Artistic design of printed matter. Design of printed materials
A font is a graphical form of a specific writing system.
Typeface is called - a set of fonts of the same pattern, but different styles and sizes (Times, Arial).
The graphic structure of a letter includes: a main stroke, a connecting stroke, a serif, an intra-alphabetic clearance, an additional stroke, a superscript, a protruding element, a dot, a hanging symbol.
Font classification
The choice of font is determined by the publication itself, its purpose and reader's address. The choice of font determines the choice of printing method.
Fonts are characterized by:
1. The graphic basis of the sign of writing. (a set of characters necessary for reproducing text in any language: Russian, Greek ...)
2. The font pattern is characterized by the ratio of the thickness of the main and connecting strokes, as well as the presence or absence of serifs.
3. The style of fonts is characterized by saturation, by the slope of the main strokes, by the nature of the filling of the strokes
4. Size
The first group of sans serifs. This group includes fonts without serifs (magazine chopped, newspaper chopped, poster, Arial) and
The second group of fonts with barely visible serifs. This group includes typefaces with somewhat thickened ends of vertical strokes (display, temingera, October)
Third, medial fonts. This group includes typefaces with a moderate contrast of strokes, with serifs in the form of a smooth thickening of the ends of the main strokes (similar to a triangle) mainly with inclined axes of rounded letters (Lazurskaya, Times)
The fourth group, ordinary fonts. This group includes typefaces with contrasting strokes, with elongated serifs, connecting with the main strokes at a right angle (ordinary new, ordinary, Elizabethan)
Fifth group of slab fonts. This group includes fonts with non-contrasting or low-contrast strokes, with long serifs connected to the main strokes at a right angle (bar newspaper, Baltika)
The sixth group of new low-contrast fonts. They have low-contrast strokes with long serifs, mostly with rounded ends, connected to the main strokes at a right angle (school, academic, magazine)
The seventh group of additional fonts. These are fonts whose structure and character are very different from the fonts of the 6 main groups.
THE HISTORY OF THE ORIGIN AND DEVELOPMENT OF FONTS
The earliest writing among all peoples was pictography (drawn, figurative-pictorial writing, in which certain events were depicted in the form of a primitive and conditional drawing).
The picture writing was replaced by a syllabic letter - hieroglyphs, which are still used by the Egyptians.
In Asia Minor, cuneiform writing became widespread. The beginning of this letter was put by the Sumerians. This letter was pictographic and partially reminiscent of ancient Egyptian hieroglyphics.
Development of the alphabet. Most versions come down to the fact that the Phoenicians invented the alphabet, and the Greeks later used it (8-7 centuries BC). The direction at the beginning was from right to left. Among the Greeks, the letter “bull step” was a transitional link (until the 4th century BC)
Phonetic writing is a letter where each sound is represented by a separate character.
Greek capital writing is characterized by straight lines. The Roman capital type was borrowed from the Greeks. This font has acquired serifs, moderate contrast appears in the font. Roman capital writing, like Greek, was not divided into words and sentences. Sometimes the words were separated by small icons.
By the beginning of our era, the handwritten font had changed and took on a functional and unique form.
The unique letter, in combination with the Roman cursive then common in everyday practice, formed a half-uncial. Letters with upper and lower extensions appeared in it, which is the first step in the transition to lowercase letters.
In the 1st century AD along with the use of parchment, the book takes modern look and is called a code.
In the IX-X centuries. the decline of culture was replaced by a new rise in enlightenment, called the "Carolingian Renaissance". A new pattern was developed - the Carolingian minuscule. The font design is light and clear. There is already a clear division into words and sentences. Then the nature of the minuscules begins to change, the vertical strokes approach, the rounded shapes of the letters break and become vertical, the letters become narrower and taller. The font thickens and becomes darker. The new font is called Gothic.
A strong convergence or even connection of individual letters was called a ligature.
The Antiqua font appears, which was based on the Roman capital font (straight and oblique antiqua are common).
In the XV century. Printing was invented in Europe by Johannes Gutenberg. The first book was printed in Gothic type. A little later, at the end of the XV century. We used a more convenient font - Antiqua.
In the late XIX - early XX centuries. there have been big changes in the world of fonts. A font appears - a grotesque (without serifs), an Egyptian font with thick serifs in the form of block strokes is also created. In the XX century. many decorative fonts were created.
HISTORY OF THE DEVELOPMENT OF THE RUSSIAN FONT
The most ancient Russian handwriting that was widespread in church books during the period of Kievan Rus was the charter. The charter was distinguished by the clarity and severity of the letters, the pattern of which well combines rectilinear elements with others - circles and ovals.
In the ninth century There are two alphabets: Glagolitic and Cyrillic. In the XIV century. the charter is replaced by a semi-charter letter. Scribes (custom books) began to use the semi-ustav. In the semi-charter, the structure of the letters is less consistent than in the charter: the semi-charter was smaller and simpler, it allowed not only inclination, but also the connection of letters with each other. The same letters could have different styles. Various abbreviations were also introduced.
From the second half of the 14th century, another emphasis became widespread - cursive writing. This is an oblique letter, characterized by an intricate style of letters, with the use of all kinds of additional icons that make it difficult to read what is written. For the titles of sections and parts in the book, special kind letters - heading underline, or Russian ligature. Elm - a continuous pattern, strongly elongated in height, and intertwined letters. Russian ligature flourished under Ivan the Terrible. The headline was always made with vermilion or gold. In the books of that time, initials (initials) were often used, which were located on the trigger strip. In the 18th century, there was a big turning point in the development of the font, a civil font appeared. in Russia in the 16th century. book printing appeared (Ivan Fedorov)
ARTISTIC VALUES OF THE FONT
1. Readability.
The main properties that affect the readability of a font are:
a. features of the letter pattern (rounded ones are read better than straight ones);
b. features of the graphic basis of the letter (associated with the alphabet);
in. internal clearance (the larger, the easier the letter is perceived);
d. the presence or absence of serifs - direct reading (too thick serifs are unreadable);
e. the ratio of the main font to the additional one (the best contrast is 1:2);
e. the proportions of the letter (the ratio of the width of the letter to the height) are the most convenient 1: 1 (with a predominance of the vertical);
h. the size.
2. Unity of form and content (figuration of the font).
The unity of the form of the font and the content of the text is manifested in relation to the form of the drawing of letters to the content of what is written.
3. Organization of the rhythmic structure.
Rhythm in type can be simple or complex.
4. Color saturation.
The choice of a font of a specific color saturation affects the emotional impact of the inscription.
5. Proportionality of all letter elements.
The most harmonious ratio is in those letters in which the ratio is close to the middle.
6. Style unity.
Stylistic unity means consistency of the inscription in a single graphic style.
7. Integrity.
Integrity is affected by:
a. letter drawing
in. letter spacing
8. The logical connection of the drawing of letters with the technique of their execution.
According to the technique of execution, fonts are handwritten, drawing, electronic.
Optical illusions in type
Optical illusions in type are linear and spatial.
Linear illusions are associated with optical changes in the linear dimensions of the font. Spatial illusions are associated with changes in the perception of the volume of the letter.
ORNAMENT AND ITS APPLICATION IN PRINTED PRODUCTS
Ornament - a pictorial, graphic or sculptural decoration that artistically decorates certain objects (books, caskets, furniture ...) The shape of the ornament cannot be chosen regardless of the shape of the object being decorated. The content of the picture is related to the purpose of the decorated object. There are two types of ornament, endless and closed.
The ornament must have a motive. The motive is the repetition of figures in the ornament in nature.
Motives are divided into:
non-pictorial: pictorial: (geometric, (plant, animal, non-geometric) human, subject).
Geometric motifs are regular geometric elements: straight or curved line segments, triangle, square, circle, etc.
Meander - an ornament in the form of broken lines at right angles that do not intersect each other (Ancient Greece, Egypt)
Border - an ornament in which repeated figures move along one straight line (curved line).
A mesh ornament is formed by repeating a motif along two or three or more transfer axes.
A non-geometric motif does not differ in geometric clarity, it has bizarre shapes of spots, strokes, strokes ... Texture belongs to non-pictorial motifs.
Plant motifs include images of branches, leaves, flowers, etc. A floral motif is depicted in a natural or stylized form. A stylized image of a form is a significantly generalized form: plants, birds, animals. Popular motifs in Dr. Egypt was drawing papyrus and lotus. In Dr. Greece - palmette. In Asia Minor - pomegranate and palm ...
Animal motifs - images of representatives of real fauna, as well as fantastic creatures, in the form of dragons, sirens, phoenix, chimeras, griffins, etc. An ornament with fabulous animals is usually called a teratological (monstrous) example - a scarab beetle (Ancient Egypt)
Human motifs in the ornament are not rare phenomena, but like animal motifs in the constituent elements of a complex pattern.
Subject - can be formed from all objects of material culture, the attributes of labor, crafts are depicted ...
Rhythm in ornament
Rhythm in the ornament is the repetition of the same motifs or the alternation of heterogeneous figures, sometimes with a progressive decrease or increase in any qualities.
The principles of the rhythmic construction of the ornament
2. Alternation (by color, by shape, by size)
3. Progression (by color, by shape, by size, by rotation angle)
COMPOSITION
Composition (lat. “composition, compilation, arrangement”) is the process of composing a work by an artist, compiling its parts in interconnection with each other.
The artistic image is the main grain of the composition.
Basic laws of composition:
1. The law of unity of content and form.
Creating an artistic image, the artist embodies the content in a material form, using pictorial and compositional means. All visual means are subordinate to the main thing, the disclosure of content. They give the picture wholeness, inner unity and make it possible to immediately find the main thing in it. (Vasnetsov "Bogatyrs")
1. The law of wholeness.
This law requires the subordination of all elements and parts of the work to a single ideological concept. In easel painting, it is necessary to observe the integrity of space, color and tone relations (Surikov "Boyarynya Morozova")
2. The law of typification.
This is one of the most important laws of creating an artistic image. When using this law, typical images of representatives of different classes and estates are created: workers, peasants, clergy ... (Perov "Troika", Yaroshenko "Stoker", Repin "Refusal of confession")
3. Law of contrasts.
Contrasting relations mean sharply pronounced differences in objects of their properties and quality. Contrasts are the basis of expressiveness of the image.
Contrast
The laws of composition are objective, because they operate regardless of art schools, directions, currents and creative features of individual artists. They are integral to the nature of art. The considered laws operate at all stages of the creative process, that is, they do not exist in isolation from each other, but are closely related to each other at all stages of work on the composition.
COMPOSITION IN THE BOOK DESIGN
The composition in the design of the book is common to fine art, but it also has some peculiarities. The nature of the illustration is related to the genre and style of the literary word. In the most correct understanding of the essence of book design is the synthesis of words and images. One of the main laws of composition, the law of integrity, operates here. It is impossible to create a design without the laws of contrast, vitality and novelty.
Composition plays a big role in choosing:
1. Edition format
The format of a publication is its size, width and height. The following depends on the format of the publication: a) readability of the book, for adults it is easy to read lines of 8-9 cm, for children it is desirable to have a longer line.
b) the publishing cost of a publication, depending on the format, both the amount of necessary binding materials and the volume of some publications change.
2. Reversal and format stripes
When determining the size of the strip, first of all, they are faced with the fact that the entire strip of the set has a certain color strength and visual heaviness. The main and almost the only shape of the strip is a rectangle.
Stripe Rectangle Preservation Rules
1. Avoid punctuation at the end of the line such as “-” and “….”
2. You can not leave an incomplete (hanging) line at the top of the strip, because this violates the integrity of the upper right corner of the strip rectangle.
3. It is advisable not to leave a paragraph line at the bottom of the strip.
4. It is advisable not to leave a line consisting of several letters at the bottom of the strip; the last line of the strip, if possible, should not be less than half the width of the set; attention should be paid to the ratio of spaces; when spaces match in several lines, “white corridors” are obtained
Margins play an important role in the stripe size.
Field functions
1. Rest for the eye
2. Fields do not allow the eye to “slide” off the strip
3. Guard the functions of the text
3. When selecting text
The text is simple and complex. Complex text includes: poems, dramatic works, formulas, tables. The graphic design of the text facilitates its perception, emphasizing and revealing, by means of graphics, the content of literary material.
4. When choosing a font
Rhythm and color play an important role in the design of the book.
INVOICE, TEXTURE
Texture - the nature of the surface of the material in its natural form or after special processing in order to obtain a kind of relief on the surface of the material. The texture can be: glossy and matte, coarse and fine-grained, thin and harshly woven, hard and velvety ...
Texture - a decorative pattern applied to the surface of a sheet of paper, cardboard, fabric, consisting of non-pictorial motifs. The texture on the covers and endpapers is an important addition to the book's other tools.
Such a wide popularity of textures in the book is largely facilitated by the comparative ease, obtaining their publishing originals of the most diverse emotional sound and expressiveness. The most used methods for obtaining textures can be divided into several types: graphic-line, pictorial, mechanical, photographic, stamp.
COLOR MODELS
Additive and subtractive
Additive color (add, add) is obtained by combining light rays of different colors. In this system, the absence of all colors represents black, while the presence represents white. The additive color system uses three colors: red (R), green (G), blue (B) - (RGB). If they are mixed in equal proportions, they form a white color, and when mixed in different proportions - any other.
In the system of subtractive colors (subtract), the reverse process occurs: a color is obtained by subtracting other colors from the total beam of reflected light. In this system, white results from the absence of all colors, while their presence produces black. The subtractive color system works with reflected light, such as from a sheet of paper. White paper reflects all colors, colored paper absorbs some and reflects the rest. In the subtractive color system, the primary colors are cyan, magenta, yellow (CMYK) opposite red, green, and blue. Mixing in equal proportions, it turns out black. In fact, printing inks do not completely absorb the color, and therefore the combination of the three primary colors looks dark brown, so black is added separately.
All files intended for output in a printing house must be convertible to CMYK. This process is called color separation. Color separation - separation of a color image of the original using light filters or selective light sources into separate single-color equal-scale images.
REFINEMENT OF READY LAYOUTS:
Printing design, finalization of vector graphics:
- adding overhangs or indents to the layout in curves 300 rub.
- change of color model (CMYK or RGB) 300 rub.
- conversion to curves 300 rub.
- resizing 300 rub.
Refinement of raster graphics:
- image resizing 300 rub.
- adding departures to the layout, using the scaling method 400 rubles.
- adding overhangs to the layout, adding a simple color 400 rub.
- adding departures to the layout, using the "cloning" tool 1100 rubles.
Translation to PDF:
- from Word'a 300 rubles.
- from PowerPoint (with subsequent scaling up to A4) 600 rubles.
- ready-made layout from graphic programs with revision for offset 400 rubles.
Combining multiple files into one PDF:
- without modification, from ready-made PDFs 300 rubles.
PDF resizing 200 rub.
PERSONALIZATION:
- file creation, automatic personalization 1100 rub.
- manual revision (if necessary) 1000 - 3000 rubles. (1100 rub/hour)
OTHER OPERATIONS FOR PRINTING DESIGN:
Drawing to curves:
- just 800 rubles.
- average 1700 rub.
- difficult 3300 rub.
- coat of arms level difficulty - negotiable
Typing:
- А4, 12 pt 1700 rub. (minimum 50 rubles)
- info for a business card (name, position, address, phone) 150 rub.
Retouching, color correction:
- tone change, etc. in the photo 1000 rubles.
- cleaning a bitmap file with the “cloning” tool 1200 rub.
- image clipping 1500 rub.
Selection of photos:
(3-5 photos are provided for each topic) 500 rub.
Scanning:
- up to A4 (inclusive) 300 rub.
- > A4 (with subsequent gluing) 800 rub - 1200 rub.
Font selection 500 rub.
Surcharge for urgency (in the presence of the client) - 100%.
Based on extensive experience in promoting business projects, we can confidently say that advertising printing is the foundation of the marketing policy of any enterprise, regardless of the nature of its activities. Printed products are the most important tool that allows the company to form a positive image in the minds of consumers. Printing materials will be an excellent assistant in conducting PR campaigns, various promotions, presentations, etc. In addition, they ensure the success of promotional events and are the key to increasing company awareness.
Like any materials related to the activities of the company, printed printing requires careful study. Note that the main stages in the creation of printed products are:
- evaluation and approval of prices for printing design development services;
- in fact, the development and approval of the design itself;
- layout and preparation of design for printing.
Types of advertising printing products
There are several main types of printing products that are used almost everywhere today.
So, printed materials are informational, identification and advertising. The first type includes various reference books, booklets, price lists, stands, brochures, calendars, etc. Identification materials are Business Cards, branded envelopes and folders, labels, postcards, etc. Advertising printing includes invitations, posters, leaflets, brochures, catalogs, announcements, etc.
Let's take a closer look at each of the above types of printing products.
The most popular types of printed information materials are:
- leaflets. This is one of the most common types of printed matter, which is a one- or two-sided image with text placed on a small media. As a rule, leaflets are issued in whole batches or series, and in order to facilitate recognition, a single set of design elements is selected for them.
- posters. They are large-format publications containing concise and, in most cases, aphoristic slogan texts.
- euro booklets. These are folded sheets of quality paper with text printed in a special font and high quality images.
- brochures. They are multi-page publications. Prospectuses contain detailed information about the company, its products or services, as well as the benefits of cooperation for partners and customers. This type of printing products is equipped with original illustrations and can stand out with bright design ideas.
- catalogs. Contains a list and brief characteristics goods and services, as well as their prices.
Information materials also include all kinds of posters, programs, bulletins, instructions, handouts for seminars, etc. A separate group of printed products of this type is directly related to the corporate identity or image of the company. These are greeting or promotional cards, branded business cards, calendars, etc.
Among the most popular types of identification printing are:
- Business Cards. They also contain details of the company, as well as information about the nature of the activity or the goods and services provided.
- branded envelopes. They serve mainly for registration of mail, which the company operates.
- corporate folders. Just like the previous view are an integral part corporate identity companies and serve to design handouts for seminars, conferences, etc.
- labels. They are found almost everywhere today. Labels contain predominantly graphic information depicting certain types goods or services in a bright and memorable way.
- postcards. Serve for the introduction of information about the company in suitable cases. Used for congratulations, announcements of various events, etc.
As for advertising printing, it can be noted that any of the above types of printed products can be attributed to this category. It is almost impossible to imagine any presentation or exhibition without numerous flyers, brochures, catalogs, booklets, etc.
This also includes such original look printing, like commercial linoleum, which can often be seen at metro stations and in large shopping malls. Quite popular today are such varieties of advertising printing as notebooks and diaries with company symbols, as well as a wide variety of letterheads with logos and flyers.
Advertising printing: in sight everywhere and everywhere
Note that the development of any printed materials is carried out in several stages:
- selection of the type of material for a specific advertising or promotional campaign;
- creation of text content;
- development of a computer model of design;
- in fact, the production of printing materials.
And, of course, the next step is the distribution of printed products to consumers.
Special attention deserves the fact that advertising printing is one of the most financially accessible types of advertising for companies. Indeed, instead of one very expensive television commercial, you can order a fairly large print run.
Regular distribution of printed materials allows you to significantly increase brand awareness. Every day, each of us involuntarily studies a huge number of its options - these are leaflets posted at transport stops, and advertising brochures at metro stations or in public places.
Paper - a material in the form of a thin sheet (thickness 4 - 400 microns), consisting mainly of pre-ground plant fibers, randomly intertwined and interconnected. Depending on the method of manufacture and subsequent finishing, a huge number of grades of paper are distinguished. 1. Self-adhesive paper - paper that has glue on the reverse side, which, until the moment of gluing, is covered with special paper, which is quite easily separated from the base. The paper is suitable for printing by offset, screen and other methods. It comes in different colors, as well as matte and glossy. There are several types (depending on the field of application) - matte, semi-gloss, glossy (designed for printing images with many details), fluorescent (has a fluorescent coating), etc. A variety of self-adhesive paper stands out - dykaty. These are already cut stickers of various sizes and shapes, pasted on a single base covering the adhesive layer. 2. Self-copying paper - a special kind of paper that allows you to copy the original without the use of carbon paper. A copy is created under the pressure of writing, as a result of which microcapsules are opened on reverse side sheet. The liberated liquid causes a color reaction on the subsequent kaolin-coated sheet, resulting in a copy. The set of paper consists of three parts: the first sheet (on the reverse side it has a layer with coloring microcapsules), last page(on the front side it has a layer with koalin for fixing the dye) and middle sheets (their number in one copy can be up to 10). Designed for printing invoices, waybills and other forms. Suitable for offset printing, but full-color printing is rarely used. 3. Embossed paper - paper (or cardboard) on which a relief pattern is embossed by machine over the entire surface of the sheet. There are several types (depending on the embossing pattern) - "flax", "cloud", "canvas", "hammer", "frost", "eggshell", etc. 4. Label paper - glued paper, sometimes coated, with limited deformation after getting wet, designed for label printing.
My print edition uses white high density paper, and there are also types of self-adhesive glossy paper for printing images. Embossed paper used for cover and case.
Layout, printing, delivery. Portfolio.You can find out the cost and terms on the Media Aid website. Contact us!
Hundreds of projects brought to perfection, completely satisfying the needs of our clients, were made possible thanks to the talent, experience, responsibility and broad outlook of our design specialists. Entrust us with the development of layouts for printed products, join the number of happy owners of effective advertising!
Where does print design begin?
Well, if when placing an order you only know that advertising should bring profit to your company in the future, then we will help you separate the flies from the cutlets and specify the goals and addressee.Effective print design
Printing design in Moscow, as in any other big city, is an area of serious competition, and only truly high-quality work can withstand this struggle. The fact that we have been working and developing for many years speaks for itself.When developing a printing design, we clearly follow the requirements of the customer and, within the framework of these requirements, we use all the possibilities of design.
The projects of our designers are characterized by the following qualities:
- Uniqueness
- expressiveness
- Readability
- Appropriateness and relevance
- Functionality
- The presence of artistic taste
- Dynamism
Stages of cooperation in the development of printing design
As a rule, our fruitful cooperation with customers begins with a meeting. The client draws up the terms of reference, transfers the already available materials (for example, images, texts, brand book), and expresses his wishes. In the process of discussion, the concept of the future layout is born. The designer then retires to generate creative ideas and sketches. The result of his work is several concepts that we present to you to choose from. Then the most liked concept is finalized based on the wishes of the customer. The result is the birth of a layout that fully meets the requirements and wishes and is capable of maximum efficiency perform the functions assigned to it.Print design cost
To find out exactly the cost of printing design, we advise you to make a phone call to managers or leave a request on the site. You can also order a call - they will definitely call you back. Estimated prices for print design can be seen on each product page.Print design: terms
Terms, as well as prices for designer services, depend on what kind of product you want to design. Approximate terms for the production of booklets, leaflets, catalogs, development of corporate identity and other things you can see on the relevant pages of the site.
Print advertising from MEDIA AID is result-oriented. Contact us and you will see for yourself.
