PRINT MANUAL

WHAT IS DESIGN FOR PRINT?

CLAUDIA GRIFFIN

Useful Resources

Dealing With Clients

This is a print handbook - printhandbook.com

The production manual - Gavin Ambrose/Paul
Harris
For web links go to: http://c-griffin1013-dc.blogspot.com/2011/10/colour-for-print-links.html

Giving excellent service to your clients is important to ensure

that they come back. Your goal is to be known as a reliable
designer who produces what is needed. Some clients may be
more difficult to deal with than others, so here are some tips
to ensure everyone is satisfied:

Contents
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2 Dealing with clients

3 Production Methods
4-6Colour Systems - CMYK + RGB
7Colour Systems - Pantone
8 Formats
9 Stock Considerations
10 - 12 Using Software
13 Commercial Costings
14 Finishing Processes
15 Proofing
16 - 18 Glossary

1. We all see different colours, so when discussing colours, take a pantone matching system, so you can both agree
on the colour choices.

2. Discuss stock choices early on, as these can really
effect the final outcome. Also, specialist stocks may need to
be ordered in.

3. Keep the client informed with costing early on, so
there are no nasty surprises at the end of the project.

4. You will need to produce lots of design ideas to show
the client, as they are bound to be picky, and no doubt will
have a different opinion to how something should look than
you do.

5. Get the client to sign the proof before printing, as a
form of insurance.
You will find more information about each of these subjects
throughout this handbook. Being an expert in print production
will help you to avoid any disappointment from the client.

Production Methods

Colour Systems

There are a different methods of commercial printing, each

suitable for a different use. The quantity of prints you require
will be the main factor when choosing which method to use.

Understanding how to use colour correctly is the most important part of the print production process. Colours represent
different things and can provoke emotions, so chose colours
wisely. The way colour is generated in print is completely different to screen models, so, you should never sell a job based
on what is on screen as it wont come out like that, Also,
colours vary from screen to screen, and they can look different when printed on to different stocks, so bear these things
in mind when designing.
Red, green and blue are
primary colours. Cyan,
magenta and yellow are
produced by mixing the
primary colours

* Offset Lithography - using metallic plates to print sheets in

large quantities at high speed. Commonly used process.
* Web offset - print on a roll, for newspapers.
* Rotogravure - sturdy plate made from copper allows for a
bigger print run. It is not offset.
* Flexography - quality isnt as good as lithographic printing, as the plate is made of silicon. It is used for printing onto
packaging such as crisp packets.
* Digital - printed from code to raster image processor to
paper. Useful for small quantities.
* Mechanical screen print - many colours printed at once.
* Pad printing - transfer a 2d image onto a 3d object.
Lithographic and digital printing at Team Impression, Leeds

Cmyk (colour for print) is

subtractive, meaning the
colours get closer to black
as you blend them, They
use ink to display colour.
Black is the key plate when printing, hence why it is known
as Cmyk. Rgb (colour for screen) is additive, so the colours
get closer to white when blended. They use light to display
colour.

Colour Systems

Colour Systems
The human eye
can see nearly
ten million colours,
where around
4,000 can be
printed with using
cmyk. This colour
gamut shows the
limitations of colour.

This means that

you cant print
all the colours on screen with cmyk, you would need to use
special spot colours.

Image from printernational.org

Cmyk is known as the four colour printing process, as four

plates are used to create colour. It is economical to print with
less colours, as this limits the number of printing plates used
and the number of passes through the press.

When you use a linen

tester to look at a
printed piece, you
can see the halftone
dots the image is
made up of. These
dots are a mechanical process used to
convert tonal values.
For each colour plate
that is to be printed,
there will be a different colour separation.
Images can be edited
on software such
as photoshop. You
could make your image monotone, which
is just one colour,
or duotone, which
is created with two
colours, and so on.

Colour Systems

Formats

It might not be possible to print the same vibrant colour in

cmyk as it would be to print it as a spot colour. For example, for a metallic or fluorescent colour, you cant get anything
near this using cmyk, so you would need to add a spot colour,
to give your piece the extra impact.

Understanding format options and limitations will help you to

be more creative and economical. It is a decision which should
be made early on as it effects other factors, such as cost.
- Consider different paper sizes (envelope, newspaper etc...)
And consider different measuring systems (USA- imperial,
rest of the world- metric)
- SRA sizes are slightly bigger to allow for bleed and chopping
- A sizes are used for printing, B sizes are used for books,
and C sizes are used for envelopes.

Spot colours can be found in pantone swatch books, which

you can also find in software such as Illustrator. These books
can are available to suit the different stocks that can be use,
such as coated and uncoated.
Spot colours are applied as
flat colours rather than being
made up of halftone dots.
Official colours used in brands
logos will always by a spot
colour, so that everything using that logo is always exactly the same colour. These
colours have reference numbers so you can easily locate
them.

Stock Considerations

Using Software

Your paper choice can have a huge impact on the overall

effect of your design. Learning the printing characteristics
of different stocks will ensure you get the best results, as
stocks can vary by weight, colour, texture, and finish.
(Paper is measured
in gsm - grams per
square metre)

It is important to get your document set up right, to ensure

that what you see on screen is what you get when your design is printed. Here is some advice for using Adobe software
to print with.

Examples of popular
stock choices:
Gloss - shiny finish
Matte - non-gloss
finish
Acetates - clear
plastic
Team Impression book feauting a variety of stocks
Uncoated - duller
colours
Coated - hard-wearing stock

If you or your client is concerned about the environment, you

may want to source recycled papers to print on. The printers
will provide you with swatch samples to help you make your
choice. Ask the printers to make a dummy book so you can
get a feel of what the finished piece will be like. Remember to
be careful, as there are many shades of white!

- Make sure the format is correct, and that the document is

set up in 300ppi CMYK colour for best results.
- Use the swatches palette to ensure application of correct
colour. Produce a specific colour palette before designing.
Illustrator Advice
- If you have been provided
with artwork to use, click on
the add used colours in the
swatches menu.
- These added colours have
a box next to them on the
palette, which means that
they are global, so any
change of this colour effects
all of that colour used on
the page.
- In the colour palette menu, open swatch library, then colour
books, and you can view pantone colour references.

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11

Using Software

Using Software

Photoshop Advice

Indesign Advice

- To convert an image from RGB to CMYK, go Image-> Mode->

CMYK
- You can work in RGB so there are more options on photoshop, then save as CMYK when you are done
- Here is an example of the same green
in RGB then in CMYK, there is a dramatic
shift in colour
- When working with RGB images, click
view -> gamut warning to get a grey overlay which obscures
the colours that arent printable. You can make adjustments
with this overlay on.
- One way to edit these colours to make them printable is to
alter the hue and saturation.
- Another way is to go image -> adjustments -> replace colour. (This is a good way to just change the part of the image
that needs changing instead of the whole image)
- Go view -> proof colours. This means you are still working
in RGB, but you see the duller colours, which are
what gets printed.
- Unprintable colours come up with a warning
triangle

- The page size you choose in Indesign is the final printed,

trimmed size of the completed design
- You apply colour the same as you would in illustrator
- All colours in indesign are global, so you can make tints of
that colour
- Images need to be prepared in photoshop or illustrator
before they can be placed in Indesign, ensuring that they are
cmyk and the correct size and file format
- What you look at on screen is a low-resolution preview of
the high quality illustrator file. You are placing a link to the illustrator file, not the image. This is why the images need to
be kept in the same folder as the indesign file. You can see
these links on the links palette.
- File -> package. Gathers all images, fonts, everything in to
one file. It shows mistakes like missing images, and the use of
RGB colour. It saves documents and creates a text file where
you can put contact details and specific instructions. (These
need to be already discussed with the printer)

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13

Commercial Costings

Finishing Processes

Here are some tips to prepare you for dealing with costings:

Finishing processes can really make a piece of design work

stand out, improving the final product. Use them with caution
though, as they add cost to the process, and too many could
look too much, so they should be considered early on.

- Get 3 quotes to see who is providing the best deal. All need
to be given exactly the same specification.
- Get a quote early on, before you start the job if possible, to
give the client a rough idea of how much it will cost.
- Be aware that finishes add greatly to the cost
- Learn what each unit (singular item) would cost. There are
different stages in print production, such as preparation, setting up the machine costs, labour and stock costs and more.
So if you were only printing 5,000 copies, a unit would be
more than it would cost if printing 10,000, as it is the setting
up which is the most expensive part.
- Extras cost more, such as if the client changes their mind
about something, or if something needs correcting.
- Do what you
can to save money
where possible,
such as limiting the
spot colours and
finishing processes
used.
- Delivery costs
will also add to the
final bill.

Trimming - excess stock is cut away

Die-cutting - allows design to be cut into a shape
Foil blocking - coloured foil adds a shiny finish
Embossing - raises a surface which debossing indents
Varnish - flood fills the whole page, where spot is applied to a
selected part
Binding - different methods to secure the pages together
Folding - there
are many different folds to choose
from
Duplexing - two or
more stocks are
bounded together
Perforation - creates a cut that
allows paper to be
torn
Lamination - adds
The high-quality business cards of LCA BAGD graduates
a plastic coating
stand out due to the use of finishes.

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15

Proofing

Glossary

As printing is such an expensive process, its important that

you are 100% sure of your design before sending it to the
printers!
- There are the
obvious steps
to take, such as
spell-checking, and
getting a second
pair of eyes to
look over the design, but there are
also steps you can
take on the computer to ensure
your design is perfect, such as packaging your file on indesign
to show any errors within the document.
- A good piece of advice is to proof early and often, as things
can look different on paper than on screen.
- Check all the files are in the correct place, all fonts are included if need be, and that there are no missing links.
- Check your printed design in the right lighting, (ideally a
viewing booth), as standard light bulbs can make the colours
look warmer.
- And finally, make sure you get the client to sign off the
proof, as a form of insurance for yourself.

Binding - Fastening of assembled sheets over one

edge of a publication. Involves folding, gathering, trimming, stitching and gluing.
Bleed - The portion of an image that extends beyond the trim area of a page
Coated - Paper with a clay coated surface is smooth
Colour separation - Separates the files into four
colour cmyk layers for printing
Die cut - Make cuts in printed sheets
Dot - A single element making an image
DPI - Dots per inch is a measure of resolution
Dummy - A mock up showing the size, shape, form
and folds of what the printed piece will be, without the
printed design
Duotone - A two colour halftone reproduction of a
black and white image
Finish - A general term covering finishes like trimming, folding, binding and varnishing
Fold mark - Lines printed on the paper to indicate
where to fold
Gloss - Paper that reflects light

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17

Glossary

Glossary

Gradient - The smooth transformation of one shade

to another
Grain - The direction in which the paper fibres line up
Gutter - Inner margins on two facing pages
Halftone - An image that is produced by discrete
dots which can be seen through a linen tester
Image area - The area that can be printed
Imposition - The layout of an individual pages on
a multipage design, so when the sheet is folder, the
pages are in the correct order
Letterpress - A process that uses inked raised
images on flat plates
Linen tester - Magnifying lens used to examine
printing
Matte - A dull coating
Monochrome - A one colour image
Overprint - Print over an area that has already
been printed
Page layout - Assembly of elements on a page
Page proof - A layout of pages as they will appear
in the printed piece

Pantone Matching System - A system of inks and

information for reproducing the colours
Plate - Aluminium sheets that represent the image
to be printed and are used to transfer inked images to
the blankets and then on to the paper
Proof - A representation of what the printed job
should look like
Registration marks - Marks that are applied to
establish proper image alignment
Scoring - Paper is compressed along a straight line
to break the fibres and allow it to be folded without
cracking
Spine - The back of a bound book
Spot colour - A single solid colour printed using on
separation plate
Spot varnish - A clear coating applied to a particular area of a printed piece that gives it a glossy finish
Stock - Type of paper/material used for printing
Tint - A solid colour that has been changed to a
lighter percentage shade of that particular colour

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What is Design for Print?

This is a basic handbook to give you an
idea of how design production for print
works, as the printing process is a very
important part of a graphic designers
work. This book contains the top ten
tips to ensure your printing process runs
smoothly, so if youre an aspiring designer,
this handbook is an essential read!
What is Design for Print?
Print Manual written, designed,
photographed and illustrated by
Claudia Griffin.
(Unless otherwise stated)
www.c-griffin1013.blogspot.com
With Thanks:
Photographs of printers taken at
Team Impression Print, Leeds.
www.team-impression.com