Chapter 7: Design, Printing, and Desktop Publishing

by clarkstrategiccomm

A writer’s relationship with a professional printer should be symbiotic, meaning that both parties depend on and benefit from each other. However, there may be some bumps in the road until the writer takes time to invest in the process and learn the program. Printers are not going anywhere anytime soon, and learning printing processes can prove to be an invaluable skill. Knowing how to correctly operate a printer can make the difference between a digital PDF coming out with all the wrong colors or looking crisp and clean when printed.
There are many printing processes out there, but offset lithography is the most common printing method used by public relations professionals. Offset lithography uses plates and water to create efficient and high-quality prints. Paper weight, texture, color, cost and ink choice are all factors that need to be considered when deciding the kind of paper to choose. For example, coated paper causes colors to appear brighter and textured paper can cause a feeling of roughness or importance to your document. Process color printing uses yellow, magenta, cyan and black to produce full-color artwork; and spot color printing uses two plates and two colors and is a more complicated process. The two most important tips when it comes to printing are take the time to learn the printing process, and get to know any printing companies that will be used and communicate well.


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