What's in a picture?
Two types of images exist in the digital print world but which one you choose can have a graphic effect on your printed product. These two types are raster and vector and here's how they work:Raster Images
Raster images, also known as bitmap images, are comprised of a series of blocks called pixels. Each pixel can have millions of colors and added with other pixels comprise an image. The more pixels there are in an image, the more defined that image becomes. This is reflected in the term "resolution" which relates the number of pixels in an image to the linear width and height of the image. It is therefore defined in "pixels per inch" or "ppi".Vector Images
Computers can render images by displaying dots or pixels to create a composite but if we magnify these types of images, the dots become noticeable. If the computer renders an image by utilizing a mathematical formula, then no matter what magnification we use, the image will retain a fine, smooth quality. These types of images are known as vector images. Because vector images are nothing more than a series of mathematical formulas, which we create by drawing lines or circles on screen, they take up much less file space and render far faster than raster images. Contact
Part of every successful marketing campaign involves publishing. Often related
to books, publishing, digital publishing in this case is much more extensive.
Your company may need to create presentation boards for a conference. Your
consultants will prepare a competitive analysis for board review. Marketing
is developing a flyer to precede the launch of your new product. Each of
these instances will involve some form of publishing. Sure you can get the
content together in house but how will you translate that content into printed
form? And how will you know if that printed form will look the way you want?
In the sections below, we highlight some of the concerns that we will share
with you in assuring a successful digital print experience.
Creating Publications
It's daunting to get the layout just right. You can get out the scissors and a board and start cutting and pasting but once you are finished, how do you get a digital version of your layout for printing? The short answer is finding a publishing application. The long answer is figuring out how to use your publishing application. Microsoft Word and other word processing applications are reasonable stop-gap applications for small print jobs such as inter-office memos, in-company announcements, and in-house phone directories. Notice the implied statement: do not use for documents that will go outside the company walls. Word processing applications do not allow the operator full control over text and image positioning. Once involved with a publishing application, you need to train or hire staff to utilize that application. Then you need to decide on a format and perhaps template so that your publications, regardless of the type, will have a consistent look. There are numerous other concerns involved in this process, but Robert Turner Graphic Design can be your publisher.Offset Printing
Most companies have the equipment to publish already in place: desktop computer, inkjet or laser printers, a motivated employee, and a stack of paper. However, when the job requires large scale and/or large format printing, you need to go outside the company walls. This is where offset printing comes in. Offset printing refers to the seemingly antiquated process of high-volume printing through the use of plates. Offset lithography uses plates with your images and text, applies ink, and transfers that ink to rubber sheets that then apply the ink to paper. Offset being that the plate with the images and text never touches the paper where they end up. The process is very efficient and economical to the degree that everything looks right before it goes to print. There's the rub. Getting proper direction or second opinions before sending your work for its final print will save you heaps of money and aggravation. It is a lesson best learned than burned.CMYK vs. RGB
If these two mnemonics throw you, then you are not alone. In the printing world there is one type of color (for argument's sake). In the digital world, there is one type of color. CMYK stands for cyan, magenta, yellow, and black. This color model is used to describe colors used in print. RGB stands for red, green, and blue. This color model is used to describe colors on a computer screen. So think of it like this: CMYK for print; RGB for online. That's simple enough but this is where the simplicity ends. One of the most common mistakes in digital publishing is caused by the designer not understanding the difference between these two color models. While the designer may have achieved a specific and desired color on screen, say for your company logo, when they send the job to print, a totally different color appears. Using the right colors for the right applications can again save time and money. If you are not sure about your color prints, Robert Turner Graphic Design can clear things up for you.Print Help
These few topics certainly indicate that the digital publishing world is complex. If you are in need of publishing help or help with your printing in general, Robert Turner Graphic Design is the right choice for you. We have over ten years experience in the digital publishing and computer support industries and can provide you with reliable help to get you on your way. Please contact us for your digital publishing needs. Ask Robert Turner Graphic Design how we can help create rich and professional publications.