In newspaper printing, pre-press advertising production and printing are basically in a state of disconnection. Once the advertising printing effect is poor, the advertising department immediately asks the printing house to compensate for the reason that the advertising printing is not good and the advertising fee cannot be collected. After careful analysis of newspapers with poor advertising printing, the problem is that the small print is not clear. The reason for further refinement is that the advertising producers do not understand the printing process. It analyzes several aspects that cause the poor printing effect of advertisements, and hopes to bring you some solutions.
1. External advertisements are films, which affect the quality of advertisement printing
Advertising film usually has a poorer printing effect. One is that there are placement errors in the artificial placement, which may lead to inaccurate overprinting. Second, the parameters and film quality of the film are different in different places. It is difficult to accurately grasp the exposure and development time during plate making. For example, the May 8 and May 14 Evening News published the same mobile phone advertisement. Since May 14 provided film, the white text on the dark blue background after printing was basically unclear, and the number of foreign film lines was found to be 110 lines / Inch; and the advertisement on May 8 is a film output by the company itself, the number of lines is 120 lines / inch, and the printing effect is much better.
The film needs manual placement, which takes time and labor, and sometimes affects the timeliness of newspaper publishing. Now many companies will use the screen output machine, after the folio film is directly punched and printed, because the film needs to be pasted, the folio has to be cut first and then posted, which is a waste of time. In addition, the provided film cannot be changed even if it finds a problem (only a simple repair), and it is convenient to modify the electronic file. Therefore, it is better for the advertising department to provide electronic files of advertisements rather than films. For companies with economic strength can consider buying a high-quality dot scanner to solve the problem of foreign film.
2. Ads made by Photoshop, printed out with illegible text
Newspaper printing speed is fast, paper ink absorption is strong, the dot increase rate is high. If you do not pay attention to this feature of newspaper printing in advertising production, the text is entered in Photoshop, and it will definitely be false 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 Fangzheng Feiteng software for typesetting, and advertisements are mostly done with Photoshop and CoreIDRAW software. Photoshop is very convenient for processing images, but there is a lack of processing text. The words in CoreIDRAW are vector, so the effect of entering text is better. therefore. In the production of newspaper advertisements, it is best to use Photoshop to process the pictures, and the text content is completed in CorelDRAW. Because Feiteng software does not support CDR files. Therefore, CoreIDRAW files must be exported before they can be placed in the Feiteng layout. According to the actual situation, the characters printed in the EPS format file are printed clearly in the newspaper. But after converting to EPS, the ads sometimes go wrong.
3. The small print is designed for multi-color overprinting, and the text is blurred after printing
Generally, there are two cases, one is that small letters are overprinted with four-color ink in black. In this case, it is recommended to use single-color black, because the four-color small letters require very accurate overprinting when printing, otherwise the phenomenon of slurs will occur. In the production, you should pay attention to the color of the selected words. If you find the problem after the production is completed, it will be difficult to modify it because the advertising pictures that are passed in generally do merge layer operations and are not easy to modify.
The second case is the reverse white text on the dark shading. It cannot be considered that the white text has no color. In fact, in the printing process, it is necessary to register the dark shading at the position of the white character, that is, to print the multi-color characters, and if the registration is slightly inaccurate, the effect will be very poor. Therefore, it is recommended that when there is reverse text on the dark shading and the text is small, it is best to set the deep shading to monochrome, so that the printing effect will be much better.
4. After the advertisement is made, you should check the printing effect by yourself, mainly the text
Open the ads created by Photoshop and CoreLDRAW. For the texts under No. 5 and below (no overprinting under the regular No. 4 characters), zoom in and use the eyedropper tool to check whether it is multi-color. If it is multi-color, the printing effect Will be affected. At the same time, by zooming in to see if the text is false, if the edge is jagged after a few times of magnification, the words may not be entered in CoreIDRAW, and if these words are small, they will definitely be false in printing.
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