Analysis of the Causes of Poor Advertising Printing Effect

In the printing of newspapers, prepress production and printing are basically out of touch. Once the effect of advertisement printing is poor, the advertising department immediately demands compensation from the printing factory. The reason is that advertisement printing is not good and advertising fees are not received. The author has learned that many large newspaper printing centers have had similar situations on several occasions.

After a careful analysis of newspapers with poor advertising effectiveness, the main problem is that small prints are not clear. To further refine the reasons, it is actually caused by the advertising production staff not understanding the printing process. Now we will analyze several aspects that have caused poor advertising results and propose solutions.

1. Foreign advertising is film, affecting the quality of advertising print

Ad film usually has poor printing results. First, there is a patch error in the human patch, which may result in inaccurate overprinting. Second, the parameters and film quality of the film in different places are not the same. This makes it difficult to accurately grasp the exposure and development time when making a plate. For example, local May 8 and May 14 Evening News published the same mobile advertisement. Since May 14 provided a film, the white characters on the dark blue background could not be clearly seen after printing. Later, foreign film lines were found through measurement. It is 110 lines/inch; while on May 8th, the advertisement was produced by the company's own film. The number of lines is 120 lines/inch, and the printing effect is much better. When the advertising department’s staff compared the two days of newspapers, they had to admit that it was due to their reasons that the advertising printing effect was poor.

Films have to be patched manually, which takes time and labor, sometimes affecting the publishing efficiency of newspapers. Now we can use the screen output machine to open the film directly after splitting the film. However, due to the need for film, we will have to cut the film first, then waste time.

In addition, the provided film can not be basically changed even if a problem is found (only a simple repair can be performed), and the electronic file is easily modified.

Therefore, the advertising department is better to provide electronic files for advertisements than films. Of course, companies with economic strength can consider buying a high-quality dot-sweep scanner to solve the problem of foreign film.
2, Photoshop production of advertising, printing out the text sent to the virtual
Newspaper printing speed is fast, paper absorbs ink strongly, and dot gain rate is high. If you do not pay attention to this feature of newspaper printing in the production of advertisements, the text will be recorded in Photoshop, and it will certainly be printed when printed, and the small print on the newspaper will be more obvious.

Because the words in Photoshop are dot-matrix.

At present, most newspapers use Type Founder's software to typeset, and advertisements are mostly done using Photoshop and CorelDRAW software. Photpshop handles images very easily and has advantages, but the processing of text is not sufficient. Words in CorelDRAW are vectorial, so entering text in CorelDRAW works well. Therefore, it is best to use Photoshop to process pictures in newspaper ad production, and the text content is completed in CorelDRAW. Because Feiteng software does not support CDR files, (CoreIDRAW files must be exported before they can be discharged into the Feiteng space. According to actual comparison, the output of the EPS format file is more clear in the newspaper printing Zhu Ning. But after the advertisement is converted to EPS sometimes In the event of an error, the company encountered a lack of graphic text after converting to EPS format.

3. The small print is designed for multi-color printing, and the printed text is blurred
Generally divided into two cases, one is the small print with four colors of ink overprint black. This situation is recommended to use monochrome black, because the four-color small print requires very accurate overprinting. Otherwise, there will be a confusing phenomenon. In the production should pay attention to the color of the selected word. If you make it to the printing stage, you will find it difficult to modify the title and then modify it. Because the passed-up ad images are generally done in the merge layer operation, it is not easy to modify.

The second case is an anti-white word on dark shading. You cannot think that white is a color. In fact, in the printing process, the dark shading must be registered at the position of the self-character, that is, multi-colored printed words, and the effect of poor printing is poor. It is therefore advisable to set the dark shading to monochrome when there are anti-white characters on the dark shading and the text is small. This printing effect is much more harmful.

4. After the advertisement is produced, the printing effect should be checked on its own, mainly for checking the text
Open Photoshop and CoreIDRAW produced good ads, for the 5th and 5th of the following text (conventional No. 4 under the words do not appear overprinted), by zooming, use the straw tool to see if it is multi-color, if it is multi-color, then print The effect will be affected. At the same time, by zooming in, check whether the text will be imaginary. If the edges are jagged at several times, then the characters may not be entered in CoreIDRAW. If these characters are small, they will certainly appear in the print.

Through advertising with the advertising company, business and advertising production staff to carry out printing process training, so that the advertising staff in the ad production of the Secretary in the issue of attention. The printing department should propose to the advertising department beforehand that in the process of pre-press image processing, discretionary advertising will be used to influence the printing effect. Can be modified to modify. At present, the advertising printing effect of the company has been greatly improved, and the claims of the advertising department '7 are also less than before.

Source: "Printing Technology"