Basics of Print Media and Design

Course Objectives

• Study and practice foundational knowledge in print media, printing processes, and print media design
• Acquire skills in using photography and relevant software

Course Goals

• Develop the ability to analyze and classify different types of print media
• Understand printing processes
• Master designing print media with artistic composition
• Learn to produce print media using specialized software
• Cultivate ethics and values in computer use

Course Competencies

• Demonstrate knowledge of the basic principles of print media
• Design print media for practical applications
• Produce print media using specialized software

Background on Print Media

• Early printing relied on skilled artisans and die-makers
• Initial methods involved carving letters into stone, later progressing to writing on silk and animal skins
• Writing on paper emerged, and today, computer technology simplifies print creation
• Study includes the meaning of print media, its types, relevant software, production processes, preparation, and its role

Defining and Importance of Print Media

• "Media" (สื่อ) refers to communication, connection, or the intermediary facilitating communication
• "Print" (พิมพ์) means reproducing text or images using machinery on a surface like paper or fabric, enabling multiple identical copies
• "Print media" (สื่อสิ่งพิมพ์) includes various materials produced to replicate an original for mass distribution, facilitating communication and information dissemination
• Print media examples: documents, textbooks, newspapers, magazines, journals, notes, and reports

History of Print Media

• Art historical evidence exists in the Altamira cave in Spain and Lascaux cave in France, which showcases early stone engravings and line drawings
• The Chinese are credited with creating paper and block printing with the ink stick called "Bilk"

Printing in Thailand

• During the reign of King Narai in the Ayutthaya Kingdom, religious texts were composed and printed in the Christian faith
• Subsequently, Dr. Bradley introduced printing, leading to commercial interest within Thailand
• In 1839, the first government document, a ban on opium, was printed with 9,000 copies commissioned by King Nangklao
• On July 4, 1844, Thailand’s first newspaper, Bangkok Recorder, appeared monthly
• By June 15, 1861, Dr. Bradley published a book by buying the copyright from Mom Rajothai of Nirat London, later, Dr. Bradley passed away in Thailand
• In 1957, Thailand adopted rotary offset printing, and Thai Wattana Panich utilized a monotype typesetting machine for Thai script, used for banknotes by the Bank of Thailand

Types of Print Media

• Modern print media falls into two main categories: 2D and 3D

2D Print Media:

• Consist of items with a flat surface, such as paper
• Aims to present various content types, including books, magazines, pamphlets, newspapers, brochures, leaflets, business cards, and pocket books

3D Print Media:

• Possess unique characteristics through specialized printing processes
• Primarily involve direct printing onto shaped products like cups, cans, plastics, pottery, electronics, and canned goods

Book-Type Printings

• Features academic content, textbooks, and literary works, which emphasizes knowledge sharing

Informational Printings

• Aims to disseminate news... like newspapers, journals, magazines, newsletters, leaflets, handbills, brochures, or posters

Packaging Printings

• Involves materials used to wrap and protect commercial products, categorized into primary and secondary packaging

Valuable Matter Printing

• Focuses on materials used for legal and identification purposes like money orders, credit cards, bank checks, money orders, travel documents, or land deeds

Uniquely Feature Printing

• Arises from specialized production methods i.e. business and greeting cards, calendars, receipts, printing on glasses and fabric etc

Electronic Publication

• Works on specific computer or network interfaces and internet and are used for E-Book and Palm/PDA uses

Design and its Significance in Print Production

• Design is crucial for print media because it involves planning that ensures successful production
• All Designs should incorporate elements of fine art like line, shape, color, texture to enhance quality
• For print media to meet objectives, other things including planning, preparation, etc must be followed

Core Aspects of Print Media Design

• Design essentially means arranging foundational elements purposefully and systematically, like letters, images, or space, aligning creative goals

Design Objectives

• Serves as a roadmap in production for format, style, and structure of a print media
• Creates artistic appeal in the media
• Grabs attention from audiences and readers
• Presents clear,easily understood informational content
• Conceals media's qualitative weak points
• Improves communications effectiveness

Design Principles

• Guidelines to make print media attractive and striking, drawing in readers
• Attract attention and inspire interest with the design
• Ensure the print media is memorable for the intended demographic
• Relay key communications:
  • Emphasize content through a gorgeous design for the reader
  • Make understanding simple
• Employ artistic methods to compensate for print quality limitations
• Optimize creative features, and match cultural ideals through proper modification
• Be economical and simple in manufacturing and use
• Be attuned to socio-cultural mores
• Be cost effective while meeting social needs
• Streamline production methods through efficient delivery

Key Design Considerations

• Before designers commit to print, these details are essential

Goal of Print

• Identify intended audience, and adapt medium and design accordingly i.e. scholarly vs mainstream reading

Harmony and Cohesion

• Unity is the cornerstone of layout and merges a multitude of parts
• It is crucial to integrate numerous components consistently on a page
• You should aim for functional harmony with its artistic qualities

Common techniques include

• A steady, consistent approach throughout like font usages
• Utilizing a black-and-white imagery motif

Strategic Integration

• Create cohesion by using certain design elements consistently
• An anchor effect is often utilized with headings on top of background images

Strategic use of negative spacing

• Highlight and emphasize information to create an outline and highlight the elements in question for quick understanding

Balance

• Ensure equal weights in composition to not seem awkward or unbalanced

3 types

• Symmetrical: Mirroring elements on a page
• Asymmetrical: Where elements are balanced without matching, with elements being strategically weighted
• Radial: Where elements grow or recede from a common central source

Proportion

• Establish and implement unique relationships between objects
• Use unique page design for the sake of aesthetic effect

Contrast

• Create clear focal points by adding a large element or title
• Add variation for the reader’s benefit

Ways in which contrast can have effect

• Scale: Employ large imagery or elements
• Shape: Unique styling cues for drawing the eye
• Intensity: Boldness in colors for emphasized effect

Rhythm and Repetition

• Create clear, readable patterns for unique understanding
• Use similar or identical pieces for improved style and impact
• Make use of the natural energy for the user’s benefit

Overview of Color Theory

• Colors impact emotions, create moods, and add meaning
• It is important to use them in an informed way

Color Components

• Shade or "hue", relates to a particular wavelength on the light spectrum
• It may not be specifically vivid in practice
• Saturation influences a particular wavelength
• Brightness: Measure of light-related impact

Color in Nature

• Natural shades must reflect the source in light

Division by Purity

• Pure colors offer specific effects

Application

• Combine with adjacent colors for impact

Light Balance

• Shade usage is required and necessary

Purpose

• The goal is to implement unique concepts
• You must aim to deliver particular messages through particular artistic avenues

Naturalism

• Shade usage must provide realistic effects

Colors

• Colors create visual feeling
• Use artistic cues

Shade division

• There are 2 types, warm cold, with respective feelings
• Warm involves particular light combinations like crimson and cold is the opposite

Cold is divided into types

• Heat brings with it strong temperatures

Hues are often linked with nature

RGB

• Shade intensity can combine in unique and interesting ways
• Light is the subject

CMYK

• There is also an alternative mode to account for various design elements/cues

HSB

• Unique viewing models are followed

Lab

• Unique shade guidelines are employed

Basic Components

• Shade and hue create a specific overall effect

Graphics

• Vectoring:
  • Unique style to process each color effect
  • Ensures that pictures are concise and high definition

Bitmap

• Involves 0/1 effects for unique color usage

Software

• High rate systems are required because of high-quality graphics

Illustrator

• Is used for the production of line graphics and provides both aesthetics and detail

Uses include printing and brochure product

Key Features

• Vector base ensures specific clarity
  • Enables user specific use