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I believe that experience is as valuable , if not more than theory . I ’ ve always been a practical person , gaining more knowledge from doing , than learning from a book .
I spent three years as an apprentice printer , going to college whilst also working on the presses . For me , the first two years was just confirming what I was physically doing day to day , it was only during the last year that I had to knuckle down to gain distinctions in 7 of 9 City & Guilds reprographics categories .
Print finishing , screen printing , digital printing and production management has been the progression of my career since , and my understanding of many production processes has been key to the latter roles , allowing me to confidently offer key advice to my designer peers .
Once I was told by a senior creative “ You inhibit my creativity !” which doesn ’ t sound very good does it ? However , as the production manager of a large agency at the time , I was able to reply , “ If I am , it ’ s because we need to deliver the job on time and on budget !”
I still work closely with him today
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and he ’ s a fantastic designer , but he will admit even now , he lacks knowledge of production processes , and that ’ s where my complementary knowledge and experience has been key over the years .
Which drives me back to the title of this feature ... As most of you will know , to print a full colour image on paper like this page , we use the 4 colour printing process ; Cyan , Magenta , Yellow and blacK ( CMYK ). So when you print black at 100 % you would expect to get a true solid black wouldn ’ t you ? Well no , not necessarily .
The process inks are transparent , they work together and overlay each other in order to achieve the wide range of colours the printing process can achieve .
If you print 100 % black on an uncoated stock , the already transparent black ink will be absorbed into the paper and will look very grey . On a silk or gloss coated stock there is less absorption due to the surface coating so will look more acceptable , but it will still not be a strong rich black .
However , take the same artwork and print it digitally using a dry toner based printer , and there is no absorption , the
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toner sits on top of the paper and will look really strong .
The point is that you need to adjust artwork in accordance to the printing process , paper stock being used and desired result . This is one of many things that should be considered when designing for print , but you would be surprised at how many people creating such material , do not have this understanding . This is where my business , Studio Creative Services excels .
We understand the specifications of the job , the process that will be used and the desired result .
We are looking to share our expertise with new clients , creating artwork in-house or working alongside existing creative teams , helping and advising the best way to create and produce marketing materials , whatever they might be .
It ’ s not just the density of black ink we can advise on , we can provide advice in many areas : design , print production , large format print , signage , exhibitions , merchandise and more .
So it could be a suggestion to reduce the page size of a magazine or brochure , to make more efficient use of the paper and the press , which could lead to savings of hundreds or even thousands of pounds .
Or perhaps it could be branded merchandise - selected and produced in such a way it complements your existing material whilst creating the biggest impact to your marketing campaign .
Whatever the requirement , we take great pride in everything we do , only offering products that we would be happy putting our own name on .
If you like what you hear , please get in touch to discuss your next project with us .
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Studio has been creating each edition of TBE and many adverts contained within it since the third edition
From a business card ( solutions include stylish 3D Spot UV )
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Creative solutions for print , web and brand identity |
For more info : www . studio-cs . co . uk |
01793 336004 |
To unique branded merchandise |
Juicy Designs is a creative design agency offering practical marketing solutions that really communicate . With over 25 years creative experience , working with lots of exciting clients both large and small , we have the expertise on tap to help you communicate and engage with your customers . |
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With no unnecessary overheads to pass on , we can help you communicate and engage with your customers , maximising your marketing potential . |
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www . juicy-designs . com |