Print design encompasses any design intended for printing. Much like digital design, it has its own terminology and best practices.
Types of print design
Print design is all around us, often in ways we take for granted. Traditional business marketing still relies on print media to spread awareness of their brand. Print design also takes center stage in industries like publishing, where a well-designed cover can make a huge difference in book sales.
Print designs appear on printed media like Business cards, Branded packaging, labels and shopping bags, Brochures, Billboards, Book covers and interiors, Magazines and newspapers, Signage, Stationery, Greeting cards and invitations, Calendars, Posters, Menus, Banners rather than digital spaces like websites. Just like digital designs, the goal of print design is to use visual graphics to communicate a specific message to viewers.
At first glance it might seem like print design is a rarity. If you take a closer look, however, you’ll realize that you’re surrounded by print designs every day. People regularly encounter print designs as they move throughout their day, making this area of graphic design important to efforts like brand marketing and advertising campaigns.
Graphic design in any form is about communication. Think of print design as just another avenue for reaching your audience and sharing your message. “Until everyone can digitally project everything, print will still be needed,” Hewling says. “You should have an understanding of how to produce strong, captivating print pieces that help build stronger connections with your target.”
It’s important to remember that print design is also evolving alongside digital technology. Advertisers want comprehensive campaigns that reach potential customers at all points—and that means a blend of digital and print advertising is likely to remain a viable approach.
6 things you should know before entering the print design field.
1. Bleed and Trim
First, let’s start with trim because it’s easier to explain bleed when you understand trim. Trim is the final cut size of your print piece. For example, a standard business card is 2 by 3.5 inches. Trim is identified by the crop marks in your file—those little marks in the corners of your file indicating where the cut will be.
Bleed, on the other hand, is the ink that extends beyond the trim line. Typically, you should extend your artwork an eighth of an inch beyond the trim line. This accounts for slight adjustments during the cutting process and ensures no white edges show on your final piece if there’s a minor misalignment.
2. Process Colors and CMYK
CMYK stands for Cyan, Magenta, Yellow, and Black (K for Key). These are the standard process colors used in most print jobs, often referred to as full color. With these four colors, you can create a wide range of colors, including photos and solid colors. However, CMYK has limitations, especially for very bright or specific colors.
3. Pantone Colors
Pantone is the worldwide color standard, ensuring that Pantone 200 in Europe is the same as Pantone 200 in Canada. Pantone colors are specific solid colors, each created with precise pigments. They are ideal for achieving colors that CMYK cannot replicate, such as fluorescents and metallics. As a designer, having a set of Pantone books is invaluable.
4. PPI and DPI
Pixels per inch (PPI) and dots per inch (DPI) relate to image resolution. For most commercial printing, a standard of 300 DPI is required to ensure clear, sharp images. Lower resolutions can result in blurry, low-quality prints. Always aim for 300 DPI to maintain the integrity of your images.
5. Proofing
Proofs are crucial. When you send your file to the printer, the prepress team will create proofs for you to review. These can be hard copy or digital (soft) proofs. Reviewing proofs is your last chance to catch any errors or misalignments before the print job proceeds. Ensure your client also reviews and signs off on the proofs to avoid costly reprints.
6. Paper and Stock
In print design, “stock” refers to the paper used. There are three main types:
- Uncoated Paper: Natural feel, a bit of texture, available in many colors and textures.
- Coated Paper: Available in matte, gloss, and satin finishes, typically white, with a smooth surface ideal for detailed images.
- Synthetic Paper: Made from plastic fibers, water and tear-resistant, ideal for durable applications like maps and outdoor signage.
Paper also comes in different weights, measured in pounds (text and cover weights). Text weights range from 40 to 100 pounds, while cover weights range from 65 to 130 pounds. Generally, lower numbers indicate thinner paper, while higher numbers indicate thicker paper.
Understanding these basics—bleed and trim, CMYK and Pantone colors, resolution, proofing, and paper types—is essential for successful print design. Experiment with different papers and print techniques to broaden your skills.
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