Publisher The Goodheart-Willcox Co., Inc. Tinley Park, Illinois

1. PublisherThe Goodheart-Willcox Co., Inc.Tinley Park, Illinois Technical Illustration Techniques and Applications PowerPoint by Anthony J. Panozzo

2. Chapter 14 Publication Design and Production

3. Learning Objectives • Outline the production steps involved in creating a printed product. • Use design principles and elements to produce effective page designs. • Explain manual and electronic layout techniques. • Identify common hard copy output devices and explain how their uses vary.

4. Introduction It is important for technical illustrators to have an understanding of the production and printing process. • Electronic page layout may be a part of the illustrator’s duties. • Interaction with others involved in printing requires the ability to communicate effectively. • The type of illustration produced often depends on the printing format available.

5. Production Steps • Exact steps tend to vary. • The process applies to a variety of printed products. • Manuals and catalogs • Newspapers • Brochures • Books • Newsletters • A general process can normally be used.

6. Production Steps • Image design • Image generation and assembly • Image carrier preparation • Image transfer (printing) • Product finishing

7. Image Design • Quality is critical for success of the product. • Identify the purpose and audience first. • Sketching begins with thumbnail sketches. • At least four are made. • A grid sheet or computer is used. • Sketches are made full size with a computer. • For manual sketches, fold a sheet representing the final size in half for both length and width to establish four smaller drawing areas.

8. Thumbnail Sketches

9. Image Design • A rough layout is created from thumbnails. • The full size of the final product is shown. • The effectiveness of the design is determined. • A comprehensive layout is created from the rough layout. • Color, images, and text are shown together. • The design can be shown to the customer for approval.

10. Comprehensive Layout (Pioneer Graphics)

11. Image Generation and Assembly • Text and images are arranged according to the design. • Also referred to as the layout stage. • Manual or electronic methods are used. • An original of the product results.

12. Image Generation and Assembly (Xyvision, Inc.)

13. Image Carrier Preparation • Used for products requiring multiple printed copies. • The printing device uses the image carrier to print. • A plate is used in offset lithographic printing.

14. Lithographic Plate (A.B. Dick)

15. Image Transfer • Represents the actual printing process. • A printing plate is mounted on a press in offset lithography. • Ink transfers from the image area to the paper.

16. Offset Lithographic Press (AM International, Inc.)

17. Product Finishing • Steps are applied to arrange printed sheets into the final product. • There are common operations. • Paper cutting and trimming • Folding • Binding • Cover packaging • Adding inserts

18. Principles and Elements of Design • Reader attention should be drawn while adhering to the rules of a specific design. • Exact approaches to design vary among different publications. • Book design differs from newspaper design. • Publications of one type have different characteristics but a common appearance. • Newspapers have headlines and columns of text.

19. Principles and Elements of Design • General principles are followed to create a successful product. • Many different types of publications are composed of similar elements. • The intention is to attract an audience and communicate a message.

20. Design Principles • A pleasing design should result. • Rules may vary depending on the desired outcome. • Standard guidelines should be followed. • Proportion • Balance • Emphasis • Contrast • Rhythm • Unity

21. Proportion • The design should be sized correctly in relation to the sheet size. • Determine sizing when creating thumbnails. • A square sheet size requires an overall 1:1 design ratio. • An 8 1/2 11 sheet size requires an overall 8.5:11 design ratio. • The golden section ratio may be useful. • 1:1.618

22. Proportion • Different elements in a design should be sized correctly in relation to each other. • Heads should be larger than body copy. • Elements within an illustration on the page should have an appropriate size ratio.

23. Balance • Elements of the design should project a sense of equilibrium. • Balance may be formal or informal. • Formal balance refers to a symmetrical design. • Informal balance refers to an asymmetrical design. • Horizontal and vertical balance are equally important. • Placing a design above the mathematical center of the sheet (the optical center) is common.

24. Formal Balance • Used when a more conservative design is the goal. • Commonly used in invitations and announcements.

25. Informal Balance • Used when a more modern appearance is the goal. • Commonly used for designs related to new products.

26. Vertical Balance

27. Emphasis and Contrast • One element tends to be dominant in the design. • Large newspaper headline • Varying degrees of emphasis are applied to different elements. • May be achieved with size, color, or shape. • Contrast distinguishes the various elements and is commonly used to generate interest.

28. Emphasis and Contrast • The highlighted clouds have the greatest emphasis. • The viewer is directed to the center of the image. (WAM!NET, Inc.)

29. Rhythm • Elements are repeated to suggest movement. • Ripples on water • The effect is similar to repeated patterns in music.

30. Rhythm • The repetition of the same object (the airplane) has a rhythmic effect. • The flight pattern is simulated. (Macromedia FreeHand)

31. Unity • A design must appear unified to be successful. • Elements should be in harmony so a pleasing whole exists. • Contrast may be used but should not detract from the overall presentation.

32. Design Elements • An image consists of several basic components. • Color • Lines • Shapes • Texture • Elements are combined to form entire objects and visual effects. • Lines and dots may be used for shading.

33. Design Elements • Each object has a different color and texture. • The basic shapes are spherical, conical, rectangular, and triangular.

34. Design Elements Standard terms are used to describe the common components of printed pages. • Headers and footers • Headlines and subheads • Body copy • Kickers, pull quotes, and sidebars • Illustrations • White space • Graphic elements • Cover page elements

35. Headers and Footers • Used at the top and bottom of the page. • A header appears at the top. • A footer appears at the bottom. • Often used to indicate the page number. • A running head is usually included. • Used to indicate the chapter or section.

36. Headlines and Subheads • Commonly referred to as heads. • Headlines provide major headings for text sections. • Subheads break the material into smaller sections. • Each head has a descriptor (Level 1, 2, etc.). • A different typeface and point size may be used for each head (specifications are the same throughout the document).

37. Body Copy • Used for the general text of the document. • Normally arranged in columns. • Number of columns and widths may vary. • A specific typeface and point size is used. • Text is commonly 12-point serif. • Several other settings are common. • Line spacing (leading) • Paragraph formatting (indents) • Type alignment

38. Body Copy • Type with left alignment is ragged right. • Type with evenly aligned left and right margins is justified. • Space is added between words for uniform line lengths (words are hyphenated as needed). • Used for a more formal appearance. • Ragged right type may be easier to read. • Conventions dictate type alignment used. • A jump line is used when a newspaper or magazine story continues to another page.

39. Kickers, Pull Quotes, and Sidebars • Used to improve the design and generate interest. • A kicker accompanies a headline. • Used to summarize or clarify the message. • A pull quote emphasizes a direct quote. • A sidebar is a separate writing from the main text.

40. Pull Quote (Trek Bicycle Corp.)

41. Illustrations • Normally placed near a reference in the text. • May be sized for one-column widths or extend over several columns. • A boxed border or drop shadow may be used. • Captions provide a summary of the content and may list the source of the image. • A runaround surrounds the image with text.

42. Runaround Design (Fender Musical Instruments Corp.)

43. White Space • Represents blank areas of a page. • Used to set off images and text. • The correct amount should be visible so the design does not appear crowded. • Enhances the presentation when used effectively.

44. Graphic Elements • Ruled lines and borders are common. • Used thick or thin to set off portions of the design. • A border may outline the entire page or a sidebar. • Tinted backgrounds can be used with text. • Reverse type may be applied.

45. Cover Page Elements • Designed to represent the overall product and attract reader interest. • Type and images are arranged for impact. • The design should be unique but orderly. • A nameplate is used for periodicals. • Also called a flag. • Includes the publication name, date, and cost. • Designed for repeated use. • A logo may be used for a company publication.

46. Preparing Images • There are two primary types of images used in publications. • Line images • Continuous tone images • Preparation methods include scaling, cropping, and electronic conversion.

47. Line Images • Made up of uniform color. • Classification includes most technical drawings. • Ink is used to define sharp, dark lines. • Pencil is not dark enough or suitable for most reproduction work.

48. Continuous Tone Images • Made up of a series of tones. • There are many types. • Photographs • Paintings • Airbrushed illustrations • Different shades of gray make up a black-and-white photo. • Modification for printing is necessary because each tone requires its own pattern.

49. Continuous Tone Images • An original is scanned and converted into a halftone for printing. • Dot patterns simulate the different tones. • When printed, the dots blend and are barely visible. • Dots are more closely spaced in darker areas. • Dots are further apart in lighter areas.

50. Continuous Tone Image Dot Pattern