In the old, the really old days, we would type stuff on some kind of weird paper and run it through a zerox to get cheap prints of stuff. I can remember doing this in high school and some of my very first jobs as a ”receptionist” in an office. Boy, those were the days….  The ”weird paper” was the ”plate” commercial printers use. As I got deep into my graphic design career, knowing your printer was essential. Printing was, and is still done, on offset presses for most affordable commercial stuff. Then the process color presses, which come in all kinds of sizes, use metal plates, and some even use digital plates.  Right along with the personal computers came the printers — laser and inkjet. And soon a great little program, Adobe .PDFs — Now, when I design graphically for my clients I ask if they will be using the work on the internet (especially if it is a logo design) and I ask if they want to print on demand from their computers. I see a trend toward businesses equipping themselves with the proper sales tools for each client. It might be a flyer, a brochure, a white paper — and my client will have me design each as an Acrobat .PDF so they can print it out when they need it and even choose the paper each time. For postcards and business cards, process four color printing has become so reasonably priced, especialy for the 2,000 to 5,000 quantity, I just prepare the graphic design to prepress and digitally send the work to the printer. I use a lot of printers now. What I call “The best of the best” for each end use my client needs.  For the freelance designer like myself, its never been a better time for printing. And the best part for me is having the ability to print custom pieces from my studio. I’m absolutely amazed at the quality of the printing and the choice of custom papers I have access to on a small quantity level. I have designed custom presentations for large local developers to show to their potential tenants. The presentations gave the developers the ability to look upscale and yet change the content, photos and graphics as needed to satisfy the potential tenants. Custom presentations and invitations are great for open houses, presenting Parade of Homes contestants, announcing new businesses. Along with addressing the envelopes in calligraphy, the completed custom makes a great impression and creates a lot of interest. Just the thing needed to get leads! The printing choices are really great and that’s not even getting into the specialty printing like emboss, varnish and die cuts, to name a few. I’m thankful for my long career in graphic design that gave me the experience to ask my clients now all the questions that are necessary for them to get exactly what they need to advertise to as many people at once in the most economical and effective way. A graphic designer has to be very familiar with the processes involved to make a good printing piece. And just like all the books and teachers and printers will tell you: consult with your printer before designing a project. Of course, after awhile you just know what printers can do what. But if you have a client that wants something very special and off the beaten path — then find the printer first. And every professional will advise you that with a very specialized job, it is a good idea to conference with the printer and client at the same time. Check out http://www.isabelsmith.com/html/presentations.html for examples of graphic design for printing.

Visit www.isabelsmith.com

Advertisement