Precautions in the design of poster advertising

1 Characteristics of Poster Advertising

1.1 Definition of Poster Advertisement

The English name of the poster is "poster". In the Oxford English Dictionary, it refers to a notice displayed in a public place (Placard displayed in a public place). In the ad dictionary published by London's "International Textbook Publishing Company," poster refers to printed advertisements posted on paperboard, exterior walls, large wood panels or vehicles, or printed advertisements displayed in other ways. It is the main form of outdoor advertising. One of the oldest forms of advertising. Posters are divided into social public posters (non-profit), commercial posters (profit-making) and artistic posters.

1.2 Characteristics of Poster Advertising

The distribution of poster advertisements is relatively extensive, mainly in outdoor public places such as advertising posts, advertising showcases, cultural and entertainment venues, inside and outside shopping malls, bus waiting halls, and the walls of subway stations in urban center areas. The nature of this street-advertising art has determined that posters must be visually communicated with large-sized screens. Most of the fine art works and design works are housed indoors, and most of the poster advertisements are posted outside, so pay special attention to the visual effects of the distance. With the acceleration of the rhythm of modern society, the time for people to gaze at street posters and advertisements is even shorter. Good poster advertising can attract people's attention and achieve the purpose of quickly, accurately, and effectively conveying information. The most important and important function of posters is to convey personalized information. Posters aim at specific audience goals, convey certain ideas or appeal for goods, companies and other information in order to achieve the goal of establishing a good society and promoting sales.

2 Notices in the design of poster advertising

The nature of this outdoor advertising art determines the graphics in the posters. The text must be highly general, accurate, and concise. The color should emphasize the degree of motivation, the contrast is strong, the harmony is unified, and the application of the screen and information simplification are emphasized. Starting from the whole, Graphics, text, and color are required by the topic to constitute a complete and clear information topic. Posters also have features common to print media, such as static propagation characteristics, orientation propagation characteristics, and so on.

2.1 Application of Logo Graphics in Prepress Creative Design

Registered logos or texts must be applied to the design in a standard manner to correctly convey commercial information. In order to faithfully depict the shape of the logo, it should be scanned first, outline the logo in Photoshop, and then use the "file/output path to Illustrator" function to save it as an ai file and import it in CorelDraw. You can get the exact shape of the logo.

2.2 Use of Spot Colors in Prepress Creative Design

The use of spot colors in design can achieve high saturation and high brightness that can not be achieved with four-color printing, and can more accurately convey commercial information. For example, Kodak Yellow, Fuji Green, etc., not only play a role in identification, but also played a security effect. The use of spot colors in prepress creative design is also increasing. Here we introduce the issues that should be noted in the use of spot colors.

2.2.1 Selection of Spot Colors

Normally, the PANTONE MATCHING SYSTEM(R)-coated color wheel in the “standard fill/fixed color wheel” can be used as a spot color version in CorelDraw, among which PANTONE Process Yellow CVC, PANTONE Process Magenta CVC, PANTONE Process Cyan CVC, PANTONE Process Black CVC uses more of these four spot colors. It is best not to use primary color black instead of spot color because the black overlay after RIP will have unintended consequences. The choice of spot color swatches should be extremely cautious, and some uncommon spot color swatches should not be used as far as possible in order to ensure correct distribution.

2.2.2 Gradient of spot colors

Spot color gradients are very problematic in RIP, especially in spot colors to four-color gradients. If there is a gradient of spot colors to four colors, it is best to put a spot color on another page and replace it with one of the four colors to get the correct result.

2.3 Application of Special Effects in Prepress Creative Design

In order to make the creative design more visually stimulating, special effects are used in many designs, but some special effects may cause problems in the layout. For example, in CorelDraw, problems such as transparency, shadow, and other effects will occur during the layout. The solution is to convert all of the special effects in the design draft into high-line CMYK dot-matrix diagrams. Do not select the transparent background option when generating the bitmap, otherwise the original transparency effect will be lost. If the design original contains colored thin lines or colored small text, the resolution of the bitmap is recommended to be 500 dpi or more.

2.4 Gradient Application in Prepress Creative Design

For high quality gradients should be done in Photoshop, and it is best to add 1% to 2% of noise so that the gradient will be softer. Due to the different interpretation capabilities of different RIPs, color gradient functions are used in Illustrator, FreeHand, and other typesetting software. Gradations will occur for gradients with large output sizes and large color spans.

3 Precautions for poster advertising production

3.1 Image Processing

3.1.1 After the full version of the bleeding image is cut, it is difficult to ensure that the original content is all on the page. Especially for paintings, the stamp is close to the edge of the drawing. If it bleeds, it will cause loss of the image. In this regard, the image size can be expanded by 3mm around in Adobe photoshop. Using the “stamp” tool to extract similar parts will expand the partial complement, and after the cutting, the original content will all be on the page.

3.1.2 When scanning an image into a Bitmap format, sometimes there are some small black borders around the image. Its position is just in the Photoshop document border, it is difficult to find on the screen, but after putting it into the layout software, But you can find some small black border around the picture. To solve this problem, you can delete the black border by selecting the desired area in Photoshop and then deleting it in reverse.

3.1.3 When images need to be stored, make sure that the image is in CMYK mode, because if it is RGB or other modes, it cannot be distributed correctly. If there are redundant paths or multiple channels, they should be deleted and merged. The layer stores the image in TIFF format because TIFF format is currently supported in almost all typesetting software.

3.1.4 When the image is too large (exceeds A3 size), sometimes it is put into the typesetting software, there is no problem on the screen display, but it will be distorted when the print layout, then the color image should be stored as EPS color separation Chart format.

3.2 word processing

3.2.1 When using reverse white, do not use fine strokes. If the strokes are too thin, ghosting may occur during printing. If you use medium or medium line fonts, the effect is better.

3.2.2 The black text is missing

Black escaping means that the black text does not directly press on the background color, and there is a phenomenon of missing white around the text strokes. This is due to the presence of these texts on each color plate, coupled with changes in the temperature of the printing shop, the stretching of the paper, and the inaccurate positioning rules, resulting in inaccurate overprinting of the prints, which seriously affects the quality of the products.

The solution is to press the black text directly on the background color during the plate making, which can make up for overprint in the printing and avoid the black text missing.
When the file is not CMYK mode, it should be converted into Lab mode and then into CMYK mode. Because CMYK images are affected by the printing ink and color separation settings in Photoshop software, the level of dark tone loss is severe when converting from RGB to CMYK, and the level loss can be reduced by performing RGB-Lab-CMYK conversion.

Note: Open the file to be processed and store it first. Psd format, again by RGB-Lab-CMYK. . Only the Black channel is selected (ie: C=0, M=0, Y=0, K=100%). Use the Type tool to enter text. At this time, only the text on the black version can avoid the problem of black text missing. This method can be used not only for the text typed by the Type tool, but also for various black text logos, text graphics, handwriting, and special fonts.

4 Conclusion

Advertising is closely related to modern life. Poster advertising is a kind of advertisement and it is an effective way to promote enterprises and commodities. It is also increasingly used in various public places. How to better help companies communicate advertising information requires not only design ideas New and accurate, prepress design also played a very important role. Only by doing creative design and prepress design can poster advertising be used to its maximum advantage, not only saving costs for businesses, but also adding luster to the city's appearance.