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Creative Brief - VIVE LA CHAUMONT!

For A-list designers, scores of students and a curious public, Chaumont, France, is the place to see and be seen on the first weekend in May. European designers look forward to this annual event, and it is not unusual to find people who have attended the festival’s opening weekend in excess of half a dozen times.

Among longtime visitors and competition participants, there is consensus that the quality of work and design of the exhibitions have greatly improved since artistic direction was taken over by former Grapus members Pierre Bernard and Alex Jordon in 2004. It was then that the festival embraced the more inclusive label “graphic arts,” a decision that has resulted in the addition of increasingly diverse media to the exhibition offerings. Dutch designer and former competition contributor Max Kisman observes, “They are trying hard to maintain a status quo. This year everything is really great quality.” When asked what a visitor can expect from the festival, he suggests, “You can see trends in graphic design that are going on right now, including both the work of better-known designers and emerging talent.”

Adult Advertising Tips for the seeker of knowledge

Adult Advertising Tips – RGB, CMYK - When and where

RGB will give you all colors. The best saturation in your colors comes from this mode. All web images are RGB (jpg or png) or indexed color (gif).

Because of the crossover back & forth from web to print, we have to deal with RGB (web) files and CMYK (print) files. If you try to put up a .jpg on the web that is CMYK, it won't show up. It must be converted to RGB. CMYK images are used for print. If an RGB image slips past your print production, it can look awful and be a huge waste of printing dollars.

When I do any artwork, it all starts out in RGB. Images for color correction, vector logos, print ads, you name it. With proper use of the brand's Pantone colors where applicable, I know that when I convert it to CMYK for print, it will experience a smaller amount of color change.

Once the artwork is finished and approved, the file is duplicated and print production is ran. This includes converting said print piece to CMYK and having a color proof printed to check color. Be sure to have a way to revert back to RGB if color tweaks are necessary (color correction is best done in RGB), but you have to print the proof in CMYK because that's how printers are set up. Once your color is perfect, then move on to the rest of the print production with the CMYK file.

Why start out in RGB? Well, a couple reasons. One, is the crossover from web to print. When you convert an RGB file to CMYK, you loose color. RGB can make all colors. CMYK is limited to having 4 colors that have to make up thousands or millions of colors. So there is a compromise in the color to achieve an over all sense of all the desired colors. Two, RGB will always be more saturated, thus you want to preserve that. If you only have CMYK files of your artwork, you are missing out on the possible color you could have. CMYK files will be dulled and muted when compared to the vibrant colors that RGB can provide. This is where Pantone colors are best. Because of the change in color when converted to CMYK, Pantone allows you to see the colors as Spot colors (RGB) and how they will look once converted to 4C process (CMYK). Always pick colors with the least amount of variation for the best results.

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Adult Advertising Tips – Resolution for print and web

You can't use your logo from the web to have printing done. Forget about it. Not even Chuck Norris can fix this issue.

You need to have the right resolution for print and web for best results.

Bitmapped images are made up of pixels, the smallest unit a computer can display data. When digitizing an image, you will need to select the desired amount of pixels per inch (PPI) or dots per inch (DPI), depending on what you want to do with the image.

Incidentally, PPI (web) and DPI (print) are interchangeable terms, meaning essentially the same thing.

Web = 72 DPI

Print = 300 DPI*

*You can go down to 250 DPI in some cases until the naked eye will see degradation in the image.

Large format printing is usually done between 100-150 DPI (posters, banners, tradeshow booths, billboards). Most large format printing is not meant for someone to be standing up close to it. Up close, the images will not look as sharp and you will see the dot from the print. But from a distance, the image will look fine. This is where vector art can come in real handy. Vector can go large format and always be crisp and produce fairly light files in comparision to bitmapped files. Unfortunately, most brands must have bitmapped images that must be integrated into print layouts.

I like to get my images as big as possible. Just when you think you won't need it any bigger than "X", you will need to stick it on a tradeshow booth and enlarge it 350%. When developing a brand, the logo is always vector to accomodate this and any images used are secured at the largest possible size to spread across other mediums later. This will save a whole lot of time and money by not having to go back and re-do artwork at a larger size or use different images that are big enough that may not have been your first choice.

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Adult Advertising Tips – Unsharp Mask

Sometimes all we have is a bad image to work with. That's the reality, unfortunately.

Whether you have to enlarge an image above 100% of it's actual size or if you are trying to fix a blurred image, unsharp mask in Photoshop is a life saver.

.jpg compression is another issue that can rob you of your clarity. Over-compressed images look bad and sometimes are all we have to work with.

When I am trying to fix an image, I will run my unsharp mask after a good color correcting. My primary setting is:

Amount: 400%
Radius: .2 pixels
Threshold: 0 levels

Sometimes, I will go up to a .3 on the radius, but only if the image has been very degraded and needs a little extra sharpening. Sometimes it can further damage the image, so be careful.

With this recipe, I can create images that are always crisp. Even when you reduce the size of an image, it blurs the pixels slightly.

Reduce a large image to 300 wide. You will see the best results by using an image of a person. Unsharp Mask sharpens edges, not the whole image. Now run an unsharp mask on it and toggle back and forth with your undo keys. You will see how it sharpens up the eyes, teeth and hair very nicely.

You can set up this filter to run in a batch with your Photoshop actions. Have it run the unsharp mask after you reduce the size of said image. Your images will look awesome. :)

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