OUGD504 - What Is Design For Print? (Studio Session 2)

Studio Session - 8/10/13

Studio brief:

As a group we had to discuss what we had found when looking for examples of the six categories and come up with definitions and an understanding of each.

Group summation

As a class we shared these and wrote a general list from what we had all decided upon:

What is...

Format - Scale, size - working with that

Colour - colour modes, hue, functions etc

Production - 'The actual working of it' - collection of processes to create final product

Process - The method

Finishing - Production & process

Stock - Substrates of printing/considerations

All of these are linked.

Using the five physical printed sheets/objects, in groups we had to put them into the following categories: Format, Colour, Production, Process, Cost & Subject areas.

Format

We split the formats down into: Bags, Packaging, Business cards, Vinyl cases, Magazines/Catalogues, Books & Leaflets.

We decided to split the objects into these groups because of the large variety of shapes and sizes, so putting them into categories for purpose made it simpler. We found this helped us see the different quality and variety of objects in these sub-categories. We found we had quite a large variety of each of these categories.

 

Colour

In this category we split the objects down into four sections: Full colour, 1 colour/mono print & 2 & 3 colour & monochrome.

Looking over the variety of objects, the majority were either full colour of mono print. We discussed whether we would count stock as a colour as well, deciding that we wouldn't count stock and would only count ink colours. We found the majority of objects were one colour on stock, and the category with the least objects was monochrome.

Production

We split production into three groups: Mass Production, Short-run production & Bespoke production.

We discussed what we all perceived each of these titles to be. The main issue that came up was that these objects are all created specifically for their purpose, meaning they were bespoke, but they are made in large volumes, meaning they are also mass produced. After discussion it was decided that the same could be said for any object, and that because of the large quantity of the same object, they would be classed as mass produced.

We also found that many of the items mass produced were made of a cheaper quality, and those in the short run/bespoke were of a higher quality, with more expensive stock or printing processes.

 Process
We split the objects down into five categories: Digital print, Screen printing, Letter Press, Finishing/Foiling. We found that the majority of objects were digitally printed. The more high end objects were foiled or finished very well, and the lower end objects were printed cheaply.

 Cost
We had to put the objects in order for cost per unit. To start this one off we referred back to the choices we had made in the previous categories, deciding on the cost of each print process, an average on how much it would have cost to assemble, the amount of pages/sheets used for each object and the quality of the stock. Getting an initial idea was easy, with the cheap stock having the worst quality, so therefore the cheapest price, and vice versa for the more expensive objects. The issue came in deciding on the price per unit for printing the editorial objects, such as newspapers and magazines. We decided quickly that newspapers were made on such a large scale that the cost would be relatively cheap, but not so cheap because of the cost of the inks.

 Subjects/Areas
We split the objects down into four areas: Branding/Identity, Editorial/Publishing, Packaging/Promotion & Information/Way finding. We found the majority of objects were in packaging/promotion and the least were in branding/identity.

From the exercises we then had to write a list of everything we don't know, that we would like to find out about printing.

My list:

• Difference between bag packaging and branding
• What counts as mass production? How many units?
• Definitions of mass production, short-run & bespoke
• What counts as bespoke? Individual items or more than one?

Preparatory task

Collect 5 examples of logos/branding which will then be broken down and discussed in the next session.

Research & answers to questions I want answering about print
Difference between bag packaging and branding - is a branded shopping bag promotion or packaging?
Shopping bags can be classed as both promotion and packaging. They are a representation of the shop/brand as well as a carrier for the product bought. They are a constant reminder of where the the product was bought, meaning they are promotional material.

Definitions of Mass production, short run & bespoke
Mass Production: Method of producing goods in large quantities at low cost per unit with a sustained quality production. Goods/prints are standardised. Mass production requires mass consumption to work and keep unit costs low.
Short run: Short-run printing production is typically around 500 units or under and often uses digital printing techniques.
Bespoke: Bespoke is 'made to order' or made specifically for one purpose. A one-off design.

What counts as bespoke? Individual items or more than one?
Bespoke is an individual item/print created specifically for one customer.