FAQs
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Frequently Asked Questions
Ever wondered what Repro is, or what design adaption means? Well here we have tried to answer your frequently asked questions in the world of content creation and creative production. By no means definitive but we will add more over time. However if you have any questions you would like answered please get in touch and we will do our best to answer.
WHAT IS A DESIGN VISUAL?
A design visual is a graphical interpretation to give a clear vision for a piece of marketing collateral.
WHAT IS ARTWORKING?
Artworking is the creative process of creating files that contain type, imagery and graphics that can be used to print or within digital media.
WHAT IS DESIGN ADAPTION?
Design Adaption is the process of executing an initial design or design guidelines, seamlessly and consistently across all the marketing collateral needed. This can include packaging, point of sale (POS), and sales literature.
WHAT IS A PDF?
A PDF (Portable Document File) is a file type used in creative content production that is self contained and easy to send. You will need Adobe Acrobat Reader to be able to open a PDF document which is free to download. PDFs are often referred to as a soft proof.
WHAT IS A SOFT PROOF?
A soft proof is digital file, normally a PDF, that is used to approve a piece of graphical content.
WHAT IS A CONTENT PROOF?
A content proof, sometimes known as a low-res or a low resolution proof, is a digitally printed proof, normally on a low quality paper to show the content (words, pictures and graphics) that appear on the page or printed item. These are only used to check the content is there and in the right position.
WHAT IS A HIGH RES PROOF?
A high-res or a high resolution proof is a digitally printed proof that replicates the effect of the paper and the printing process so that you get a very good visual of what the finished printed item will look like. It is always a good idea to run high-res proofs for your printer, so that they are clear on your expectations.
WHAT IS A GMG PROOF?
Sometimes referred to a GMG contract proof, GMG proofs are a high resolution digitally printed colour proofs to check the accuracy of the colour reproduction of your design. They can also serve as a colour reference guide for your printer before the final press run. The name GMG refers to the brand which is recognised as the global professional solution for contract proofing because of their colour accuracy, consistency and dependability.
WHAT IS A PRINT PROFILE?
A graphics file is created and seen in RGB, whereas printers will work in CMYK, plus any specials or finishes. So to translate this information from one format to the other, plus take into account the type of press and the paper it is being printed on, we use a print profile so that the print ready PDF we create will accurately reproduce as we expect.
WHAT IS AN ONLINE APPROVAL SYSTEM?
An online approval system enables the sharing, reviewing, approving, tracking, and collaborating on artworks, with more sophisticated systems it can be part of wider workflows to help speed up the process and reduce the rounds of corrections. See our guide on how to reduce your correction costs.
WHAT SOFTWARE IS USED FOR ARTWORKING?
The most common softwares are InDesign for paged work and Illustrator for packaging or items that are shaped. Photoshop is used for imagery.
WHAT IS REPRO?
Repro (Reprographics) is the task of processing files to a printer’s specification, which is called a print profile, so the files will print as expected. Files are hi-resolution, colour separated and print-ready. Every print process and printer will have their own requirements to suit their process and equipment.
WHAT DOES BLEED REFER TO ON ARTWORK?
Bleed refers to the outside edge on printed items that runs past the trim or cutting area, and is meant to be trimmed off and discarded. Traditional artwork is created with between 3mm and 5mm bleed, this is to allow for any small movements during cutting.
WHAT ARE TRIM MARKS OR CROP MARKS?
Trim marks, also known as crop marks, denote the place or area the printed item is going to be cut. Anything on the waste side (in the ‘bleed’) will be cut away.
WHAT IS A CUTTER?
A cutter or also referred to as a die-line, die-cut, cutter guide, or line drawing, is a 2D drawing that denotes the shape of the product, and where the item folds with crease marks. It will also show print and non-print areas and is an important part of artwork production.
WHAT IS A STYLE GUIDE?
A style guide, or style manual, is a documented set of rules, examples and standards for the design of literature, packaging, website pages, signage, and any other form of content, often showing examples of execution. Often a style guide is created for a campaign, to help multiple agencies create all the content needed to support it and ensure consistency. Guides will cover everything from how graphics and type is used to the the look and feel of imagery.
WHAT IS A MARKETING TOOLKIT?
A marketing tool kit is a collection of assets that have been created and are ready to use or adapt very quickly in anticipation of them being needed. For example a product launch may require banner ads, video, ecommerce imagery, sales templates, etc. These would all be created in standard sizes ready for requests so that they can be used straight away or adapted when needed, together with logo and graphics, again ready to use. We would often store and distribute these assets via our DAM system, so users can even make changes on the fly and everything will be from the masters.
WHAT ARE BRAND GUIDELINES?
Brand guidelines also known as a brand style guide or brand identity guides, like a style guide is a documented set of rules that govern the composition, design, and general look-and-feel of a brand. They are used to ensure consistency and are often accompanied with templates to help in creating new content and become a Design Language System (DLS).
WHAT DOES COLOUR SPACE MEAN?
Colour space is a technical term referring to the colour profile of an image, these are either CMYK, RGB or mono tone (black and white).
WHAT IS CMYK?
The most common form of printing, print in four colours, also known as four colour process. These are Cyan, Magenta, Yellow and Black. Black is shown as K which stands for Key or Key colour. This is because black adds depth, whilst the other colours are combined to produce different colours, shades and tints.
WHAT IS RGB?
Screens use a different colour system from print. Screens recreate all the colour we see just using Red, Green and Blue (RGB).
WHAT IS COLOUR SEPARATION?
Colour separation is the term used to describe being able to view the individual colours that are used in a graphics file. Often this is four colour process (CMYK) but it is not unusual to use special colours.
WHAT ARE SPECIAL COLOURS AND WHY USE THEM?
Special colours are a colour that is not made up out of four colour process, they are a single coloured ink. This is because they are either difficult to achieve in four colour process, such as orange, they are metallic, such as gold or silver, or they are a brand colour that is easier to reproduce consistently across lots of printed items by using a special colour.
WHAT IS A SKU?
SKU stands for Stock Keeping Unit and is used to refer to an individual retail item. Each SKU has a unique identifier or code that helps with stock keeping.
WHAT IS THE STANDARD BARCODE FORMAT?
The most commonly used barcode format across Europe and the rest of the world is an EAN code, normally comprising of 13 numbers (it is sometimes referred to as an EAN-13 barcode), while in the United States the most common is a UPC code, which is normally made up of 12 numbers. Both EAN and UPC have smaller versions for small products such as a packet of chewing gum. An EAN can be 8 digits, while a UPC could be 6 digits.
WHAT IS AN EAN CODE?
The EAN code is a type of barcode that encodes an article number. Originally, EAN codes were exclusively used to encode “European Article Numbers” (EANs). Since 2009 EAN codes have been used to encode GTINs – Global Trade Item Numbers. They can be 13 digits (EAN-13) or 8 digits (EAN-8).
WHAT IS AN UPC CODE?
UPC stands for Universal Product Code. Like the EAN code, a UPC encodes an article number, it uses either 12 digits (UPC-A) or 6 digits (UPC-E).
WHAT IS AN INCI LIST?
An INCI list or INCI names (International Nomenclature Cosmetic Ingredient) are systematic names internationally recognised to identify cosmetic ingredients. They are developed by the International Nomenclature Committee (INC) and published by the Personal Care Products Council (PCPC) in the International Cosmetic Ingredient Dictionary and Handbook, available electronically as wINCI. See https://www.personalcarecouncil.org/resources/inci/
WHAT IS BOP COPY?
BoP copy or content is an abbreviation for back of pack – used to denote the back of a piece of packaging where mandatory and legal information is normally found.
WHAT IS A CUT-OUT?
A cut-out is an image of a product, person or an object that has had its background removed, so it is on white clean background.
WHAT IS A CLIPPING PATH?
A clipping path, or sometimes known as a clipping mask, is the line drawn around an area or object in an image in order to remove the background or retouch the area you have highlighted.
WHAT IS PRODUCT PHOTOGRAPHY?
Essentially product photography is an image of any product for sale, it is a term that has become synonymous with with cut-out e-commerce photography.
WHAT IS E-COMMERCE ENHANCED PHOTOGRAPHY?
Increasingly consumers are buying with their eyes. Using mobile devices to shop online, they are looking through the images to obtain all the information they need, rather than reading descriptions or specification tables. E-commerce enhanced photography or imagery is the process of creating a set of images and combined graphics and or text that convey all the products benefits and features in an image, things like pack weights, flavour, or quantities if it is a multipack item.
WHAT IS CGI?
Computer Generated Imagery (CGI) is imagery created using specialist softwares, perfect for when product is not available to shoot, or product/products are big and bulky, such as bathrooms or kitchens. Additionally, CGI files can be worked on over a period of time, again and again, unlike a traditional shoot in which the set is broken down afterwards and making changes to angles and lighting is impractical.
WHAT IS PHOTOREAL CGI?
Photoreal or Photorealistic CGI (Computer Generated Imagery) refers to CGI imagery that is so lifelike and accurate that it’s almost impossible to differentiate between it and a real world image.
WHY USE CGI?
CGI is best used for product that is not available or difficult to get hold of, product that is big or bulky, or in instances where you wish to show a room or setting that would be difficult or time consuming to create in a studio environment. Also, if your product is likely to change and develop over time, the ability to return to a CGI file and adapt it is an advantage over having to re-shoot actual product.
WHAT IS A RENDER?
A Render is an image that has been created from the process of rendering a 3D CGI file.
WHAT IS SWATCH MATCHING?
If your products are purchased based on colour, such as garments and home furnishings, it is important that the your imagery is as accurate as possible, and that multiple imagery of the same product is consistent. Swatch matching is the process of accurately retouching the product imagery so it represents the product. This reduces barriers to purchase as the consumer is not faced with a number of images for the same product that all look different, and reduces returns as the consumers expectations are met. Why not read our article on Swatch Matching and why it remains so important?
WHAT IS A COLOUR CALIBRATED SCREEN OR MONITOR?
It is true to say most screens can be calibrated, however the better the monitor the better the result. We use WYSIWYG, What You See Is What You Get screens. Using specialist colour measuring equipment our retouching screens are monitored and adjusted so that they accurately display the correct colour every time.
WHAT IS MOBILE OPTIMISED IMAGERY?
Mobile Optimised Imagery, sometimes known as Easy to Shop imagery, is enhanced pack shots that have had the priority of messages changed from the on-shelf pack, so that they are easier to shop from on a smaller screen. See our more in depth explanation and examples by clicking here.
WHAT IS A DAM?
A DAM (Digital Asset Management) system is a storage system that is designed to store, organise and share digital assets from a central location. Read our blog post on the advantages of using a DAM.
WHAT IS A TIFF?
A TIFF, which is an abbreviation for Tagged Image File Format, is a type of image file and because of its very high quality, it is primarily used in photography and graphic design.
WHAT IS A JPG OR JPEG?
JPG or JPEG is an abbreviation for Joint Photographic Experts Group, who were the group that developed it. Now it is a widely used term for an image, but it is in fact a compressed image format for containing digital images. It is the most common image format used in digital cameras, different operating systems and on the Internet. A compression ratio of 10:1 can be applied in JPG images without losing significant details. That results in smaller file size which allows sharing and storing of images easier. The degree of compression in JPG file is adjustable.
WHAT IS A PNG?
PNG (Portable Graphics Format) is the most frequently used uncompressed raster image format on the internet. This lossless data compression format was created to replace the Graphics Interchange Format (GIF). PNG is a popular choice as it has the ability to display with a transparent backgrounds. This image format was designed to transfer images on the internet but is used in such things as PowerPoint, but would not be used for print.
IS A TIFF IMAGE BETTER THAN JPEG?
Yes a TIFF file, is what is called a lossless file format which means you lose no quality after saving and editing the file, no matter how many times you do it. This makes TIFF files perfect for images that require heavy retouching in Photoshop or other photo editing software. TIFF’s are generally bigger than JPGs as JPG is a compressed file format.
WHAT DOES DPI MEAN?
DPI, or dots per inch, is a measure of the resolution of a printed document or digital scan. The higher the dot density, the higher the resolution of the print or scan. Typically, DPI is the measure of the number of dots that can be placed in a line across one inch, or 25.4 millimeters. For print we recommend an image is 300dpi at the size it is going to appear.
WHAT DOES PPI MEAN?
PPI stands for pixels per inch. PPI describes the resolution of a digital image, not a print. The higher the pixel density, the higher the resolution of the print or scan.
WHAT IS A PANTONE COLOUR?
The Pantone colour, also known as a PMS colour (Pantone Matching System colour), is a standardisation system for special colours, that assists in colour matching and identification. Pantone add to their range all the time, and span everything from pastels to metallics. Pantone publish books of their colours so they can be referenced in specifying colours.
WHAT IS COLOUR MANAGEMENT?
Colour management is the process of managing and controlling the conversion of a digital graphics file to appear the same no matter what and how it is being shown. Often you will see packaging, POS, literature or even images, all from the same brand or campaign, looking different according to what they’re printed on, or how they’re being reproduced. This is because they have all been produced in a different way and at different times but no colour management has been put in place.
HOW IMPORTANT IS COLOUR?
The first thing we see is colour and shape, long before we read and process any further information. Colour plays an important role in the world in which we live, as a powerful form of communication. Red means "stop" and green means "go.". It is vital that colour is considered for your product or brand, and reproduced actually every time. The right colour in the right place can stand out from the crowd, it can sway thinking, change actions, and cause reactions.
WHAT IS ONLINE PROOFING?
Online proofing systems allow you to view your artworks via a web browser and help manage the correction cycles. The better systems allow you to compare one revision to another, and show you the differences to make proofing easier. They also will help communication between all the teams involved.
WHAT IS A MOCK-UP?
A mock up is a pre-production sample to show what the finished item will look and feel like. These are traditionally real world mock-ups in which we use the actual stock and print with all of the finishes that the finished item will have. Increasingly, we are producing more virtual mock-ups using CGI. See below.
WHAT IS A CGI MOCK UP?
A CGI (Computer Generated Imagery) mock-up is a computer generated image or images that are created using specialist softwares to show exactly what your pack will look like. These are photorealistic and are so good they can be used for marketing and e-commerce in place of photos of real-life goods.
WHAT IS WET PROOFING?
Wet proofing is the process of printing a very small run, using real inks, that will show how your design will reproduce on the actual material before production. The material will have a big effect on how your design will reproduce. We also use wet proofing to produce colour standards for sign off before proceeding to final production.
WHAT IS A COLOUR STANDARD?
A colour standard is produced either by wet proofing on the actual stock or stocks, or digital GMG proofs, that can be used to set the tolerances that are acceptable in the print process. We create these to support brand guidelines and product launches.
HOW TO PRODUCE PRE-PRODUCTION SAMPLES?
First it is important to understand what the purpose of the sample is. If it is a visual check, then we would create a CGI visual; if it is constructional check, we would make a CAD cut mock-up; if it is to see it in its full glory, on the right material and made up, then we would wet proof it.
WHY IS COLOUR MANAGEMENT SO IMPORTANT?
The answer to this depends on the area you work in:
For PACKAGING and POS – The first thing the human eye sees when looking at printed material is shape and colour. So when creating content that is going to be printed for a campaign or launching a range of products, especially across different formats and substrates, ensuring the colour stays consistent reinforces your brand equity and consumer trust. There would be nothing worse having spent a lot of time and effort in creating a lot of material only to walk in store and see everything looks different to one another, thereby devaluing your brand . Every printer and print process will have different tolerances on press and varying levels of print constraints. Setting colour standards, ensuring printers are aligned and, if necessary, attending print runs, are all part of our service.
For products such as CLOTHING, HOME FABRICS and HOME FURNISHINGS – Have you ever bought an item of clothing and it is not the colour you were expecting? If the answer is yes, then you will know why it is so important to ensure your customers have the best idea of the colour of your product. Ensuring your photography is colour correct to the product will improve your brand equity and consumer trust, resulting in fewer returns, and even increased sales. If you sell across multiple media, for example through print catalogues and e-commerce sites, you need to ensure the colour in your product photography remains consistent across all your outlets, too.
