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45 Cards in this Set
- Front
- Back
Designers
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expected of you in the field, better marketability; more control over printed pieces
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Artists
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Usable knowledge, preparation for future opportunities
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Precision Planning
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15 steps for planning for results
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What is your purpose?
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To entertain, inform, inspire, sell
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Who is your audience?
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Target audience affects design
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How will your piece look?
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Writing-just as important as the design
Generous use of delete key (less is more) |
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How will readers use your piece?
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Important information before piece is thrown away
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How will other processes handle your piece?
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Plan piece to coordinate with past and future uses
Direct Mail; carefully design for USPS specifications |
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How will you reach your audience?
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What method is best for target market;
email, snail mail, phone, text |
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Where else might you use your content?
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Crossmedia usage; design with maximum flexibility in mind
Organized file system, especially in groups, in place timely scheduling |
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When do you need the job delivered?
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Commercial/specialty printing takes longer than quick printing
Routine commercial printing takes several days |
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What is the primary rule that should be followed at the printers?
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First in, first out (no favorites)
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how many pieces do you really need?
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Balance between generous and conservative estimating;
be aware printers follow +- 10% rule up to 10000 units |
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What quality do you need? (5 categories)
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Basic Printing
Good Printing Premium Printing Showcase Printing Do it yourself (DIY) |
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Choose printing category
Standard Materials and quality with quick printers used on 1 or 2 color flyers |
Basic Printing
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Choose printing category
Standard material and quality with commercial printers' color photo quality are typically satisfactory; direct mail, hardcover book, magazines |
Good Printing
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Choose printing category
Careful attention to detail, high grade materials; few noticeable flaws Upscale clothing catalog, national geographic, annual reports |
Premium Printing
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Choose printing category
Best machine and materials; everything first class Museum grade books, expensive auto booklets, high end annual reports |
Showcase Printing
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Choose printing category
Low cost or in house digital printers, quality of product is highly variable; most acceptable for internal use |
Do it Yourself (DIY) Printing
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How much should you spend?
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Unit costs, print processes with plate have high unit costs for small runs
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What are fixed costs?
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Cost remains the same throughout production
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What are variable costs?
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Cost that changes with print quantities
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What are your workflows?
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Form close cooperation with printer
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How will your piece reach your printer?
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Digital copies or shipped
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What help do you need?
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Do you need to hire more people?
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What services do you want from your printer?
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Close cooperation with printer is essential
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What is the biggest Copyright concern?
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Files and fonts, need to protect yourself
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Readability
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Effective typography having to do with design; size, style, length of line
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Legability
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Effective typography having to do with production; ink color, coverage, paper color, background
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Type Face
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(design) identified by name (i.e. Times New Roman)
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Type Font
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This is the complete assortment of uppercase and lowercase and numerical and punctuation
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Parent
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Typeface set at book or lite
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Relatives
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Same type face set bold, italic, or condensed
For best results have font with variety of weight; avoid stylizing a font |
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Five Rules for Readability
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1. Keep typography simple (variety by size, weight, and slant)
2. Stay consistent- develop use of styles in InDesign 3. Use both upper and lower case 4. Keep lines short (no longer than 7-8 words) 5. Use a font with serifs (especially with longer writings) |
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Points
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Describe the height of type of character and space between lines (leading)
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Text Type
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type that is smaller than 14 pt
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Display Text
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Type that is larger than 14 pts.
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Picas
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Width of columns, gutters, etc (6 picas=1 inch)
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Inches
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Describes height of columns
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What is the resolution of Newspaper printing?
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85-100 dpi
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What is the resolution for premium jobs?
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150-300 lip
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Workflow
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Collection of unique individual tasks that combine together to form a production process
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What is the default print resolution?
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If links are missing or broken it will print 72 psi
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Preflight
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Adds predictability, correct scheduling
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Normal Bleed Size
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Bleeds need to be at least .125"
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