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Printing Industry Exchange (printindustry.com) is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

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Blog Articles for PrintIndustry.com

Archive for August, 2014

Book Printing: Showcasing a Superb Cover Design

Monday, August 25th, 2014

My addiction of choice is frequenting thrift stores with my fiancee. I get lost in the print books, and time disappears.

I find that I often gravitate toward books with a dull coating or laminate on their dust jackets or covers. They seem to fall into my hands, and I want them, as much for their tactile qualities as their content.

A few days ago I came upon a business book entitled ReWork, written by Jason Fried and David Heinemeier Hansson, and I was gratified by both its design and its production qualities.

Why Analyze a Book’s Design?

Given all the books in existence, particularly in this age of electronic books, it is perhaps helpful to be able to articulate why a print book is particularly appealing. If you can isolate those qualities that make a book design “work” (both from the point of view of graphic design and commercial printing), you are at an advantage as a designer. If these qualities appeal to one person, they may also engage many readers, and this is the essence of an effective print book dust jacket or book cover design. It makes you want to open the book and read it.

Why I Like This Book

At first glance, ReWork has a black and white cover. But, once you look closely, you see the restrained use of an intense match red (no halftone dots under the loupe) for the word “Work.” Your eye goes right to the word “Work” and then backwards to the “Re” printed in match silver.

On second thought, the eye actually goes first to a crumpled piece of paper in the center of the book, a dramatically lighted ball of paper. You ask, “Why a ball of paper?” and then you see the red “Work” and then the “Re” before the “Work.” ReWork. Then the cover makes sense. And then it makes you smile, because almost everyone has crumpled up a sheet of paper into a ball in frustration before starting a job anew.

When a visual icon, the crumpled ball of paper, first elicits interest, then raises a question, then answers the question—that’s good design. Upon grasping the concept, the reader can then go on to the ancillary text: “Ignore this book at your own peril,” the by-line, etc.

Why This Works

With a visual motif that’s intriguing, simple, and powerful at the same time, this print book grabs the reader with more subliminal production qualities as well:

  1. The black background is a four-color black, which adds richness as well as complete opacity to the heavy black ink coverage. The black ink seems to have been spread over the cover with a knife, it is so rich and thick. Then again, it’s also covered with a dull UV coating, and the paper ball is not only a process color mix (with highlights of yellow and blue, if you look closely); it has also been highlighted with a spot gloss UV coating. The effect of this contrast is to dramatically separate the crumpled paper from the black background. It jumps out of the design, as though it had been thrown at you.
  2. Not to stop here, the print book designer chose to highlight the title, ReWork, by embossing the words and by covering the “Re” with a dull UV coating and the “Work” with a high-gloss UV coating. Again, the designer’s stark contrast between two visual elements makes the cover even more dramatic. (And it works just as effectively for the type as for the distinction between the glossy crumpled paper and the background of rich black ink.)
  3. The design succeeds because it’s bold, perhaps even loud. The type works in a similar vein. Set in all caps (on the Internet, this is considered shouting), it has been designed using an uncompromising, geometric, sans serif typeface.
  4. Finally, in all of my studies of graphic design and custom printing over the past three (almost four) decades, I have learned the value of understatement. A little bit of red, for instance, is stronger in its contrast with its surroundings than is an excess of red (or any other highlighting color). On the front cover, spine, and back cover, the ReWork print book designer has demonstrated the power of a restrained amount of red ink set against a mostly black and white background.

Consider such a book jacket as being analagous to the gilded wood frame that displays a fine painting (or, in this case, the interior text of the book).

Moreover, consider this dust jacket as a stellar example of those print design qualities that cannot be replicated in an e-book.

Why You Should Care

  1. If you design print books for a living and want to remain relevant, look for design solutions that cannot be incorporated into a digital product. Play to the strengths of print.
  2. Use graphic elements to make the reader look once and then do a double take. These can include contrasting a gloss coating against a dull coating, or making a design element appear black and white until you look closely and see its subtle coloration.
  3. Use the tools of design (type, positive and negative space, contrast) to reflect the meaning of the title and the content of the book. Don’t just design a “pretty” cover. Make it relevant. It’s harder to do, but it can make the reader love your print book.

Custom Printing: How to Approach a New Magazine

Monday, August 18th, 2014

I have a new print brokering client who wants to produce a magazine. The product will be 9” x 12” in format with a press run of 5,000 copies and a page count of 150 pages. She came to me for suggestions and assistance.

Preliminary Specs for the Job

A number of years ago, I had coordinated all printing activities for a magazine detailing the workings of Congress, so I felt qualified to make suggestions on paper stock in my initial phone meeting with my client. The magazine had been produced on a web-offset press on 60# text stock for the interior pages and 100# text stock for the exterior eight pages. So this is where I started with my client.

My client seemed open to the paper specs, although she requested an off-white stock to make the magazine look dated. She wanted it to have an older “feel.” The first custom printing vendor, a sheetfed printer, suggested 60# Utopia off-white coated stock for the text, so that is what I will have him price. Since these are only initial specifications, we will have time to change direction if need be.

A Web-Offset Option for the Magazine

I thought further, and since my client wanted a more “pulpy” look, in which the color was less important than the imagery, I thought about making the paper thinner and of a lower quality, perhaps a 45# commodity grade. So I sent the same specs to a web-offset printer, noting my client’s goals, and asked for his suggestions.

I knew the 45# paper would provide the “feel” of a lower-quality publication, but I also knew that a sheetfed press could not handle a 45# text sheet. Hence I brought the web-offset printer into the discussion. (For such a thin press sheet, you need the high tension of the printing stock running through a heatset press as a single ribbon of paper.)

Granted, the web-offset printer will need to use less ink than the sheetfed printer (open up the image separations) since the magazine will be image-heavy, and since too much ink (particularly on a lower grade press sheet in 4-color process ink, considering the higher pressure of a web press) would just create a thick, soupy mess. But I’ll let the printer address this himself when he responds to my specifications.

Where to Put the Inserts

My client wants several inserts included in the magazine. She had asked about saddle stitching the product, but I steered her away from this option. Although I have seen saddle stitched magazines that exceed 100 pages in length, they really don’t lie flat, and sometimes the center pages fall out. (And this will be a 150-page printed product.)

Also, a problem called “shingling” occurs in commercial printing in which pages closer to the center of the magazine are trimmed closer and closer to the live image area. Sometimes the trimming can cut into images or folios.

So I specified perfect binding, and my client agreed.

To go back to the inserts, this choice to perfect bind the magazine gave my client multiple positions in which to bind the inserts (a gatefold and two single-page products). In a perfect-bound magazine, she will be able to insert them between any of the signatures.

Now since 150 pages will not be divisible by 16 or 8 pages, I will suggest that she make the magazine 152 pages (nine 16-page signatures plus an 8-page signature) or ideally even 160 pages (five 32-page signatures). The bigger the signatures, the fewer the press runs and the more cost effective the job.

That said, she’ll be able to add the three inserts between these signatures.

Finally, she wants gold ink in addition to the four-color process inks on one page spread. I know this will add to the cost. Maybe there is a way to get the gold on one side of a press sheet (cheaper than two). I’ll discuss this with my client.

What You Can Learn from This Case Study

Here are some things to ponder:

  1. Start early. Design your magazine using a page production application like InDesign, but also design it as a physical product using a specification sheet, considering the physical necessities of offset custom printing.
  2. Think about whether you will want a web-offset product or a sheetfed offset product. The web is for longer runs (your commercial printing vendor will help you determine optimal page counts, page sizes, and press runs for this equipment). In contrast, sheetfed offset usually costs more, and provides a slightly better product (color fidelity and such, although web-offset now comes very close).
  3. Think about placement of any supplied items, such as gatefolds and perfume inserts. Small cards can be “blown in,” or placed randomly, but they may fall out, particularly if they weigh much at all. Other items will usually need to be placed between signatures. Or you can sometimes “tip” them onto another sheet with “fugitive glue.” However, this would still be between signatures.
  4. When in doubt, ask your commercial printing supplier. He is there to make your life easier. Also, always ask for a blank paper dummy to see how the final printed product will feel in your hands.

Business Card Printing: Ganging Up Jobs to Save Money

Wednesday, August 13th, 2014

A client of mine is buying some business cards, a brochure, a table runner, and a retractable banner stand for an upcoming convention.

I gave her prices for the items, suggesting an alternate paper stock to bring down the cost, and I think we were both pleased with the results. In fact, a simple paper substitution brought the price of 1,000 business cards two dollars below the prior cost of 500 business cards.

In addition, I provided pricing for 250 and 500 brochures. My client had thought these prices were a bit high.

Background on the Jobs

To give a little background on the two jobs, the brochure is a two-color, 8.5” x 11” piece wrap folded to 3.66” x 8.5” on 100# Finch Fine text, and the business cards are the standard size, printed on both sides on 130# Finch cover, with a bleed on the back of the card.

Both jobs had started out with short runs (50 copies of the brochure and 500 copies of one business card). Therefore, they were initially bid as digitally printed jobs to be produced on the commercial printing vendor’s HP Indigo. Although the viewer would perceive them to be two-color jobs, the business cards and brochures would really be printed in 4-color process liquid toner. In prepress, the printer would convert the PMS colors to their nearest process color builds, and then the jobs would be run as process color work. (If I understand correctly, the color conversion may even be made on the fly in the HP Indigo press.)

A New Wrinkle in the Jobs

My client wanted options and good prices. Who could blame her? She also didn’t want to buy more than she needed. Therefore, my client asked if instead of 1,000 business cards (with one name), she could have two sets of 500 cards (with two names). Presumably for the same price.

I said this was not possible. On a digital press, the jobs could not be ganged. I was wrong (and partially right, regarding price).

When I asked the custom printing supplier about this option, he said that he could in fact gang up the jobs, which would save money. However, the two jobs together would still cost more than one 1,000-copy press run because of the extra prepress work involved. (This last part is what I was expecting, but I was pleased that there would be a discount for printing both 500-copy sets of business cards simultaneously.) I knew ganging was possible on offset equipment, but I assumed the smaller format of digital printing would not allow this. I was pleased to be wrong. So was my print brokering client.

Still Another Wrinkle in the Jobs

The best price I could get on the brochures was about a dollar a piece for digital custom printing. The press run at both 250 copies and 500 copies was too small to move the job to an offset press. It would have not yet reached the point at which the unit cost would have been cheaper for offset than for digital.

My client asked about printing 250 or 500 copies of the brochure in English and 50 copies in Spanish. I said this would be two press runs, and the 50-copy press run would be expensive on a unit-cost basis.

Based on the printer’s stated ability to gang up digital jobs (business cards), I do wonder about ganging up the English and Spanish versions of the brochures. However, for 50 recipients of the Spanish version, my client opted to move this portion of the job to the Internet.

Since she still wanted to pay less than a dollar a brochure, I suggested that I request pricing for 250, 500, and 750 copies. This would allow my client to compare total costs and unit costs. At the 750-copy level, the job might even be more economically printed via offset lithography. I will leave that to the custom printing vendor to determine.

What You Can Learn from This Case Study

Here are some things to consider:

  1. If you have received a printer’s price for 1,000 copies of one version of a job, changing the job and providing art for two separate versions will not cost the same total amount as the cost for one. This is because there is more prepress work involved, even if there’s space to gang up both jobs on one press sheet.
  2. Nevertheless, it’s worth asking about ganging up multiple elements of a job. This may still save you money.
  3. Printing 500 copies of a brochure in one language and then 50 in another yields two jobs, not one, even if the art (photos, design, etc.) is the same in both. This will be reflected in the price, but, again, there may still be a savings for ganging up the jobs. However, if your jobs will print digitally, remember that the maximum press sheet size is often much smaller on a digital press than on an offset press (approximately 13” x 19” vs. 25” x 38” depending on the digital and offset equipment). Particularly if your job will bleed, there may not be room on the press sheet to gang up the jobs.
  4. Always ask your printer about options. You might even suggest moving from digital equipment to offset equipment (or vice versa) to ensure the most economical custom printing process.
  5. If you’re splitting the components of your job between digital and offset equipment, remember that the former operates in a 4-color environment and the latter in a 4-color and/or PMS match color environment. If you produce a portion of your work using one process and the balance in the other, the two components may not match.

Book Printing: Knock Outs, Gold Ink, and 4-Color Blacks

Saturday, August 9th, 2014

I picked up an older paperback at a thrift store recently. I had owned a copy of the same print book in the 1980′s, and the cover had changed, so I looked carefully at the design and custom printing of the new cover. Granted, it was used and dog-eared, and it was still about twenty years old, but I found the cover intriguing.

The Book Cover Design and Overall Printing

The title or even the subject matter is irrelevant. What is relevant is that most of the cover consisted of a photograph of a galaxy rendered as a high contrast positive and printed in a rust-colored match color and gold, with areas left white for highlights. Black type (the title of the print book), was surprinted over the galaxy image, and below this the designer had reversed the subtitle. Then, at the top and bottom of the cover, the designer had included a banner in gold to highlight a little more type. The banner and background image bled off the cover on all sides.

The Composition of the Inks

As I have mentioned in past PIE Blog articles, process colors are transparent. This is why they work so well to create myriad colors when printed as halftone screens overlapping one another.

The commercial printing vendor who had produced this print book obviously had printed the transparent black ink of the surprinted type directly over the gold in the background image of the galaxy, so the gold could be seen (faintly) through the black type.

Was This Intentional?

Was this intentional, and if so was it even a good artistic decision? I think this is a subjective call, actually.

What is interesting about the design is that the subtle hint of gold under the black type of the title actually gives a filmy appearance to the type, like a veil, and this is actually consistent with the tone of the print book. This treatment also allows the title type, which is quite large, to sit back a bit. It seems to be more a part of the background image of the galaxy, and this might just have been the look the designer had wanted. It may not have been a mistake.

Why Did This Happen?

First of all, as mentioned before, the process black ink is transparent. However, if this were the only reason for the show-through, the gold portions of the background image would not have been the only portion of the image visible through the black title type. You would have seen some of the match rust red color as well. Then again, the red is dark, so this might not have been evident. It might have been below the threshold of visibility.

Gold ink is also hard to print. It has flecks of metal in its composition, and drying can be problematic. Usually, a printer would print gold ink over another color, rather than beneath it. Or (and more likely), he would also knock out any type or image below the gold ink, so the gold would sit directly on the substrate.

So perhaps this was intentional. And, if so, the real question to ask would then be whether he was successful in achieving the visual goals of the designer. And this would become a subjective question potentially yielding many answers.

What Could Have Been Done?

If the designer and printer had wanted the black ink to be completely opaque, what could they have done? And what would the effect have been?

The second question is more easily answered. The large title type would have looked heavier, since it would have been totally consistent in its appearance. It may even have looked too heavy, or too big.

Regarding the first question, the designer and book printer could have created a rich black (black ink combined with some cyan, magenta, and yellow). This would have made the overall look of the black ink thicker, heavier, and more opaque.

The designer and printer could have knocked out (or reversed) any type and any portion of the galaxy image that would have printed beneath the rich black of the title type.

And/or the designer and book printer could have made sure that no gold ink would have been printed under any other ink. Instead, the gold would have been printed on top, after the underlying inks had dried, or perhaps (and more likely) any other ink under the gold ink would have been knocked out to allow the gold to sit only on the blank background substrate.

What You Can Learn From This

Think about the opacity of the inks you use, as well as their problems with printing or drying (like the gold ink), and also consider the order in which the custom printing inks are laid down on the press sheet. Your printer can help you with all of these issues and decisions. But keep in mind that the technology of commercial printing is only a tool to achieve a graphic design goal. So decide first what effects you are trying to achieve.

Large Format Printing: Making Final Banner Art Files

Thursday, August 7th, 2014

I’ve been working with a print brokering client recently to produce a large format print banner stand. When she asked me about specifications for producing the final artwork, I brought her question to the printer who will produce the job. However, I also did some outside reading on the subject.

Specifications for the Banner Stand Art

Choosing the Appropriate Design Application

For a single page product like a banner stand, you can use InDesign, Illustrator, or Photoshop. Different designers will swear by any one of these for a large format print. Keep in mind that the individual programs have limits on the size of the final document (216 inches in InDesign, for instance).

Choosing the Final Trim Size for the Art File

I designed a banner stand last year. Since it was smaller than 216 inches (i.e., it was approximately 32 inches x 84 inches), I created it at the exact size in InDesign (because I’m most comfortable with this application).

I will say that the file size was very large, even considering the small size of the banner stand I was designing. This slowed down InDesign functions such as as saving the file, opening it, and closing it, particularly when I added a graduated screen behind the images.

An even larger image, such as a billboard, would exceed the maximum size limitation of the design software and therefore could not be created fulle size.

In such a case, you would need to create the art at a smaller size and ask the commercial printing supplier to print the file at a larger size. (What this means, for instance, is that you would create the banner stand art at 25 percent or 50 percent of the final size, and the printer would scale it up by a multiple of four or two. In this case you would need to multiply the resolution of the images by four, or two, respectively, in the smaller art file. That way they will be the proper resolution once the art has been enlarged. (Remember that enlarging a TIFF image file reduces its resolution commensurately.)

Choosing the Proper Resolution for Any Placed Images

In my client’s case, the printer said she should produce art for the retractable banner stand with 300 dpi images. This is because this particular kind of large format print will be seen from up close as convention goers mill around the exhibit table.

In most cases, viewers would be farther away. Consider a billboard, for instance. If you were to get really close to one, you would see that its photos are only 9 or 10 dpi. Seen from a distance, though, the billboard images will appear quite crisp. The limitations of your eyes will make everything appear right.

Some online resources say the resolution of the images can be closer to 200 dpi. Therefore, discuss image resolution with your print provider rather than making assumptions.

What all of these sources seem to be saying is that for a large format print retractable banner stand, you should keep the images at approximately the same resolution as, or at a just slightly lower resolution than, you would for a job like a print book, brochure, etc. For a poster, vehicle wrap, exterior building wrap, etc., you can afford to lower the resolution of the images since the art will be seen from far away.

Handling Type to Ensure Crisp Letterforms

Most of what I have read and heard from custom printing suppliers encourages designers to convert the type into outlines, since these can then be enlarged without degradation. A good rule of thumb is that bitmapped art becomes fuzzy as it is enlarged, while PostScript curves (vector art) can be enlarged without any degradation.

If you read the documentation on Illustrator and Photoshop (regarding vector layers in particular), you can learn how to process type for large format print graphics. Always remember to involve your printer, however. He may prefer to receive art at a certain size or resolution.

Choosing the Proper File Format

Save your files as InDesign native files, AI or EPS (Adobe Illustrator Files) or TIFF files (Photoshop). Presumably you can also hand off a high resolution PDF to your printer. That said, the safest thing to do is give your commercial printing vendor an editable art file with associated images and fonts (even if you also include a high-res, printable PDF) and also a low-res PDF to show him how you want the final job to look. The benefit of doing this is that your printer can make any changes needed to output the file to your satisfaction.

Regardless, remember to save all images as CMYK rather than RGB files. (RGB is for screen imaging: computer monitors, digital signage, etc. CMYK is for offset and digital printing.)

What to Always Do Whenever You Design Large Format Print Signage

The first rule of thumb is to always consult your printer. Always, always, always. Particularly if you need to create art for large format print signage.

It will ease your mind, and you won’t have to wonder whether to create the art at 25 percent of the final size with image resolution at four times the normal 300 dpi resolution. It’s enough to give you a headache.

Large Format Printing: Banner Stands and Table Throws

Monday, August 4th, 2014

My print brokering client has branched out. She started with business cards and then a brochure. From there she has extended her order to retractable banner stands and table throws, and she may even need custom screen printing for t-shirts.

To prepare myself for discussions with both my client and various commercial printing vendors, I went to school on the subject. Here is some of what I learned.

Retractable Banner Stands

Consider whether you want fabric or vinyl as a banner substrate for this large format print graphic. The base is a metal container that holds a spring loaded, rolled up vertical banner. The graphic effect is dramatic, and it draws the viewer into the convention booth. These banner stands come in various sizes and work as follows.

You extend the telescoping pole vertically, then pull the graphic out of the base and hang the metal pull tab from the extended pole. Just under the pull tab, a horizontal brace attached to the banner holds the graphic open and taut, while the base gives the graphic dimensional stability from below. This way, the extended banner presents as a tall and narrow rectangle. If you want a larger image, you can set two or more of these side by side with large format print graphics that appear to cross from one banner stand to the other.

These retractable banner stands come with either vinyl banners or polyester banners. From my research online and from speaking to printers, it seems that the polyester banners may have less likelihood of curling at the edges. Curling may be a problem for vinyl banners, so you may wish to do your own research.

The custom printing technique of choice for vinyl banners is inkjet, and for a polyester banner you would use dye sublimation digital printing. Ask your suppliers which would be better for indoor vs. outdoor displays, which will last longer, and which will be less affected by sunlight, fingerprints, etc.

Keep in mind that these are not inexpensive (i.e., several hundred dollars or more), so you will want to protect the banners from degradation and the retractable banner stands from wear and tear in transit. Make sure the banner stand comes with a hard or soft case that can withstand air travel and baggage handlers.

Fortunately, the banners can be removed from the metal display and replaced with new large format print graphics.

One thing to keep in mind as you design such a presentation is that convention goers will be close to the banner stand. Therefore, the resolution of the images needs to be be higher than you might expect. For a poster seen from across the room, slightly lower resolution images are fine, but retractable banner stand images will look fuzzy if seen up close. So keep to the usual 300 dpi rule of thumb (or twice the halftone line screen).

Table Throws

The most interesting thing I learned from a printer with whom I discussed these products was that a customer logo printed on the front might not be seen in a crowded convention. With hoards of people standing in front of the table, the most visible spot for the logo, according to this printer, is the top of the table. He suggests printing the logo on the back of 1/16” plastic sheeting and laying it on top of the table. Of course, branded signage would also need to be set up behind the table for passersby to see as they approach the table.

Another thing to consider is the length of the table. Usually they are either six or eight feet long. Some table throws are even convertible, folding up to fit either table length. This would be useful if you do multiple conventions with different sized tables. However, in most cases the tables will be eight feet long in order to fit in a standard ten-foot convention booth.

Finally, look into inkjet, dye sublimation, and screen printing for your table throw graphic. Screen printing is not cost effective if you’re only printing one table throw, but the inks are vibrant and durable if you can share the cost among three or four table throws.

The other two options, inkjet and dye sublimation, are used for cotton and polyester substrates respectively, although table throws seem more often than not to be made of synthetics.

Also ask for stain-resistant, fire-resistant material, and make sure you can wash the throws without reducing their lifespan.

In short, think of both of these products as investments, and make sure they will last a long time if treated well. Your printer can answer these questions for you, or you can find a large format printer online or through referrals.

Beyond their design and logistical qualities, consider these products to be advertisements for your brand. Just like a business card or a refrigerator magnet, the purpose of table throws and retractable banner stands is to reinforce your company image in the minds of prospective customers.

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