Unit 120 Design software1Designing a leaflet for a customerA customer came into my workplace and asked for a leaflet to be designedfor his company.He explained he is a window, gutter and fascia cleanerwho did a bit of gardening too.He brought in a sheet of paper with what he wanted written on the leaflet1. The telephone number2. What work he carried out3. The name of his company4. And the logo design he wantedHe didn’t give me any idea of what colours or styles he wanted on there other than he wanted theleaflet to look busy and wanted a few soap bubbles on it.Research undertakenBefore getting started on the leaflet design I had to take into account what sort of images, colours andstyles I would use.1. I searched “window cleaner” on Google and ideas started to come into my head with the sort oflayout that I thought would look good.2. I then searched fascias, gutters, decking, patios and driveways so I could get a good look atsome of the pictures they had available.3. I finally then looked at previous leaflets on the computer that an ex employee did for a fewcustomers in the past, to get to terms with what looks good and what doesn’t.DesigningSo opening Photoshop I noted down some ideas, things like images of window cleaners, bubbles, Iexperimented with a few colours, like blue and orange etc.I couldn’t decide on what colour to use for the background so my boss (Paul) suggested typing out allthe information on the leaflet first, and then work my way towards the background.So following his idea I wrote down all the information on the leaflet, and sorted out where everythingwas going to go before changing colours and sizes.Adding a few images onto the leaflet, I asked for a second opinion off Paul on what images should beused as they were a lot of images of the same thing, I wanted to get the right ones relevant to thecustomer’s job description, the most realistic one, and the ones that looked best on the leaflet.Once gathering the images we thought looked best, I got to work on the layout of the pictures.Image manipulationA lot of the images I had off the computer already, but the one of the pictures which fitted well had toomuch of a background in it, so using the “magnetic lasso” tool, on the picture of a window cleaner I
Unit 120 Design software2went round the shape of the figure, cut and pasted it and got rid of the background, so I could use thefigure on its own without having to deal with the background.The other images involved things like a decking, patio, guttering, which I wanted to keep as they wereso you could see what the picture were of. But once I had put all the pictures in a layout on thebackground (which had been left white till the end), they didn’t look very tidybecause they had sharp edges and they weren’t blending into each other as Iwould have liked.So adding a vector mask to a layer with one of the pictures on, I used the paintbrush tool and went round the edges, and did this to all the layers which had thepictures, which removed the sharpness and made it look smoother so the imagescould lie on top of each other and fit together better on the flyer itself.After doing this to the edges of all the pictures I was able to make them as big and small as I want andlay them in a place which would look good, whether it was on top of each other, crossing etc.When I finally found the right places for all the pictures (which took a few attempts), I went back to thefont, because of all the activity going on in the background the writing on the leaflet had to stand out,because it’s important for the viewers to be able to not only see but understand what it says.My initial thought was a bright colour, I immediately thought of yellow, so I wentwith yellow to see what it would look like. Because of the busy background thewriting would not work just yellow so I experimented with different shadings andoutlines, and it turned out that more outline stands out more on the leafletagainst all the pictures.I have tried a number of colours but the yellow seems to stand out more against the pictures so for thebenefit of the customer, viewers and the leaflet I decided to proceed with the yellow, because it had thebest outcome.Not wanting too much yellow on the leaflet, I decided to keep the job description in the same colour, butchange the colour of the telephone numbers and the name of thebusiness.But because of the busy image background shadows will make thenumbers stand out that bit more. An outline is helpful, because it makesthe numbers stand out a lot better against the pictures and separates it
Unit 120 Design software3from the background, being careful of what colours will be used as not all colours will have the sameeffect.I thought because we have already used yellow(which was a colour that stood out), after looking atall of the colour options, my favourite one and theone that I thought stood out best was the blue andblack.The font was a lot easier because I wanted it to be arounded font but still simple and plain, so finding afont was not a problem because it gives the leaflet alittle variety in terms of font. In the end I chose thetop font which is called “copper black” I thought thiswas the most effective.Designing the logoThe customer who came in did not have a logo, and because he also wants a van sign written I had tocome up with a logo idea which would look good not only on the leaflet but on a van also. He drew abrief picture to show us what he was aiming to have, whichlooked a bit like this.But left it to us to come up with a nice simple logo he couldstart using for his business. So I had a mess around withtrying to get the layout of the text right and as it was in thediagram I was given, before looking through the fonts we hadavailable on the computer. It was simple enough because I used the cut tool, which allowed me to cutout bits of the letters so they could slot in the right place.On our work computer we have lots of fonts available for us to use, I checked out the fonts available onword because they offer simple yet effective fonts which are what we are looking for.I can see that the simpler the text is the more it will look better in the layout that I have to work with.And the more complex the font the harder it will be to understand andsee against the busy background.Going with the simple technique out of the designs I came up with, Iwent on to further investigation on other simple fonts which lookedsimilar and finally decided on the “Bell MT” font.After a few alterations in Photoshop this is the final logo design. It’s bold simple, effective and standsout being a different colour to all the text on the leaflet. It works well against the background because
Unit 120 Design software4the background around the logo is a blue colour so it doesn’t clash. This was done by typing out theletters used, cutting out the “c” and placing it on top of the “d” and the erasing a bit of the “c” to make itlook like it was going behind and coming back out on top. The font I used was “bell MT”, it did look alittle different on Word than it did on Photoshop, but I thought it looked better in Photoshop.ProofingI gave the customer a ring and asked him to come and proof the design. When he came in a few dayslater I showed him the design, and he was very pleased with the outcome, he stated that it was“wonderful”. He didn’t want to change anything on it; all he had asked me to do was add “solar panelcleaning” to the list of jobs on there.I did this in front of the customer, by clicking on the text box and adding another line. Obviously had tosize the whole text box down a bit to make it fit, but he was happy with what it looked like and paid thedeposit, so I saved my artwork “for web & devices”, set the standard to “maximum” and saved it on tothe desktop ready to be sent off.I had a few problems while sending the artwork to our printers, firstly they phoned and explained thatthere was low resolution and could we fix it. I then emailed the next day asking what the problem wasand they replied that the whole leaflet had avery low resolution including the text.(Email ofscreen shots)So I went on Photoshop and changed the resolution to ahigher number, and resent the new artwork back over asan attachment in an email. I still had problems becausethey then emailed me back explaining that the text was finenow, it was just the pictures, they stated that I shouldexchange the pictures for bigger ones, or leave them andproceed with the printing, and the only problem was that the printing quality will be very poor.
Unit 120 Design software5Having a problem with the images, resulted in having to change the whole design of the backgroundmeaning, the customer would have to look at the final design and proof it again before sending it off.Going ahead with changing the pictures, when getting to the final design, I decided to ask a good friendof the company, who did our website, because heknows a lot of things about resolution etc. Hereplied to my email quite fast and told me overall itwas good for resolution, so ahead I went tosending it off again to the printersI had to contact the customer to come in and proofthe designand heseemed to like it, I had to explain to him what the problem was andhe was very understanding and wanted to keep it like that and toldme to send it off. So all in all the customer, printers and myself werevery happy with the outcome despite the problems we had, I wasable to overcome this and sort it out.Once the leaflet is sorted out we ask the printers via email (with theattached leaflet file) for 5000 single sided copies, at 130gsm gloss they will then be dispatched andposted,delivery varies on time of order, but will usually take 5+ days.Designing stage(Draft one)
Unit 120 Design software6The customer asked if he could have a picture of a window cleaner on it, so I did exactly that. Bygetting an image of a window cleaner and another image that went on there to show that by adding avector mask to the images it will get rid of the sharp edges, using the paintbrush tool so other imageson there can overlap each other and look smoother as if it was to be one whole image.Once I had done all this to the images on the leaflet I finally hada background, a busy one which is what the customer askedfor. It was quite easyto do this becauseyou only have to goaround the edges ofthe pictures that aregoing to be touchingand as you can see itworks quite wellbecause there are nowhite spaces on the page.To know where to put the next bit of text I had to put the logoon their first to see where I was going to put it. “Window,cleaning and fascias”. This font is “Arial rounded” I had touse my instinct with this one and not keep them in the same colour, putting cleaning and fascias on anangle using the transform tool (Ctrl+T), I thought added effect tothe whole leaflet and looked a lot better. With the word windowbeing black it didn’tstand out as well as Ihad hoped so putting awhite edge aroundmade it stand outmore, and I decided toput “cleaning+fascias”in the same colour asthe numbers so thereis a colour theme going on the leaflet.The numbers “copper black” stood out exactly as I hadplanned them to, adding a black outline using the “stroke” tool by double clicking on the layer. Tashaadvised me to put a “T” and an “M” in front of the numbers as it will look more professional and theaudience will know then what number is what.The font used in the job description is just “Arial rounded
Unit 120 Design software7also”, I used this because the job description is one of the most important things to see on the leaflet Iwanted it to look as plain but bold as I could get it before it becomes too much.Finally the only thing left on the leaflet I had to dowhich the customer asked for, was to put somebubbles on there, I found a free image on theinternet of a bubble and copied it into Photoshop,I used the “magnetic lasso” tool and drew aroundit and then copied it onto the leaflet, duplicatedthe layer and spread out all the bubbles where Ithought they would look best, resizing each oneso they would all look different sizes and wouldgive it more effect on the leaflet.The pictures I used for the leaflet design werecopyright free images I was able to have on thecreative commons website. The copyright lawgives the creators rights to control the ways in which their material may be used.In many cases, the creator will also have the right to be identified as the author and to object todistortions of his work. Copyright is an automatic right and arises whenever an individual or companycreates a work. In short, work that expresses an idea may be protected, but not the idea behind it.Only the owner or their exclusive licensee can bring proceedings in the courts.The leaflet was saved as a photoshop document and saved in our work files. When sending it off to theprinters they asked us to send it as a JPEG, because of the image resolution quality was better in aJPEG file format.Images can also be saved as PNG, PDF and GIFF formats.So saving it as a JPEG as well we kept both of the files for future references.
Unit 120 Design software9Process Stage one Stage two Stage three Stage fourCustomerrequirementsThe customer arriveswith information.Information istransferred fromcustomer notes tocomputer usingscanner.Uploadinformation fromscanner andsaveappropriately.Usinginformationplanningbegins.Setup Opening the designsoftware I will be usingand setting dimensionsto leaflet requirements.Changingresolution of thedocument to fit theneeds of theprinters.Making sure Isave it toappropriate filename andlocation.Start designing.Logo design Open customersinformation to follow onwith designing.Drawing a roughguide to what thecustomer wouldlike on anappropriatesoftware program.Editing logo tofit and stand outas a companyname on theleaflet.Save asappropriate fileand name as itwill be usedlater on.Background(pictures)Open browser and finda site wich providesfree images.Find relatedimages to jobdescription andsave in computerfiles for use on thedesign software.Open images insoftware and setthem out in aclean layout sothey can beenseen.Edit the imagesto fit on theleaflet andcolour fix,without nosharp edgesthat will benoticed.Failing to find copyright free images will result in having to take them myself with work camera.Contents Type contents outusing customerinformation given andchoose a clear font.Set out contents ina layout that fitsand looks smart.Edit contents interms of coloursand effect tomake it standout againstbackground.Find a perfectsize to have thecontents thatwill stand outon the leaflet.Telephone number Type out number givenby customer and find abold font.Set the number inan appropriateplace on leafletthat will stand out.Edit thenumbers sothey are boldand easy for theaudience toread.Resize thenumber so itlook sbigenough to seeand looks goodon the leaflet
Unit 120 Design software10itself.Finalizing Using customersinformation doublechecking that yourdesign meets therequirements.If not then add theadditionalinformation(pictures etc.)Edit and sizethem if needed.Bring customerin to proof yourdesign.If for some reason the customer does not like the design then get the customer to go over the design with you on the computer andmake any changes to the leaflet that they like and make sure they finalise the design before sending it off.Sending Save the file inseparate file locationunder the appropriatefile name and formatthat is needed for theprinters.Opening emailattach the leafletdesign to a newemail and notdown anyrequirements e.g.quality, size etc.Send the emailand wait forresponse byphone.Wait forphonecallresponse, andpay for itemsover the phone.Sometimes problems can occur when sending off leaflet, so the response off the printers will let you know, any problems may resultin re designing, editing or even starting over. If this is the case then the design process will have to be done again and proofing withthe customer will be necessary also.