Poster advertising: How much do you know about pre-press creative design?
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Advertising is closely related to modern life. Poster advertising as a kind of advertising has become an effective way to promote enterprises and commodities. It is also increasingly used in various public places. How to better help enterprises to convey advertising information, not only requires design creativity. Innovative and accurate, prepress design also plays a very important role. Only by doing creative design and prepress design can the poster advertising play its biggest advantage, not only saving the company cost, but also adding brilliance to the city.
1, the characteristics of posters
1.1 Definition of posters
The English name of the poster is “poster”, which means the notice displayed in public places in the Oxford English Dictionary, Placard displayed in a public place. In the advertising dictionary published by the International Textbook Publishing Company in London, poster means a printed advertisement posted on cardboard, façade, plank or vehicle, or a printed advertisement displayed in other ways, which is the main form of outdoor advertising. One of the oldest forms of advertising. Posters are divided into social public posters (non-profit), commercial posters (for-profit) and art posters.
1.2 Characteristics of poster advertisements
Poster advertisements are distributed in a wide range, mainly in outdoor public places, such as advertising pillars, advertising windows, cultural and entertainment venues, inside and outside shopping malls, bus shelters, and subway platform walls. The nature of this street advertising art determines that posters must be visually conveyed in large-scale images. Most of the fine art works and design works are placed indoors, and most of the posters are posted outdoors, so paying special attention to the long-distance visual effects. With the accelerated pace of life in modern society, people pay more attention to street posters, and good posters can attract people's attention in an instant, and achieve the purpose of conveying information quickly, accurately and effectively. The primary and primary function of posters is to convey personalized information. Posters target specific audience goals, convey a certain concept or appeal to goods, companies and other information, in order to achieve the purpose of social good fashion and promote sales.
2. Issues that should be paid attention to in the design of posters
The nature of this outdoor advertising art determines the graphics in the poster image. The text must be highly general, accurate and concise. The color should emphasize the incentive, contrast, harmony and unity, pay attention to the use of the screen and information simplification. Graphics, text, and color form a complete and bright message topic according to the requirements of the theme. Posters also have features common to print media, such as static propagation features, directional propagation features, and the like.
2.1 Application of logo graphics in prepress creative design
Registered logos or text must be applied to the design in a standard manner to properly convey business information. In order to faithfully depict the shape of the logo, you should first scan it out, outline the logo in Photoshop, then use the "File / Output Path to Illustrator" function, save it as an ai file, and then import it in CorelDraw, You can get an accurate picture of the logo.
2.2 Use of spot colors in pre-press creative design
The use of spot colors in the design can achieve high saturation and high brightness that can not be achieved by four-color printing, and can more accurately convey business information, such as Kodak Yellow, Fuji Green, etc., not only for identification, but also for anti-counterfeiting. effect. In the pre-press creative design, the use of spot colors is increasing. Here, we should pay attention to the problems that should be paid attention to when using spot colors.
2.2.1 Selection of spot colors
Generally, the PANTONE MATCHING SYSTEM (R)-coated color plate in the "Standard Color Filler/Fixed Color Plate" can be used as a spot color version in CorelDraw, among which PANTONE Process Yellow CVC? PANTONE Process Magenta CVC, PANTONE Process Cyan CVC, PANTONE Process Black CVC is used in more than four spot colors. It is best not to use the primary color black instead of the spot color, because the black version of the RIP will have unintended consequences. The selection of the color palette is extraordinarily cautious, and some uncommon color palettes should not be used as much as possible to ensure proper alignment.
2.2.2 Gradient of spot color
Spot color gradients are very prone to problems when RIP is used, especially in the gradient from spot to four colors. If there is a gradient from spot color to four colors, it is best to put the spot color on another page and replace it with one of the four colors to get the correct result.
2.3 Application of special effects in pre-press creative design
In order to make the creative design more visually impactful, many designs use special effects, but some special effects will occur when the hair is issued. For example, in CorelDraw, the effects of transparency, shadow and other effects will occur when the hair is arranged. The solution is to convert all the special effects in the design draft into high-line CMYK bitmaps. Do not select the transparent background option when generating bitmaps, otherwise the original transparency will be lost. If the design original contains colored thin lines or small colored text, it is recommended that the resolution of the bitmap be 500dpi or more.
2.4 Application of Gradient in Prepress Creative Design
For high quality gradients should be done in Photoshop, and it is best to add 1% to 2% "noise", so the gradient will be softer. Due to the different interpretation capabilities of different RIPs, the color gradient function is used in Layouttor, FreeHand and other typesetting software. For the output of large format and large color span, there will be a jump phenomenon.
3, posters should be paid attention to before the pre-production of posters
3.1 Image Processing
3.1.1 After the full version of the bleeding image is cut, it is difficult to ensure that the original content is all on the page, especially for the painting, the stamp is close to the edge of the picture, and if it bleeds, it will cause loss of the image. In this regard, you can enlarge the image size by 3mm in Adobe photoshop, and use the "stamp" tool to draw similar parts to enlarge the partial complement, and then cut, you can make the original content all on the page.
3.1.2 When scanning an image into a Bit map format, sometimes there are some small black borders around the image. The position is just at the Photoshop document border, which is hard to find on the screen, but after placing it into the layout software, However, you can find some small black borders around the image. For this problem, you can delete the black border by selecting the desired area in Photoshop and then deselecting it.
3.1.3 When the image needs to be stored, make sure that the image is in CMYK mode, because if it is RGB or other modes, it cannot be correctly arranged. If there are redundant paths or multiple channels, it should be deleted and merged. Layer, the image is stored in TIFF format, because TIFF format is currently supported in almost all typesetting software.
3.1.4 When the image is too large (more than A3 size), it is sometimes placed in the typesetting software, there is no problem on the screen, but it will be deformed when printing the hairline. At this time, the color image should be stored as EPS color separation. Graphic format.
3.2 word processing
3.2.1 When using reverse whitening, never use fine strokes to draw fonts. If the strokes are too thin, ghosting may occur during printing. If you use a medium or medium line font instead, the effect is better.
3.2.2 Black version of the text is missing
The black leak is that the black text is not directly pressed on the background color, and there is a phenomenon of whitening around the text strokes. This is because these texts are available on each color plate, and the temperature changes in the printing shop, the expansion and contraction of the paper, and the inaccurate positioning rules make the printing of the printed products inaccurate, which seriously affects the quality of the products.
The solution is to press the black text directly on the background color during the plate making process to compensate for the inaccuracy of the printing and avoid the black text leakage.
When the file is not in CMYK mode, it should be converted to Lab mode and then converted to CMYK mode. Because the CMYK image is affected by the printing ink and color separation mode settings in Photoshop software, the dark level loss is severe when RGB is converted to CMYK image, and the RGB-Lab-CMYK conversion can reduce the loss of level.
Note: Open the file to be processed and store it as . Psd format, then RGB-Lab-CMYK. . At this time, only the Black channel is selected (ie: C=0, M=0, Y=0, K=100%). Use the Type tool to enter text. At this time, only the black version has text, which can also avoid the problem of black text being leaked. This method can be used not only for the text input by the Type tool, but also for various black text marks, text graphics, handwriting, and special fonts.