1. History of Graphic Design
Dr. Ahmed Attia
2019
Technical Concepts For
Graphic Design Production

2.  Design and production separate
The design process was separated from the production-based
process for a number of reasons.
 Primary was the efficiency-oriented mindset of the
manufacturers who were focused on creating products with
low unit costs and high yield outcomes, rather than on
pleasing aesthetics or high-quality materials.
 Design process is time consuming and was considered
unnecessary for each production stage of manufactured
goods.
Historical Introduction -1

3.  Advertising Emerges
 Despite low product standards, the high quantities and low
costs of manufactured goods “stimulated a mass market
and even greater demand” (Meggs & Purvis, 2011, p. 127).
 The historic role of graphic design for broadsheets and
books expanded at this point to include advertising. Each
company and product needed exposure to sell these
manufactured products to the mass market — no earlier
method of promotion could communicate to this number of
people.
Historical Introduction -2

4.  Font Explosion
 In addition to its new role in promoting products to the mass
market, graphic design moved forward with an explosion of
new font designs as well as new production methods. The
design of fonts had earlier been linked to the pragmatic and
cultural objectives of producing books and broadsheets.
 With large format posters and numerous other print
components, text needed to do much more than represent a
phonetic symbol.
Historical Introduction -3

5.  Font Explosion -2
 Innovations in production affected — perhaps infected —
printers with the pioneer spirit of the times, and all products
and their potential were examined and re-evaluated.
 This attitude naturally included the function and design of
fonts and the methods used to reproduce them.
 Text was often the only material used to promote its subject
and became integral to a visual communication.
Historical Introduction -4

6.  Font Explosion -3
 Jobbing printers who used either letterpress or lithographic
presses pushed the boundaries of both, competing with each
other by introducing innovations and, in turn, pushing artists
and type foundries to create more products they could use.
 An entirely new font category, slab serif — sometimes called
Egyptian — was created.
 Thousands of new fonts emerged to meet the demand of the
marketplace.
Historical Introduction -4

7.  Photography
 In addition to font development, the Industrial Age also
contributed the photograph and ultimately its use in books and
advertising.
 Photography (for print design) was originally used as a research
tool in developing engravings, but this was costly and time
consuming.
 Numerous inventors searched for ways to integrate photography
into the press process since the early years of its development in
the 1830s. Photo engraving eventually arrived in 1871 using
negatives and plates.
 From that time forward, photography has been used to
conceptually and contextually support the communication of
graphic design in its many forms.
Historical Introduction -5

8. What Is Technical Concepts For
Graphic Design Production?.

9. Technical Concepts For Graphic Design
Production
 Design reproduction technology links design and technology,
but it is not the study or practice of graphic design.
 It involves ensuring that a design is produced and then the
goal is to make the transition from concept to finished the final
product simple and successful.
 Repurposing is an important part of this process.
 Repurposing means taking a particular piece of artwork and
converting it to suit the medium (such as coated paper –
uncoated paper – metal – Glass – Wood – leather – Plastic –
textile) for which it is going to be used.

10.  For example, the technical Specifications of a piece of artwork
will be different if the artwork is going to be used for a print
brochure than if it will be displayed on a web site.
 The technical Specifications for print and computer or television
monitors are very different.
 They also differ for printing on standard paper as opposed to
inkjet photo paper (Coated Paper), or newsprint paper
(Uncoated Paper).
 The difference is related to things such as resolution, screen
rulings, color gamut, color mode, color depth, saving format and
more.
Technical Concepts For Graphic Design
Production

11.  Graphic Reproduction Technology links between design and
technology.
 It frees the graphic designer to focus on the aesthetic and
creative facts of design rather than on the technology, which
has become the job of the graphic design reproduction
technologist which means sometimes(production Designer).
 This design technologist (production Designer) understands
the language and role of the graphic designer as well as the
roles of those involved in reproducing design in print and web.
Technical Concepts For Graphic Design
Production

12.  The design reproduction technologist (production Designer)
understands how to take a conceptual design and turn it into
a finished product.
 Design reproduction technologists (production Designer)
require an understanding of design principles as well as a
high level of computer skills.
 They either develop a design for the client, or the client gives
them the design and they make it production-ready for print
or electronic media.
Technical Concepts For Graphic Design
Production

13.  Hence, it is vital that design reproduction technologists
(production Designer) be familiar with the different types of
printing processes as well as the processes involved in creating
web sites, DVDs, and related media.
 Today design and artwork are produced on computers using
special software.
 Software packages are available for all major operating
platforms such as Windows and Macintosh.
 Design reproduction technologists (production Designer) must be
versed in each major platform, though Macintosh presently
dominates the graphic arts industry.
 These platforms and related software are used for color and type
selection, sizing, retouching, imposition, layout and more.
Technical Concepts For Graphic Design
Production

14.  The work of the design reproduction technologist in making
images ready for production and reproduction can lead to
high-resolution hard proofs produced on color printers or to
images on a computer monitor for soft proofing or final
imaging.
 In any way, the final work of the design reproduction
technologist (production Designer) must precisely meet the
expectations of the client.
Technical Concepts For Graphic Design
Production

15.  This is achieved by working closely with the creative people
involved in the design phase of the project and with the
technical staff involved in its final reproduction or distribution.
 Employment prospects for qualified graphic design
reproduction technologists (production Designer) are very
strong.
 The most dramatic growth in employment opportunities over
the next decade will be in the areas of digital printing and in
non-print electronic imaging such as web design and
production.
Technical Concepts For Graphic Design
Production

16.  the graphic design reproduction technologist (production
Designer) focuses on "graphic thinking" and understanding
the principles of design and technology as they relate to
advertising and publication production, packaging,
commercial printing, and other media.
 Additionally, the focus is on manipulating designs through
the use of digital cameras and scanners and preparing
designs for print or web using the latest trends and computer
applications.
 The graphic design technologist (production Designer) also
understands the technical limitations and production
requirements for print and non-print production and
distribution.
Technical Concepts For Graphic Design
Production

17.  Design with the reproduction process in mind.
 Design for both print and web.
 Design technology and principles.
 Advertising and publication production and design.
 Typography for print and web.
 Technical limitations and production requirements.
 Software knowledge for design and production.
Technical Concepts For Graphic Design
Production focuses on: