Modern Original Art

T ypography is one of the most important aspects in your design. There are several classifications of typefaces which include: OLD STYLE: is wide and round, with pointed serifs that make a nice contrast between the heavy and light strokes. Garramond is an example of this typeface. MODERN: are distinguished by extreme contrast in thic and thin strokes, whith thin, squared-off serifs. Bondoni, Times Roman are examples of this typeface. SQUARE SERIF: has square or blocked serifs and mor or less uniform storkes, the face is even in texture and weight with little contrast. Lubalin Graph is an example SANS SERIF: has no serifs, and the face is generrally even in overall weight with very little contrast between thick and thin strokes. Helvetica is an example SCRIPT: there are no serifs or large contrast between thick and thin strokes. Zapf Chancery is an example TEXT LETTERS: resemble hand drawn letters of early scribes. old english is an example DECORATIVE TYPE: does not fi

FILE PREP FOR PREFLIGHT Preflighting is used to make sure your digital files that are reqired for the printing process are valid, correctly formatted and all necessary files are in the correct folder including fonts, pictures, and any other files are used. The preflight will locate and make sure all files are in the correct folder for printing. If one file is missing preflight will indicate a file is missing. JOB SHEET: every job should have this included with the file. It should include: company name, number, fax, job #, directories and file names, description of fonts and color swatches, software used and printing instructions. PROOFS: All customers should recieve a proof with a signature authorizing you to send to final print. This is to assure that any or all corrections have been completed. Proofs should have graphics, fonts, bleeds and include crop marks if required for the job. Make sure you note on the proof if the size is not 100% of the final product. Again label all pro

Color is the perceptual characteristic of light described by color. Colors can be mixed in any color ink you like, you will just be charged for the cost of the special ink. An additional color used in your design is called a flat color, match color or most commonly the spot color. PANTONE MATCHING SYSTEM (PMS): The pantone matching system is an industry-standard with a collection of over 1000 colors that printers use. The easiest way to specify a color to the printer is to give the Pantone number. CMYK: Cyan, Magenta, Yellow, Black. CMYK is a subtractive color model used in color printing, and works through light absorption. RGB: is another system of defining color. Comes from three primary colors, Red, Green and Blue. RGB is commonly used for the display of colors on a television or computer's moniter. Each pixel on the screen can be represented in the computer or interface hardware (eg. a graphics card) as values for red, green and blue. These values are converted into i

Visual communication should intend meaning and posure through contrast, and harmony, style and cultural target. We are a visual culture. Design is everywhere and is a means of expression and communication. Visual elements such as line, color, scale, texture, shape, tone are the basic ingredients in our design to create instant effortless messages to our readers. Contrast: Asymmetry, Complexity, exaggeration, activeness, boldness, transparency, distortion, justaposition, randomness, sharpness Harmony: Balance, symmetry, simplicity, predictability, neutrality, diffusion, unity Contrast and harmony are some techniques for visual communication

RED + Strength, Courage, Confidence - Brutality ORANGE + Acceptance - Indifference YELLOW + Happiness, Intellectual energy - Crass, Cold GREEN + Nature, Fertility,Empathy - Inflexible, Mean, Bitter BLUE + Serene, Justice - Intolerant, disloyal INDIGO + Wisdom, Insight - Delusion VIOLET + Royalty, Noble, Divine inspiration - Perfectionist, Self-doubting

Trapping refers to how much overprinting colors overlap to eliminate white lines between colors in printing. Trapping digital files are used for compensating for misregristration on the printing press by printing small areas of overlapping color. Dry trapping is printing wet ink over dry ink. Wet trapping is printing wet ink over previously printed ink. The paper or plate applying the ink may shift. It may be 1mm shift but this can throw off your design enough to be noticed depending on the product you are printing. When will you use trapping? When you are printing 2 diffenent colors that overlap they "knockout". They will not print on top of each other. Knockouts may require trapping so there are no color gaps or white spaces where they are not suppose to be on your final product. When using trapping you also need to know how to set the trap depending on the number of overlapping objects, imported images, and the use of gradient fills need to be taken into consideratio