Advertising is closely related to modern life. As a kind of advertising, poster advertising has become an effective way to promote enterprises and commodities. It is also increasingly used in various public places. How to better help companies convey advertising information, not only requires design creativity Novel and accurate, pre-press design also plays a very important role. Only when the creative design and pre-press design are done well, can the poster advertisement exert its maximum advantages, which not only saves costs for the enterprise, but also adds luster to the appearance of the city.
1. Features of poster advertisement
1.1 Definition of poster advertisement
The English name of the poster is "poster", which means a notice displayed in a public place in the Oxford English Dictionary? Placard displayed in a public place. In the advertising dictionary published by the "International Textbook Publishing Company" in London, "poster" refers to a printed advertisement posted on cardboard, an exterior wall, a large wooden board or a vehicle, or a printed advertisement displayed in other ways. One of the oldest forms of advertising. Posters are divided into social public posters (non-profit), commercial posters (profit-making) and art posters.
1.2 Features of poster advertisement
The distribution of poster advertisements is relatively wide, mainly in outdoor public places, such as advertising pillars, advertising windows, cultural entertainment venues, inside and outside shopping malls, bus waiting halls, walls of subway platforms, etc. in the center of the city. The nature of this street advertising art determines that posters must be visually communicated in large-size images. Most of the fine art works and design works are placed indoors, while most of the posters are posted outdoors, so pay special attention to the long-distance visual effects. With the acceleration of the pace of life in modern society, people pay less attention to street poster advertisements. Good poster advertisements can instantly attract people's attention and achieve the purpose of quickly, accurately and effectively conveying information. The most important and primary function of posters is to convey personalized information. The posters are aimed at specific audience goals, convey a certain concept or appeal for information such as commodities, enterprises, etc., in order to achieve the purpose of establishing a good social fashion and promoting sales.
2. Problems that should be paid attention to in the design of poster advertisements
The nature of this outdoor advertising art determines the graphics in the poster screen. The text must be highly summarized, accurate, and concise. The color should emphasize the degree of encouragement, strong contrast, harmony and unity, focus on the use of the picture and the simplification of information. Graphics, text, and color form a complete and bright information topic according to the requirements of the theme. Posters also have characteristics common to print media, such as static propagation characteristics and directional propagation characteristics.
2.1 Application of logo graphics in pre-press creative design
Registered signs or words must be used in the design in a standard manner to correctly convey business information. In order to faithfully depict the shape of the logo, you should first scan it out, outline the logo in Photoshop, and then use the "File / Output Path to Illustrator" function to save it as an ai file and then import it in CorelDraw. You can get the accurate graphics of the logo.
2.2 Use of spot colors in pre-press creative design
The use of spot colors in the design can achieve high saturation and high brightness that can not be achieved by four-color printing, and can more accurately convey commercial information, such as Kodak Yellow, Fuji Green, etc., not only for identification, but also for anti-counterfeiting effect. The use of spot colors in pre-press creative design is also increasing. Here are some issues that should be noted in the use of spot colors.
2.2.1 Spot color selection
Generally, in CoreDraw, you can use the PANTONE MATCHING SYSTEM (R) -coated color wheel in the "Standard Coloring / Fixed Color Wheel" as the spot color version. Among them, the PANTONE Process Yellow CVC? PANTONE Process Magenta CVC, PANTONE Process Cyan CVC, PANTONE These four spot colors of Process Black CVC are used a lot, it is best not to replace the spot color with the primary color black, because the overprinting of the black version after RIP will cause unexpected consequences. The selection of spot color palettes should be done with extreme caution. Some uncommon spot color palettes should not be used as much as possible to ensure proper layout.
2.2.2 Gradation of spot colors
Spot color gradients are very prone to problems during RIP, especially in the gradient from spot colors to four colors. If there is a gradient from spot color to four colors, it is best to put the spot color on another page and replace it with one of the four colors to get the correct result.
2.3 Application of special effects in pre-press creative design
In order to make the creative design more visually striking, many designs use special effects, but some special effects will cause problems during the layout, such as transparency and shadow effects in CorelDraw. The solution is to convert all the special effects in the design draft into a high-line-count CMYK bitmap. Do not select the transparent background option when generating a bitmap, otherwise the original transparency effect will be lost. If the design manuscript contains colored thin lines or small colored text, it is recommended that the resolution of the bitmap be above 500dpi.
2.4 Application of gradients in pre-press creative design
For high-quality gradients should be completed in Photoshop, and it is best to add 1% ~ 2% "noise" (noise), so that the gradient will be softer. Due to the different interpretation capabilities of different RIPs, the use of color gradient functions in typesetting software such as Illustrator, FreeHand, etc., will cause a step jump phenomenon for gradients with large output format and large color span.
3. Problems that should be paid attention to before the production of poster advertisements
3.1 Image processing
3.1.1 After the full version of the bleeding image is cut, it is difficult to ensure that the original content is all on the page, especially the painting, and the stamp is close to the border. If it bleeds, it will cause the loss of the image. In this regard, you can expand the image size by 3mm in Adobe Photoshop, and use the "stamp" tool to absorb the similar parts to complete the expansion, and then cut it to make the original content all on the page.
3.1.2 When scanning an image into Bit map format, sometimes there will be some small black borders around the picture, and its position is just at the border of the Photoshop document block, which is difficult to find on the screen, but after it is placed in the typesetting software, However, you can find that there are some small black borders around the picture. For this problem, you can select the desired area in Photoshop and delete it by reverse selection to delete the black border.
3.1.3 When the image needs to be stored, it must be ensured that the image is in CMYK mode, because if it is RGB or other modes, it cannot be arranged correctly. If there are extra paths or multiple channels, it should be deleted and the images are merged at the same time. Layer, store the image in TIFF format, because almost all typesetting software currently supports TIFF format.
3.1.4 When the image is too large (more than A3 size), sometimes it is placed in the typesetting software, and there is no problem on the screen, but it will be deformed during printing and layout. At this time, the color image should be stored as EPS color separation Graphic format.
3.2 Word processing
3.2.1 When reverse highlighting is used, fonts must not be drawn with thin strokes. If the stroke is too fine, ghosting may occur during printing. If you use a medium or medium line font instead, the effect is better.
3.2.2 Black text leak
Black leaks mean that black text is not directly pressed against the background color, and white leaks appear around the text strokes. This is because there are these words on each color plate, coupled with temperature changes in the printing workshop, paper expansion and contraction and inaccurate positioning rules, resulting in inaccurate overprinting of printed products, which seriously affects the quality of the product.
The solution is to press the black text directly on the background color during plate-making, which can make up for the inaccurate overprint in printing and avoid the black text leakage.
When the file is not in CMYK mode, it should be converted into Lab mode first, and then into CMYK mode. Because the CMYK image is affected by the printing ink and color separation settings in Photoshop, the dark tone gradation loss is serious when RGB is converted to a CMYK image, and the RGB-Lab-CMYK conversion can reduce the gradation loss.
Note: Open the file to be processed and save it as. Psd format, then by RGB-Lab-CMYK. . At this time, only the Black channel is selected (ie: C = 0, M = 0, Y = 0, K = 100%). Use the Type tool to enter text. At this time, only the black version has text. This can also avoid the problem of black text leaking. This method can be used not only for the text entered by the Type tool, but also for all kinds of black text trademarks, text graphics, handwriting, and special fonts.
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