Publisher The Goodheart-Willcox Co., Inc. Tinley Park, Illinois

© Goodheart-Willcox Co., Inc. Permission granted to reproduce for educational use only

Publisher

The Goodheart-Willcox Co., Inc.Tinley Park, Illinois


Chapter 14Chapter 14

Publication Design and Production


Learning ObjectivesLearning Objectives

Outline the production steps involved in creating a printed product.

Use design principles and elements to produce effective page designs.

Explain manual and electronic layout techniques.

Identify common hard copy output devices and explain how their uses vary.


IntroductionIntroduction

It is important for technical illustrators to have an understanding of the production and printing process. Electronic page layout may be a part of

the illustrator’s duties. Interaction with others involved in

printing requires the ability to communicate effectively.

The type of illustration produced often depends on the printing format available.


Production StepsProduction Steps

Exact steps tend to vary. The process applies to a variety of

printed products. Manuals and catalogs Newspapers Brochures Books Newsletters

A general process can normally be used.


Production StepsProduction Steps

1. Image design2. Image generation and assembly3. Image carrier preparation4. Image transfer (printing)5. Product finishing


Image DesignImage Design

Quality is critical for success of the product. Identify the purpose and audience first. Sketching begins with thumbnail sketches.

At least four are made. A grid sheet or computer is used. Sketches are made full size with a computer. For manual sketches, fold a sheet representing

the final size in half for both length and width to establish four smaller drawing areas.


Thumbnail SketchesThumbnail Sketches


Image DesignImage Design

A rough layout is created from thumbnails. The full size of the final product is shown. The effectiveness of the design is

determined. A comprehensive layout is created from

the rough layout. Color, images, and text are shown together. The design can be shown to the customer

for approval.


Comprehensive LayoutComprehensive Layout

(Pioneer Graphics)


Image Generation and Image Generation and AssemblyAssembly

Text and images are arranged according to the design.

Also referred to as the layout stage.

Manual or electronic methods are used.

An original of the product results.


Image Generation and Image Generation and AssemblyAssembly

(Xyvision, Inc.)


Image Carrier PreparationImage Carrier Preparation

Used for products requiring multiple printed copies.

The printing device uses the image carrier to print. A plate is used in offset lithographic

printing.


Lithographic PlateLithographic Plate

(A.B. Dick)


Image TransferImage Transfer

Represents the actual printing process.

A printing plate is mounted on a press in offset lithography. Ink transfers from the image area to

the paper.


Offset Lithographic PressOffset Lithographic Press

(AM International, Inc.)


Product FinishingProduct Finishing

Steps are applied to arrange printed sheets into the final product.

There are common operations. Paper cutting and trimming Folding Binding Cover packaging Adding inserts


Principles and Elements of Principles and Elements of DesignDesign

Reader attention should be drawn while adhering to the rules of a specific design.

Exact approaches to design vary among different publications. Book design differs from newspaper design.

Publications of one type have different characteristics but a common appearance. Newspapers have headlines and columns of

text.


Principles and Elements of Principles and Elements of DesignDesign

General principles are followed to create a successful product.

Many different types of publications are composed of similar elements.

The intention is to attract an audience and communicate a message.


Design PrinciplesDesign Principles

A pleasing design should result. Rules may vary depending on the desired

outcome. Standard guidelines should be followed.

Proportion Balance Emphasis Contrast Rhythm Unity


ProportionProportion

The design should be sized correctly in relation to the sheet size. Determine sizing when creating

thumbnails. A square sheet size requires an overall

1:1 design ratio. An 8 1/2 11 sheet size requires an

overall 8.5:11 design ratio. The golden section ratio may be useful.

1:1.618


ProportionProportion

Different elements in a design should be sized correctly in relation to each other. Heads should be larger than body

copy. Elements within an illustration on

the page should have an appropriate size ratio.


BalanceBalance

Elements of the design should project a sense of equilibrium.

Balance may be formal or informal. Formal balance refers to a symmetrical

design. Informal balance refers to an asymmetrical

design. Horizontal and vertical balance are

equally important. Placing a design above the mathematical

center of the sheet (the optical center) is common.


Formal BalanceFormal Balance

Used when a more conservative design is the goal.

Commonly used in invitations and announcements.


Informal BalanceInformal Balance

Used when a more modern appearance is the goal.

Commonly used for designs related to new products.


Vertical BalanceVertical Balance


Emphasis and ContrastEmphasis and Contrast

One element tends to be dominant in the design. Large newspaper headline

Varying degrees of emphasis are applied to different elements. May be achieved with size, color, or shape.

Contrast distinguishes the various elements and is commonly used to generate interest.


Emphasis and ContrastEmphasis and Contrast

The highlighted clouds have the greatest emphasis. The viewer is directed to the center of the image.

(WAM!NET, Inc.)


RhythmRhythm

Elements are repeated to suggest movement. Ripples on water

The effect is similar to repeated patterns in music.


RhythmRhythm

The repetition of the same object (the airplane) has a rhythmic effect.

The flight pattern is simulated. (Macromedia FreeHand)


UnityUnity

A design must appear unified to be successful.

Elements should be in harmony so a pleasing whole exists.

Contrast may be used but should not detract from the overall presentation.


Design ElementsDesign Elements

An image consists of several basic components. Color Lines Shapes Texture

Elements are combined to form entire objects and visual effects. Lines and dots may be used for shading.


Design ElementsDesign Elements

Each object has a different color and texture. The basic shapes are spherical, conical,

rectangular, and triangular.


Design ElementsDesign ElementsStandard terms are used to describe the common components of printed pages. Headers and footers Headlines and subheads Body copy Kickers, pull quotes, and sidebars Illustrations White space Graphic elements Cover page elements


Headers and FootersHeaders and Footers

Used at the top and bottom of the page. A header appears at the top. A footer appears at the bottom.

Often used to indicate the page number.

A running head is usually included. Used to indicate the chapter or

section.


Headlines and SubheadsHeadlines and Subheads

Commonly referred to as heads. Headlines provide major headings for

text sections. Subheads break the material into

smaller sections. Each head has a descriptor (Level 1,

2, etc.). A different typeface and point size may

be used for each head (specifications are the same throughout the document).


Body CopyBody Copy

Used for the general text of the document.

Normally arranged in columns. Number of columns and widths may vary.

A specific typeface and point size is used. Text is commonly 12-point serif.

Several other settings are common. Line spacing (leading) Paragraph formatting (indents) Type alignment


Body CopyBody Copy Type with left alignment is ragged right. Type with evenly aligned left and right

margins is justified. Space is added between words for uniform

line lengths (words are hyphenated as needed).

Used for a more formal appearance. Ragged right type may be easier to read. Conventions dictate type alignment used.

A jump line is used when a newspaper or magazine story continues to another page.


Kickers, Pull Quotes, and Kickers, Pull Quotes, and SidebarsSidebars

Used to improve the design and generate interest.

A kicker accompanies a headline. Used to summarize or clarify the message.

A pull quote emphasizes a direct quote. A sidebar is a separate writing from the

main text.


Pull QuotePull Quote

(Trek Bicycle Corp.)


IllustrationsIllustrations

Normally placed near a reference in the text.

May be sized for one-column widths or extend over several columns.

A boxed border or drop shadow may be used.

Captions provide a summary of the content and may list the source of the image.

A runaround surrounds the image with text.


Runaround DesignRunaround Design

(Fender Musical Instruments Corp.)


White SpaceWhite Space

Represents blank areas of a page. Used to set off images and text. The correct amount should be

visible so the design does not appear crowded.

Enhances the presentation when used effectively.


Graphic ElementsGraphic Elements

Ruled lines and borders are common. Used thick or thin to set off portions of

the design. A border may outline the entire page or

a sidebar. Tinted backgrounds can be used with

text. Reverse type may be applied.


Cover Page ElementsCover Page Elements

Designed to represent the overall product and attract reader interest. Type and images are arranged for impact. The design should be unique but orderly.

A nameplate is used for periodicals. Also called a flag. Includes the publication name, date, and

cost. Designed for repeated use.

A logo may be used for a company publication.


Preparing ImagesPreparing Images

There are two primary types of images used in publications. Line images Continuous tone images

Preparation methods include scaling, cropping, and electronic conversion.


Line ImagesLine Images

Made up of uniform color. Classification includes most

technical drawings. Ink is used to define sharp, dark lines. Pencil is not dark enough or suitable

for most reproduction work.


Continuous Tone ImagesContinuous Tone Images

Made up of a series of tones. There are many types.

Photographs Paintings Airbrushed illustrations

Different shades of gray make up a black-and-white photo.

Modification for printing is necessary because each tone requires its own pattern.


Continuous Tone ImagesContinuous Tone Images

An original is scanned and converted into a halftone for printing.

Dot patterns simulate the different tones. When printed, the dots blend and are

barely visible. Dots are more closely spaced in darker areas. Dots are further apart in lighter areas.


Continuous Tone Image Continuous Tone Image Dot PatternDot Pattern


Scaling and CroppingScaling and Cropping

Scaling reduces or enlarges an image proportionately.

Most software programs provide scaling tools or commands.

Photographic scaling occurs in manual layout. A proportion wheel is used to determine

the percentage of reduction or enlargement.


Scaling and CroppingScaling and Cropping

Cropping removes portions of an image from the edges. Unneeded material is “cut away” or

cropped. The image may need to fit a smaller space.

Cropping changes the height-to-width ratio of the image. Images are cropped before they are scaled.

Electronic page composition programs provide cropping tools.


Scaling an ImageScaling an Image

Images are commonly reduced in size for printing.

A proportion wheel may be used to determine the scaling percentage in manual layout.

(Jack Klasey)


Cropping an ImageCropping an Image

Images are commonly cropped to show greater detail.

Software tools in page composition programs are used to highlight the area to be kept.

(Ford)


Image ConversionImage Conversion Required for manually created images in

electronic layout. Scanners are most commonly used.

Light is passed over the image and the amount reflected is determined.

Colors and shades are converted to digital form.

There are several types. Hand-held Flatbed Drum (used for highest quality) Film


Flatbed ScannerFlatbed Scanner

(Fuji Photo Film USA, Inc.)


Welcome to the Print ShopWelcome to the Print Shop

A printed product begins with the page layout in electronic publishing. Images are created, converted, and laid

out with the text. The document is printed and proofread

in-house for corrections. For larger print jobs, electronic files

are submitted to the printer for offset printing. Plates are made for high-quality printing

on an offset lithographic press.



The printer outputs the electronic files for final approval. Changes are made if necessary.

Printing plates are made from the files. Four plates are required in four-color

(CMYK) printing. Plates carrying the images to be printed

are mounted on an offset press. Printing occurs by the action of cylinders.


Welcome to the Print ShopWelcome to the Print Shop Offset lithography printing is also called

planographic printing. The plate surface carrying the image is smooth. Ink is applied to the image area and dampening

solution is applied to the nonimage area. Water in the nonimage area repels the ink.

The mounted plate on one press cylinder transfers the image to a blanket cylinder. The image is again transferred (offset) from the

blanket cylinder to the paper.



Offset printing commonly produces printed signatures. An entire section of pages is printed on

one sheet. The sheet is folded and cut to make

smaller pages. Finishing operations complete the

process. Folding Cutting Binding



Binding methods vary and are selected based on the product.

Several methods are common. Adhesive binding Mechanical binding

Fasteners are used

Sewn binding (most durable)


Hard Copy Output DevicesHard Copy Output Devices

There are two primary types. Vector Raster

The type used depends on the printing quality required.

Each type has advantages and disadvantages.


Vector Output DevicesVector Output Devices

Images are printed as a series of lines. Very short lines are used for arcs and

circles. The pen plotter is the most common

type. Individual pens are used to print colors. Used for high-quality CAD line art when

time is not a factor.


Vector Output DevicesVector Output Devices Pen plotters are classified as single-pen

or multiple-pen. Single-pen plotters require pens to be

changed manually. Multiple-pen plotters use a carriage to

change pens. There are other pen plotter

classifications. Flatbed Drum Microgrip


Pen Plotter OptionsPen Plotter Options

Each pen may be assigned a separate color and line width. (Graphtec)


Controlling Vector OutputControlling Vector Output

Guidelines relate to three areas. Line quality Color Lettering

Time should be taken into account when considering the use of a vector device. Quality produced results in slower

printing.



Use the correct pen type with the media selected to ensure line quality. Use liquid ink pens with drafting film.

The pen speed may alter results. Colors may be light with excessive

output speed. Darker colors may occur with slower

output speeds.



Plot each color separately if necessary. Stop the plotter between colors to

prevent bleeding. Use the correct pen width for each

typeface. Use fine-point pens for higher-quality

lettering.


Raster Output DevicesRaster Output Devices

Images are printed as a series of dots (pixels). Pixels are arranged in rows. The number of pixels determines

resolution. Resolution is commonly specified in dots

per inch (dpi). Printing is normally faster in

comparison to vector output.


Raster Output DevicesRaster Output Devices

There are several common types. Electrostatic Thermal Laser Inkjet

Raster-based printing is used by both printers and plotters. Plotters are used for large-format printing. Printers are used for smaller sheet sizes.


Electrostatic PlottersElectrostatic Plotters

Raster-based devices are similar to paper copiers.

The image area of the paper receives a negative electrical charge.

Positively charged toner is attracted to the image area.

Toner is dried by heat. Color and single-color devices are

used.


Thermal PlottersThermal Plotters

Heat is used to print the image. The image is formed on chemically

coated paper. Thermal transfer printing produces

better plotting quality than direct thermal printing. A ribbon heated by a printhead

transfers the image.


Laser PrintersLaser Printers

An electrostatic process is used. A positive electrical charge is applied to a light-

sensitive belt or drum. A laser scans the image onto the drum to create

a negatively charged image area. Positively charged toner is attracted to the image

area. Toner is transferred to the paper and heat-dried.

Resolution ranges from 300 dpi to 1200 dpi. Used for fast printing.


Laser PrinterLaser Printer

(Hewlett-Packard Co.)


Inkjet PrintersInkjet Printers

Ink is sprayed by nozzles or jets onto paper.

Printing is quick and inexpensive. Commonly used for color printing. Inkjet plotters are similar.

Used for larger sheet sizes.


Inkjet PrinterInkjet Printer

(Epson America, Inc.)


Inkjet PlotterInkjet Plotter

(Roland DGA)


Controlling Raster OutputControlling Raster Output

Line quality is important because images are made up of dots. The best fit of dots is used for line

segments. Jagged lines may result.

“Jaggies” are reduced as resolution increases.

Change line thicknesses on the image when needed to compensate for printing variations.


Controlling Raster OutputControlling Raster Output

Printing should be set at the same resolution as that of the original bitmap image. The dot pattern is approximated in the

final printing. Ensure that printed fonts match what

appears on screen. Use font utility software. Use a page description language

(PostScript).


QuestionsQuestions

List the five common production steps involved in creating a printed product.

Image design, image generation and assembly, image carrier preparation, image transfer (printing), and product finishing.

When is a comprehensive layout created during the course of developing a design?

The comprehensive layout is created from the rough layout after the effectiveness of the design is determined.


QuestionsQuestions

What type of image carrier is used in offset lithographic printing?

A plate. What type of balance refers to a design

with a symmetrical appearance?Formal balance.

What design principle is applied when elements are repeated to mimic movement?

Rhythm.


QuestionsQuestions What design elements are used at the

top and bottom of a page to indicate a page number?

Headers and footers. What types of heads break material

within a large section into smaller sections?

Subheads. What is a kicker?

A line of text used to summarize or clarify the message of a headline.


QuestionsQuestions

Most technical drawings can be classified as what type of image?

A line image. What is the difference between

scaling and cropping?Scaling reduces or enlarges an image proportionately. Cropping removes portions of an image away from the edges to eliminate unneeded material or orient an image for a smaller space.


QuestionsQuestions

What computer devices are most commonly used to convert manually created images to electronic form?

Scanners. How does image transfer occur in

offset lithographic printing?By the action of cylinders on a press. After the mounted plate with ink transfers the image to a blanket cylinder, the image is again offset from the blanket cylinder to the paper.


QuestionsQuestions

What are the two primary types of hard copy output devices?

Vector and raster. What type of output device uses

individual pens to print colors in CAD drawings?

A pen plotter. What type of printer forms images as

series of dots by using nozzles or jets to spray ink?

An inkjet printer.


GlossaryGlossary

BalanceThe sense of visual equilibrium in appearance.

Body copyThe text of a publication.

BorderA ruled line placed around an illustration or text.

CaptionsLines of text that summarize an illustration.


GlossaryGlossary

Comprehensive layoutA full-scale illustration with all colors, textures, text, and other features needed to develop an illustration as a production-ready piece.

ContrastA design principle that is achieved when elements are varied to draw attention or provide meaning.


GlossaryGlossary Cover page

The front page of a publication, designed to communicate what is inside and attract reader attention.

CroppingThe removal of material from one or more edges of an image to delete unneeded material.

Drop shadowA second outline placed slightly off to the side of an illustration to create a shadow appearance.


GlossaryGlossary Emphasis

A design principle that is used to make one part of a design stand out, or draw the most interest.

FooterA design element appearing at the bottom of a page, used to identify the page number or information about the material being read.

Formal balanceBalance that occurs in symmetrical illustrations (one side is a mirror image of the other side).


GlossaryGlossary

HalftoneAn image converted to a series of dots for printing purposes.

HeaderA design element appearing at the top of a page, used to identify the page number or information about the material being read.


GlossaryGlossary

HeadlinesHeadings on a page used to provide a general idea of what is being presented until the next major heading. Commonly referred to as heads.

Image carrierA printing plate or intermediate used to print multiple copies of an image on a press or other printing device.


GlossaryGlossary

Informal balanceBalance that occurs when the opposing sides of an image are not identical but contain approximately the same number of lines or mass, or a balance of colors or textures.

Jump lineA line of text used to tell the reader where a newspaper or magazine story continues.


GlossaryGlossary

KickerA short phrase normally placed near a headline, used to summarize the text or provide clarification of the headline.

Layout stageA phase of production in which image generation and assembly take place.

LogoAn identifying symbol for a company or business.


GlossaryGlossary

NameplateA graphic used on the front page of a publication to identify information such as the name of the publication, the date, and the cost. Also known as a flag.

ProportionThe size relationship of one part of an object to the size of the entire object.


GlossaryGlossary

Proportion wheelA device used to determine enlargements and reductions of an illustration.

Pull quoteA quote from a body of text that is set apart to promote interest in the design.

Raster output devicesComputer hardware devices that produce drawing and text images as series of dots.


GlossaryGlossary

Reverse typeWhite type set against a colored background.

RhythmA design principle that is used to create a sense of movement or repetition.

Rough layoutA shaded sketch approximating the full size of the finished product with objects sketched in proportion and blocked areas representing text.


GlossaryGlossary

Ruled linesThick or thin lines used to separate parts of a page in a design.

RunaroundAn arrangement for text so it follows the outline of an irregularly shaped illustration.

Running headAn identifier used to inform the reader of the chapter or section currently being read.


GlossaryGlossary

ScalingReducing or enlarging an illustration proportionately for layout purposes.

ScannersImaging devices used to convert printed images to electronic form.

SidebarA small article placed on the side of a page that relates to the main article.


GlossaryGlossary

SubheadsHeadings used to organize the material under a headline into a smaller section.

TextureIn a design, an optical simulation of a physical surface texture.

Thumbnail sketchesRough draft sketches drawn to record a visual thought or design concept.


GlossaryGlossary

UnityA design principle achieved when many different elements are combined into an organized layout, creating a pleasing whole.

Vector output devicesComputer devices that produce drawing and text images as series of straight lines.

White spaceThe blank areas of a page set off from images and text.

Documents

Publisher The Goodheart-Willcox Co., Inc. Tinley Park, Illinois