GEMINI PRINT

CREATIVE DESIGN

CREATIVE DESIGN

Gemini Print design service

Print designers prepare the concept, visuals, design, proof and create the final artwork to achieve the branding, styling and message important to your business or organisation.

The role of the designers is part of a collaborative approach to ‘Total Service’ that the Gemini Print team provides you – with a special understanding that beautifully designed printing can achieve impressive response results and ROI to support your requirements.

Sometimes you may require new concepts and brand strategies – other times you will have a clear idea of what you need or already have a specific set of brand guidelines that you need Gemini Print to follow.

CREATIVE DESIGN

Your guide to the key elements of effective Creative Design

Great design can say a huge amount about your business – and plays an essential role in motivating the emotions that lead to a positive reaction.

Colour

Colour sends an important message to your reader and target market and can immediately generate attention and interest, and be key to your brand and the message.

Colours achieve fast brand association. Teams of ‘brand guardians’ and designers will work to protect and enhance colour values of key products and services, in recognition of the importance, regardless of the media or substrate.

The impact of colour for branding can create amusing results.  A conference speaker asked the simple question “what colour is Coca-Cola”?  The immediate on-mass response was “red”!  The speaker laughed and said “No! It is brown”   He hadn’t asked “what brand colour is Coca Cola”, but the audience had instantly responded with the primary brand colour.

Coke Bottles

Your colour choices can:

  • Support the characteristics and personality of a brand
  • Immediately suggest the main target gender
  • Influence a ‘mood’ – the natural world can steer your emotional response to colour, e.g. green for fresh and growth, blues for calm and open, yellows for sunny and bright’. You may find that you use colours to describe feelings, e.g. “tickled pink”, “green with envy”, “seeing red”
  • Inspire action and command attention

Using colour for international designs

If you think about how far you want your business to reach or the cultural variances of your target market, it can be useful to consider the widely differing cross-cultural attitudes to colour. People can make subconscious decisions about a brand or product in seconds, and research says that 90% of that decision is based on colour.

BLUE is considered by many designers as the ‘safe global’ colour. It is popular in Europe and North America while in Eastern culture blue symbolises immortality, good health and in Hinduism blue suggests Krishna love and divine joy.

GREEN can inspire people from Western cultures in two quite conflicting ways. From inexperience and jealousy at one end of the scale to the ‘Emerald Isle’, lucky clover, lush growth, spring, fresh, wealth, environmentally friendly at the other. In the Chinese cultures, green hats for men are taboo as it signals their wives are adulterous, in Mexico green is the colour for independence and in the Middle East green suggests Islam, fertility, good luck and increasing wealth.

ORANGE suggests energy, action, the warmth of the sun, fun, happiness, harvest time and in Hinduism saffron orange is considered sacred and auspicious. In Eastern cultures, orange infers love, happiness and good health. It is the colour of royalty in the Netherlands while in Columbia orange symbolises love, happiness and good health.

PURPLE is the colour most used to represent nobility, royalty, wealth, spirituality and faith, and in many parts of the world, it is the colour of honour and accolades. Thailand and Brazil use purple for mourning.

RED in India is associated with spirituality, sensuality and purity contrasting with Africa and Nigeria where it associated with death and aggression. Lucky in Egypt, good fortune and bravery in Iran, communism and revolution in Russia. Western cultures are confusing with the attitude to red – love, passion and energy are the positives while red is also danger and debt!

YELLOW in Germany represents envy whereas in Egypt yellow is for happiness and good fortune, As with most colours in Western cultures there is a massive contrast between yellow conveying caution and cowardice to the sunny, happy, cheerful, optimistic interpretation!

WHITE in Western cultures is the colour for brides, angels and newborn babies symbolising cleanliness, innocence, purity, and peace while in some Asian countries, China, and Peru white is worn traditionally at funerals.

BLACK can immediately symbolise formality, classic, sophistication and ‘in the black’ financial success – at the same time seen as representing ferocity, mystery, evil, mourning, and death. In Africa black symbolises manhood and maturity while in the Middle East black is used for both mourning and rebirth.

As the key objective of graphic design is to gain response colour is seen as a key part of the design armoury. You can be confident that Gemini Print is specially qualified to assure you of colour printing standards due to the achievement of ISO Accreditation 12647-2 for colour management.

Pantone and CMYK

The universal colour system used by designers is Pantone­®. PMS is the Pantone Matching System – a proprietary numbering system for the colours used in graphic arts and printing.  You can choose from more than 2,678 ‘solid colour ink on paper, including core colours, pastels and neons, and metallics.

A ‘colour bridge’ is the guide that provides a side by side comparison of Pantone®. Spot Colours to their closest CMYK (cyanmagentayellowblack) process printing – while working in CMYK-OGV adding orange, green and violet, fifth colours will increase the vibrancy and achieve closer matches to Pantone Spot Colours.

CMYK (also called four colour process) is a combination of the four ink colour (micro transparent dots) overlapping each other to create a wide spectrum of colours.  Gemini Print orange is a combination of M76 and Y89.

On-Screen Colours

If preparing for a multi-media design, including on-line, your designer will need to create in RGB (the colour system that is visible on a computer display) the red, green and blue combined in proportions ranging from 0 to 100 to obtain any colour intensity.

For example, Gemini Print orange brand colour is R242, G88, B34

RGB Example

The alternative approach for online colour choice is the use of HEX references (particularly for websites).  A HEX (specifying colour using hexadecimal values.  The HEX triplet represents three separate value that specify the values of the component colour). You will recognise a HEX colour as the # sign is always used before the six digits/letters (three pairs of HEX values that refer to the RGB colour).

The three pairs of values refer to the red, green and blue with decimal values ranging from 0 to 255 converted to hexadecimal.

White is #FFFFFF – Black is #000000 – Gemini Print is #F25822

Lines

Guiding your reader’s eye movements or creating texture and movement to connect information, create a mood or separate the design elements.

  • Circular

  • Diagonal

  • Free form

  • Horizontal

  • Patterned

  • Solid

  • Vertical

Shape

The definition of shape decisions will be subject to factors such as your brand feel, your products or service, or your target market.

Size

Size can be used to express priority and guide your reader to the most important elements in your design.  Different sizes within the same graphic design can separate or connect as required.  The size of the overall piece guides the decision about how much content will be effective.

Space

Overcrowding of content can kill your response!

In the world of marketing and successful advertising, there is an understanding of how “White Space Sells!”. Although some graphic designers will refer to white space as “negative space” it is a fundamental element of good design.

To confuse us all ‘white space’ does not have to be the colour white! It is the space between design elements, images, text blocks etc – some people call it the “breathing space”.

If your brand needs to communicate openness, freshness or elegance the use of white space becomes very important.

You gain:

  • Better comprehension

  • Improved legibility

  • Increased attention

Texture

Layers of graduation of text, line or shapes – enhancing design to create a visual impact.  Gemini Print digital dimensional printing or skilled print finishing work can be recommended by Gemini Print designers to ensure you gain special tactile benefits that can make a powerful difference to your response.

Gemini Print Look Book

Typography

Please also see Your Guide to Typography Jargon.

Typography is the ‘art of the letters, characters and words’ on a printed page to create something aesthetically pleasing while achieving the desired communication impact. A lot of people would argue that the right typography is THE most important stage of creative design for print.  Your customers love excellent typography – so it is worth giving the time and attention to the impact you can gain.

In addition to the key decision of the ‘typeface’ typography in print design refers to the ‘rules and conventions’ arrangement, placement and interface approach.

In the 11th century, the Chinese used raised clay letters before things progressed to the infamous ‘Gutenberg bibles when a German goldsmith used movable metal letters and started an approach to printing that could rival handwritten manuscripts.

Choosing the right typeface for your brand is a key decision.  There are more than 300,000 typeface ‘font families’ (each font family will have many variations of type sharing the characteristics/glyphs, but differing weight, style, condensation, width, slant, and italicisation,  Some people will refer to a typeface as a ‘font’ but strictly speaking the typeface is the design whereas the font is the typeface + size + style. (Fonts are also used to describe the digital representation of typefaces).

Typefaces have ‘personality’ and can immediately convey a mood or emotion, or relevance for a particular target market. One Gemini Print client described it very well when they said: “it as just like choosing the right things to wear for different occasions!”

CREATIVE DESIGN

Your guide to Typography Jargon

Alignment:-  Left, right, centre or justified.  Make use of what our brains are trained to readily accept – in most parts of the world this will mean that longer read text will be most comfortable for people when aligned to the left.  Justified can be tiring for people as it is difficult to avoid some ‘contortion’ to the letters from being either squashed or stretched to fit.

Decorative typefaces:- The key message with these typefaces is “be cautious”.  Also described as ‘decorative’, ‘display’ or ‘novelty’ they can gain attention if used in moderation for a specific effect or purpose.

Decorative Typeface

Kerning:- The space between the words/letters (see also: Tracking) which can change the impact of some typefaces significantly.

Kerning Example

Leading:- The spacing between any successive lines of type, also known as ‘line-spacing’.  With the use of lowercase letters with ascenders and descenders the use of leading will make a lot of difference to legibility.

Pairing:- The decisions about which fonts work well together – there is no rule book although typically you would not mix up a sans serif font with a serif font.

Sans Serif vs Serif

Point size:- A guide to the size of the letters.  However, don’t fixate on a particular point size until checking what that means for each typeface as the clarity and legibility can vary hugely.

Sans Serif typefaces:- Literally ‘without serif’ with no extra lines at the end of letters giving you a more modern and streamlined look.  Multimedia design particularly will tend to use sans serif for good legibility and reduced distortion.

Sans Serif

Script:- Some people will call these typefaces ‘cursive’ or ‘handwriting styles’ – often these typefaces will have connecting letters but there are many families of typefaces to choose from depending on the design ‘mood’ – formal, fun and casual, hand-drawn, or elegant.

Handwritten Style Example

Serif typefaces:- Generally considered to provide a more traditional or serious feel.  Serif typefaces or fonts have little ‘twiddly’ feet or lines at the end of the letter.  Some people will debate that serifs used in very long passages of printed text can make it easier for the reader to move along the lines of text.

Serif

Slab Serifs:- A typeface that was very popular in the 19th century when many of them were first designed,  Slab serifs were used on most typewriters and are distinctive with very thick serifs at the end of each letter.  Many designers creating for children’s markets will use some Slab Serifs for key headings, brand names or packaging.  Slab serifs are also popular when creating a retro feel.

Slab Serif

Tracking:-  The term for simple letter spacing.  In contrast to Kerning tracking makes uniform adjustments consistently between all spaces in the same words.  Good tracking is important to help ease of reading.

X-height:- The basic height of a lowercase letter (typically using the actual letter x) without the ascenders (over the x-height) or descenders (beneath the baseline) of other lowercase letters, e.g. h or g.

Value:- A term that refers to how light or dark tones and colours are.  The illusion of movement or emphasising a particular element by bringing one part of the design into sharp focus while receding something else into the background are all achieved with value definitions.

CREATIVE DESIGN

Your guide to Graphic Design roles

Gemini Print designers projects cover a huge range of work for every variation of printed product– marketing collateral, communications, corporate print, event and exhibition materials, packaging, direct mail, magazines, books, calendars, wall charts, posters, promotional products, branded merchandise, banners, business cards, brochures, leaflets, flyers, invitations, programmes, reports, newsletters etc.