FAQs & Tips

Supplying Text for Print Graphics
Refrain from using any unusual formatting in the document. Keep the format simple — set left justified and lines single-spaced. It is okay to use different type styles such
as italic or bold, but please DO NOT set type in all capital letters unless it must be
set that way, a product name for example. Although our studio is Macintosh-based for print graphics, it is possible to convert many Windows formats into compatible Mac formats. If there is any doubt about software compatibility, the file should be saved as a "text only" (ASCII) file. Text can be furnished on a floppy, Zip disk, or CD, or e-mailed.

Please include a hardcopy of the file and label it with the file name as it appears on the disk. Keep back-ups, both hard and soft copies, of what is sent for your records.

Proofing on the Desktop
Desktop publishing is known as being WYSIWYG (what you see is what you get). That's fine for type, but for color, unless you're operating in controlled lighting condi-tions with callibrated equipment, the monitor is not accurate enough for color proof-ing. Unless you are looking at a proof or specifying colors from a tint book, you will not be able to predict exactly what the final color will look like. There are several different levels of proofing on the desktop.

Use the monitor for rough proofing. You can look at a file and make sure that spot colors are properly selected. For example, in a document with heads in PMS colors, you can use the monitor to make sure that all the colors are specified as the proper PMS colors. The monitor is also good for giving the general look of the page, although not the exact colors. A printer such as an inexpensive HP or Epson printer
is at the same level. It's good for giving you a rough idea of what the page will look like and for helping you check layout elements, but it is not accurate color. The next step up is a desktop proofing device such as an Iris Proofer or the 3M Desktop Color Proofing System. These devices produce high quality continuous tone proofs that
are nearly 100% color accurate. Although not as accurate as traditional Matchprint
or Cromalin proofs, these will allow you to judge color before going to the final proof.
A key advantage of these desktop proofers is that you don't have to output film to get
a proof.

The most accurate way to judge color is using a traditional proof such as a MatchPrint or Cromalin. The traditional proof is made from the actual film that will be used to print the job, so you'll see any screening or color problems as they would appear on press. Although accurate, traditional proofs are expensive, requiring machine time for film output, and labor for the actual production of the proof.

Preparing Files for Print
Desktop publishing has given the designer much greater control over many tasks previously associated with a printer. Along with that control, however, has come the responsibility to effectively communicate how your files are prepared.

The following suggestions are not geared towards any particular software or hard-ware, but are meant as guidelines for preparing and submitting any graphic files to
a printer. For specific software advice, try some of the manufacturers' links at the right.

For a smooth, trouble-free experience, contact your print representative to schedule a meeting to analyze the layout, discuss the details, and address scheduling, bugetary, or file preparation concerns before the project goes into production.

Before submitting files:

1. Review placement and cropping of images
2. Double-check line breaks
3. Remove unused colors from files
4. Name colors to match from application to application
5. Change RGB images to CMYK
6. Set black to either overprint or knockout

Include:

1. Hardcopy printout (color-separated if file consists of more than one color)
2. Complete list of file names
3. Complete list of fonts used in the document
4. Complete list of programs and versions used to create the document
5. All printer and screen fonts used to create the document
6. All linked graphics in either editable EPS or TIF formats
7. Clear positioning and cropping instructions for materials to be scanned

DO NOT:

1. Crop large images down to small ones in the layout program
   Re-crop and scale them to proper size in the originating program
2. Rename graphics after linking them to the layout
3. Save files in non-editable EPS format
4. Rotate or skew graphics or text boxes in the layout program
5. Erase areas by covering them with white boxes
6. Nest elements more than two levels deep

The single most important item to include when submitting files are color-separated printouts. Like tissue overlays on manually produced artwork, color-separated print-outs show the printer exactly how and where the colors are to print. Often a file that appears correctly when printed as a composite will not output properly when it is
color-separated. This is because a composite print represents all colors as a shade of gray. An illustration intended to print in four-color process will appear correctly on
a composite even if the file is incorrectly saved as RGB or mistakenly contains PMS colors. Color-separated printouts will catch these problems before they cause costly author's alterations expenses or scheduling delays.

Consider the peace of mind you'll have knowing your files are in good shape, the estimate is accurate, and that everyone understands the needs of your project.

• Pages are in proper sequence
• Pages are in proper position
• Photos are in correct places
• No copy is missing
• Logos are used per company's graphic standard
• Addresses and phone numbers are correct
• Names and dates are correct

Have a batch printed and padded. Then, whether you personally check the next job
or it is done by another person, everyone will have the same checklist. And of course, initial and date it when you're done.

Tips for Using a Service Bureau
The following information is needed for a job to be properly output in an accurate and timely manner. If you are accepting a job from another source or when submitting a disk to a digital imaging center, please use this checklist to double check that your service provider, and you, have all the information needed for the job to go smoothly.

To ensure the best possible service, make sure you have included:

All imported graphics in the file in either editable EPS or TIFF format
All the printer and screen fonts required to print the document
Final printouts of the document pages, color-separated if applicable
A completed output request form, that includes:

1. Type of computer used (Mac or IBM)
2. File names of documents to be output
3. Complete list of fonts used
4. Program name and version used to create the file
5. Output media — film, paper, other; negative or positive; emulsion up or down
6. Page size and scaling
7. Page orientation
8. Page ranges to output for each document
9. Color plates to output for each document if file is to be color separated
10. Crop marks and/or separation names needed
11. Total number of documents to output
12. Screen frequency (Ask if you don't know or unsure.)
13. Whether a color proof is required
14. Whether trapping is required. If so, how much?
15. Special instructions or additional services required
16. Contact information
17. Shipping instructions

Reprints as Selling Tools
Does your company advertise in magazines? Have you ever read a newspaper or magazine article that applied to your products or services? Have you ever wished
your customers read this or that because it explains or promotes something your company offers?

Consider reprints.

For example, you might notice an article in a magazine that discusses a piece of equipment your company has added. Call or write to the magazine and ask for reprint permission. Some will give it verbally, some will give it in writing, and some will insist that they actually print the reprints (and make some money, too!).

Or, if you run ads, consider printing the ad on its own sheet of paper with a reprint notice (Reprinted from the June 2005 issue of X magazine).

For black-and-white ads, reprinting can be quite inexpensive, but what about full-color ads? If cost seems out of hand, consider contacting the publisher and having extra copies of your ad run at the same time the magazine is printed. Some publishers offer special deals on reprints. Although this method involves some paper waste, it can be offset by the cost it would take to start the printing from scratch.

And what do you do with the reprints? Mail them with invoices or letters, put them on the counter, or distribute them any way you please. It's just another way to market your business.

No OCR product scans error free and the accuracy of the scan depends greatly on the quality of the original document. Of course, OCR works most swiftly and accurately on high quality documents such as original typewritten or laser-printed documents. Faxes and photocopies, especially those with broken or touching letters, or filled-in letters, will require varying amounts of proofing/editing time. OCR is sensitive to a wide range of type styles and can convert serif, sans serif, proportional and monospaced text, in sizes from 4 to 24 points. is required.

Supply high quality printed documents whenever possible, preferably originals. Refrain from writing or marking on documents to be scanned; the scanner will attempt to translate the marks, thereby increasing the editing time.

* ASCII is an acronym for American Standard Code for Information Interchange.
The system refers to letters, numbers and common symbols by unique binary code numbers. ASCII is an industry-standard format that virtually any computer can under-stand. ASCII files are usually referred to as text files.

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