SESSION 12 | April 6, 2010

art slam 2



  • Print thumbnails of Newsletter, wall review (11/18 students had this partially completed. This was a major disappointment considering it was homework and should have been 3/4 done)
  • Convert newsletter photos to effective resolution of 300+ PPI and CMYK color space (commercial CMYK offset standard) This is really outside of “Page Layout”, and actually there is an awful lot to do it right/well. One of the big issues is that some printers still require all images to be in CMYK, even though you can change the color profile and export to a CMYK PDF and a conversion is made. The down side of this is you do not see the change in color and often Printers get “nailed” by designers/clients for a color shift that would have been noticed if they did the conversions. So some printers simply require the files to be converted before they will print it.  It Is very important that you discuss what your printer requires before doing any color conversion. The may give you a profile to use. Here are a few short videos and  tutorials that may help explain it better. Color Workflows, RGB to CMYK, Color Mode,
  • Proofed Files On-Screen: check for unused colors and unnamed colors in swatches panel, correct color space, check resolution of images, remove unused styles, check bleeds, etc.
  • Preflight Digg File This was to be a digital document so no color conversion was necessary. Keep in RGB color space.
  • Error messages in Preflight


  • Load  Packaged Digg folder into your workarea folder. (packaging files creates a folder with your native file, instructions, fonts and links folders — everything needed to print the file in one folder.)
  • Load Completed “Term” Document into your workarea folder
  • Test #2


Gardening Newsletter to be COMPLETED for next week. Have it done upon arrival

  • Specs: 8page, 8.5”W x 11”H
  • Color: CMYK, all images converted to correct color space with an effective resolution 300+PPI
  • Copy/Photos: You must supplied text/photos because this gets you used to copyfitting. Making up text, or using placeholder is NOT how real projects get produced, and it is important to be able to get things to fit. When you are placing text/graphics remember that sizing photos and adding pull quotes allow you to play with the space. You may rewrite headlines if you think another title would be better, and/or add an appropriate “Deck” as a lead-in to the story that Is fine. Should you own a better photo for the story you may swap it out, but please do not spend your time finding alternate photos, work on making a better layout tht comminicated effectively. Cover should have a Contents/Whats Inside  box or call-out.

Indicia style

  • Mailing Panel: 1/2 page mailing panel on back cover (Upside Down). Here is a sample of style for a mailing indicia box for “USPS Standard Pre-Sorted Bulk Mail. Match it’s style, bos should be 1.125” square.
  • Master page items: masthead and folio/footline/header information (folio = page numbers), grid/column guides.
  • Linking Textboxes. A story should link from one text box to another in the next column, or use multiple columns within one textbox. If a story jumps to another page make sure there is a “continued on page ___” and “Continued from page ___” on each jumping story.
  • Object styles created and applied for Graphic boxes (things to consider: strokes, text wraps, effects, drop shadows, corner effects etc.)
  • Paragraph styles created and applied for all applicable:
    • Head
    • deck
    • bylines
    • subheads
    • photo credits
    • captions
    • body
    • pullquotes

NOTE: all Paragraph styles (¶) should have “[None]” listed as their Character Style (A). Rember, Character styles are used to affect just-a-few-characters within a paragraph for additional emphasis and to convey meaning or for visual interest (eg. change font/color/size for emphasis like the word “Note:” at the start of this paragraph

Stuck? If you get stuck look at look the supplied InDesign templates (from InDesign: File menu to New, New Document from Template, look at Newsletters and Community Newspaper folders)  and see how they are made/structured. Note: I gave you one (GrowingWISE) which you can also open ad look at formatting. Other good websites are listed under links.

What makes for good design?

There appears to be some struggling with the “Design” aspect of the project. Here is a list of aesthetic principles to consider when creating or evaluating design. This should have been covered in ART101)

  • Hierarchy: Setting priorities. What’s the most important thing, visually, in the layout? Is it actually the most important, most attractive or most convincing part of the message? What’s next? What’s last?
  • Emphasis: The visual expression of hierarchy. Once you know what’s most important, use visual emphasis to focus attention through size, position, value, and color.
  • Contrast: Big/little, crowded/open, orange/blue. Contrast is the tool which helps you set up that hierarchy and focus attention.
  • Tension: Throwing things off a little. You create tension by manipulating relationships. Place things a little too close together, or set up a little too much contrast in their visual weights. .
  • Balance: Creating a gravitational axis. Balance doesn’t have to be symmetry. By opposing dense detail with open space, or heavy elements with lighter ones, asymmetric balance can be attained.
  • Rhythm, Variety and Pattern: Variety relieves monotony, and pattern helps the mind make sense of it. In multi-page works, rhythm creates pacing across the whole.
  • Flow: Leading the eye across the surface. This should happen in a desired sequence.
  • Depth: Leading the eye beyond the surface, or making things jump out from the surface. Depth is the most inherently contradictory illusion of 2D design, and therefore, one of the most compelling.
  • Scale: The illusion of size: The size of elements relative to one another is important, of course, but the size of things in relation to the format and the size of the format are also worth considering.
  • Movement: The illusion of an object in motion. Movement can be created with optical effects and creates the suggestion of change over time. Used deliberately, suggested movement can have a marked emotional and physical impact on a viewer.
  • Unity: That which holds the piece together. Color can unify a design, as can a grid, visuals that represent related subjects or a consistent style of imagery. In an age of over-stimulation and cacophony, unity is often underrated.

Final Project Magazine

For Next Class:

  • Bring in samples of magazines, and magazine layouts that you like. We will be looking at the structures of the different sections of a magazine.
  • Have the “concept/idea” for your Magazine and be very solid on the direction.
  • Bring ALL Assets (graphics/words) should be of your own making, in the Public Domain, or Royalty Free that you have purchased.
  • You may use placeholder copy for the bodycopy, but heads, subheads, captions, pullquotes etc. should be written and add to the communication value of the piece.
  • Know where you are going:
    • Establish who you are talking to (audience demographics) before designing and design accordingly.
    • Establish what the piece is intended to do: inform, educate, keep company/organization top of mind, get reader to take action, extend an offer /coupon, encourage loyalty…
    • Establish personality of the piece: fun, serious, technical, general, sophisticated, cutting edge, traditional, etc. Write these words next to your thumbnails and remind yourself.
    • Before beginning the layout of the file look at your assets (graphics/stories). Choose which story/graphics are most compelling and use for front page.
    • Do thumbnails! How many? As many as it takes to get a good understanding of how you want the piece to layout before starting design file.
    • Decide how many columns you want and create them in the column field when you set up your document. Gutter is the space between columns.
    • On the Master pages set up Masthead which contains the newsletter title, possibly a tag line explaining or framing the purpose of the piece: e.g. Masthead=Your Money Matters, Tag: News you can use to manage your wealth.

Tips and Time-savers

  • Printing
    • Saving print settings as “Presets” saves time
    • “Previewing” the pages in the print dialogue box in the preview panel saves paper/toner/time by correcting problems before they go to print.
    • If you are proofing Type to check legibility printing one page at 100% and make necessary adjustments before printing the whole Booklet/Project.
    • Duplexing = printing both sides, save resources — less paper/toner, no gluing, saves time. To duplex (print on both sides of the paper you must go into the Splash Special Features: Click the printer button at the bottom of the Print Booklet dialogue button. Under the layout drop-down menu click and drag to “Splash Special Features” then click pages tab. Click the “Duplex” drop down menu and choose short edge binding. Make sure paper size is set for Letter. And scale to fir checked in the appropiate windoes.
  • Common problems with graphics.
    • Missing graphics. Graphics may appear to be missing if you change filenames after linking.
    • Font missing from EPS graphics
    • Resolution too low/wrong color space. CMYK Commerical offset printing: effective resolution of 300+ ppi, CMYK color space
    • File formats: Native graphic formats .psd/.ai or .eps/.tif are preferred for high-resolution. Avoid sending .gif, .jpg, .wmf, .bmp, .pict, and other formats without first consulting with your service bureau or print provider. Due to the compression they are smaller but less reliable for printing
    • RGB images don’t print well to Postscript output devices. Convert your images to CMYK. RGB should be used for “digital only” files.
    • Save original RGB file for later use or modifications. In your graphics application convert a copy of the RGB graphic to CMYK then place it in your page layout program. Send the CMYK version of your graphic to the printer.

About Andrea

Graphic designer and artist specializing in visual storytelling. I love to mix visuals and text to create pieces that inspire, educate and inform.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: