An In-Depth Guide to Planning, Creating, and Producing Successful Design Projects
CHARLES CONOVER
JOHN WILEY & SONS, INC
IV D E S I G N I N G F O R P R I N T
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Copyright © 2011 by John Wiley & Sons, Inc. All rights reserved
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Library of Congress Cataloging-in-Publication Data:
Conover, Charles. Designing for print / Charles Conover. — 2nd ed. p. cm. Includes bibliographical references and index. ISBN 978-0-470-90597-5 (pbk.); ISBN 978-1-118-13088-9 (ebk)
1. Graphic design (Typography) 2. Layout (Printing) 3. Desktop publishing. 4. Computer graphics. 5. Adobe Creative Suite 5. I. Title.
Z246.C57 2011 686.2’20285–dc23 2011018369
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
D E S I G N I N G F O R P R I N T V
Chapter One: Planning Your Design
Chapter Two: Designing with Type
Contents
Layout Variations: Standard and Custom Formats . . 2 CD Booklets . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Custom Formats . . . . . . . . . . . . . . . . . . . . . . . 2
Building Mechanicals . . . . . . . . . . . . . . . . . . . . . . 4 Developing a Working Grid . . . . . . . . . . . . . . . . . 6
Margins and Gutters . . . . . . . . . . . . . . . . . . . . 7 Grid Variations . . . . . . . . . . . . . . . . . . . . . . . . 7
Placing Elements within the Grid . . . . . . . . . . . . . 8 Single Pages . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Facing Pages and Spreads . . . . . . . . . . . . . . . 9
Type Fundamentals . . . . . . . . . . . . . . . . . . . . . . . 20 Understanding Tracking and Kerning . . . . . . . . . 22
Kerning Display Type . . . . . . . . . . . . . . . . . . 22 Tracking Body Copy . . . . . . . . . . . . . . . . . . . 23
Distorting Type and Scaling in Proportion . . . . . 24 Getting Type to Fit without Distorting It . . . . . . 25 Widows, Orphans, Ladders, and Rivers . . . . . . . 26 Treating Type with Consistency . . . . . . . . . . . . . 27 Many Faces, Many Moods . . . . . . . . . . . . . . . . . 28 Classic Typefaces . . . . . . . . . . . . . . . . . . . . . . . . 29 Selecting Effective Typefaces . . . . . . . . . . . . . . . 30 Choosing Typefaces: Form and Function . . . . . . 32 Working with Text Boxes and Columns . . . . . . . 34
Separate Text Columns . . . . . . . . . . . . . . . . . 34 Multiple-Column Text Boxes . . . . . . . . . . . . 34
Small Caps and All Caps . . . . . . . . . . . . . . . . . . 36 Setting Small Caps in InDesign . . . . . . . . . . 36
Type and Drop Shadows . . . . . . . . . . . . . . . . . . . 37 Hard-Edged Drop Shadows . . . . . . . . . . . . . 37 Soft Drop Shadows . . . . . . . . . . . . . . . . . . . . 37
Creating Baseline Grids . . . . . . . . . . . . . . . . . . . 38 Setting Baseline Grids . . . . . . . . . . . . . . . . . 38 Baseline Grids and Text Boxes . . . . . . . . . . . 39
Understanding Baseline Grids . . . . . . . . . . . . . . 40 Letting the Baseline Grid Serve as a Guide . . . . 41 Using Baseline Grids to Cross-Align . . . . . . . . . 42 Type Readability . . . . . . . . . . . . . . . . . . . . . . . . . 44
Serif and Sans Serif Typefaces . . . . . . . . . . . 44 Upper- and Lowercase Settings . . . . . . . . . . 44 Character Recognition . . . . . . . . . . . . . . . . . 44 Knockout Type . . . . . . . . . . . . . . . . . . . . . . . 45 Case Settings and Readability . . . . . . . . . . . 45 Type Form Follows Function . . . . . . . . . . . . 45 Reverse Type and Image . . . . . . . . . . . . . . . . 45
Getting Ideas and Gathering Imagery . . . . . . . . . 10 Sketching Out a Game Plan: Thumbnailing . . . . 12 Exhaust the Possibilities:
Creating Design Variations . . . . . . . . . . . . . . 14 Cutting to the Chase: Designing with Die Cuts . . 16
VI D E S I G N I N G F O R P R I N T
CONTENTS Designing For Print
Chapter Three: Designing with Photographs Image Types: One Color, Two Color . . . . . . . . . 62
Color Models . . . . . . . . . . . . . . . . . . . . . . . . 62 The Four-Color Process . . . . . . . . . . . . . . . . 62 CMYK Process Color . . . . . . . . . . . . . . . . . . 62 TruMatch Color System . . . . . . . . . . . . . . . . 62 The Pantone System . . . . . . . . . . . . . . . . . . . 63 Swatch Books . . . . . . . . . . . . . . . . . . . . . . . . 63
Maintaining Image Integrity . . . . . . . . . . . . . . . . 64 Image Distortion: Scaling . . . . . . . . . . . . . . 64 Image Distortion: Flipping Photos . . . . . . . 65 What’s Wrong with this Picture? . . . . . . . . . 65
Formatting Images for Print . . . . . . . . . . . . . . . . 66 Understanding Linked Images . . . . . . . . . . . . . . 67 Manipulating Images and Picture Boxes . . . . . . 68
Rotation Settings . . . . . . . . . . . . . . . . . . . . . . 68 Customizing Corner Styles . . . . . . . . . . . . . . 69
Image Types: Monotones, Duotones . . . . . . . . . 70 Creating a Basic Duotone . . . . . . . . . . . . . . 71 Monotones and Tritones . . . . . . . . . . . . . . . . 71 Duotones and Sepia Tone Effects . . . . . . . . . 71
Type, Image, and Readability . . . . . . . . . . . . . . . 72 Type and Image: Composing Page Layouts . . . . 74
Vertical and Horizontal Compositions . . . . . 75 Type and Image: Page Composition . . . . . . . . . . 76 Perfect Imbalance: Asymmetrical Design . . . . . 78 Using Holding Rules . . . . . . . . . . . . . . . . . . . . . . 79 Focusing In: Cropping Techniques . . . . . . . . . . . 80 Picture Box Shapes . . . . . . . . . . . . . . . . . . . . . . . 82
Standard Frame Types . . . . . . . . . . . . . . . . . 82 Customizing Picture Frames . . . . . . . . . . . . 83
Editing Picture Box Shapes . . . . . . . . . . . . . . . . 84 Resizing Frames . . . . . . . . . . . . . . . . . . . . . . 84 Reshaping Frames . . . . . . . . . . . . . . . . . . . . 84 Complex Shapes and Bézier Curves . . . . . . . 85
Custom Shapes: Using Pathfi nder . . . . . . . . . . . 86 Pathfi nder Options . . . . . . . . . . . . . . . . . . . . 87
The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . 88 Complex Shapes: Advanced Techniques . . . . . . 89
Tabbed Windows . . . . . . . . . . . . . . . . . . . . . . 89 Slicing Images . . . . . . . . . . . . . . . . . . . . . . . 89
Image Grids: Step and Repeat . . . . . . . . . . . . . . 90 Compound Shapes . . . . . . . . . . . . . . . . . . . . 90
Complex Shapes: Align and Distribute . . . . . . . 91 Label Design . . . . . . . . . . . . . . . . . . . . . . . . . 91
Placing Images into Text . . . . . . . . . . . . . . . . . . 92 Using Create Outlines . . . . . . . . . . . . . . . . . 92 Selecting Appropriate Typefaces . . . . . . . . . 92 Cutting Type Outlines into an Image . . . . . . 93 An Image for Every Letter . . . . . . . . . . . . . . 93
Organizing Annotated Photo Layouts . . . . . . . . . 94 Styling Pointers and Annotations . . . . . . . . . . . . 96
Creating Customized Annotations . . . . . . . . 97 Creating Legends for Photographs . . . . . . . . . . . 98
Using Legends with Maps . . . . . . . . . . . . . . 98 Placing Legends in Photos . . . . . . . . . . . . . 99
Chapter Two: Designing with Type Readability and Column Width . . . . . . . . . . . . . 46
Readability: Complex Text Wraps . . . . . . . . 47 Mastering Text Wraps . . . . . . . . . . . . . . . . . . . . . 48
Taking Control: Manually Editing Text Wraps . 47 Creating Depth with Silhouetted Images . . . 47
Setting and Styling Captions . . . . . . . . . . . . . . . 50 Show Hidden Characters . . . . . . . . . . . . . . . . . . 51 Styling Paragraphs . . . . . . . . . . . . . . . . . . . . . . . 52 Applying and Styling Drop Caps . . . . . . . . . . . . 53
Basic Drop Cap Settings in InDesign . . . . . . 53 Controlling Indents and Insets . . . . . . . . . . . . . . 54 Understanding and Setting Tabs . . . . . . . . . . . . . 55
Designing and Styling Text Tables . . . . . . . . . . . 56 Styling Tables with Tint Bands . . . . . . . . . . . 56 Using Tint Bands as Rules . . . . . . . . . . . . . . 57 Refi ning the Chart Design . . . . . . . . . . . . . . 57
Simple Tables in InDesign . . . . . . . . . . . . . . . . . 58 Creating Stylesheets . . . . . . . . . . . . . . . . . . . . . . 59
D E S I G N I N G F O R P R I N T VII
Chapter Five: Preparing Your Images
Chapter Four: Advanced Typography
Destination Please? Formatting Images . . . . . . 140 Sizing, Scaling, and Setting Resolution . . . . . . 142
Scanning and Scaling Images . . . . . . . . . . . 142 Scaling Images for InDesign Documents . . 143 Increasing Resolution . . . . . . . . . . . . . . . . . 143
Image Prep: Cropping Images . . . . . . . . . . . . . 144 Spot Remover: The Clone Stamp Tool . . . . . . . 145 Getting Results: Basic Scanning Techniques . . 146 Focusing In: Sharpening Images . . . . . . . . . . . 147 True Colors: Color-Correcting Images . . . . . . . 148
Adjusting Levels and Curves . . . . . . . . . . . . . 149 Color-Correction 101: A Primer . . . . . . . . . . . . 150 Dodge and Burn: Tonal Correction . . . . . . . . . 152 Scanning Large-Scale Artwork . . . . . . . . . . . . . 153 Ghosting Images . . . . . . . . . . . . . . . . . . . . . . . . 154
Image Opacity and Type Readability . . . . . 154 Tombstones: Opacity and Selections . . . . . 155
Using the Character and Paragraph Palettes . . . 102 Vertical Type: Cheap Motels and Drive-ins . . . 104 Curves Ahead: Create Outlines . . . . . . . . . . . . . 105
Outlines: The Pros and Cons . . . . . . . . . . . 105 Controlling Type Outlines . . . . . . . . . . . . . . . . 106
The Pen and Selection Tools . . . . . . . . . . . . 106 Keepin’ It Real: Staying True to the
Original Typeface . . . . . . . . . . . . . . . . . . . . . 108 Creating Custom Ligatures . . . . . . . . . . . . . . . . 109 Applying Effects: The Good, Bad, and the Ugly . 110 Shattering Type . . . . . . . . . . . . . . . . . . . . . . . . . 112 Offset Path: Inlines, Outlines, and Shadows . . 113 Creating Stylized Drop Shadows . . . . . . . . . . . 114
Knockout Shadows . . . . . . . . . . . . . . . . . . . 114 Linear Drop Shadows . . . . . . . . . . . . . . . . . 114 Soft Drop Shadows Using Blends and Filters . 115 Refl ective Shadows . . . . . . . . . . . . . . . . . . . 115
