Tips, Terms and Tools of the Trade A printing guide

Pick a Paper Eye an Envelope Define a Design Move a Mailing Properties of Paper Weight Paper weights are given as the weight in pounds of 500 sheets of a particular size; the size of the basis sheet, however, varies with the type of paper (bond, text, cover, etc.).

Grade Paper grades are typically defined in terms of usage – with each grade designed for a specific or most common purpose. Some of the most common classifications of printing papers are bond, text, cover, offset / book, index. Bond Bond papers are the most commonly used paper for writing, printing, and copying. They range in quality characteristics from premium grades of high brightness /whitenes s that may be made from rags or cotton fibers to less expensive grades of lower brightness. Text Text papers are often beautiful designer papers, both in white and colors, with a variety of finishes, and often lightly patterned. Text paper is often used for letterhead, brochures, and invitations. Offset / Book Offset, or book papers can have many different finishes and may be coated or uncoated. More opaque than bond paper and good for 2-sided printing, this paper is also characterized by excellent folding qualities and durability. Cover Cover paper is the term for a heavy, stiff paper, also known as card stock. Some may have matching book paper with the same colors and finishes. Cover paper may be used for book covers, file folders, presentation folders, greeting cards, business cards, postcards, and brochures. Index Index paper is a stiff, not too thick, inexpensive paper with a smooth finish. It is a popular choice for business reply cards, notecards, postcards and mailings.

Specialty Papers er ] Carbonless Carbonles s papers reproduce an image when capsules coated onto one or both sides of the sheet are broken from the pressure of a pen, typewriter, or impact printer, leaving an image. Carbonless papers allow you to print work orders, medical forms, invoices, purchase orders and more. es of pap Coated Coated papers are being used with increasing frequency in color printing. The main purpose of paper coating is to give a smooth, receptive ert i Paper Weights area for printing and a distinctive appearance. The range of gloss varies Paper Weight Average from a matte to high gloss. Grade [ lb ] Caliper Parchment Papers Parchment paper has a feel and appearance Text 50 4.0 similar to genuine parchment – a rough, mottled surface. Coated 70 3.6 Recycled papers are manufactured using a percentage of 80 4.0 Recycled 100 5.0 post-consumer waste fiber instead of virgin fiber. Some products are also Uncoated 60 4.4 reprocessed Chlorine-free. With advances in wastepaper sorting and 70 4.8 processing, recycled content can be found in many types of paper products. lo ss ary for pro p 80 5.4 Security Paper The background color pattern in a security paper has a 100 6.8 A g A very low adhesion coefficient so that any erasures of printed material on the 80 7.1 [ Cover Coated 100 9.0 paper remove or discolor background. Uncoated 65 8.5 Vellums Ther e is a difference between “vellum stock” and “vellum 80 10.5 finish”. Vellum finish, which is a surface finish found on papers, has a er 100 13.5 “pebbled” texture. Vellum stock, on the other hand, is a special type of 130 17.0 Index paper that is translucent. 90 7.4 110 9.0 Brightness Pa p 140 11.8 Vellum Bristol 67 8.4 High-brightness papers give more contrast, allowing colors to stand out; Copy Paper 20 4.0 low brightness papers are easier on the eyes for periods of extended 24 4.6 viewing or reading. a a Pick www.madison-creative.com ] " ] ets/Coins " 1/2 ] " " 9/16 ] ] " x 7 ] 1/2 3/4 ] " " " " " " 1/4 " x 5 " 3/4 3/4 ] ] ] ] 1/2 " ] ] ] ] 1/4 1/2 3/4 5 " x 5 " " " " " x 6 " " " " " " [ 5 " " 3/4

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Commercial Eye an Envelope Envelope an Eye

Ruler [ inches ] ] envelope right the choosing for Guidelines [ 0 __1 1 __1 2 __1 3 __1 4 __1 5 __1 6 __1 7 __1 8 __1 9 __1 10 __1 2 __3 __1 2 __3 __1 2 __3 __1 2 __3 __1 2 __3 __1 2 __3 __1 2 __3 __1 2 __3 __1 2 __3 __1 2 __3 __1 4 __3 __5 4 __7 __1 4 __3 __5 4 __7 __1 4 __3 __5 4 __7 __1 4 __3 __5 4 __7 __1 4 __3 __5 4 __7 __1 4 __3 __5 4 __7 __1 4 __3 __5 4 __7 __1 4 __3 __5 4 __7 __1 4 __3 __5 4 __7 __1 4 __3 __5 4 __7 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 __1 __3 __5 __7 __9 __11 __13 __15 __1 __3 __5 __7 __9 __11 __13 __15 __1 __3 __5 __7 __9 __11 __13 __15 __1 __3 __5 __7 __9 __11 __13 __15 __1 __3 __5 __7 __9 __11 __13 __15 __1 __3 __5 __7 __9 __11 __13 __15 __1 __3 __5 __7 __9 __11 __13 __15 __1 __3 __5 __7 __9 __11 __13 __15 __1 __3 __5 __7 __9 __11 __13 __15 __1 __3 __5 __7 __9 __11 __13 __15 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 16 26 678 9 www.madison-creative.com 5 123 4 25 6789

About Pixel-based images 5

Formats such as .jpg, .tif, .bmp, .gif 1234 [ Primarily used for digital photographs or Photoshop 24 678 9 artwork ]. 5

If pixel-based images will be used in your design, choose 123 4 23

to scan or create the image with sufficient resolution 6789 (pixels per inch). 5 1234

In general, 300 ppi (pixels/inch) is sufficient for 22 678 9

printing, as long as the image size is equal or smaller to 5

the size needed in the design. If the image is enlarged at 123 4 the printing phase, the edges will reveal the pixels 21 6789 (squares of color). Images from websites are not 5

Low resolution 1234

recommended. 20 [ 72 pixels/inch ] Enlarged 678 9 The size of website images view of a About Vector images 5 Pixel-based 123 4 Formats such as .ai, .eps 19

image 678 9

[ Create using programs such as Adobe Illustrator or 5

Freehand ] 123 4

Vector Image 18 Given the choice, vector images are superior in

Enlarged 6789 maintaining crisp and vibrant images. Additionally, vector 5

view of a 23 4 images can be enlarged to an unlimited size without 1 Vector 17

compromising its quality. 67 89 image 5 12 34 16 78 9 6 5 23 4

About Bleeds 1 When ink reaches the edge(s) 15 78 9 6 a proper bleed area is required to 5 23 4 keep edge borders consistent and 1 14

to prevent blank paper areas along 67 89 5

an edge. 23 4 1

Be certain to provide an 1/8" extra 13

zoot 67 89

zoot zoot outside of the finished size. 5 Improper After trimming

Also keeping important art and 12 34

bleed area 1/4" inch 1/8" inch 12

clearance for text 1/4" within the finished size 78 9 6 important art zoot provides a safe distance from the 5

or text 23 4 After 1

trimmed edge. 11

Proper bleed area trimming 78 9 6 5 123 4 10 67 89 Font sizes 4 point type Print Well 5

6 point type Print Well 12 34 9

8 point type Print Well 78 9 zoot 6 zoot 5 No bleed area After trimming 10 point type Print Well 123 4 8 12 point type Print Well 678 9 5

14 point type 123 4 Tints of Print Well 7 [ Guidelines for designing & preparing your files ] 678 9 Black 18 point type Print Well 5 12 34

10% 60% 6

24 point type 67 89 Print Well 5 123 4 5

Line weights 678 9 20% 70% [ points ] Classic typefaces 5

Baskerville [ Italic ] Note: 123 4 4 0.25 point Line 3 point Line Bodoni Times Roman 678 9 Caslon is a typical 5

30% 80% 1234 0.5 point Line 4 point Line Garamond “default” font and 3 may reflect this in Gill Sans 6789 5 Goudy [ Light ] your design! 0.75 point Line 6 point Line 1234 Helvetica [ Bold ] 2

40% 90% 6789 Jenson 5

1 point 8 point Line [ Metric ] Line 1234

Palatino 1 TRAJAN 678 9 5 2 point Line 10 point Line

50% 100% 12 34 0 Ruler Define the Design mm Cm Move a Mailing [ Mailing template and bulk rate info ] To use, hold template this side up 11 Too wide th I Standar mus Align Letter for Standard T upp l regul s thi one ounceOR bei f th dimensions [ 6 1/8" x 11 1/2" ] eft 1/2 Letter-Size Maximum urch Thickness i emplate s beigeareatoq ckness, ge area, " 1/4" Min. c er an e 6 to qualify for the standard letter-size rate. t touch orner ofthistempla t ar postag arges p 1/8 h iec e " d right piece d Rates. e falls additi -Size weighsmorethan orextend will bead Too high exc e ra with sid onal outside eeds te. e ofth Minimum Dimensions: ualify for less than thelo postage ded tothe ounce weigh M Must within One 1 te. /4" ail e ofthe wer p T iece he in Within Ratio 6" dimensions [ 4 1/4" x 6" ] 3 Postcard Maximum 1/2 4 1/4 to qualify for the postcard rate. " x5" " 5 " The term “bulk mail” or “presorted” referstomailprepared Bulk /Presorted Mail processes at thepostoffice. processes at discounts becausethemailispreparedforautomated . reducedrates for mailingat Use thepropersize, shape, andweightforyourmailpiece. Madison Creative. You’ll needamailingpermitoruseoneprovidedbyusat To qualifyforBulkrates: may beagooddealforyourcompany. [for example, bulkmail 1,000flyerstopromoteyourservices] time–a fewtimesayear, ordoingalarge, one-timemailing As aguideline, a ifyouaremailingafewhundredpiecesat Is BulkMailthebestforyou? sorted, barcoded, bundledanddeliveredtothepostoffice. Letter-Size Minimum dimensions [ 3 1/2" x 5" ] requirements. andwe’llprepareyourfilestomeetproperpresort accurate At Madison Creative, youraddressesare wewillensurethat

3 to qualify for the standard letter-size rate. 1/2 " corner ofpiece herecorner The mailpiecesareaddressed, The Postaloffers Service Place lower left w ww.madison-creative.com

Ruler [ Picas / Points ] picas 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 points 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6

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