Digital Print Design — Strand 2: Design Foundations and Production

Problem Definition

The process of identifying what needs to be designed and the requirements surrounding it.

Design Brief

A document that describes what needs to be designed, who the audience is, and the constraints to follow.

Purpose

The outcome the design aims to achieve, such as informing, persuading, instructing, or selling.

Audience

The specific group of people that will engage with the design, including their characteristics and needs.

Message/Content

The information that must be included in the design, such as headlines, body copy, and calls to action.

Format and Deliverables

The types and formats of printed materials to be created, such as flyers, brochures, and posters.

Production Constraints

Limitations in size, paper stock, printing method, color limitations, and budget that must be adhered to during design.

Brand Constraints

Rules regarding logos, fonts, colors, and tone of voice that must align with the brand identity.

Hierarchy

The visual structure of elements in a design that guides the viewer's attention.

Readability

The ease with which text can be read, influenced by type size, spacing, and contrast.

Visual Communication

The use of visual elements to convey information or ideas effectively.

Elements of Design

The basic components of design, including line, shape, form, texture, value, color, and space.

Principles of Design

Guidelines that dictate how to organize elements of design, such as contrast, alignment, repetition, proximity, and balance.

Contrast

The difference between elements in design that helps to emphasize certain components.

Alignment

The arrangement of elements in a way that creates visual connections.

Repetition/Consistency

The use of similar styles throughout a design to create unity.

Proximity

The physical closeness of design elements that indicates their relationship.

Scale

The relative size of elements in a design used to communicate importance.

Balance

The distribution of visual weight within a design.

Movement

The path the viewer's eye follows through a design.

Grid

An underlying structure that helps organize content in print layout.

Margins

The space around the edges of a page that creates breathing room for content.

Columns

Vertical divisions used in layout design to help organize text and images.

Gutters

The space between columns that separates content.

Baseline Grid

A horizontal rhythm that aligns text lines across columns.

Modules

Repeating units formed by the intersection of rows and columns in a grid.

Typeface

The design of letterforms, such as Arial or Times New Roman.

Font

A specific style within a typeface, such as Bold or Italic.

Leading

The vertical spacing between lines of text.

Kerning

The adjustment of space between individual letters to improve visual appeal.

Tracking

The overall spacing between all letters in a section of text.

Line Length

The measure of how long a line of text is, affecting readability.

Widows/Orphans

Single lines of text that are left alone at the top or bottom of a paragraph or page.

RGB and CMYK

RGB is used for screens (red, green, blue) while CMYK is used for printing (cyan, magenta, yellow, black).

Spot Colour

A premixed ink used to achieve specific colours not easily reproduced with CMYK.

Bleed

Extra artwork outside the trim area to prevent unwanted white edges after cutting.

Trim Size

The final size of a printed piece after cutting.

Safe Area

Margin within the trim where important content should be placed to avoid being cut off.

Prepress

The tasks needed to prepare a design for printing, ensuring it meets production requirements.

PDF Export

The process of saving a design as a PDF file for printing, requiring specific settings for quality.

Iteration

The process of refining a design through cycles of feedback and revision.

Critique

Evaluating a design to identify areas for improvement.

Copyright

The legal protection that grants the creator rights over original works.

Plagiarism

Using someone else's work or ideas without proper attribution.

Licensing

The agreement that specifies how copyrighted materials can be used.

Professional Practice

Standards and conduct expected of designers in a professional setting.

Accessibility

Designing in a way that ensures usability for people with various needs, including visual impairments.

Digital vs Print Resolution

Digital images are defined by pixels per inch (ppi), which affects their print quality.

File Formats

Different types of digital files used in design, each with specific purposes and limitations.

Embedding VS Linking Images

Embedding incorporates images within the file, while linking references external images.

Focal Point

The main area of interest in a design that draws the viewer’s attention.