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1. PLANNING
Conceptualize what you really want this piece to be like. Define
its purpose, who the intended audience is, the message you’re
trying to communicate, the image you want to project, special
requirements and most importantly, your time and money limitations.
2. GETTING COST ESTIMATES
Once you figure out what you’ll be paying for, start gathering
cost estimates. Your brochure may require several decisions between
options in quantities, printing method, number of colors to be
used in the printing process like for example a two-color or
a four-color one. You may need to hire a writer, an editor, an
illustrator or a photographer. In order to give you an accurate
price, estimators need to know as much as possible about your
piece and the work you would like them to do. When you request
cost estimates, ask for time estimates too.
3. CREATING A DUMMY
Make a sample dummy or model of what the final printed piece
will look like. Sketch initial ideas and trial lay-out with pencil
and paper. Try various design options. Sketch in photographs
or copy and glue them in place. Use lines to represent the text
to show where it goes.
4. CONTENT RESEARCH AND WRITING
The next step is to pull the information together. You
could either do the writing yourself, and later hand over the
copy to a good editor who is good in detail and mechanics and
to a proofreader who’ll check the spelling, grammar, syntax,
punctuations and watch for inconsistencies, or, hire a writer
to do the writing for your piece.
5. PHOTOGRAPHY AND ILLUSTRATIONS
Regarding photography and graphic illustrations, the better you
can describe what you want your picture to communicate, the more
it helps the illustrator and the photographer give you what you
want. One very good drawing will strengthen your piece. Resist
the urge to use drawings done by friends, colleagues, or relatives
unless they are really high caliber. An alternative to hiring
a photographer to take original pictures is to use stock photographs.
6. COMPUTER LAY-OUT AND DESIGN
Everything will be pulled together the copy, photos, illustrations
and so on. At this stage, you may want to seek the help of a
service bureau. It has a team of designers whose job typically
includes the lay-out of the piece, specifications for typography,
colors, etc. and has desktop publishing equipments that will
help you in developing your plan all through out. Familiarize
the designer with your organization, and discuss what you hope
to accomplish with the piece. Respect the designer’s opinion.
Presumably he or she knows more about design than you do. Keep
in mind that you are partners with a common goal.
7. EXAMINING PROOF
The next time you see your piece it will be printed. The preliminary
sample (dot proofs or black & white proofs) by which work
to be printed is checked, must be examined for further corrections
and adjustments which may help to strengthen and enhance the
overall attractiveness of your piece.
8. FINAL PROOF
After the necessary changes, the final proofs will be color composites
and dot proofs.
9. DESIGN APPROVAL
The final proof must be presented to anyone who should sign it
for approval before the printing of the finished film takes place.
10. PRINTING
The service bureau will now provide the direct film negative
separations ready for the printing press. Your piece can be printed
in a number of different ways. Four-color printing (process)
is used to produce complex color photos. While laser printer
prints out computer-generated type and graphics but are not suitable
for preparing color separations.
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