I created a new Skillshare class on how to create an ad in InDesign. It contains layout, typography, Photoshop color modes, production to print or digital and output to pdf as well as packaging your files for the vendor. Here's the link if you're interested. It covers the basics of a few InDesign tools, geared mostly for beginning Designs, but an entrepreneur could also use it to produce a simple ad for print or digital use. Materials are provided for practice, but you could also use your own images, copy and logo to produce the ad. If create ads, you might find these charts helpful. One chart converts fractions to decimals and the other converts inches to picas to points.
The history of graphic design
Here is a very interesting trailer on the documentary Graphic Means. It's about what the profession of graphic design was like before the Apple computer. I remember doing paste up with a hot waxer and using the dark room and a stat machine to set type and make negatives of type. My first experience in graphic design was in the early 80s when I was studying jewelry design and gemology at a Jr. College. I was in the work study program and was placed in the print shop. We created all the school's printed materials as well as the school newspaper. I learned to set type on a Compugraphic Typesetting Machine. It looked very much like this:
It wasn't wysiwyg, it was straight type on the screen, it kind of looked like a typewriter. You would choose from about 1 of 10 fonts and sizes and type it in. You didn't really know what it looked like until you developed the print. The processor worked like photography, using the same chemicals. If it looked like what you wanted, normally it took a couple of trys before you liked what came out of the machine, then you could paste it up on a board at the light table. I loved the paste up process it was tedious, detailed work to make all of the pieces work together in the layout.
I can't wait for the documentary to come out to see all of these old tools again!
Free Graphic Design Tool
Weather you work in Picas or Points, there comes a time when you need to convert from 1 to the other. Here is a hand conversion chart for you. It's also placed on the Free Design Tools Page.
Hi, Here is the second version of a double truck ad. This one leaves no gutter allowance for the typography. I know the design is using the typography to create a texture in the background of the ad, but I think I still would have allowed for the gutter, because you can still read the words even though they are screened back. If the production artist had left 1/8 inch allowance on each side of the gutter (or even 1/32 inch) it would have made all of the words legible. What do you think? Does it matter since the type is being used as a texture? Do you think the designer wants us to read the type? or not?
A double truck ad is an ad that spreads across the gutter to both pages -usually with a bleed, but not always. When producing a double truck ad, you should make allowances for the type to cross the gutter. A beautifully produced ad will leave the reader unaware that there is a gutter. In the first image below, you can see that the designer left a huge gutter. Much to large for this magazine. This is a rather high end home decor magazine with a high end advertiser placed within the first 10 pages of the publication ( a pricey placement location). The creative in this ad is really sophisticated and beautiful, but the production was poorly executed.
I know that most times, the designer doesn't know where in the publication the ad will be placed, but as a rule of thumb, you can use a 1/8" gutter on each side of the gutter, and be ok most of the time. Usually the publication will have a gutter size in the specifications of the ad. In this case the gutter is much too large, it's about 3/8" on each side of the gutter. It's possible this ad was created for a different publication and then sent to this magazine — maybe the wrong file was picked up and sent to this publication. Either way, you should always print out the ad at 100% and mock it up with the actual gutter size to proof yourself, before sending the ad out for printing. I know it takes more time, but it's worth it, to make sure your production is as high quality as the product the ad is selling.
The one thing you don't want to do, is allow the magazine to revise the ad for you, they just don't have the time. They will more than likely print whatever you send them.
Tomorrow, I will post an ad with the opposite problem. Let me know if you have any questions, I'll do my best to answer it.
Purchase six styles of the ITC American Typewriter Family for only $39! Normally $157, on April 2nd until 8pm (EDT) be one of the first 350 customers to purchase and you’ll receive the Light, Light Italic, Medium, Medium Italic, Bold, and Bold Italic styles of the ITC American Typewriter family at the deeply discounted price of only $39. The link for this product is: Fonts.com
Doyald Young had a fifty year career as designer and teacher at Art Center College of Design. He was well known for his lettering and logotype designs. He was known as a good listener, patient teacher and self-proclaimed perfectionist. Doyald was a legend in the world of typography and he wrote the 3 books featured above. For more information on his life and his work, here's the NY Times article and visit his website.
There's also a free documentary on his life at Linda.com.
Have you ever seen a font in print and wanted to use it, but couldn't figure out what it was. Well there are 2 places you can go for identification. You can upload a .jpg to myfonts.com or you can answer a series of questions at identifont. Even though myfonts.com asks for you to keep space between the characters, I've used their system for script fonts, it gets pretty close and gives you multiple fonts to compare.
Overall a good tool to use. Not like the old days of thumbing through thousands of pages of fonts to compare serifs and weights.
SOTA, The Society of Typographic Aficianados, has announced the release of a new font called "Coming Together". This font is made up of over 400 glyphs, mostly ampersands to represent coming together to help one another. The font was designed by a group of type designers, graphic designers and illustrators from around the world. All proceeds from the sale of it will go to "Doctors without Borders" to benefit the people of Haiti. The font is being sold for $20US and can be purchased: Veer, Ascender Fonts, My Fonts, and The Font Shop.
Arial • ITC Franklin Gothic • Benton Sans • FF Meta • FF Din • Eurostile • Gill Sans • DIN Next • Avenir • Futura • Frutiger • Helvetica • Interstate • Akzidenz Grotesk • Univers • Trade Gothic • the Sans • Neo • SoHo • ITC Avant Garde Gothic • Rotis • Zapfino • Optima • Estillo • Helvetica Neue • Estilo Script • Waza™ • Olicana Smooth OT • Louisiana • Metroscript OT
There are many more classic fonts than I would have imagined.
If you haven't visited fontshop.com lately, you have to check out their new tool: type navigator, it helps you figure out what type you need by the specific characteristics of a font. You choose the size of the serif, the general shape, proportions, weight and more, of the characters you want and it matches your choices up with all of the fonts within close match of those characteristics. It's just another way to search for a font when you're not sure what you're looking for, or if you know what you want it to look like, but have no idea what the name of it is.