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Training with a guarantee of employment: "Graphic Designer PRO"
Find out moreBrochures, packaging, business cards and books can simply be printed in color on high-quality paper, as is customary. However, it's possible to use modern technology to incorporate original decorative elements that will help your project stand out from the crowd and attract more interest.
In this article, the founder of Mayak Bureau, a print management company, shares information about five types of effects. She explains why their use in design is important and what results can be achieved through their application.
Since 2010, he has headed his own print management agency, called Bureau Mayak.
The specialists of the Bureau Mayak team are experts in the field of complex printing technologies and innovative materials. They are capable of implementing any ideas and managing processes of varying complexity – from concept to finished print. They also organize seminars dedicated to the nuances of printing processes.
Many people mistakenly consider Bureau Mayak to be a printing house, but in fact, this company is much more than that. 🙂
The Role of Printing Effects in Modern Design
Printing effects provide designers with the opportunity to realize their creative ideas. With their help, an image can overcome the boundaries of a conventional flat surface, which significantly enhances visual communication.
Finishing enriches printed products and provides an opportunity to creatively express the design concept. It creates texture, volume, and silhouette, accentuates certain details or, conversely, masks them, and also adds color shades and shine. By using printing effects, the end result can create the impression that the product is made not of paper, but of materials such as velvet, porcelain, or metal.
Printing effects are a useful tool for business, as they perform a practical marketing function. Their use helps to:
- draw viewers' attention to the design;
- define its place and distinguish it from similar ones.
- create the image of a high-class and expensive product.
Printing effects have a significant impact on consumers. They not only encourage close examination of the object, but also invite interaction with it on a tactile or even olfactory level. This creates an engaging experience, awakens curiosity and strengthens the emotional connection with the product. As a result, your invitation, packaging, or catalog becomes memorable for a long time.
Certain printing technologies are fundamental methods without which it is impossible to carry out the production of printed products in general.
- Special seals are used to ensure the protection of goods. For example, these can be stickers with a unique design that are damaged when attempting to open the packaging.
- Information for tactile perception and orientation is transmitted, for example, by applying text to signs using Braille.
- Prototypes are created, and packaging is also cut out.
Almost all effects can be combined, which opens up the possibility of creating varied and exciting combinations. Unique and impressive ideas are born from the creativity of the designer and the skill of the print manager.
Form Transformation: Possibilities and Results
As a result, we obtain both decorative and practical holes in paper or cardboard, as well as a variety of shapes and contours of products.
The process begins with the production of cutting dies, for which knives are installed in a wooden panel that form the outline of the desired shape for cutting.
The designer creates a sketch of this outline, based on their perception, while the technologist develops the "cut" based on this sketch.
Cutting offers many possibilities for the original design of various items, such as books, signs, and postcards. With its help, you can, for example, round corners or cut holes in accordance with specific prints. However, the main purpose of this technology is the production of boxes and packaging.
It should be remembered that the die-cutting method is excellent for mass production, but it does have certain limitations. For example, it is impossible to create sharp corners or holes with a small diameter with its help.
The laser beam creates holes in the material, precisely following the given contour, by cutting or burning.
This type of cutting is used to create perforations on packaging and fine, delicate patterns on cards and other items. This method is suitable not only for paper and cardboard, but can also be used on acrylic materials and plywood.
It's important to remember that a laser is a high-tech device, and choosing the right material for it requires special care. This is due to the fact that some materials may ignite under the influence of a laser beam, and the edges of the resulting cuts may require additional polishing.
In addition, this technology is not optimal for creasing, and for mass production it will be too costly.
A specialized device known as a plotter uses needles to precisely cut images and geometric shapes along a given contour.
Plotter cutting is primarily used to create packaging prototypes and other complex shapes. The "patterns" obtained in this way are subject to testing and check for assembly quality.
Keep in mind that using this type of cutting for decoration will be more cost-effective in small production volumes.
Textural effects
This gives the surface of paper or cardboard a texture characteristic of other materials and feels like fabric, ceramic, or plastic.
After printing, the image is treated with UV varnish, to which various powder components are added beforehand. These can include fine or coarse grains of sand, a variety of glitter, and resins. After drying, the surface acquires a unique shine and texture, ranging from virtually smooth to distinctly textured.
Why it's useful: Varnishes containing such additives are used to create the effect of real sand, water droplets, or metal on packaging, postcards, and small catalogs. You can also recreate something unique, like the surface of a tennis court.
Keep in mind that choosing a sufficiently viscous varnish will prevent glitter and particles from flaking off.
A sticky varnish is applied to the surface using a stencil technique, after which a special powder is evenly distributed on top. Any excess material that does not adhere is removed, and the item is then placed in an oven, where the coating dries, giving it a fluffy texture.
Soft "velvet" is used to decorate items intended for direct contact with the consumer, such as cards, gift wrap, and bags. In addition, similar textures can be created on fabrics and plastic materials.
It should be borne in mind that flocking will not have a significant effect on the creation of advertising materials intended only for visual perception.
The process of applying a coating to the surface of a product is carried out using a thin film. This film can have a variety of textures: it can be textured or smooth, including matte, glossy, and soft-touch options.
Lamination is most commonly used in book cover design and packaging.
Lamination serves not only a decorative role, imparting texture to the material. It also plays a key role in protection and creates various visual effects.
Applying the film makes the material more durable and protects it from moisture and mechanical damage. The smooth surface enhances the color saturation of images, while the matte finish eliminates glare.
Please note: glossy lamination adds intensity and contrast to the image, while matte and soft-touch laminations create a softer, more discreet effect.
Visual Effects
As a result, we have decorative details that can attract more attention in the design due to contrast, sparkling shine, and play of light.
Varnish is applied to the product in accordance with a pre-determined pattern. It should stand out against the background of the main surface: matte varnish is used on glossy and smooth materials, while glossy varnish is applied to matte and soft-touch textures.
Selective varnishing serves to accentuate individual design elements and adds visual depth thanks to a slight relief. This method is often used in the design of brochures, catalogs, business cards, as well as cardboard bags and packaging.
It should be borne in mind that the choice of technology for achieving this decorative effect depends on the specific tasks, so you can use UV printers, screen printing, digital and offset printing.
The process begins with processing the image, which is divided into stripes according to the established criteria. These strips are then printed using offset or digital technology, after which the required ribbed lens made of clear plastic is glued onto them. If only a single image is used, this approach creates a depth effect known as stereo. When multiple images are used, they alternate sequentially, creating an animated effect called vario.
This technology is also known as lenticular printing. It gives images depth and radiance, and also creates the effect of light refraction and movement.
Lenticular printing finds its application in the creation of postcards, calendars, and invitations – small-sized printed products that allow the consumer to enjoy and examine them in detail for a long time.
Keep in mind that high-quality stereo vario is a rather expensive production method that is best suited for limited editions.
Special programs are used to create a physical object, resulting in its three-dimensional image - a hologram. This image is then printed on a unique metallized film, which has an adhesive layer.
Holographic stickers are designed for marking goods and documents, as well as for sealing, which provides protection for packaging from unauthorized opening.
Keep in mind that ready-made standard holographic backgrounds are available, onto which various images, such as logos, coats of arms, or symbols, can be superimposed.
Images are applied using paints or covered with varnishes, which can change their color or even lose it when exposed to relatively low temperatures.
This printing effect is used to decorate everyday objects. For example, images are applied to ceramic coffee cups or lemonade cans.
It should be noted that thermochromic pigments come in two types: reversible and non-reversible. Reversible pigments can regain their original color when the temperature returns to normal, while non-reversible pigments lose their original properties and no longer change color.
Printing uses materials containing phosphors—substances that can accumulate light received from sunlight or lamps and then emit it in dark conditions.
The retroreflective effect is widely used in textile decoration, including items such as T-shirts and backpacks. In addition, it is often used in the production of goods for children, for example, on stickers, wallpaper and notebooks.
Please note that the phosphor emits only two colors - blue and light green.
Volumetric effects
So, text and graphic elements begin to show pronounced volume.
When pressure is applied to the cliche, the material shifts, which leads to the formation of an indented pattern on a flat surface.
The term "blind" implies that no paints, as well as colored or metallic foils, are added to such a pattern.
This visual effect is often used in the design of book and notebook covers, as well as on business cards and postcards.
Please note that the embossing process affects both the texture and the appearance of the material on both sides. sides.
The process involves the use of a cliché, onto which metallized or colored foil is applied. Then, during the printing process, this foil is transferred to the surface of the material simultaneously with the image.
Foil stamping is used to decorate the spines and covers of books, business cards, postcards, and other printed products intended to create an image. Even a slight combination of volume and color pattern looks effective on various materials.
Please note that during the embossing process, there are certain limitations on the thickness of the lines, which depend on the selected type of cliché.
Embossing is a method of embossing that creates raised images. In this process, a die presses against the material from the back, while a counter-die presses against the front. The result is a three-dimensional relief pattern that can vary in levels, contain thin lines, smooth transitions and detailed elements.
This printing effect finds application in a wide variety of areas - from business cards and packaging to wobblers and covers of collectible editions.
It should be borne in mind that difficult-to-pass reliefs require expensive equipment and highly qualified specialists.
The process of pressing decorative material onto a sheet simultaneously uses a matrix and a heated counter-matrix, which allows for the creation of relief images. The result is a convex surface complemented by foil. It can have various characteristics: transparent, translucent, glossy, matte, holographic, or metallized.
Foil embossing can be used not only to decorate paper, but also textiles. For example, on T-shirts, this method will give the image or inscription not only saturated colors, but also additional volume.
It is important to remember that the designer must create a layout, separating the elements intended for foiling in a separate layer or file.
The process begins with applying a special varnish to the color image, which is then dried. Under the influence of ultraviolet light, the varnish polymerizes and hardens. This layer gives the details a raised texture. In this context, varnish is a unique type of stencil paint.
Volumetric varnish is used to decorate various products, such as cards, invitations, and packaging, allowing you to accent individual design elements and give them expressiveness.
Keep in mind that this effect looks most effective on small images and elements, while on larger ones it can look a little awkward.
The process begins with a UV printer first applying a white layer along the outline, and then successively adding several layers of colored ink. The result is vibrant, full-color printing on three-dimensional images, while the back side remains completely smooth, which distinguishes this technology from embossing.
This expressive relief effect can be achieved using thick paper or a similarly rigid material. For example, it could be gift packaging or an art album cover.
Keep in mind that volumetric UV printing is quite an expensive process, so it is advisable to use it for limited editions and original designs.
Special equipment applies textured varnish to the material along pre-set lines, which allows it to be further decorated with colored or holographic foil. As a result, the image becomes embossed, while the reverse side remains smooth, without indentations.
Volumetric foiling is a digital printing method that makes it possible to decorate surfaces in situations where traditional embossing cannot achieve the necessary precision in fine lines. For example, it can be used to create a "frosty pattern" effect. on New Year's cards or achieve a flawless geometric pattern on business cards and gift packaging.
Please note: the foil must be exclusively glossy.
To create a three-dimensional relief image on a background printed with special inks, thermal powder is applied to the surface, after which the product is placed in an oven. When exposed to high temperatures, the powder foams, creating a distinctive relief effect.
This solution is ideal for applying images to textiles, such as logos on uniforms. It is also used in the design of cardboard cards and packaging.
The main application of thermal lifting is the creation of inscriptions in Braille.
It should be borne in mind that the surface of large objects made by this method may be uneven.
Specifics of a professional graphic designer's work
You will master the skills of creating graphic elements and corporate identity for business. You will have the opportunity to create a portfolio that showcases your unique style and demonstrates your design abilities. This will open the doors for you to start a career both in a studio and as a freelancer.
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