RGB vs CMYK
"Could we print the brochure in RGB? You know, it would be cheaper if we use one color less…"
To those who are unfamiliar with the world of printing; offset and digital printing requires 4 basic colors to make up the wide range of colors that are represented in the natural world: Cyan, Magenta, Yellow and Black.
In the digital/computer/television world, it is all made up of 3 colors, Red, Green and Blue. The combinations of these 3 colors are an interpretation of the actual natural light colors on your monitor.
If you look closely at your monitor, it’s made up of tiny RGB lights and if you look closely at a full color printed material, it’s made up of CMYK dots. This is what makes printing work.
RGB – Good for computer/digital use. Bad and not usable for printing (paper or clothing)
CMYK – Good for offset and digital printing. Bad and not interpreted correctly on the computer
Controversial Packaging
Every once and a while a designer will be faced with a project that goes against their moral beliefs or it is considered offensive to someone. Sometimes that designer has to make a life changing decision. Yes, life changing. If they refuse, they could lose their job. If they take it, they could seriously harm their reputation. But who has the right to judge and criticize another human being for designing a package just because THEY think it’s wrong?
There are a lot of issues and products that I am personally against. But I'm not going to tell someone that they were wrong for re-designing the packaging for a cigarette brand. When critiquing someone’s work, you have to look past the subject content and focus on the design. You do, however, have to take into consideration the target audience and whether it was executed well.
There are an endless number of things that can be seen as immoral or offensive to someone, somewhere: Fur, Pornography, Tobacco, Alcohol, Prescription Drugs, etc. Someone in the mid-west may think that legal drugs and doctors are evil – that Holistic Healing is the only way to go. But just because the minority thinks it’s wrong doesn’t mean that I should feel ashamed for showing a Tylenol package in my portfolio.
And yes, I do mean the minority. If a very large majority felt that it was that bad, then it would be illegal – like Crack. “Well, what about cigarettes? They kill people, and they are legal.” Yes, well cigarettes ARE bad for you. So is alcohol, soda, salt, red meats, and pretty much anything else in this world that is used in excess. Try doing Crack like you would cigarettes, 20 – 40 times a day, and see if you outlive a smoker.
I decided to write about this topic because of a conversation that I overheard a while ago. Two people were discussing previous candidates for a design position. Here is a small clip from what I heard.
“…Oh, and this one guy. He showed me this whole campaign he did for a Pro-Life group. Can you believe this guy!?! The last thing I need is some Super Conservative Jesus Freak walking around the office judging everyone. I couldn’t imagine having to be all Christian like around him everyday….”
There are tons of laws in place that protect people from discrimination – Race, Age, Gender, Sex, Religion, Political Affiliation, etc. But there is nothing really in place that protects designers. I mean yeah, technically you could make a case of it, but come on. How can you prove that? If you show 12 items in your portfolio and 1 is “offensive,” how can you prove that it was the deal breaker? All they have to say is that “you weren’t qualified.” And in design, that is justifiable, because you can’t discuss taste. But you can argue good design.
The point of this is to make YOU think about what you can do to help prevent these types of things. Maybe not to go out and PROTEST THE MAN!, but maybe write your own blog or post. Give your two cents. I would be naïve to think that this little post is going to change the design community. But I would like to see YOU absorb this and let it sit in the back of your mind. So the next time that this situation arises you can stop and think.
I’m not saying that you should go out and show a layout you did for Hustler Magazine when you are applying to Christian Monthly – be smart. But we shouldn’t be afraid to show a cigarette pack if we are applying for a packaging job position in consumer goods – regardless of the company.
Good Design is Good Design.
I work in an office where EVERYONE is on the COMPLETE opposite side of the political spectrum as myself. But I get along great with everyone there. I love the people I work with and I couldn’t image being anywhere else right now in my career. But where would I be now if I had shown something “offensive” in my portfolio review? I may have never had the pleasure to work with any of them.
The next time you walk into an interview and show your work, don’t be afraid to show “offensive” content. And on the flip-side, the next time you are interviewing a disabled pregnant minority, with red hair and glasses, you better ALSO look past the subject matter in their portfolio – please evaluate on design quality. Don’t be a Dick.
Learn to Love Math
When I was 8 years old, I knew what I wanted to be when I grew up – a package designer.
From the moment I entered the action figure isle at Toys ‘R’ Us, I knew. I saw all of the cool illustrations and photos plastered all over the packaging. I said to my mom “When I grow up, I want to draw the comics on the front of the boxes.” So, all through school I kinda ignored all of my classes besides art. I slept though Math, English and sketched during Science. Well, I got a rude awakening when I started my professional career.
The first few months were pretty easy. I was using existing templets and products, updating artwork and redesigning outdated materials. Then, my overly ambitious thoughts started to kick in. I wanted to create something from scratch. Not just a resized box, but something that I hadn't seen before. So, I decided to create the Snoopy Dog House out of a single piece of card-stock that folded up easily.
The first attempt didn't turn out so well. Neither did the second or third. I sat there wondering why my folds and tabs didn't line up. Or how I was going to get the roof to have an awning without gaps. It took WAY too long to find the solution. The final die-line turned out great, but it took entirely way too long.
My problem was math. Yes, basic everyday problems that a 12 year old can do. I sure as hell wasn't smarter than a 5th grader and it was kind of embarrassing. I always hated math, never even took the time to give two shits. "Why do I need math? I'm an artist." That was my second favorite line, behind "I go to art school." Now look who's the idiot. After that, I took the time to buff up on my math skills. And it has paid off in a big way. I feel very confident when I start to tackle a complex die-line.
I use math problems every day to create complex die-lines, converting units for the content weights, and things as simple as adding and subtracting. I use math so much that I didn't even realize how much I used it until I started writing this.
One digit can cost you or your company thousands of dollars. All it takes is “NET WT .15 OZ (4.5g)”, when it should be .14 OZ. That right there means that 30,000 new packages need to be re-printed. Or, a new screen charge to fix your mistake. However, not all mistakes cost you at the printer, some waist time – and time is always money.
So here's a tip for anyone interested in getting into package design – take extra math classes and LOVE IT! Well, maybe not love it, but at least pay attention. The more you can do in your head the better.
Logo, who needs one?
I found this amazing adaptation by Neil T. McDonald of the generic CMYK formula. This is a great use of a letterform mark.What is CMYK?
CMYK stands for: C = Cyan; M = Magenta; Y = Yellow ; K = Key or Black
What happens if you do not have a reliable logo for your brand or your marketing materials?
- Your business will not look stable.
- You will look like a very small business.
- You will look unpolished and rough.
- You will look unfocused.
Your business logo is the most important element of your brand and it is essential for creating a great brand identity and will show your business’s reliability. When having your logo designed by a professional, it is always a good idea to try to decide on which type of mark would be the most powerful and effective for your business so it can help you achieve a stronger and more focused direction. There are 5 basic types of marks.
- Word Marks – A word mark is a logo comprised of text only featuring a unique typographical treatment used to convey the brand’s message or positioning.
- Letterform Marks – Letterform marks use one or more letterforms as a symbol to convey the brand message.
- Marks – A mark is a literal and often pictorial representation of a company or product. The image is usually a reference to the company or a brand attribute.
- Abstract Marks or Symbols – Abstract marks and symbols use visual form to convey a concept that is relevant to the brand message.
- Emblems - Emblems are a complex mixture of pictorial elements and type that are linked to the organization and its positioning.
Head over to Positive Space Blog for logo examples in each category.
How do you hire a graphic designer? You have two choices, hire David Airey or read his FAQ's on what questions as a client you should be asking potential designers. David Airey is just a shameless plug because I follow him on twitter and enjoy reading his blog 
Do not try to create your own logo. Always consult a professional, not your 13 old nephew that knows Photoshop. You will thank me later, I promise.
Typographical Portrait – Steve Jobs
The lord of all things Mac gets a typographical makeover with this Steve Jobs portrait by Dylan Roscover. The portrait was inspired by the Mac ads from the 90's called "Crazy Ones".
The typeface-driven design uses common typography of Apple. The use of Motter Tektura, Apple Garamond, Myriad, Univers, Gill Sans, and Volkswagen AG Rounded are all fonts that have been present in Apple's branding and products.
See more at Eugene's collection of Hyper-Realistic Typographic Portraits
Crap in a box…
No, I don’t mean to literally crap in a box.
I’m talking about junk that you buy that comes in a box. We have all been “had” at some point in our lives when it comes to buying crap. Whether it was that cheap ass toy that your family bought you when you were a kid, or the spatula that you got from WalMart that broke in your first batch of cake batter. We all know the feeling when you realize, "this sucks… wtf.”
There are three main factors that you consider consciously, or subconsciously, when buying a product.
- Power of the Brands: We are more inclined to buy Kraft or Hasbro products then the generic stuff sitting next to it.
- Quality and visual appeal of the Package: The better a product is packaged the more likely a consumer is going to buy it, or at least pick it up off the shelf and look at it – which is a big deal in packaging.
- The Overall Cost: We buy products based on price because it looks like a good deal, you're cheap, or because you are just flat broke. Cost is a major factor when deciding to buy an item or not. Are you gonna pay $49.95 for a product or $29.35 for the item sitting right next to it that looks exactly the same?
Power of the Brands!!!
Yes, they are powerful for a reason. If a company can last for more than 20 years then they are obviously doing something right. Think about it, your grandmother bought it for your mother, your mother bought it for you, and now you question whether you should buy it for your kids? Why? You’re still alive and kicking. It has been remembered and passed on for how many generations? Buy it! A company that lasts long enough to see 8 different presidents should at least get a chance to say “Hey, give us a shot. We have a proven track record.” Any dip-shit with a half-brained idea can create a product, but it all depends on how long they last that proves the quality and consumer loyalty of a product.
You really are a cheap ass… or just plain irresponsible. Think about it. What expenses do you have that make you pinch pennies? Super sizing your meal, when you throw out the last half of your burger and fires. Getting that Snickers bar at lunch that you really don’t need. Or, like my post college days, you really are broke and need every sale and bargain that you can find. Whatever the case, the cost can be a major factor. But, like everything else in life, you get what you pay for.
OHHH… All the pretty packaging!!! This is my flaw, like many other people. Well, it’s really not a flaw but a subconscious decision maker. Most people aren’t designers and they couldn’t create an artistic rendering of a spec of dust, but they could pick out the product that won multiple package design awards out of hundreds of items. Why? Because it looks good! No other reason.
We all know what we like and we seem to agree for the most part. The talented designers that create these consumer masterpieces, ehh-hem, like myself, are hand picked by the higher-ups to represent their companies. It’s no wonder that you bought the G.I. Joe action figure from Hasbro over the Toys 'R' Us generic brand for your kid (or, in my case, for myself.) The box was sturdy, it had silver foiling, spot-varnishes, holograms, the works! It just jumped off the shelf and I bought it. I looked at the True Heroes Military Action Figures right next to them, but you could tell they were crap. The package had no bells and whistles. It was made of cheap cardboard, matte finished, and the colors were muddy. I thought it was going to break just by looking at it.
Well, one day I was at Toys 'R' Us and I was sitting there looking at the new selection of G.I. Joe's – the ones from the new movie (that HORRIBLE ABOMINATION OF A TRUE CLASSIC!! That was NOT G.I. Joe – another topic completely) But I was sitting there thinking, this is not going on my nerd shelf at work. So I slid over to the other brand. I picked out the "coolest" looking guy and bought it. AND... I saved $7!!!
When I opened the package I was very disappointed. First, the blister pack fell apart. I'm surprised it lasted that long on the shelf. Second, it was missing his really cool machine gun! And, when I finally got around to posing him up on my shelf with his weak-ass shovel raised in the air... his arm fell off!!!! Really? That just happened? Piece of crap.
No, the packaging doesn't always represent the quality of a product. But, here are a few things to consider when trying to argue my point.
- Materials – The stronger, safer (meaning less harmful chemicals,) more reliable a material is, the more expensive it is.
- Printing – Silver Foil, Spot Varnish, adding extra spot-colors, holograms, etc.... all cost $$$. The more you have, the more it costs to print.
- Labor – A safe, well licensed, inspected and certified factory is more costly to run than a sweat shop. I'm not talking about things just made in the U.S.A, there are a lot of well respected factories over-seas.
So, when a company produces an item and sells it for a high cost, it's usually because they spent a lot of money to produce it. Not because they are all greedy corporate pigs.
You will always get what you pay for. Here is the mathematical breakdown. Let's use Hershey’s as our example. Hypothetically Hershey spends 52-cents to make a single chocolate bar. It costs that much because it is expensive to have the best ingredients, marketing, packaging, etc. Company XYZ spends 23-cents to make a single bar of chocolate. Their company is operated out of east bum fuck New Jersey. They use whatever ingredients are the cheapest. The chocolate is processed in China, the wrappers are made in India and the packaging was designed by Mr. Smith's 10th grade art class. So, they spend less and sell for less. The factors are different for every product category, but the results are the same. Piss-poor effort results in piss-poor quality.
The next time you think about spending $5 less for a product just because it's cheaper, think about why it is $5 cheaper. It may not kill you, but it sure as hell isn’t gonna make you stronger.
Marketing For Men Only!
In today’s marketplace there are a lot of consumer products that are marketed towards men and men only. Before I officially got my foot in the door as a package designer I often wondered ‘what makes a product just for men?’ And now that I have two years under my belt in the women’s bath and beauty industry I can tell you…Packaging and Marketing. That’s it.
The perfect example of this is AXE. In my opinion, AXE has paved the way for Men’s personal care. As a man, think about what you used before and what you use now. Before, we had the options of bar soap and generic unisex body wash. Or, you could suck up your pride and buy something like Dove’s essence of woman, packaged in a pink bottle with lilac and cherry blossom, depicting pretty pictures of flowers. The latter of the three worked the best in my opinion, but what man wants that in his shower? Women’s products have been tested over and over again to give them the nourishment and essential ingredients that they need to keep their skin looking and feeling healthy. That’s not very manly though, so the manufacturers decided to take out all of that crap and keep it simple. They just made sure that it cleaned your skin, killed germs, and didn’t make you smell like a woman.
About 10 years ago bar soap was about as masculine as you could get when it came to soap, but a majority of them left your skin feeling itchy and dry – the generic body wash wasn’t much better. Now, if you look in the aisles at your local stores you will see an entire section dedicated to men’s bath and body. You will find everything from age defying creams to body washes – all for men.
One day, some guy (or woman) decided, “Hey, men need to take care of their bodies just as much as women do. We should make *$#^@ for men!” And just like everything else in consumer goods, someone made some money and people realized that they had something and the rest followed.
The perfect comparison for men’s versus women’s products is shaving razors. Take a look at a men’s razor and a women’s razor. They consist of the same basic components; razor blades, a moisturizing bar, and a handle. What makes them different other than the color? Nothing! It’s the SAME! So why is one for men and the other for women? The same is true for a very large number of other products.
Packaging and Marketing, that’s what makes a product "just for men." I should know because I design packaging for both men and women. I am the one who writes the ingredients on the back of a label that no one really reads. We use Latin words, scientific words, coded numbers and everything under the sun that the government requires us to put on there. If you took a bottle of women’s shampoo and a bottle of men’s shampoo and looked at the ingredients, they are basically the same. They just have different technical names for the same ingredient. And they do the same thing – clean your hair. But, are you going to buy a shampoo bottle in pink or black? What about the commercials? Imagine a white background with classical music playing and a woman in the bathtub versus a guy getting mobbed by women because he is using a certain shampoo – it’s the same stuff with different commercials. But, which is going to make you more inclined to buy their product?
The way that I see it, we are all human beings. We all need the same things when it comes to personal hygiene – clean healthy skin, hair, and teeth. We all need to shave one part or another. And we all need to smell unoffending. So why act like a tough guy and say “Body wash is for *$#^@%, I’ll take bar soap any day!” or “Only chicks use lip balm, I’m a man. I don’t get chapped lips.”
So now you know. Go out and buy some body wash and an AXE detailer (aka loofah). Get yourself some CHAPFIX+ for your lips and a good skin moisturizer. Just make sure that the packaging is black and labeled for men.
Have you ever Wordle?
Wordle is a toy for generating “word clouds” from text that you provide. The clouds give greater prominence to words that appear more frequently in the source text. You can tweak your clouds with different fonts, layouts, and color schemes. My word cloud uses my blog tags that are popular topics.
Create your own "word cloud" and leave a comment with the link to your Wordle and I will post them here!
Finishing Steps to Bindery
One of the most important aspects of any printed project are the final touches. Finishing or bindery, is what this final process is called. It is critical with any print project to plan with the final product in mind.
Understanding folding is important to any effective bindery process. Paper can be folding in many ways. Mis-measured folds are the causes of a reprinted job. In regards to digital printing, you can expect a tolerance of 1/16 inch per fold. This varies according to the weight and the caliper (thickness) of the paper stock and the overall location of the folds. Proper planning in the design stage will help eliminate bindery errors.
Illustrated are the most common folding styles used in print production today. Using standard names will help ensure good communication between designers and printers.
A few common folds that I normally deal within the digital print shop environment are as a follows:
- A letter fold is the most common of folds. Check out wikiHow for a step by step instruction.
- Typically accordian folds are simple zig-zag folds with 6-panels and two parallel folds that go in opposite directions. Each panel of the accordian fold is about the same size.
- In double parallel folds the paper is folded in half and then folded in half again with a fold parallel to the first fold.
- With French folds the paper is folded with crossfolds or right angle folds, often with a short first fold. The shorter portion or head in french folds may be folded to the inside (heads in) or outside (heads out).
- In a gatefold the left and right edges fold inward with parallel folds and meet in the middle of the page without overlapping. The paper might be folded again down the middle so that the folded edges meet and a fold is created in center panel of the paper - also known as a double gatefold.
- The folds in paper with parallel folds all run in the same direction, parallel to each other. Parallel folds are commonly used for all kinds of brochures (such as tri-fold), stationery inserted into business envelopes, and other materials. The specific direction of each of the parallel folds determines the type of folding pattern such as accordian or gatefold.
Digital PrePress Checklist
Digital Prepress...the most complicated part of printing for both printers and designers alike. Common Problems: missing fonts, low resolution photos, files saved and packaged incorrectly. Oh my!
The next time you design a project and submit it to your local printer, take a peek at this list and your life and your printer's job should be much easier! It might even be cheaper because your files were submitted correctly.
When creating documents to send for digital output, please ensure that:
- The document dimensions are correct and at the right size for output.
- All images are correctly positioned and linked.
- Logos or graphics created in programs like Illustrator, have all type converted to paths or outlines.
- In your page layout program, the status of all imported pictures or links should be "ok."
- You have only used fonts that you intended to use for output.
- All unused colors have been deleted.
- The pasteboard's surrounding all design pages are empty.
- All document bleeds have been extended at least 1/8" beyond the desired finished size of your project.
- All documents have been proof-read and double-checked before submission. Have a friend proof read it!
Design & Pre-Press Checklist:
- Do not use Publisher or Quark. Stick to Adobe Products for ease of use.
- Remember, Photoshop is for photos. Illustrator is for illustrations. InDesign is for Page Layout.
- Do not enlarge images beyond 120% of original size when placing it in your document.
- Do not use images downloaded from Google. Read second sections of post.
- Do not use compression methods (i.e. LZW or JPEG) on placed images for output.
- Do not use RGB images whenever possible. Convert them to CMYK.
Before submitting files, please make sure that you have included:
- All fonts required to process and print the document.
- All attached EPS and/or TIFF/JPG files.
- Final laser prints of all document pages.
Command Something New
Guess what I found today? Atmostheory! I have always enjoyed scouring the web and coming across something new and extremely creative. These posters are nothing overly complex but the idea behind them are amazing. Most people work a lifetime to create something truly original. Which is your favorite?
Available for purchase at My Little Underground. Throw a little love to the original artist.
A Modern Desk Calendar
Have fun popping one of these bubbles every day on the 2010 Bubble Calendar, available in 4 different languages and vertical or horizontal layout. The cost is $20.10 (clever!) and you can get one at bubblecalendar.com
More Details:
- Huge! 47" x 18" poster calendar
- The type is set in Helvetica Neue
- The calendars are printed on thick paper (80 pound cover stock)
- The calendars are shipped via the Postal Service. (Perfect for the holiday!)
Common Misconceptions in Graphic Design and Printing
"Why does it always look different on my screen?
A client might ask for a specific Pantone color from their own Pantone swatch book. The designer sets the file exactly as it is required, yet when the client sees an example on their computer monitor they are very disappointed that the color isn’t the same or even close. Why is that?
Brightness, contrast, color settings… all monitors have them. Unless two monitors are calibrated to the exact same settings then the colors will always appear very different. The best way to color-match is to use printed proofs, and even then, your choice of paper can critically effect the color of your printed product.
When printing digital, ask your printer for a pantone swatch color sheet. This sheet will include all the pantone colors to give you a chance to see what the pantone colors look like when printed digitally. Remember, Pantone is a standard for offset printing to standardize the color reproduction system such as CMYK or spot colors.
“Can you use the image from the web for our brochure or rackcard?”
Sourcing images can be very time-consuming. Many people believe that an image they find online is perfect for any print job. However, in order to look clear, web images must have a minimum resolution of 72 dots per inch (dpi). Digital or Offset Print work, on the other hand, requires images to have a minimum resolution of at least 300 dpi.
“Why does graphic design cost so much?”
The client doesn’t often see the process involved when a graphic designer takes on a design project. In fact, on most occasions the client will only see a few computer-generated proofs or design examples. It is always best to give your client a timeline of your design process so they can understand the steps that are necessary in the creative process.
For example: A designer typically only use a computer at the end of the design process. Beforehand comes clarifying the design brief, research, brainstorming and logo sketching.
What problems do you find cropping up again and again when dealing with graphic designers, clients or printer?Little about the Host
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