Welcome to the second installment of the Symbiosis Guide to Exhibition Speak, a plain English steer on industry words and phrases. This time we’re looking at the language of design and print, from Artwork to Vector Image.
You will probably be asked ‘Who’s doing the artwork?’ i.e. creating the images and words to be printed on the graphics panels that will cover the display walls of your stand. This may be handled by your in-house designer or design agency, if not our talented artworker will be happy to take your brief.
These invaluable style manuals provide your stand designer with all your corporate standards to ensure complete uniformity and prevent brand dilution. They usually include how and where to use your logo, company colour matching (Pantone, CMYK, RGB) and proportions, as well as fonts and typefaces.
It’s very difficult to print exactly to the edge so, to achieve this, it is necessary to print a slightly larger area than is needed and then trim down to the required finished size. Bleeds in the UK and Europe generally are 2 to 5mm from where the cut is to be made (1/8 of an inch in the USA). However it’s best to ask what information is required before providing any final artwork.
A colour matching system that uses the four basic colours (Cyan Magenta Yellow Black) for printing colour images. For example C84, M100, Y45, K5 will print purple.
Legal basis for the owner’s control of the usage of his image or artworks – always a good idea to double check before going to print!
Dots Per Inch is a measure of the detail or resolution of a print. In general, the more dots, the better and sharper the image.
Font or fonts
This is your corporate typeface or faces. It’s really useful for your stand designer and artworker to know all the approved sizes and styles to so they can use them where most appropriate. For example, if your Headline Typeface is Gotham the permitted fonts may include Gotham Light, Gotham Medium and Gotham Bold.
This is where the approved artwork is methodically laid out panel by panel before it is sent to print – a good time for a final proof and copy check.
These are the actual printed panels or sheets that will be used to dress your stand display walls.
Possibly the most well-known colour matching system which uses reference numbers and letters. For example Pan 525 C will print as purple.
Term derived from pi(x)cture element that refers to the simplest or smallest element of a digital image.
This is what brings your stand design to life! It’s the computer graphics process that produces 2D images with amazing 3D photorealistic effects. So all the great detail, the shading, lighting and textures
(red, green, blue) is a colour matching system which is used for creating images on your computer screen. For example R83, G 47 and B100 will print purple.
Technically these are computer images that use mathematical descriptions of paths and fills to define the graphic, as opposed to individual pixels. In other words an image or logo that can be just dropped in, that doesn’t require changing to fit.