Peeling the Onion

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Peeling the Onion

• Presented By
• Marc Laucks
• Marc Laucks Company, Inc.
• www.marclaucks.com
• Email marc_at_marclaucks.com
• 877-747-5895

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What You Can Expect

• 130-205 Part 1
• 205-215 Break pick up samples
• 215-235 Part 2
• 235-245 QA

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Artwork Who owns your files?

• Make it clear that you do
• Make sure that YOU have your logos
• Make obtaining a copy of all files created for
  you a condition of the job
• Get it in writing
• Use an independent designer

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Color Images

• Vector and raster art
• Jpeg, Gif, Bitmap,Tiff EPS
• DPI
• RGB, CMYK, Spot color and process color
• PMS

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Vector and Raster Art Explained

• Rasterizing involves taking an image and
  converting it into pixels or dots.
• Once the dots are a certain size, enlarging them
  or scaling the image causes fuzziness.

• Vector art is made up of lines drawn from a
  mathematical set of coordinates or connected
  points.
• Enlarging the image involves redrawing the line
  just as smoothly as before.

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Is it VECTOR or RASTER?
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Raster
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Vector
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DPI

• 300 dpi is the standard print resolution
• When using jpegs or other bitmaps, divide pixels
  by 300 to determine how large an image can be and
  still be photo-quality
• Logos saved from websites arent high-res

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Obtaining Viewing Images

• Download free application
• www.irfanview.com
• Open an image file and look at the size
• www.istockphoto.com

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PMS, Spot Color, RGB Process

• Spot color is produced using a matching ink and
  not CMYK.
• Reflex blue, PMS 185, PMS 300 etc.
• Hunter Green is not a PMS color
• RGB Red, Green and Blue---Monitor
• Process Color is color that is produced using
  cyan, magenta, yellow black.
• Spot colors can be built using CMYK

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Gamut RGB CMYK
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Gamut
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Pantone Matching System

• Good idea buy a swatchbook (www.pantone.com)
• Begin communicating color using a standard.
• Note that different papers reflect light
  differently
• Be careful using yellow!
• Replace swatchbooks after 2-3 years

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Commonly-used Applications

• Quark
• InDesign
• Publisher
• Photoshop
• Illustrator

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MS Publisher

• RGB
• Converting colors
• Bleed
• Collecting Files for output
• Review the proof very carefully

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Taking Risks

• Every time you buy print, you take a risk.
• Look for new ways to do your printing.
• Work in process color
• Try some special finishing techniques

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Communicating Specifications

• Quantity
• Flat size
• Finished Size
• Paper (samples in back of handout)
• Weight
• Finish
• Color

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Communicating Specs continued

• Inks, specify PMS numbers and ink coverage
• Design attributes that affect runability
• Bleeds
• Finishing
• Handwork
• Special packaging
• Files supplied how and when?

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Communicating Specs continued

• Expected in-hand date
• Event date
• How long you need for proof approval
• When youd like to have prices back
• Give at least 2-3 daysyoull be glad you did.

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One to One Marketing

• Web to print
• Online collateral pieces
• Customize an interface for your members to use
• Keep visitors coming back
• Make it easy to show people what your region has
  for THEM!
• Make it easy for a visitor to cut through the
  clutter
• Offer members pay per inclusion opportunities
• Create highly-personalized itineraries

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Environmentally Responsible Paper Options

• Producing paper uses a lot of energy water
• Mohawkpaper.com Windpower
• Think about how your purchase affects the
  environment
• Ask for recycled paper options

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Thank you!

• Please call if I can be of service to you!
• Marc