Monday, January 18, 2010

Thought through Artwork

We all may claim that we develop good design artwork, I believe that our claim is valid if we have ensured that the artwork is thought through.
An artwork has to end up delivering the desired results, as one has visualized. To make that happen, it is not just enough to place all the elements in the required layout, it is equally important, that one can visualize as to what is likely to happen by placing a particular element in a certain place. Vignettes are specially an absolute problem, if the intensity is incorrect or is interfering with some critical fonts. One needs to ensure that while vignettes and highlights add depth and dimension but should be used in a very controlled manner, too much of it can prove to be a problem for the design. Cut outs in an artwork are critical specially for mandatory text. One needs to keep in mind that if a cutout is taken through two colours, it may result in text filling in, or lack of print sharpness. Very often we develop a 'straight line' but as a cut out through two colours, we need to remember that a straight line may not look so straight if it is coming through two special colours printed one after the other.
An artwork may give a good reproduction on a white substrate but may need to be modified if it has to give equally good results on a metallic substrate. likewise a four colour artwork may need to be completely modified if it needs to print with special colours.Giving the right tolerances from the cut points/ serrations will ensure that the required elements do not get cut during the conversion processes.
Thus a seemingly beautiful artwork may not necessarily be a great one if it is not prepared keeping in mind all that it has to go through in the development process. The best artwork is that which is thought through end to end and builds into itself all the necessary features to ensure that it gives a perfect reproduction.

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