Prototypes and Print Production

DESIGN FOR PRODUCTION

SANGEETA JAIN

TODAY WE WILL LOOK AT…

1.  Marketing Research = defining the problem

2.  Advertising Campaign = seeking insight

3.  Creative Strategy = choosing the best solution

4.  Prototyping = communicating the solution – Final Visuals

5.  Production = implementing the solution

•  Newspapers

•  Magazines

•  Billboards

LECTURE 3 PROTOTYPING

WHAT IS PROTOTYPING?

The word prototype derives from the Greek “prototypon” meaning primitive form, neutral of “prototypos” where “protos” means first and “typos” means impression.

A prototype is a concrete representation, model or release of a product built to test a concept or process or to act as a thing to be

replicated or learned from.

•  Prototypes support creativity. Prototyping helps to experiment with multiple approaches and ideas.

•  Prototypes encourage communication. It facilitates discussion through visuals instead of words and ensures that the designer, client and production team, all get a common understanding of the design solution.

•  Prototypes facilitate early evaluation. Thus it reduces risk and avoids missed requirements, leading to a better design faster.

PROTOTYPES

SKETCH VS. PROTOTYPE

As prototyping progresses through the design cycle, increase the visual

resemblance by introducing elements of style, colour, branding and graphics.


As the prototype is refined, replace dummy text with real content to get a feel

for how it affects the overall design.


Adding interactivity in subsequent iterations increases functional resemblance and

allows the prototype to be used for usability testing and training and communications.

Prototypes are also known as “final visuals” in field of Graphic Design.

LECTURE 3 PRODUCTION

After the designer completes the final visual design (prototypes), the design

files are prepared for production (printing). It is only through production

means printing that the design can reach the audience.

PRINT PRODUCTION

•  An extremely important process in between the final design visuals and production/printing is “Print Production”. It is the process to build files that print, fold and trim correctly.

•  In order to build these files the designer needs to know the print requirements such as paper sizes, fold and cut marks, bleed, CMYK colours however there are also specialist print production artists who do this job.

•  These files are then send to the printing press to be printed (PRODUCED) in large quantities.

The files that go for printing or production are called

“artwork” or “raw/open files” in field of Graphic Design.

PRINT PRODUCTION BASICS

•  Work in the right software: –  Illustrator for vector and single-page layouts

–  Photoshop to manipulate images

–  InDesign for multi-page documents

•  Maintain image quality: –  300 DPI for print

•  Color: –  CMYK for print (cyan, magenta, yellow, key – black)

PRINT PRODUCTION BASICS

•  Build to Size: –  Build your files at actual size unless your final size is too large

for your software to accommodate.

•  Name Your Files Clearly: –  Unusual characters in a name have been known to cause a

printer’s computer to crash.

–  Keep file names under 30 characters and use letters and numbers only.

In this age of digital information, newspapers still have retained the power to shape public perception and for their credibility. Some reasons to choose newspaper advertisement as a part of an advertising campaign are for their…

ü  Reach – general audience and/or specific groups

ü  Reliability – it comes with a the level of trust

ü  Versatility – delivered at a short notice to almost the entire nation

ü  Integration – of offline advertising and online presence

ü  Universal Appeal – because of the variety of content

WHY NEWSPAPERS?

•  Newspaper pages are laid out on a grid which consists of a margin on 4 sides, a number of vertical columns, and space in between columns.

•  Common page grids include:

ESSENTIALS OF PRODUCTION – NEWSPAPERS

•  Generally there are 8 columns for newspaper advertising –  1 column 3.1 cm

–  2 columns 6.4cm







•  Assessment task 1 = 4 columns x 10 cms (4 inches)

ESSENTIALS OF PRODUCTION – NEWSPAPERS

Magazines reflects quality, elegance and style. They engage people with specific motivation and interest at regular intervals to generate brand awareness and sales. Here are some reasons to include magazine advertisement in an advertising campaign…

ü  Focus – on specific groups

ü  Attention –catches the attention of the reader for a longer time

ü  Sensory Experience – readers can see, feel, smell and also taste/try

ü  Due to the focus, attention and experience the readers engage with it

ü  Inspiration – readers may save cut-outs that motivation them thus

serve as reminders to sell a product

WHY MAGAZINES?

ESSENTIALS OF PRODUCTION – MAGAZINES

•  A magazine production file typically consists of: –  Trim Line: This is the finished size of the printed piece. –  Print/Safe Area: The safe area to keep any important information within. –  Bleed Area: Bleed is a term used to describe a document which has images or

elements that touch the edge of the page, extending beyond the print area and leaving no white margin. The minimum bleed to be kept in an artwork is 1/8 in.

–  Crop Marks: Indicates where to cut the paper.

1.  Trim is where the product will be cut. 2.  Bleed is the zone outside the trim area. 3.  Margin is the zone inside the trim area.

https://en.wikipedia.org/wiki/Bleed_(printing)

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ESSENTIALS OF PRODUCTION – MAGAZINES

•  Assessment task 1 = Full Page Advertisement

•  Create the file in CYMK color mode

•  Remember to include a bleed

•  Link images

•  Rasterize type

•  Submit high resolution PDFs

According to Universal McCann, 2010 Total Media Spending; TVB, Nielsen Media Research Survey 2008, % Hours/Week, Most people spend 70% of their time outside the home and is possibly the last place where consumers do not control the ad space are some reasons to include outdoor advertising such as billboards in an advertising campaign…

ü  Mass Appeal – people see it when they are on road ü  Increased Visibility – because of their big and bold impact ü  Constant Exposure – available and working around the clock, 24/7 ü  According to the study conducted by *Forbes, “billboard viewers make

shopping decisions while in the car.” (so don’t miss it!) ü  Billboards provide a chance for many smart design possibilities.

*http://www.forbes.com/sites/marketshare/2011/10/10/does-outdoor-advertising-still-work/#4bc64cef1c88

WHY BILLBOARDS?

•  Billboard Advertising Design Guidelines. Make it….

–  Simple –  Bold –  Brief

WHY BILLBOARDS?

WHY BILLBOARDS?

•  There are several standard sizes of billboards used in the outdoor advertising. The huge billboards are made with smaller number of panels also known as “posters” or they are measured in feet.

ESSENTIALS OF PRODUCTION – BILLBOARDS

•  Billboard advertising/printing is also known as large format printing. Printers are generally support a maximum print roll width of between 18" and 100”.

•  The printing process is like digital printing except that, it uses a larger scale of printers. Printing is faster but its end result produces high quality colors.

•  It uses CMYK (Cyan, Magenta, Yellow, Key color Black) color combination. •  Vinyl Banners are popular for outdoor use.

ESSENTIALS OF PRODUCTION – BILLBOARDS