- Designing on the computer has changed
the way we work as designers.
In my career, I started by sketching,
ordering type from a typesetter and doing a layout
with a T square and triangle.
Now, we design most of our work on the computer.
Although I have a secret wish
to use felt or buttons on something.
Digital tools are enormously helpful
and have opened up my design options.
The downside is that the world on the computer screen
is not the same as a physical object.
I've had designers show me unique solutions
that blow my socks off.
Unfortunately, they are impossible to print.
Something that needs 50 PMS colors
and the elaborate origami folding will be quite expensive.
As we discussed previously,
offset printing relies on physics.
It works with ink, water and paper.
There are limitations such as page size,
the number of colors one can use, type of paper and time.
Yes, it can take a day or more
for the printed sheets to dry.
Rather than designing something unprintable
and turning it over to a printer to solve,
it's a good idea to start working with a printer
at the beginning of a project.
A good printer is a partner and will work with you
to determine the most efficient size of the piece.
Since a printing press defines paper sizes,
a change of 1/2 inch
could make a considerable cost difference.
The printer will work with you to determine
the best type of process.
Traditional offset or digital printing.
And they can guide you in terms of how many colors
can be applied based on the type of printing press.
Printing machines use different amounts of ink.
Typically one, two, four, six, eight or 12 colors available.
If the press is a six-color press,
specifying 10 colors will create high costs.
Or using only two colors
will be a waste of the remaining inkwells.
The first discussion I have with a printer
is to ask for help in these areas.
Will the size of the brochure work on the printing presses?
Is there a more economical and slightly different size?
Does my quantity work best with offset or digital printing?
How many colors are available on the printing press?
They range from one to 12 shades.
The next issue is paper.
I have a few paper choices that I work with consistently.
It might seem like paper is paper, like salt is salt,
but paper quality is widely varied.
Higher end paper stock may be a brighter white
and have a better feel or texture or heavier weight
than a less expensive option.
Low quality paper may be cheaper,
but the printing quality will suffer.
The type of imagery will be less sharp and vibrant.
And it may have been produced somewhere
with less stringent environmental standards.
Work with a paper company by ordering swatch books online.
Like choosing a paint color and finish.
You can use these to determine the exact color.
Bright white, warm white, cream, whatever.
And the finish.
Glossy, matte, smooth, eggshell or many others.
Here are some examples showing you how different papers
can affect the look of a final design.
Your printer can work with you to determine
if the paper stock is available
or if there's an alternative.
I found that there are times
when I need to stick to my guns here.
A printer may think that the stock I want isn't available,
but if I feel it's necessary to use it,
I contact the paper company myself.
The majority of the time,
they can track it down and have it shipped to the printer.
Nobody expects you to be an expert in printing in paper.
If you were, you'd be the printer.
Collaborate with your printer and paper company.
Good ones will always be willing to collaborate
and help you understand an issue.
Like any professional, quality printers
are interested in successful and beautiful results.