Right now, I just want to say some points on what graphic Production Art is. It’s kind of a limbo discipline. It is stuck halfway between Graphic Design and Final Output/View. Since the beginnings of the Graphic Arts, it used to be limited to only printing, but that has all been changed with computer-based publishing, the Internet and the proliferation of interactivity to many publishing outlets.
Though the media may differ, the objective is the same: Make the end product look as it is intended, and make sure it functions properly to get it to the viewer the best way possible.
Now, that is fairly broad, but that is because the road a Production Artist takes to a well-crafted and functional file, or brochure, or what have you, will wind through a multitude of graphic processes and evaluations, then fixing as needed.
For any of you who are “new” to Production Art, at least in experience, let me give a rough overview of who needs to or does it, and what is usually involved in doing it.
Who Does Production Art?
There are basically three groups of people in Graphic Arts who utilize Production Art:
1) Art Directors / Graphic Designers
Those who have to do Production Art are usually in the need to do it, mainly because they are in a small agency or department, or working freelance, and may have to fulfill all the duties in getting a design out to the client or vendor.
2) Production Artists
These are dedicated to mostly processing the files as they come from Art Directors and Graphic Designers, and are usually a strategic part of the workflow in a larger agency or graphics shop. Production Artists need to have as much creative as technical know-how, because they may need to often re-apply approved designs to other media pieces or throughout a campaign, varying the formats and aspect ratio of elements.
3) Pre-press and “Output” Operators
These are the ones who get the "final" versions of graphics files from 1 & 2, and maybe other sources, and need to process them to the actual final state for the intended use. Now the job isn't just printing; it could be web pages, mall kiosks, digital billboards or such like. When these files come in, they may need changes, or on further evaluation, some elements may need to be fixed. These persons are more tech-oriented than creative in most cases, because of the high degree of technology involved in the final delivery of the work they need to support.
What Does Production Art Involve?
Like I said before, there are many processes and areas that must be undertaken in the work of Production Art. Some of these are obvious, and others are so behind the scenes that few are aware they are done at all. These will usually include (but are not limited to):
Like I said before, there are many processes and areas that must be undertaken in the work of Production Art. Some of these are obvious, and others are so behind the scenes that few are aware they are done at all. These will usually include (but are not limited to):
- Page layout -- which itself is a multi-faceted discipline
- Image retouching and compositing
- Color correction
- Color concepts, such as color harmony and color modes (RGB, CMYK)
- Illustration file servicing, trouble-shooting and fixing
- Creative processes and communication
- Final file, publishing and output specifications
- Spelling and grammar checking
- Proofing printing
- Mock-ups -- setting up printed proofs to look and function as a final product
- Preflighting -- checking and fixing files to meet expected output criteria
- Measuring, measuring, measuring!
- Word processing
- Typography -- particularly, kerning, tracking, and stylizing and “massaging” text
- Printing processes
- HTML, CSS and basic web page structure
- Multimedia formats
- Image resolution
- PDF workflow -- making, distributing, commenting
- Computer file formats
- Methods of delivery for project files
A Production Artist may not be an expert on all of these things, but will at least have enough understanding of most to be able to produce solid and reliable final files day in and day out. That means more than “enough to be dangerous.”
A Common Ground
The most important element tying all these disciplines and processes together is the arena of the page, or the issue of “pagination,” or page assembly. Now, if you looked up the word pagination, you may not find the job description of Production Art around. But the whole work of Production Art centers around getting everything properly onto pages, or layouts, whether static or dynamically made.
Think of it. A newspaper layout is a page, or pages. A web layout is a page. A screen of a billboard or kiosk is a page. I remember almost ten years ago, there was a lot of banter in creative and graphic art circles about the term pagination being used for this particular thing.
All visual and text elements that communicate must be paginated into a format that a reader can make some coherent sense from. It is imperative that it not only looks good at the design side of the life of that “page,” but that is also holds together on the reader’s end. The same might be said in way of illustration of a car. The design of that car can look great, but if it doesn’t run because the engine wasn’t assembled right, or parts fall off as it’s driven down the highway, then it obviously was not a successful production. There can be just as much work “under the hood” as visually in a graphic art production, to keep it functioning as well as looking great.
Good Qualities Desired
A Production Artist needs to have a handful of characteristics and skills to keep at the job:
Hopefully, here we can look at some of those issues and discover more about this often-overlooked job, and create some great dialog in the coming months and years.
Have any ideas or comments? Did I get anything wrong, or does anything need clarification? I welcome your input!
A Common Ground
The most important element tying all these disciplines and processes together is the arena of the page, or the issue of “pagination,” or page assembly. Now, if you looked up the word pagination, you may not find the job description of Production Art around. But the whole work of Production Art centers around getting everything properly onto pages, or layouts, whether static or dynamically made.
Think of it. A newspaper layout is a page, or pages. A web layout is a page. A screen of a billboard or kiosk is a page. I remember almost ten years ago, there was a lot of banter in creative and graphic art circles about the term pagination being used for this particular thing.
All visual and text elements that communicate must be paginated into a format that a reader can make some coherent sense from. It is imperative that it not only looks good at the design side of the life of that “page,” but that is also holds together on the reader’s end. The same might be said in way of illustration of a car. The design of that car can look great, but if it doesn’t run because the engine wasn’t assembled right, or parts fall off as it’s driven down the highway, then it obviously was not a successful production. There can be just as much work “under the hood” as visually in a graphic art production, to keep it functioning as well as looking great.
Good Qualities Desired
A Production Artist needs to have a handful of characteristics and skills to keep at the job:
- Contentment doing that part of the job, rather than great design, at the time
- A constant need for attention to detail, even the smallest measure at times
- Tenacity to see work through to the end
- Pleasure at seeing files are built well
- Trouble-shooting instincts, to find problems and solve them quickly
- Thoroughness to follow procedures
- Speed -- of course, your boss or client needs it done fast
- Accuracy
Hopefully, here we can look at some of those issues and discover more about this often-overlooked job, and create some great dialog in the coming months and years.
Have any ideas or comments? Did I get anything wrong, or does anything need clarification? I welcome your input!
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