Graphic Communications Chapter 1

The term “graphic” relates to the visual, or things we see The term “communication” refers to the exchange of information in a visual form

Why is communication important? Method (medium) will vary based on the needs of the individual. Images are less likely to be misinterpreted than a verbal message People often have an immediate need for practical knowledge (instructions on how to build a bicycle etc). Advertising is an extremely important form of selling/sharing information in a visual manner.

Producing visual images Design – assures the printed image conveys the intended message. Specifications – guidelines used to determine the format and cost of the final product Quote – lists the prices and quantities for production of printed goods and services

Editing Final preparation of the authors or writers manuscript for publication Content editing – check the material for up to date, accurate and organized information Copy editing – correct grammar and spelling Image editing – look for flaws within the image. Make sure it’s the right color, size etc.

Text Composition Done by hand as well as by computer Oftentimes it’s done by computer, altered by hand, then rescanned into the computer program to create the final image

Page Composition It’s essential that the printed material: be attractive in design Hold attention Transmit the desired message to the reader To make this possible text and images must be arranged creatively and effectively

Design Process Initial design – idea in basic form. Created by thumbnail sketches Rough layout – actual size visual of the page that accurately shows all information Comprehensive layout – detailed sketch clearly showing the final image before it goes into print

                                                                  Left: Halftone dots. Right: How the human eye would see this sort of arrangement from a sufficient distance.

The first printed photo using a halftone, December 2, 1873.                                                             The first printed photo using a halftone, December 2, 1873.

                                                                                                       Three examples of color halftoning with CMYK separations. From left to right: The cyan separation, the magenta separation, the yellow separation, the black separation, the combined halftone pattern and finally how the human eye would observe the combined halftone pattern from a sufficient distance.

                                                                   This close-up of a halftone print shows that magenta on top of yellow appears as orange/red, and cyan on top of yellow appears as green.

Questions A material on which printing is done is called Substrate 2. A quote lists the _____ and ______ for production of goods and services prices and quantities

3. This is the most common way of generating copy for printing Computer 4. Line art is a type of drawing consisting of continuous tones. T of F False. It is contrast, which means it cant have value

5. Explain the term “halftone” A method of generating on press or on a laser printer an image that requires varying densities or shades to accurately render the image. This is achieved by representing the image as a pattern of dots of varying size or in spacing. An image that has been reproduced in one color, using a screen, a fine pattern of printed dots to give the effect of shading object as a series of dots obtained, for example, by photographing or scanning an image through a mesh screen

Completed page of type on photographic paper including illustrations 6. What is a mechanical? Completed page of type on photographic paper including illustrations 7. What process has replaced manual paste-up? Electronic Page Composition

Green. The process is CMYK 8. Which is NOT a process color used in printing full color photos? Green. The process is CMYK 9. Describe the types of printing: flexography - is a form of printing process which utilizes a flexible relief plate. It is basically an updated version of letterpress that can be used for printing on almost any type of substrate including plastic, metallic films, cellophane, paper

gravure - intaglio printing: a printing process that uses an etched or engraved plate; the plate is smeared with ink and wiped clean, then the ink left in the recesses makes the print screen printing - printing technique that uses a woven mesh to support an ink-blocking stencil. The attached stencil forms open areas of mesh that transfer ink as a sharp-edged image onto a substrate.

impactless printing – does not require direct impact by image carrier and substrate 10. ________ is the process used most extensively in the commercial printing segment? Quick Printing