lec_10_fall_2009 - Print Production Process Preproduction...

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Print Production Process Pre-production Production Prepress Printing/ Distribution Preproduction Phase: Planning Open a job jacket What equipment will be needed? How will we get it? What materials are necessary? What human resources are needed? Will there be any special expenses associated with the job? How many production artists are needed? What are the publication closing dates? Appearance and arrangement of the ad’s printed matter Hand-drawn Computer type Type has an aesthetic role Typography No matter how fashionable or clever, if copy that is meant to be read is difficult to read -it is badly designed. Integrate type with other design elements and develop the composition as a whole. Type communicates on several levels: * Content: the word’s written meaning * Visual impact: use of type as a design element * Context: the content and visual impact of text in relationship with entire composition Type Groups Serif Sans Serif Advertising Advertising Advertising Advertising Which is easier to read? A. B. It was many and many a year ago, In a kingdom by the sea, That a maiden there lived whom you may know By the name of ANNABEL LEE; And this maiden she lived wit no other thought Than to love and be loved by me. It was many and many a year ago, In a kingdom by the sea, That a maiden there lived whom you may know By the name of ANNABEL LEE; And this maiden she lived with no other thought Than to love and be loved by me.
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Related typefaces that vary by: Weight, posture, and width is varied by using terms such as light, bold, italic, expanded, and condensed FONT – set of letters in a typeface and size Families of Type Type measurement Points: 72 point to an inch measure of height Display copy: 14 points or larger Body copy: 12 points or smaller Picas: bigger unit for width of columns, 6 picas in an
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lec_10_fall_2009 - Print Production Process Preproduction...

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