Try to use standard fonts. Design of printed products in the photo

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From this article you will learn

What is poly graphic design
What are the basics of print design
What are the forms of print design?
What are the stages of developing the design of printed products?

Print design is a broad field of knowledge about the methods and principles of illustrating printed products. Of course, its importance is undeniable. Technologies, techniques and rules created during the existence of printing make it possible to present products in a favorable light, accurately influencing the emotions of the consumer. Although print design has many positive aspects, it has one serious disadvantage: this field of knowledge is so broad that it is not entirely clear where to begin to create some kind of understanding about it. This article is aimed at eliminating this barrier and will introduce the reader to basic principles and rules of printing design.

What does print design look like?

Design of advertising and printing products– a subtype of graphic design, whose main task is to create materials for a future product. In most cases, the finished product is presented on paper. In addition to advertising purposes, printing design is widely used in printed publications, so there are four areas of its use:

mass advertising;
advertising printed materials;
multi-page products;
periodicals.

Print design as a company style with a winning design

New companies and industries emerge every year, which increases competition in sales. Any company dreams of standing out from the crowd, gaining a big name, popularity among clients, and introducing them to its offers. For this reason, the importance of promotion, especially printed products, in this area has recently grown so much. Print media has become almost the most widely used method of advertising, as it has low cost and proven effectiveness. All this makes it possible to quickly transfer necessary information a large number potential consumers.

To attract the attention of a potential client, a variety of print advertising options are used: booklets, leaflets, brochures, catalogs, calendars, etc. Each person has great amount printing design products, and they all claim that their offer is better and of higher quality. How not to get confused in this amount of information?

It is obvious that a person who comes to an exhibition or presentation will notice, first of all, the catalog that looks attractive in appearance. And only after that he may have a desire to study in more detail what is contained inside. As the example shows, two equally important characteristics play a key role when creating a printing product: unusual design, which can capture a person’s attention, and a seal of the appropriate level.

Bright design And layout in combination with high quality printing, they are generally recognized as the main method of attracting the eyes of visitors towards advertising printing objects. They occupy key positions in the production of business cards, leaflets, booklets, catalogs, brochures, as well as in the creation of emblems and other details of corporate culture. A well-chosen design will be the key to a successful marketing campaign.

The functioning of any company cannot be imagined without printed handouts. Leaflets and other options that talk about your activities occupy key positions in the formation of the company’s image, development, sustainability of the entire business, and its popularity among other companies. Therefore, during the development of an advertising product project, it is impossible to do without printing designers. Believe me competent design capable of the incredible. An experienced, out-of-the-box specialist will make a simple booklet so functional, colorful and attractive that you won’t even raise your hand to throw it in the trash.

For printing design, the following main tasks are envisaged: creating the appearance of an advertising printed product, creating a corporate style for the company.

Professional design plays an incredibly important role in creating a company’s corporate style. Think for yourself: a letter that arrives in an envelope with the organization’s logo is first examined and only then opened. Myself appearance allows you to create such an important first impression of the entire company. The design of the image component requires the same serious approach as the creation of advertising printing. In some cases, it is precisely this that influences the growth of popularity.

Printing design includes the development of a company sign or the entire style of the company, creative printing design with a professional selection of fonts, tones, composition, arrangement of blocks in a future product, and a harmonious combination of the latter. It necessarily provides for additional operations: photography, scanning, layout, collages, color correction, retouching, etc.

Only when using a thoughtful design will your printed products look in such a way that every possible consumer will be pleased to hold it in their hands and find out what’s inside. Probability of successful first communication with potential buyer largely due to successful, eye-catching design. It is also essential technical side question. Thus, the level of quality of catalog production can influence interest in the product and the client’s desire to purchase your product.

When creating a printing design, many questions come to mind: “What comes first – text or picture? In what case will advertising be more useful? Unfortunately, it is impossible to give an exact answer: different people have different opinions. But as studies by psychologists show, we receive up to 80% of data using vision. Therefore, a picture can often be more effective than a large amount of text. But we must not forget that professionally designed text advertising can be imaginative, attractive and very effective.

Basics of Print Design

The concept of “printing design” includes all the variety of products made on paper or its derivatives. The image of each company is greatly influenced by the level of the printed product. The booklets, leaflets, calendars, and magazines offered by the printing house are able to emphasize the importance of the organization among other companies in its sector, present products and offers from a more advantageous angle, and convey all the necessary information to potential buyers.

It is no secret that when creating printed products, considerable attention is paid to design, since a design that is too restrained, nondescript, and boring will not be able to attract people and gain a foothold in their minds. A printing project is a kind of synthesis of competent creation of images and presentation of text. Print design today is used in a wide variety of areas: from printing advertising materials to designing books and periodicals.

Its main difference from other types is that the images being developed, text messages are only the initial step in the printing process. For this reason, the creation of a design project in this situation must meet the requirements of all stages of production. Consequently, a specialist is expected to have quite specific knowledge of printing technology and the ability to correctly present information on paper. When each stage of production goes on its own, for example, the studio carries out the design, and the printing house transfers the finished material to the medium, the customer’s expectations are often not met.

In our example, the designer works in the applied industry, that is, he is a direct link production process. He always has to remember seemingly insignificant details. This includes the fact that the materials prepared using different techniques may have significant differences due to the specific features of the machines themselves or the selected consumables. In other words, the final printing result and the color performance of the final product are necessarily under the control of the printing designer.

Any professional, having received an order for the development of a printing design, asks the printing house where, for example, brochures will be produced, technical requirements for the products. This step allows the result to best match the plans of the specialist and the customer. Unlike the design of Internet resources, where the result cannot be touched, in printing the printing methods used in the production of materials are of key importance. Masters of their craft are well aware of the different methods of applying an image, the intricacies of the printing house, they are well aware of the printing process - all this is necessary in order to ensure the planned final result.

Print Design Forms

To date, incredible things have been developed variety of forms of printing design. Let's name the most common ones:

forms;
leaflets;
booklets;
brochures;
calendars;
business cards;
folders;
notepads;
envelopes;
labels;
labels;
books;
magazines;
newspapers;
posters;
catalogues;
postcards;
package;
stickers;
stickers.

Despite the fact that we have named the most popular printing design services, the list doesn’t end there. Customers also love non-standard forms of advertising media.

Design of printed products in the photo

Stages of developing the design of printed products

Print design development is to create visual design a layout that can meet the individual needs of the client and meets the technical standards dictated by the printing house.

Stage 1. This step creates general idea about the future form of the product.

Stage 2. Designers select colors, develop a general style and coordinate fonts, after which they prepare sketches showing how the elements will be approximately arranged.

Stage 3. Held computer modelling with the elaboration of even the most insignificant details and the creation of a layout of the printed publication.

Stage 4. The layout is transferred to the media selected for printing. It can be paper, modern plastic, plastic film. But this is not the final step.

Stage 5. Post-printing processing takes place, that is, stitching, binding, gluing, laminating or other manipulations necessary to achieve the required result. The designer can also actively participate in these processes, tracking the progress of the creation of materials until they take on a completed form.

The basis of layout in printing design in most cases are techniques that are widespread in other areas of design.

Choice of product shape. It is a known fact that people prefer to look at rectangular and square shapes, preferably in a vertical rather than horizontal placement. When placing images on large area(poster, magazine page) it is advisable for the designer to follow the rule of the “golden ratio”. It is universal and is used in almost all types of design. In any case, a specialist must know the compositional basics of layout.
Selection optimal font on printing materials. The font, on the one hand, should make the text readable, and on the other, attract the attention of the person looking at the product. In addition, the information provided in printed edition, must have a competent structure.
Choice color range. Viewers' attention is better attracted by rich and colorful tones in advertising, while excesses can provoke irritation and rejection. Therefore, the colors selected, on the one hand, must be bright, and on the other, harmonious, so that potential clients didn’t feel any strain on your eyes while looking at your brochure. Of course, in printing design the most different pictures, photos. They perfectly attract attention and contribute to a more trusting atmosphere, as they confirm the reality of the product or the popularity of the offer. For this reason, the status of a professional print designer is directly related to creativity, since readers always choose original designs with eye-catching details and non-standard solutions.

In addition to the listed techniques inherent in many subtypes of design, technologies characteristic of creating printed products are used in the formation of printing materials. This includes varnishing of products that improves the appearance and influences the attractiveness, which is so important for promotion. This process involves applying a special solution to the printed image, forming a transparent, uniform film. It gives pictures a well-known shine, and also increases contrast and color saturation.

In addition, varnish contributes to greater strength and increased service life of printing materials. Another design option is foil stamping. In this case, foil is placed between the cliche and the paper and pressing is carried out. When producing postcards, pocket calendars and other small printed products, specialists may also prefer die-cutting technology. It involves cutting out figures of unusual shapes from a sheet of paper.

Nowadays, printing and post-printing techniques are changing rapidly, and designers are getting the most interesting techniques for additional decoration of printing materials. The main goal of the specialist is to achieve a harmonious combination of all visual elements. This is always associated with serious responsibility, since most post-printing processes are not cheap, and with large print runs, any error will result in significant financial losses.

How color influences modern print design

We are constantly surrounded by nature with an abundance of colors and shades: green grass, blue sky, bright flowers, pink sunset, snow-white mountains. Color is everywhere. Its significance in our life is very great. It has long been no secret that color can influence a person’s emotional state. Scientists have proven that we perceive 80% of color and light through the nervous system and only 20% through the organs of vision. For this reason, the role of the right choice of color in the development of printing design is so important. It can both attract, helping to perceive information, and cause negativity, repel and irritate.

Unfortunately, it often happens that when paying for the design of printed products, customers do not think about it at all. In the meantime, the choice of color will seriously affect the perception of your promotional items by potential consumers. In the course of psychological experiments, scientists came to the conclusion that color can influence people's assessment of a particular object. So-called warm colors (red, yellow, orange) visually make the object closer, increasing its size. Cool colors (blue, indigo, violet) help the subject appear smaller and more distant. Therefore, when giving preference to one color or another for creating your printed products, consider it within these parameters. Perception is also significantly influenced by a person’s mood at the moment of contact with color. Depending on your emotional state, some tones can be pleasant, while others can be stressful. Since color works with feelings, and not with the mind, you have to be very careful when choosing a color solution for any type of printing design, and even more so aimed at promotion.

In the middle of the last century, questions about the influence of color on people excited the scientist Max Luscher. In his research, he started from the assertion that human perception of color was formed over a long period of historical development and is associated with lifestyle and contact with the outside world. The day was full of vigorous activity: it was necessary to arrange housing and search for food. Night is a time of rest and tranquility. For this reason, shades of dark blue were reminiscent of the peace of the night, and yellow tones were reminiscent of a sunny day and its troubles. Red spoke of blood and flame, actions requiring great concentration and speed.

Luscher came to a very important conclusion for graphic printing design that color not only causes a certain reaction depending on the emotional state of the beholder, but also shapes his mood.

So, red inspires determination and encourages you to take one or another action, for example, to buy a promoted product. It attracts eyes well to the object of advertising, but it should be used in moderation - in large quantities it can provoke negativity. One block of a catalog or brochure in this color will be appropriate and will attract attention, while its excess can cause irritation and rejection of the product offered to the buyer. Red is often used in political and propaganda campaigns for its properties. It is also well suited for advertising products for men.

Blue color helps you focus and concentrate. The blue detail will immediately attract attention in your booklet, but, unlike the red one, it will not provoke negative emotions. This is the color of seriousness, which is why large companies love it very much.

Orange causes a surge of energy, lifts the mood, even provokes a feeling of happiness and peace. It fills you with strength and gently pushes you to make a choice. This is the color of health and creativity, so it is good to use in print design and layout of advertising for medicines, products for children, services in the field of medicine and education.

Yellow– the color of sociability and openness. It helps to calm down, improves emotional state, and encourages talkativeness. Maybe this is why the yellow color in last years has become so widely used. True, it is not recommended to choose it to fill large areas, since the effect can be completely opposite. Yellow color is suitable for advertising children's products, advertising and PR agencies, and for the design of travel agency catalogs, since in our minds it is associated with the sun, sea and sand.

Green the color reminds of nature, freshness, healthy way life. It calms, relaxes and heals, which is why people like to include it in decoration office premises, hospitals, sanatoriums, veterinary clinics. This color is also common in advertising and packaging of medical products, water purification systems, detergents and cleaning products, dental salons and pharmacies, animal hospitals, health and conservation centers. But be careful - in large volumes it can cause lethargy and relaxation. Therefore, it is better to combine green with other colors: white, red, yellow and blue.

Violet– the color of inner concentration, which promotes solving creative problems and inspires. Therefore, if it is important to hint at the creativity and originality of the product, a purple detail is well suited for printing design. This color is usually used when decorating exclusive and original things. If your printing product is produced for the creative elite, we strongly advise you not to abandon purple.

Pink the color is formed by combining red and white, therefore it has the positive properties of both colors, while the negative features of red are destroyed by the influence of white. As a result, pink helps create a romantic, upbeat mood. This color is common in the design of various women's perfumes, cosmetics, children's and family products. It makes us more attentive, gentle and caring. Use pink color everywhere: from perfume advertising to the services of marriage agencies and family centers.

Blue the color echoes the sky and reminds of peace and friendship. It evokes a feeling of trust in a person, which is why it is often used in logos. WITH blue are associated with coolness, freshness, and cleanliness, which are widely used by manufacturers of perfumery, cosmetics and hygiene products.

Black– the color of isolation. It makes it possible to isolate yourself from everything, concentrate and concentrate on a particular task. But this color is dangerous, as it can induce melancholy and despondency, cause a feeling of heaviness, sorrow, and loneliness. Therefore, it is better not to use it in its pure form in advertising printing design (we are not talking about fonts and tables). It is usually combined with other, warmer and brighter colors.

White– the color of complete openness to the beautiful and diverse world. It is good because it is not associated with any unpleasant sensations. In printing, it is better to use it together with other colors, since white alone can create a neutral effect, in which the consumer simply receives information about the product, without accents or advantages.

What is the best print design program?

Over the past ten years, the leading position in the market of design programs for printing has belonged to Adobe. Creative Cloud" Today, this package is a complete set of software products for working in almost any area of design. Besides this option, there are several other platforms developed for print design that remain widely used. It is impossible to objectively name the best of them - each specialist must choose for himself, based on what functionality he most needs.

Adobe Photoshop.

This graphics editor became the basis of all standards raster graphics and gained popularity in version 3.0. It provided a method of working with layers that was unique at that time. Initially, Adobe Photoshop was developed for the Mac platform and was considered as a program for printing design, but over time it began to receive more and more new capabilities and moved into the areas of web design, photography, video production, and animation. Now it is a multi-platform environment that includes a huge number of tools for working with raster graphics. Latest versions equipped with editing tools vector images, and also allow you to create videos. However, according to many experts, other software specifically designed for these purposes would be more suitable for such tasks.

Adobe Illustrator.

This is a well-known editor vector graphics of any complexity, which has become incredibly popular thanks to its convenient intuitive interface and wide possibilities. Designers use it as a universal tool for creating vector elements. A large set of tools makes it possible to prepare almost any print design product. Some specialists design entire catalogs in Adobe Illustrator. Of course, the program is not intended for this, but if necessary, it can cope with a similar task.

Adobe Indesign.

In this simple and at the same time complex program Both printing and interactive layout are possible. For a designer in any field - from a printer to a 3D animator - owning this product will be equally useful. The fact is that he has an extensive set of tools necessary in all branches of computer, including printing, design. Adobe Indesign is a desktop publishing system that combines all the capabilities of printing and interactive layout. Here you can easily arrange everything - from a tiny booklet to a book. The program includes pre-press preparation tools to meet the technical requirements of any printing house. Since electronic versions of magazines for iPad and Android became popular, Adobe Indesign has all the capabilities to create and post such material. Electronic presentations This software can also handle interactive elements and multimedia inclusions, as well as simple business cards and booklets.

Adobe Acrobat.

A software product designed to create and modify files PDF format. This is a universal format that is used for reliable transmission documents. It is not affected by the platform and hardware used. PDF will look everywhere the way the author intended it, regardless of the fonts, images, and interactive elements it contains.

Adobe Acrobat is considered a very important designer tool. It allows you to both create and edit files. This software has wide functionality for preflight testing and preparation, includes all the tools for creating forms, introducing interactive elements, and works with electronic signature. The program has a built-in fairly correct OCR engine that can recognize text from both text and graphic files. In addition, Adobe Acrobat allows you to implement different levels of security into your documents.

CorelDRAW.

Very convenient software, which combines a layout program and a vector image editor. Characterized intuitively clear interface, convenient arrangement of elements. It is used both in preparing designs for the printing production of small brochures and for drawing in vector. In addition, CorelDRAW has a huge variety of plugins.

Corel Photo-Paint.

Analogue of Adobe Photoshop only from Corel. It's easy to learn and quite functional program for designers and artists. It allows you to bring to life, if not all, then many ideas that are limited only by the capabilities of two-dimensional graphics. There is a set of tools for retouching, creating collages, and color correction.

Corel PowerTRACE.

Professional program for tracing images. Tracing is the conversion of images from raster to vector. Unlike Adobe Illustrator, where such tools are included in the program itself, Corel has this feature included in separate application with many settings and additional options.

The package also includes web design software, a screen capture tool, a content search tool and many other interesting things.

Corel Painter.

A software product created specifically for artists. The program is designed for creating computer drawing and painting and is recognized as the undoubted leader in this field. It has powerful tools and a user-friendly interface, and remains a recommended application for use with Wacom tablets Cintiq.

Three Common Mistakes That Will Ruin Any Print Design

Mistake 1. Ignoring the shape of the product.

We must not forget that a book, catalog and brochure are designed differently, so take into account the types of products when developing print design.

Mistake 2. Incorrect use of black.

This is a popular mistake due to a lack of understanding of the features of print design. There are many subtleties with the conversion and use of black, which any specialist must know. But it wouldn’t hurt for the customer to check whether the designer took into account the nuances of processing black, and whether the technique would give out transparent picture instead of the expected result.

Mistake 3. Implementation of stages by different performers.

This situation is usually associated with a desire to save money. Some promise cheaper layout, while others have less expensive printing. But a high-quality product can only be obtained from printing houses that work with a full cycle.

What are the prices for design of printed products?

The cost of the product depends on the amount of work, its shape, selected materials and large quantity other factors. Therefore, prices for printing design are calculated individually in each individual case.

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This article will help you understand the basic terms in typography. And to make the information better and easier to perceive, boring texts are illustrated with funny pictures. The article also contains the most common mistakes that web designers make when working with text and gives recommendations on how to avoid them.

Typography- the strongest tool for expressing a message in web design. With its help, you can combine text and visual components, which will help you reach your visitor. Proper Use typography will help to avoid typical mistakes allowed by designers when creating their next masterpiece. Let's try to understand what we are doing wrong and how to avoid mistakes in the future.

First, let's understand the terminology. Most of the terms are probably familiar to you, but it won’t hurt to familiarize yourself with the definitions again. Perhaps this will complement the information you already have.

Typography- a set of laws, rules and norms for text design, based on the study of the reader’s perception of typesetting. Knowledge and understanding of typography turns text into a compositional tool, makes it alive, gives it character and the ability to convey an idea not only through content, but also graphically.

Headset- a font or several fonts that have stylistic unity of style. Consists of a set of characters. This concept is often confused with the concept of "font", although a font is a specific style of characters, while a typeface defines a general "family" of fonts.

Headsets can be divided into two main categories:

Antiqua- serif fonts.
Grotesque, accordingly, is a sans-serif font.

You can use any one in your projects; there is no right or wrong option. You need to look at the situation, what kind of project you are doing and what is more relevant for it.

A serif font seems to hold a line, and accordingly, readability increases. Serif fonts often create a sense of professionalism and authority in the information provided, express respect, and emphasize stability and conservatism in better understanding this word. Sans serif fonts tend to emphasize rationality, style, youth and modernity. They help create space between letters, as well as separate one character from another.

Skittle- the height of the letter, including the lower and upper elements. Measured in typographical points (denoted as pt). For example, text typed in 14 point size will be 14 pt in height.

Leading - line spacing. The distance between the baselines of adjacent lines.

Kerning- distance between letters. The main idea behind kerning is to select different spacing between different pairs of specific letters to increase readability.

There is a wonderful training game - Kern Type. Just put all the letters in their places. It's actually not that simple. The process is quite complicated and requires an excellent eye. This experience will be especially useful when creating logos.

What are we doing wrong?

We use a large number of fonts

It is advisable to use no more than 3 styles. These can be fonts from the same typeface or from different ones. For example, the Roboto typeface contains a fairly large number of different styles. Of these, you can easily choose three that we think are suitable for our site. Let's say these are Light, Regular and Bold. You can use the Bold or Light font for headings, Bold for buttons, and Regular for body text. Thus, using one typeface, we provided our site with the correct typography. Naturally, it all depends on the theme of the site and the idea that you plan to incorporate into the design. My example is universal and does not pretend to be something unique or extraordinary.

We don’t know what size the font should be

The text size on the web should not be less than 12 pixels. The best choice is within 14–18 px for body text. Not too big and at the same time readable. Moreover, if we have chosen a size of 16 px, it should remain 16 px on all pages of the site and not jump plus or minus 1 px from block to block. This also applies to leading; it should be the same everywhere.

Font sizes must be specified in whole numbers, without using decimals, for example 16.28 px. And, of course, in Photoshop you need to convert pt to px. To do this, select from the menu: Editing - Settings - Basic. Next - Units of measurement and rulers. Change the items in the “Text” and “Rulers” drop-down menus to pixels. Click “OK”.

Line length - does it matter?

The line length should not exceed 600 px. This is the optimal size for comfortably moving your gaze from one line to another. A very wide content part is difficult to read - often you simply lose the line you were going to go to after reading a long one previous line. If you still need to stretch the text block by 1000 px or more in width, you can try splitting the text into two or more columns. Another option is to make the line spacing a little larger than usual to visually separate the lines from each other. Remember to separate the text into paragraphs, this will also help make it easy to read.

Leading matches font size

The spacing between lines should almost always be larger than the font size. Except for the headers. To achieve a balance between text and air, make the line spacing approximately one and a half times the height lowercase letters. Or set the leading to 150% of the font size. For example, the text size is 14 px, then the interlining is 21 px. 14 / 2 = 7 + 14 = 21.

Choose any font you like

I think everyone already knows that fonts for website design are best used with fonts.google.com and webfont.ru, unless, of course, the customer provided you with their own font.

O Lorem, lorem...

It is quite natural that when developing a website, the content that will be there is almost never used - often this content simply does not exist yet. Therefore, designers (and layout designers too) use “fish” - arbitrary text that fits into content blocks. This is quite convenient, especially for designers, because now the notorious “Lorem Ipsum...” can be inserted directly from Photoshop (Menu: Text - Insert Lorem Ipsum). But for Russian-language sites it is not recommended to do this - the Latin alphabet does not give an idea of what the text typed in Cyrillic font will look like. Therefore, a text generator can help you.

Checking the design for correctness is simple: if the viewer, without touching the mouse, can guess where the link is and where it is not, then we have a good site. Therefore, it is necessary to think in advance about how all the links on the site will look. Let's say that all clickable elements are one color, for example red, and not clickable elements of another color - black. Then no one will be confused.

This often happens: the headline is highlighted in red (after all, it needs to be highlighted somehow), then there are several more very important USP phrases in blue, and all this is mixed with regular black text. At the end of the text there is a button, also red. It is clear that you need to click on the button, but it turns out that the text colored in blue was also clickable (it opened Additional information). But who knew, who knew...

Alignment

There are text blocks that are very often aligned incorrectly - justified, center aligned, and right aligned. In all these cases, the text is inconvenient to read and visually it looks unattractive. Alignment should ALWAYS be left. Even if you really want to make it on the right side (simply because it seems to you that this is how it should be compositionally) - this is wrong. An exception may be one or two short sentences, which, most likely, are subheadings for the main text.

Contrast

Contrast is one of the main means of expression in design. No need to be afraid of large shapes and empty spaces! Deliberately large typography becomes an independent element that does not require additional graphic design tools.

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Every day, when checking their mailbox, people are faced with the results of printing houses - a variety of booklets, advertising brochures, catalogs and magazines. Print advertising is one of the oldest and most economical types of advertising; it has not lost its relevance even despite the widespread use of television and the Internet. Various printing materials are used by companies to promote their products and services on the market. The activities of any company are rarely complete without booklets, posters, calendars, brochures and catalogs.

The heart of printing is design, the main purpose of which is to ensure that printing materials can attract the attention of consumers and retain their interest. A variety of printing products gives wide scope for the designer’s imagination, but at the same time, design in this area has a number of specific aspects that specialists have to take into account in their work.

Technical requirements for printing design

Print design covers the entire range of products that are printed on paper or their derivatives. The image of any company greatly depends on the quality of printed products. Booklets, leaflets, calendars, magazines and prospectuses produced by a printing house can distinguish a company from competitors, present its products or services in a more favorable light and convey the required information to potential consumers.

Naturally, when creating printing materials, much attention is paid to design. After all, an overly modest, dull and standard design of printed products simply will not be able to interest people and will definitely not remain in their memory. Print design is a combination of the art of creating images and text information. Print design today is used in many areas - from printing advertising materials to designing encyclopedias, newspapers and magazines.

The key difference between print design and other types of design is that the images or text messages created are just the beginning of the printing process. Therefore, the development of a design project for any printed product must meet the requirements of all printing processes. In this regard, the printing designer is presented with a whole set of specific requirements related to knowledge of printing technology and the ability to correctly “present” material on paper. When all the processes for creating printed products exist separately (the design of the printed material is created by a design studio, and the printing house only acts as an ordinary typewriter), then the final result is often obtained that does not meet the customer’s expectations.

IN in this case the designer works in a purely applied industry and, accordingly, is himself, in a certain sense, a participant in the production process, whether he likes it or not. He must take into account seemingly insignificant details, for example, the fact that printing materials created on different technological equipment may differ from each other due to the specifics of the equipment itself or the properties of the consumables used. Therefore, the final printing result and the color content of the finished product must also be controlled by the printing designer.

Professional designers, when receiving an order to develop the design of printed products, always ask the printing house where the materials will be printed for technical requirements for the products being created. Thereby finished products meets the wishes of the designer and client to the maximum extent possible. Unlike, for example, the design of Internet resources, where the final result cannot be touched, in printing, printing technologies that can be used in the production of certain materials become important. Competent specialists have information about in various ways printing, the peculiarities of the printing house, they have a perfect understanding of the entire printing process, and therefore can provide the final result that meets expectations.

The main stages of developing a design project in printing

The work of creating a design for printing materials consists of creating a visual design of a layout that can both satisfy the individual wishes of the client and meet the technical standards determined by the printing house. At the first stage, a general concept of the future printed product is formed. Next, designers select colors, develop a general style and choose fonts, and also create sketches with the approximate location of individual elements. After this, computer modeling is carried out with the elaboration of the smallest details and the creation of a layout of the future printed publication.

The final stage is transferring the layout onto the medium chosen for printing, be it paper, modern plastic or plastic film. However, the work on creating printing materials does not end there. Post-printing processing is carried out, which may include stitching, binding, gluing, laminating and other necessary procedures to achieve desired result. In post-printing processes, a printing designer can also take an active part, controlling the entire process of creating printing materials until they finally receive a completed look.

When creating a layout for a future printed product, designers use many of the same techniques that are used in other areas of design art. This is, firstly, the choice of product shape. It is known that people prefer rectangular and square shapes, and more in vertical than in horizontal versions. When placing images on a future poster or magazine page, the designer can be guided by the “golden ratio” rule, which is universal and is used in a wide variety of areas of design.

Secondly, much attention is paid to selecting the optimal font for printing materials - it should ensure readability of the text and at the same time “catch” the reader’s eye. In addition, the information itself presented in a catalogue, magazine or advertising brochure must be properly structured.

The next important aspect of creating printed products is the choice of colors. People are more attracted to bright and colorful shades of advertising, but too much color can cause obvious irritation and rejection. Therefore, the chosen colors should be bright, but at the same time harmonious, so as not to strain the eyes of potential consumers. Naturally, printing design also uses a variety of images or photographs that can attract the reader’s attention and arouse much greater confidence, as if confirming the reality of the product or the demand for the service. The work of a professional printing designer requires a creative approach and creativity, because in any case, readers always give their preference original design materials with interesting details and non-standard design solutions.

In addition to these generally accepted techniques, which are characteristic of many other areas of design, specific technologies used in the creation of printed materials are used to create the visual appearance of printing materials. This is, for example, varnishing of printed products, which improves their appearance, appeal to the reader and consumer qualities. Varnishing a printed product involves applying a special solution to the surface of the printed print, creating a transparent, uniform film that gives the pictures a characteristic shine, and also increases contrast and color saturation.

In addition, varnish contributes to greater strength and durability of printing materials. Another design method is foil stamping. In this case, foil is pulled between the cliche and the paper and pressing is carried out. When creating postcards, pocket-sized calendars and other small printed products, designers can also choose the so-called die-cutting technology, which involves cutting out original shaped elements from a sheet of paper.

Today, printing and post-press technologies continue to evolve, offering a wide variety of possibilities for additional registration printing materials. The main goal of a print designer is only to achieve a harmonious combination of all visual elements. This places a lot of responsibility on him. After all, many of the post-printing processes are expensive, and with large runs of printed materials, any mistake by the designer is fraught with very significant losses.

One of the most common design woes is the .

In this article, we'll cover a few principles of good typography and give you tips on how you can avoid many common mistakes.

The article is not a book on typography or the art of typography, it is more like " quick tips to improve the font basis of design."

Rule 1: The fewer fonts, the better.

One of the biggest mistakes designers make is using too many fonts and/or font styles. Try to reduce them to two or three. That is, the main text must be the same font and size.

Pick one for headings and stick with it, maybe another one for subheadings as a last resort. Don't be afraid if the fonts are very different from each other. When you use two very similar fonts in a design, the reader may think that you simply made a mistake and accidentally selected the wrong font when typing.

Take care of the unity of color, density, etc. or your text will look as if drunken flies have scattered all over the page.

Rule 2. Watch the discharge

Be careful not to crowd the letters too much. If you have problems with not enough space for text, then it is better to reduce the font. Yes, this will probably add space between paragraphs, but there is nothing wrong with that, it will give some respite when reading.

Rule 3: Correct alignment

Please don't center everything (unless it's a special design move). Consider using a grid. After all, everything on the page is interconnected. Use guides and place objects according to them. Don't throw objects at the corners of the page as if you couldn't decide where to place them.

Rule 4. Fewer decorative fonts

Do you have beautiful decorative fonts? Amazing! But this does not mean at all that it is necessary to use them for the text of paragraphs. Decorative fonts most often have a story behind them or are used in a specific case, for example, for a heading or title. Often, simpler is better, which is why fonts like Helvetica are so popular.

Rule 5: Size matters

It's about the size of the text letters ;). Headings are good when they are in bold and large font, but if you use too much in the body text capital letters, this will make it cheaper. Think about it. You go to a good restaurant and it often happens that the menu is written small print, it looks cool. (Just make sure the font isn't so small that it's hard to read). Don't be afraid to make your headings much larger than your body text.

Rule 6. Keep it readable

Everything you do is done so that it can be read. Dark text on a dark background is not very good good idea. Even worse, placing small text above a high-contrast photo. Remember to avoid placing text over anything.

Rule 7. Choose the right colors

What color is best for the font? As a rule of thumb, believe it or not, black or white is often best. If you are using a color other than different shades of gray, reduce the saturation. Brightly colored font may be difficult to read. Beware of complex vibrating combinations such as red on green.

Rule 8. Suitable grouping

Related pieces of information are best combined together. This will make the design clearer. For example: look at a movie poster, all the data is grouped into attractive blocks. They can now be considered as a separate design element. Examples of bad grouping - open the yellow pages.

Rule 9. Sufficient leading

This is the distance between lines of text. It is very important to choose this interval correctly. It's much more enjoyable to read when there's room to rest your eyes between the lines. As a rule, they try to use leading, according to at least, 2 points larger than the font size. For example: for maximum readability at 10pt, the font should be set to at least 12pt.

Rule 10: Watch out for kerning

Kerning is the spacing between individual characters of a word. Here it is important to have experience in identifying bad kerning, since often programs, such as Photoshop, make mistakes in its placement. This will need to be adjusted manually, but the main thing is not to overdo it. If you don't like the character spacing but don't know how to improve it, choose a different font.

Try to apply these rules when working with font. Well-designed type blocks should look good without any images. At its best, your type work reinforces the positive impression of the design. It should be attractive and easy to read