OUGD504 - Critiquing Print

In the first year, my COP essay was titled, 'What is the role of print in the digital age?' where I explored the impact of the digital age on print so I have an understanding of the limitations to print media.

Although the digital age is still booming, print offers unique finishes that screen can not reproduce, for example:

Foiling

Requires a plate to be cut out so that when the foil is heated and pressed against the stock, only the metallic shape is left revealing a shape or word. The foil can either have a metalic or glossy
finish. This is a costly and time consuming process. Below is an example of a glossy foiling:

“Techniques and finishes such as foiling and gilt edging have contributed to the confident aesthetic and overall bold tone of the book."

Manchester agency Music’s designs for the British Fashion Council’s 2014/15 annual review. With an all-black cover, gorgeous imagery and bold typography, you’d do well to tell it apart from a slick coffee table. The foiling slightly raises the type from the surface making the cover aesthetically pleasing. Foiling isn't just used for publication covers, I've seen it on shopping labels which make the brand look more sophisticated.

There are environmental issues with the foiling process which means it should be avoided if it is likely to be thrown away. However, many printing companies have now swapped to using an environmentally friendly process. It doesn’t use solvents or inks and does not create any harmful vapours.

Embossing/Debossing


Embossing also requires a printing plate which is pressed into the stock, slightly indenting the shape into the paper without going all the way through. Debossing is the same concept but the other way round. If I consider using this technique, the stock will need to be a higher gsm so that the embossing is clear.

These techniques is often found on high end business cards because they look smart, professional and tactile.

Cost

The cost of inks and stock is expensive, made even more expensive by professional finishes such as foiling and embossing. Large studios and businesses often pay for large print runs and ultimately getting more product for the money. Short print runs, especially with lithography, are more expensive because each plate has to be made separately. A longer print run would make more publications so they will gain more profit.

Colour/Texture

Due to the advances in technology, print media can achieve a huge range of finishes and colours. The standard of printing is also increasing as high res images are crisp and clear due to the colour management. The inks can also glow in the dark and smell, increasing stimulation.

Stock

Fire proof
Water proof
A range of gsm
Virtually any size
Texture