Pulling the creative and informative stands of your design together and fine-tuning it can be done using drawing, image-manipulation, page-layout, or three-dimensional modeling programs, as the job demands. These programs can produce superficially seductive results, so you should always make sure that your design concept has 'substance'.
Most clients will have computing of set-ups that allow you to communicate by email and to send visuals in a digitally viewable form. The graphic designer should be in a position to make PDF files, which can be viewed on any computer, and should also have a commonly used compression program. Once initial ideas have been approved or modifications agreed, the detailed design for each and every component of the job can be finalized before work can be prepared for production.
Every production process demands varying amounts of execution from the design .;r, but it will inevitably involve a digital file being prepared in a graphic arts program. The designer's file may be used directly to drive a printing. Device or a process with little or no intervention from the printer or anyone else. This raises two very important points. First, the content of your digital files must be correct in every aspect, with type and image information appropriately supplied. Second, it is extremely valuable to develop a good working relationship wid1 your supplier, and ensure that there is a clear indication and understanding of responsibilities. Never assume that everyrl1ing created digitally is going to be perfect it is absolutely essential to have proofs for all print work, regardless of how small or big the job may be. Never rely on output from your studio printer being identical t:o tharoft:l1e printer's or bureau's device
left: Advertisement for Audlcyshoemakers. The r:concept for this intriguing ad plays on the idea of the two sides of the brain- emotional and rational- to parallel the r:ompany philosophy.
Design by Lippa Pearce. UK