Art

For courses in graphic design, communication design, typography, printing, print technology, and web design.

 

Now in its fourth edition, this text covers the most up-to-date technological advances in graphics and print production, fully explaining all the standard prepress and printing processes, including detailed coverage of the latest digital direct-to-plate offset and small-run on-demand color printing. Production for Graphic Designers gives clear and concisely written advice on preparing artwork for printers, examines the creative potential of typography in a digital environment, and provides comprehensive coverage of working with illustrations, layout and proofing in both computerized and conventional workflows.

Box stories on e-books, preflight checking, color management, and future print technologies.

~Introduces students to important new topics and potential markets that are expanding the field of print and web production.

 

Hot Tips and Cool Tricks boxes.

~Provides students with expert practical advice on common problems.

 

Trailblazers spreads–Showcase the work of outstanding designers.

~Motivates students by presenting them with the works of both pioneering and contemporary designers.

Four new Trailblazers (Paul Rand, Bruce Mau, Pentagram and Chris Ware).  The other Trailblazers are updated.

1. INTRODUCTION.

 

Some History.

Printing Pictures.

Enter Lithography and Photography.

Milestones in the History of Production Technology for Graphic. Designers.

Getting Started: Studio Equipment.

Design Trailblazers: Saul Bass.

 

2. TEXT & TYPE.

 

Type.

Some History.

The Language of Type.

How Type is Measured.

Width and Spacing.

      Ems and Ens.

      Kerning and Tracking.

      Leading.

      Justification and Hyphenation.

Text.

Correcting Text Proofs.

Casting Off and Copy Fitting.

Design Trailblazers: Zuzana Licko.

House Style.

Choosing and Recognizing Typefaces.

      Serif or Sans Serif?

Helvetica.

      Earmarks.

Legibility and Readability.

Typesetting Systems.

Hand Lettering and Calligraphy.

“Strike-on” or “Cold-metal” Setting.

Hot Metal: Hand and Machine Setting.

Phototypesetting.

Computer Systems.

      More Choices of Typefaces.

      Quality and Flexibility of Digital Type.

      Type Manipulation and Custom Font Design.

      PostScript and TrueType.

Summary.

      Hot Metal or Letterpress.

      Cold Metal or Strike-on.

      Photosetting.

      Computer Setting.

Design Trailblazers: Erik Spiekermann.

 

3. ILLUSTRATION.

 

Line and Tone.

Screens and Halftones.

Color.

Flat Color.

Duotones.

Full-color Reproduction.

Color Separations.

Cultural Implications of Color.

Design Trailblazers: Chris Ware.

Designing for Disability Access.

Choosing and Preparing Illustrations.

Briefing an Illustrator or Photographer.

Scaling and Cropping.

Desktop Scanning.

Drawing and Painting by Computer.

Copyright.

Summary.

Design Trailblazers: Lucille Tenazas.

 

4. COMPUTERS AND THEIR PERIPHERALS.

 

Hardware and Software.

Software.

The Processor.

Memory: ROM and RAM.

      Frame Buffers.

Displays.

Input Devices.

Digital Cameras.

Design Trailblazers: Paul Rand.

Scanners.

Output Devices: Laser Printers and Imagesetters.

      Hardcopy: Other Technologies.

Choosing a System.

Turnkey systems.

Selecting, Upgrading, and Networking the System.

Health and Safety.

Summary.

Design Trailblazers: Neville Brody.

 

5. PREPRESS.

 

Layout.

Grids.

Imposition.

      Paper Creep Allowance.

Page Layout.

Design Trailblazers.

Digital Make-up.

Page Layout Programs.

E-books.

Make a Preflight Check.

Full-color Digital Prepress.

Color Management.

Repro.

Film make-up.

Picture Proofing.

      Color Bars.

Summary.

Design Trailblazers: David Carson.

 

6. ON PRESS.

 

Paper.

The Raw Materials.

Recycled Paper.

Handmade Paper.

Machine-made Paper.

The Characteristics of Paper and Board.

Choosing the Right Paper Stock.

Inks.

Formulation.

Viscosity and Tackiness.

Specifying Inks.

Selecting your Supplier.

Printing Processes.

Offset Lithography.

      The Litho Press.

Gravure.

Design Trailblazers: Pentagram.

Letterpress.

Flexography.

Screenprinting.

Collotype.

Xerography.

Digital Print.

Digital Print Technologies.

Printing Processes: The Pros and Cons.

      Offset Litho.

      Gravure.

      Flexography.

      Screenprinting.

      Letterpress.

      Collotype.

      Xerography.

      Digital Print.

Emerging Print Technologies.

Things That Can Go Wrong.

Finishing.

How does a designer specify finishing effects?

Folding and Binding.

Summary.

Design Trailblazers: Malcolm Garrett.

 

7. DIGITAL DESIGN.

 

What is the Internet?

How to Get Started.

Email.

Decoding Internet Addresses.

Newsgroups.

Chatting on the Net.

Netiquette.

Acronyms and Smileys.

Ftp: Uploading and Downloading.

World Wide Web (WWW).

Designing for the World Wide Web.

      Do Designers Really Have to Learn HTML?

      Writing Your own Home Page.

      Optional Extras.

Standard and Non-standard HTML.

Graphics Formats: GIFs and JPEGs.

Testing Your Pages.

Publicizing Your Pages.

Human Factors in Website Design.

Designing for the Small Screen.

Summary.

Design Trailblazers: Tomato.

 

Appendix: Standard Sizes for Paper, Books, and Envelopes.

Glossary.

Abbreviations and Acronyms.

Further Reading.

Web Site Resources.

Magazines and Journals.

Organizations.

Picture Credits.

Index.

Production for Graphic Designers (Art)

 

View a Sample Chapter PDF:

  

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Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students, browse our available packages below, or contact your Pearson Higher Education representative to create your own package.

• Package ISBN-10: 0131693662 | ISBN-13: 9780131693661
  ©2006 | Instock | Suggested retail price: $88.80 | Buy from myPearsonStore
  This package contains:
• Production for Graphic Designers, 4/E
  Pipes | ©2006 | Prentice Hall | Paper; 240 pages
  
• Time Magazine Special Art Edition, 1/E
  Sayre | ©2007 | Prentice Hall | Paper; 48 pages
  

• Package ISBN-10: 0131730827 | ISBN-13: 9780131730823
  ©2006 | Back Order | Suggested retail price: $99.00 | Buy from myPearsonStore
  This package contains:
• Production for Graphic Designers, 4/E
  Pipes | ©2006 | Prentice Hall | Paper; 240 pages
  
• Preflight and File Preparation, 2/E
  Against The Clock | ©2002 | Prentice Hall | Paper Bound w/CD-ROM; 352 pages