in relationship to one another so that there is weight at the top of the layout as well as the bottom, and to the left and right to balance the whole.

                    Contrast

 • Contrast is important in providing a point of

emphasis in a layout. • Contrast can be achieved with colors, text, or lines.

 • Bold styles of lettering often provide contrast.

 • Color or shading of artwork can also provide

contrast.  Attempts to "catch" your eye usually are examples of contrast.

Rhythm

                   Rhythm cont.

 • Rhythm deals with the way a message is

constructed.  Certain designs seem to guide your eye through the message.

 • Printed messages use art and words to direct and

control the motion of the reader's eyes. • Layouts do this by arranging material in logical

progression, correct placement of elements, and by using repetitive typographic devices.

                   Rhythm cont.

   • The eye meets the page at a point slightly above,

and to the left of true center. • We can take advantage of the natural path the eye

takes by placing elements along this path, which is a "Z" pattern.

Unity

                    Unity cont.

  • Unity is the final design principle.  The function of

unity is to "Pull" the total design together. • Designs that lack unity rarely communicate a

message well. • The exchange of ideas or feelings becomes

confusing. • Simplicity is the key to unity. By keeping it simple we

eliminate distraction.

                    Unity cont.

 • Similar elements should be combined to promote a

total effect.  • Unity can also be achieved by using the "three-point

layout method". • When we see three units together we tend to unify

them. • Keep in mind that odd-number units are more

interesting than even-numbered ones.

Coding

                    Coding cont.

• In communication, after the message has been designed it must be coded.

 • in the case of a printed visual message, coding is

known as layout. • Layout is the assembly of copy (text) and artwork

(illustrations).  • Your textbook is a good example of layout.  After the

text was written and the illustrations selected, a layout was designed.

                   Coding cont.  • The copy includes the words, sentences, and

paragraphs of the book. • Copy also includes the captions that go along with

the artwork. • The artwork includes drawings and photographs. 

They add meaning to the copy.

Five Steps Involved in Creating Layouts

                    Five Steps

 • Thumbnail sketches

 • Rough layout

 • Comprehensive layout

 • Pasteup

 • Mechanical layout

Thumbnail sketches

            Thumbnail Sketches

 • Layout starts with thumbnail sketches

 o Small, crude drawings simular to the thumbnail

sketches used in technical illistrations. 

o Initial ideas for layout of the message. 

o Used as a reference when discussing and developing initial designs.

Rough Layout

                   Rough Layout

 • In rough layout the idea is developed further.

 • It is more accurate and detailed than a thumbnail

sketch. • A rough layout is produced to scale. text and artwork

will be shown in their proper proportions. • It is used to show how the text and art will fit

together and will appear very similar to the final product.

Comprehensive Layout

            Comprehensive Layout

 • It is used by the layout person as a guide during the

reproducting of the work. • The actual type and illustrations are still not used at

this point. • Final corrections of the layout can still be made.

Pasteup

                        Pasteup

 • It is an assembly of the complete message.

 • the copy (text) is typeset and the necessary artwork

is located, or "pasted", on the page using the computer and software.

Mechanical Layout

               Mechanical Layout

• The final step is a neatly prepared Mechanical Layout.

 • After the pasteup is finished, it is then placed on a

clean, white sheet of paper or cardstock. • Artwork and type must be located and positioned. 

Blue pencils are sued for marking, which will not reproduce.

 • Artwork can be secured with rubber cement, glue

sticks, tape, or wax. • This layout is Camera Ready.

Copy and Artwork

                          Copy

 • Copy can be set in several ways:

 o Hand lettering and stencilso Computer and softwareo Transfer lettering and Kroy Machineso Computers and typesetting machines prepared

most type setby commercial firms.o Type can be made photographically on light-

sensitive film.  This is called Phototypesetting.

                      Artwork

• Artwork (photographs and illustrations) usually comes from four major sources.

 o Hand drawingso Computer generated or printed clip art.o photographso Mechanical Drawings

 • Clip Art is drawn by professional artists.  It usually is

sold in book form or in desktop publishing software for the computer.

Transmitting

              Transmitting cont.

 • Six major methods of transmitting a printed graphics

Image: 

o Relief printing processo Screen printing processo Continuous tone photographyo Intaglio processo Electrostatic printing processo Lithography (offset printing)

              Transmitting cont.

 • Selecting the best method of transmission is often

determined by: 

o Purposeo Medium usedo Timeo Cost

Purpose

                     Purpose

 • The purpose of the message sometimes determines

the printing process used. • If the purpose of the message is to create a strong,

lasting impression, a display using just illustrations may be used.  Offset process woudl be best.

 • if the purpose of the message is to store a large

amount of information in text only, electrostatic copying or offset would be best.

                      Media

 • The transmitting medium often determines the

printing procedure.  The medium is what is used to "carry" the message.  Your text has paper as its tranmitting medium.

 • T-shirts are best printed by screen process methods.

 • Transfer images (applied with heat) might also be

selected for clothing.

Time and Cost

                  Time and Cost

 • Time and cost are critical factors.

 • companies always want to do things as

inexpensively as possible. • Sometimes a deadline is involved and time becomes

more important than cost. • A more expensive process might be used because it

is faster.

Receiving and Storing

             Receiving and Storing• When selecting the best process for a product, you

also identify the receiving medium.• Magazines, clothing, and beverage cans are all

printed by various methods.• in the case of computer-generated charts, the

receiving medium is paper.• Other receiving media including

o Woodo Textileo Plastico Metal

         Receiving and Storing cont.

• Many types of storage media are available.  Each has a different use:

 • Photographic paper

 • Computer disk

 • Microfilm