Analysis of the reasons for the poor printing effect
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In newspaper printing, prepress advertising production and printing are basically in a disconnected state. Once the advertising printing effect is poor, the advertising department immediately asks the printing factory for compensation. The reason is that the advertising printing is not good, and the advertising fee cannot be collected. The author has learned that many large-scale newspaper printing centers have seen similar situations on many occasions.
After careful analysis of the newspapers with poor printing performance, the problem is mainly that the small characters cannot be clearly seen. The reason for further refinement is actually that the advertising production staff does not understand the printing process. Now it analyzes several aspects that cause poor printing effect and proposes corresponding solutions.
1. Foreign advertising is film, affecting the quality of advertising printing
Advertising film usually prints less. First, there are patch errors in the artificial patch, which may lead to inaccurate overprinting. Second, the parameters and film quality of the film are different in different places, so it is difficult to accurately grasp the exposure and development time during plate making. For example, the local mobile phone advertisements were published in the evening newspapers on May 8th and May 14th. Since the film was provided on May 14th, the white characters on the dark blue background after printing were basically invisible, and the number of foreign film lines was found by measurement. It is 110 lines/inch; and the advertisement on May 8 is the film output by the company itself, the number of lines is 120 lines/inch, and the printing effect is much better. When the advertising staff had to compare the two-day newspapers, they had to admit that it was because of their reasons that the advertising printing was not effective.
Films need to be patched manually, which is time-consuming and labor-intensive, sometimes affecting the publishing time of newspapers. Now the company uses the screen output machine to open the film and then can directly punch the plate, but because of the need to paste the film, we have to cut the film first and then paste it, which is a waste of time.
In addition, the supplied film is basically impossible to change even if problems are found (only simple repairs can be made), and electronic files are easy to modify.
Therefore, the advertising department preferably provides electronic files for advertising, not film. Of course, for companies with economic strength, you can consider buying a high-quality dot scanner to solve the problem of foreign film.
2. Photoshop produced ads, printed text is imaginary
Newspaper printing speed is fast, paper absorption is strong, and dot gain rate is high. If you do not pay attention to the characteristics of newspaper printing in the production of advertisements, the text will be entered in Photoshop, and it will definitely be faint when printed, and the small characters in the newspaper will be more obvious.
Because the words in Photoshop are dot matrix.
At present, most newspapers use Founder Feiteng software to typeset, and advertisements are mostly done with Photoshop and CorelDRAW software. Photpshop is very convenient and advantageous for processing images, but there is a lack of processing of text. The words in CorelDRAW are vector, so it is better to enter text in CorelDRAW. Therefore, it is best to use Photoshop to process images in newspaper advertisement production, while text content is done in CorelDRAW. Since Feiteng software does not support CDR files, (CoreIDRAW files must be output before they can be placed in the Feiteng layout. According to the actual comparison, the files output in EPS format are more clearly printed in the newspaper. However, after converting to EPS, the advertisement sometimes Wrong, the company has encountered the phenomenon of missing graphics after converting to EPS format.
3. Small print design for multi-color overprinting, post-press text is unclear
Generally divided into two cases, one is a small print with four-color ink overprint black. In this case, it is recommended to use monochrome black, because the four-color small print requires very accurate overprinting when printing. Otherwise, there will be a phenomenon of bluffing. Pay attention to the color of the word when making it. If it is done after the production is completed, it will be difficult to find the revision of the title, because the advertisements that have been sent are generally combined layer operations, which are not easy to modify.
The second case is the reverse white on the dark shading. You can't think that the white character is no color. In fact, in the printing process, it is necessary to register the dark shading in the position of the word, that is, to print the multi-color word, the printing is not allowed, and the effect will be very poor. Therefore, it is recommended to set the deep shading to monochrome when there is a white text on the dark shading and the text is small. This will make the printing effect much more.
4. After the advertisement is made, you should check the printing effect yourself, mainly to check the text.
Open Photoshop and CoreIDRAW to create a good advertisement. For words below 5 and 5 (do not appear over the regular 4th word), use the eyedropper tool to see if it is multi-color by zooming in. If it is multi-color, print it. The effect will be affected. At the same time, by zooming in, it is checked whether the text will be imaginary. If the edge is jagged after being magnified several times, the words may not be entered in CoreIDRAW, and if these words are small, they will definitely be imaginary in printing.
Through the printing and processing training with the advertising company, the advertising staff is paid attention to the problems existing in the advertising production. The printing department should submit to the advertising department in advance the production of the pre-press image processing process that may affect the printing effect. Can be modified to modify.