This title is out of print.
For courses in graphic design, communication design, typography, printing, print technology, and web design.
Now in its fifth edition, this text covers the most up-to-date technological advances in graphics and print production, fully explaining all the standard prepress and printing processes, including detailed coverage of the latest digital direct-to-plate offset and small-run on-demand color printing. Production for Graphic Designers gives clear and concisely written advice on preparing artwork for printers, examines the creative potential of typography in a digital environment, and provides comprehensive coverage of working with illustrations, layout and proofing in both computerized and conventional workflows.
Box stories on e-books, preflight checking, color management, and future print technologies.
~Introduces students to important new topics and potential markets that are expanding the field of print and web production.
Hot Tips and Cool Tricks boxes.
~Provides students with expert practical advice on common problems.
Trailblazers spreads—Showcase the work of outstanding designers.
~Motivates students by presenting them with the works of both pioneering and contemporary designers.
*The material on digital technologies has been expanded throughout the book and earlier material cut back.
*Coverage of sustainable and environmentally sound processes is covered throughout.
*Increased coverage of Web 2.0
*Five New Trailblazers including Stefan Sagmeister, Jonathan Barnbrook, and Paula Sher.
*More hot tips and cool tricks
*Updating of design to production workflow reflecting new digital technologies
*All material has been updated to reflect current practice.
*Book has been redesigned.
1 Introduction 11
Some history 12
Printing pictures 14
Enter lithography and photography 16
• Milestones in the history of production technology for graphic designers 20
Getting started: studio equipment 21
The design-to-production workflow 23
Design Trailblazers Saul Bass 24
2 Text & Type 27
Some history 28
The language of type 34
How type is measured 37
Width and spacing 39
Ems and ens 39; Kerning and tracking 39; Leading 41;
Justification and hyphenation 42
Correcting text proofs 46
Casting off and copy fitting 49
House style 49
Choosing and recognizing typefaces 49
Design Trailblazers Zuzana Licko 50
Serif or sans serif? 52; Earmarks 53
• Helvetica 54
Legibility and readability 58
Typesetting systems 60
Hand lettering and calligraphy 60
“Strike-on” or “cold-metal” setting 61
Hot metal: hand and machine setting 62
Computer systems 66
More choice of typefaces 66; Quality and flexibility of digital type 66;
Type manipulation and custom font design 67; PostScript 68;
Hot metal or letterpress 73; Cold metal or strike-on 73; Photosetting 73;
Computer setting 73
Design Trailblazers Erik Spiekermann 74
3 Illustration 77
Line and tone 78
Screens and halftones 81
Flat color 86
Full-color reproduction 89
Color separations 91
Cultural implications of color 93
Design Trailblazers Chris Ware 94
Designing for disability access 96
Choosing and preparing illustrations 97
Briefing an illustrator or photographer 97
Scaling and cropping 98
Desktop scanning 100
Drawing and painting by computer 100
Design Trailblazers Stefan Sagmeister 108
4 Computers & their Peripherals 111
Hardware and software 112
The processor 114
ROM, RAM, and flash memory 114
Input devices 117
Digital cameras 119
Design Trailblazers Paul Rand 122
Output devices: laser printers and imagesetters 125
Hardcopy: other technologies 127
Choosing a system 131
Turnkey systems 131
Selecting, upgrading, and networking the system 132
Health and safety 132
Design Trailblazers Neville Brody 134
5 Prepress 137
Paper creep allowance 145
Page layout 145
Design Trailblazers Bruce Mau 146
Digital make-up 148
Page layout programs 148
• e-books 151
• Make a preflight check 152
• Color management 154
Full-color digital prepress 155
Film make-up 157
Picture proofing 159
Color bars 160
Design Trailblazers Jonathan Barnbrook 162
6 On Press 165
The raw materials 168
Design Trailblazers Composite Projects 170
Recycled paper 172
Handmade paper 174
Machine-made paper 174
The characteristics of paper and board 176
Choosing the right paper stock 178
Viscosity and tackiness 182
Specifying inks 182
Selecting your supplier 184
Printing processes 185
Offset lithography 187
The litho press 189
Design Trailblazers Paula Scher 196
Digital print 203
Digital print technologies 205
• Emerging print technologies 206
Printing processes: the pros and cons 207
Offset litho 207; Gravure 207
Flexography 207; Screenprinting 207; Letterpress 207;
Collotype 207; Xerography 207; Digital print 207
Things that can go wrong 208
• How does a designer specify finishing effects? 212
Folding and binding 213
Design Trailblazers Malcolm Garrett 218
7 Digital Design 221
What is the internet? 222
How to get started 223
Decoding internet addresses 224
Acronyms and smileys 225
Ftp: uploading and downloading 226
World Wide Web (WWW) 227
Designing for the World Wide Web 229
Do designers really have to learn HTML? 230;
Writing your own home page 230
Graphics formats: GIFs and JPEGs 236
Optional extras 236
Cascading style sheets 237
Testing your pages 240
Publicizing your pages 240
Human factors in website design 241
Designing for the small screen 241
Design Trailblazers Airside 244
Appendix: Standard sizes for paper, books, and envelopes 246
Abbreviations and acronyms 260
Further reading 261
Website resources 263
Magazines and journals 264
Picture credits 272
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