A raster image, also called a bitmap, is a way to represent digital images. The raster image takes a wide variety of formats, including the familiar .gif, .jpg, and .bmp. A raster image represents an image in a series of bits of information which translate into pixels on the screen. These pixels form points of color which create an overall finished image.

When a raster image is created, the image on the screen is converted into pixels. Each pixel is assigned a specific value which determines its color. The raster image system uses the red, green, blue (RGB) color system. An RGB value of 0,0,0 would be black, and the values go all the way through to 256 for each color, allowing the expression of a wide range of color values. In photographs with subtle shading, this can be extremely valuable.

When a raster image is viewed, the pixels usually smooth out visually for the user, who sees a photograph or drawing. When blown up, the pixels in a raster image become apparent. While this effect is sometimes a deliberate choice on the part of an artist, it is usually not desired. Depending on resolution, some raster images can be enlarged to very large sizes, while others quickly become difficult to see. The smaller the resolution, the smaller the digital image file. For this reason, people who work with computer graphics must find a balance between resolution and image size.

Resolution refers to the number of pixels per inch (PPI) or dots per inch (DPI) in the image. The higher the resolution, the greater the number of pixels, allowing for a greater gradation of color which will translate better as the image is enlarged. Of course, the more pixels, the more individual points of data to be stored, as well. For high quality photography, a high DPI is preferred because the images will look more appealing to the viewer. For small images which do not need to be blown up, or when quality is not important, a low DPI can be used.

The alternative to a raster image is a vector image, which uses a mathematical formula to draw a picture. A vector image defines points and the paths that connect them to form a digital representation of an image. Because mathematics can be easily scaled, a vector image can be enlarged but still have smooth edges. However, vector images are limited. They are most suitable for typography, line art, and illustrations. A raster image remains the best choice for a photograph or shaded drawing.

Full colour printing is the process of printing photographs or other documents in the full spectrum of color. Full color printing has come a long way as technology continues to advance. In fact, the methods used today are so refined that it is possible to make copies that look just like the original photos.

Color reproduction relies on the theory of three-color vision, which is based on the way the eye sees color. White light, which contains all the wavelengths of visible light, has three primary colors. These colors are red, green, and blue, commonly referred to as RGB in the printing realm. RGB colors are called additive primaries because lights of these three colors produce white light when they are added together. This is the very basic idea behind flyers printing.

The process of color separation is just like the process of seeing. The original image is seen using three filters, each corresponding to one of the additive primaries. In other words, humans basically see in layers. In the process of distinguishing colors, those layers are separate yet together at the same time.

The process used in full color printing is the same way photography works. A red filter is placed over the camera or full color printing lens in order to produce a negative of all the red light. When a positive print is made, there are blue and green areas left. This process leaves the color cyan. A green filter produces a positive of the other additive colors, which are red and blue. This process results in a magenta color. A blue filter leaves red and green to produce a yellow positive.

The three colors created during this full color printing process are called subtractive primaries, because each represents two additive primaries. This is, of course, after one of the additive primaries has been subtracted from white light. Full color printing presses use color inks that act as filters. These filters in the full color printing presses subtract portions of white light and strike the image on paper in order to produce other colors. Printing inks are actually transparent, which allows light to pass through to and reflect off of the paper base.

When the three subtractive primaries are combined during full color printing, the reproduction of the original item will be blurry. This is caused by the pigmentation of the inks. In order to fix this problem a fourth color, black, is added to the mix. This adds shadow and contrast to the image and eliminates the blurriness.

The use of color in full color printing has been shown to increase readership and information retention in publications. According to the National Advertising Association, studies in a major publication revealed the use of color increased readership by 40% or more.

10–35 gsm tissue paper
35–70 gsm lighter textweight
70–100 gsm medium textweight, including bond for brochures and booklets printing
100–120 gsm heavy textweight/light cardstock
120-150 gsm regular cardstock for leaflets printing
150-200 gsm heavy cardstock
>200 gsm super heavy cardstock for flyers printing

80gsm Glossy – This can be used, but may be a bit of overkill, depending on how large the booklet is. Very small booklets can get away with it, but the norm for this publishing niche is matte.

100gsm - 135gsm Glossy Cover – This is highly recommended for a cover for any booklet. It is very durable and gives a very nice presentation. It contrasts well with a matte interior finish and makes the booklet feel more like a real book. If you have a four color cover image, this is the best choice since the image will appear a bit crisper with this type of finish.

Any stock heavier than this is not typically recommended for a booklet. Once you’ve decided which kind of stock you will be using, the next step is to decide how you will deliver the finished product to your readers. Most publishers prefer to mail booklets in envelopes. This allows the reader the chance to get an unsullied booklet that has not been subjected to the rigors of the postal service.

While readers expect catalogs and magazines to be a bit banged up in the mail, they usually do not appreciate it if a booklet is. There are special mailers that you can get that will be sized appropriately for booklet use. Side loading envelopes are very popular and make it easy to pack and ship your booklets out to your customers. Using an envelope also allows you the ability to insert a small flyer or other promotional material.

Catalog printing is is a popular way to market a company’s offerings. An attractive, well-designed catalog can sell products or services for just about any business. Businesses of all sizes often use catalogs in their marketing plans. There are many catalog printing businesses available, offering everything from black and white to full-color printing. There are also different processes available for catalog printing, including offset, digital, and web-based printing.

Distributing catalogs is a highly effective way to boost sales. A range of products and services can be effectively and attractively showcased with well-designed, informative catalogs. To reap the maximum benefit, careful planning should go into catalog printing and time should be spent on creating the best possible marketing tool.

When preparing for catalog printing, be sure to take the time to develop clear copy. Proofread your copy and double-check it for correct information. You don’t want to print thousands of catalogs, only to discover you have misspelled your business name or included the wrong contact information. Whenever possible, have a second person who is very familiar with your business double-check your copy as well.

Choose a layout that is well balanced. Avoid cramming too many products or too much information onto one catalog page. A catalog that has too many products per page may overwhelm customers and make them less willing to peruse it.

Many companies choose to hire a designer to help them with the layout and planning of their catalogs. Such designers are typically both skilled and experienced with preparing catalogs for printing. Sometimes, catalog printing companies have in-house designers that provide help with producing effective catalogs.

You needn’t have thousands of items to create a successful catalog. Booklets printing can encompass everything from a simple four-page, folded catalog to book size catalogs with hundreds of pages. Even companies with minimal product offerings find catalogs effective at boosting sales. Sometimes, smaller catalogs are even better than larger versions at stimulating the interest of potential customers. After all, browsing through a catalog of 1,500 items may be overwhelming for some individuals.

When you weigh the advantages and disadvantages of catalog printing for your particular business, be sure to consider the potential for reorders. Not only can you hope to receive significant initial orders from your catalogs, but you may also receive orders from repeat customers months after your catalog mailing. Furthermore, the initial recipients of your catalogs may allow others to browse them as well, bring more sales your way.

Process printing is a printing technique widely used around the world. The name is actually a shortening of the four color printing process, a reference to the way in which images are prepared for the press. Process printing was developed in the early twentieth century along with offset printing, and overtook other printing methods such as letterpress in popularity by the 1950s. Process printing is cheap, rapid, and efficient, while yielding stunning images in mass production for example flyers printing.

Most of the printed objects we interact with on a day to day basis are produced using the process printing technique. Glossy magazines, mailers, brochures, and other color printing projects are all produced using this method. Sometimes process printing will be combined with spot color printing, where inks are combined to create a specific color. Spot color is necessary for metallic inks and special color projects.

To prepare an image for process printing, it is separated into four color components: cyan, magenta, yellow, and key, also called black. The color separation is known as color screening, and is usually accomplished digitally. A separate print plate will be made for each color. Each plate is created as a halftone, meaning that the color is separated into a series of tiny dots. In areas where the color is sparse, the dots will be small and spaced well apart. In areas of color density, the dots will be larger, and may have no space in between them.

Each plate is printed separately and overlaid over the previously printed ink. When all four plates have been printed, the result is a color image. The small dots on each individual plate will come together to create a complete color image, although they can still be seen with the aid of a magnifying glass. If the plates are not properly aligned during the printing process, the result is a misregistered image which is blurry and illegible.

Process printing is an excellent tool, allowing printers to produce full color images very efficiently. Most printers learn process printing through apprenticeship, which allows them to work under an experienced printer for several years learning about all the stages of the process. Many small print shops perform all the tasks, from preparing the image to making the plates to printing, in-house. Other print companies may contract out the color separation and plate making to a processing house.

Offset printing works because water and the inks used in the printing process do not mix. The images to be printed are created on CTP (Computer to plates) and then “burned” onto metal plates using a chemical developing process similar to photography. The metal plates are dampened with water which adheres to the areas without images. The ink is added next, one color at a time, where it sticks to the areas with images. The most modern systems use a direct-to-plate system in which the images are burned directly to the metal plates; the omission of a secondary step saves time and money.

Remember
those grade school lessons on primary and secondary colors? Well, CMYK
follows those same principles. The  four base colors can be used in
different combinations to produce a wide range  of secondary colors. So
how does CMYK work in print? Take a  close look at a color photograph
in your favorite book or magazine print. You’ll  notice that the image is
actually made up of rows and rows of tiny dots in CMYK  color arranged
in different angles. This combination of dots is called a  halftone
screen and is used to fool the eyes into seeing a full spectrum of 
colors.

It is important to remember that in order for a graphics  file
to be printed in CMYK, it must first be converted or created in the
CMYK  mode. The process for adjusting the color setting varies
depending on the  software being used to create the file. During the
printing process, each of  the four colors is represented by a sheet of
film produced by a machine called  an imagesetter.

Saving the file in
CMYK allows the computer to tell the printer  what data should go on
which film. The percentage of each of the four colors  must also be
specified when using a page layout program.