In this article, I will be covering the basics of how to make printed promotional materials - such as posters and DVD sleeves, to go with other products.
Raster and Vector
Raster images are made of pixels. A pixel is a single point, or the smallest signle component in a display devise. It's easy to think of them as little tiny squares or dots of color.
Vector images are mathematical calculations from one point to another, that form geometrical shapes.
Above, we can easily see the difference, although this is difficult to spot from a normal view.
When a raster image is scaled up, it loses its quality. A raster image can be enlarged by either adding more pixels (Which photo shop adds) or increasing the size of the pixel. This comes at risk of losing clarity.
A vector program will use a mathematical formula to make an image which can be scaled to any size without losing quality.
Raster Images
Also known as Bitmap images, raster images' dimensions are measured in pixels. Since they cannot be enlarged without losing quality, they require a specific pixel resolution: a specific amount of pixels within an inch. The amount of pixels in each inch of the image represents the image pixel resolution, or PPI (pixels per inch).
• Common raster image files: jpg, jpeg, gif, png, tif, tiff, bmp, psd and pdfs originating from raster files
• Common raster programs: paint programs like Photoshop & Paint Shop
• Common raster images: photographs, painting
Vector Images
Vector graphics are made of mathematical calculations that form objects or lines - they do not use pixels, and therefore resolution-independent, meaning they can be used at the highest resolution the output devise allows. Vector files can be scaled to any size without losing quality.
• Common vector graphic file format: eps ai, cdr, ps, pdfs originating from vector files
• Common vector graphic programs: drawing programs such as Illustrator, CorelDraw, FreeHand
• Common vector graphics: drawings, illustrations, cartoons
Vector or Raster?
This depends on the design itself. If it's going to have photogenic elements, with continuous tones and blends of color, it's best using a pain program (Photoshop) which is a raster program, which specializes in photo editing.
If you want your final design to look like an illustration instead, with clear contrasts between objects and shapes, use a vector program.
File Formats
PSD - Default photoshop file format. Can add layers, alpha channels, smart objects. Photoshop saves all of these photoshop layers on the PSD file.
TIFF - Saves anything the PSD file can save. TIFF can go beyond the adobe applications.
JPEG - Flattens the image to one layer. Always compressed (Glossy compression) JPEG throws away alot of colors to make the file so small. Good to share images. Can support many colors.
GIF - Another flat file. Maximum of 256 colors, but can support transparency.
PNG - Good for working with other applications. Limited to single layer. 256 levels of transparency, subtle layers of transparency. Good for web graphics and watermarks.
PDF - Good for distribution. Allows to apply security settings. Password protection.
DNG - Openly documented, openly licensed. Saves out RAW files.
Resolution
Halftone - Printing Press. Not continuous tone. Converted into halftone pattern. Dot pattern. Series of dots for each CMYK (Cyan, Magenta, Yellow, Black) ink. When dot patterns are printed, they create the illusion of the continuous tone. E.G newspaper, looking closely will reveal these tiny dots.
Continuous Tone - Inkjet printer, around 240 x 360 pixels per inch for aesthetics. Not same dot pattern as Halftone.
Screen - Monitors, tablets, projectors. Total pixel count, resolution wont matter. Need to make sure the image is small/large enough for that certain devise.
Examples of Work
Here are my final designs for the film 'Anaesthetic's poster and DVD sleeve.
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