The Graphic Design Reference Specification Book Everything Graphic Designers Need to Know Every Day by Aaris Sherin, Irina Lee, Poppy Evans (z-lib.org)

black 70

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 0

yellow
magenta

5
5
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Process Color Finder 301

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black 70

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 10

yellow
magenta

5
5
10
10
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Process Color Finder 303

304 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 70

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 30

yellow
magenta

5
5
10
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Process Color Finder 305

306 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

black 70

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 50

yellow
magenta

5
5
10
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Process Color Finder 307

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black 70

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 70

yellow
magenta

5
5
10
10
20
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30
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40
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Process Color Finder 309

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black 70

100 100 90 90 80 80 70 70 60 60 50 50 40 40 30 30 20 20 10 10 55 cyan 100

yellow
magenta

5
5
10
10
20
20
30
30
40
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Process Color Finder 311

Index

A screw and post, 81
side stitch, 80
abbreviation guide spiral and double-loop wire, 81
days of the week, 15 tape, 81
months of the year, 15 bleeds, 68, 70
postal, 16 bluelines, 157
time designations, 15 budget estimates, 195–196
U.S. states, 16 budgeting, 190–191
U.S. territories, 16 bulk, 74
weights and measures, 17 bulk rate mail, 130, 132
Ad Unit Guidelines, 27
agricultural fibers, 161 C
agricultural residues, 161
AJAX (Asynchronous JavaScript), 182 caliper, 74
analog color proofs, 157 camera formats, 21
aqueous coating, 155 carbon dioxide, 161
Attribution license, 11 cartons
Attribution No Derivatives license, 12 folding, 106–110
Attribution Non-Commercial No Derivatives tray-style, 98–100
license, 12 tube-style, 101
Attribution Non-Commercial Share Alike certification organizations
license, 12 Chlorine Free Products Association
Attribution Share Alike license, 12 (CFPA), 166
Eco-Management and Audit Scheme
B (EMAS), 166, 167
Forest Stewardship Council (FSC), 159,
bar codes 162, 165, 167
for European products, 141 Green E, 166, 167
ink color, choice of, 141–144 Green Seal, 167
standards for, 140 International Standards Organization
for U.S. products, 141 (ISO), 166, 167
basis weight equivalents, 72–75 chain of custody, 165
bindings charts and tables
methods, evaluation of, 82 bar code standards, 141
types of basis weight and caliper equivalents, 75
case, 80 Btu of energy used in paper production, 168
perfect, 80 caliper and pages per inch, 74
plastic comb, 81 display typeface specimens, 33–34
ring, 81 envelope styles and sizes, 87–92
saddle stitch, 80

312 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

environmentally friendly papers, 176–177 Creative Commons licensing, 11–12
links in paper supply chain, 161 infringement, 10
mail classifications, 125 public domain, 10
measurement conversions, 8, 9 transferring rights, 11
paper basis weight equivalents, 72–73, 75 U.S. Copyright Office, 10
paper estimator, 78 creative briefs
paper sheet sizes, 68, 69, 70, 71 components of, 184, 186–187
paper usage guide, 79 creation of, 185
process color finder, 222–311 vs. design criteria, 188
proofreaders’ symbols, 14 managing to, 188
reflectance values of inks, 141–144 negative impact of not having, 184
text typeface specimens, 35–57 as strategic tools, 184
tint values for halftone screens, 24 uses of, 189
tolerances for gatefolds, barrel, or roll Creative Commons licensing, 11–12
folds, 85 CSS (Cascading Style Sheets), 182
trapping tolerances, 149
trimmed pages per standard paper size, 77 D
chlorine, 162
Chlorine Free Products Association (CFPA), 166 decorative typefaces, 30
chlorine-free processing, 163, 166 de-inking, 162, 170
clients design criteria, 188
financial negotiations with, 193–196 die-cutting, 152
payment strategies for, 196–197 digital file formats, 20–21
color digital printing, 148, 175
and bar codes, 141 digital proofs, 157
and digital imaging, 20–25 dioxins, 162
duotones, 25 display typefaces, 29, 33–34
and paper types, 79 Domtar, 164, 165
process color finder, 222–311 drilling paper, 153
trapping tolerances, 149 duotones, 25
use of in grids, 67
color bars, 68 E
compensation
negotiating, 193–196 ecodesign. See sustainable design
rights and, 197–199 ecofriendly design. See sustainable design
conservation of energy, 168 Eco-Management and Audit Scheme
copyright, 10 (EMAS), 166, 167
copyright notice, 10 effluent, 162
elemental chlorine free (ECF), 162
em dash, 18

313

embossing, 151 punching, 153
en dash, 18 scoring, 153
energy conservation, 168 flexography, 148
engraving, 147 focus groups, 179
envelopes foil stamping, 152
announcement or A-style, 90 fold styles
baronial, 91 barrel, 85
booklet (U.S.), 87 eight-page French fold, 84
business announcement, 91 eight-page gatefold, 84
catalog (U.S.), 89 eight-page parallel fold, 84
coin, 91 four-page short, 83
commercial and official (U.S.), 87 four-page simple, 83
construction of, 86 gatefolds, 85
international sizes, 91–92 paper grain and, 84
metal clasp (U.S.), 90 roll, 85
policy (U.S.), 89 six-page accordion, 83
printing considerations for, 92 six-page barrel or roll, 83
remittance (U.S.), 89 sixteen-page signature, 84
ticket (U.S.), 88 tolerances for, 85
wallet flap, 90 folding cartons, 106–110
window (U.S.), 88 footnotes, standards for, 15
environmental impact, of paper Forest Stewardship Council (FSC), 159,
industry, 164, 168–169, 171 162, 165, 167
EPS file format, 20 forestry
estimates, 195–196 certification of wood products, 165–167
ethnographic research, 179 Forest Stewardship Council (FSC), 159,
exdentation, 18 162, 165, 167
old growth forests and, 160
F paper production and, 160
sustainable, 164–165
fiber sourcing, sustainable, 164–165 forms and contracts, 184–189
financial negotiations, 193–196
finishes G
glossy vs. matte, 155
types of, 76, 154–156 gatefolds, 85, 156
finishing techniques GIF file format, 20
die-cutting, 152 grain, paper, 76
drilling, 153 grammage equivalents, 73
embossing, 151 gravure, 147
foil stamping, 152 green design. See sustainable design
perforating, 153 Green E, 166, 167
Green Seal, 167

314 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

grid design, 58–67 reflectance values of, 141–144
grids types of, 154
anatomy of, 59 intellectual property rights, 197–198
composite, 65 Interactive Advertising Bureau (IAB), 27
constructional, 63 International Standards Organization
creation of, 62 (ISO), 69–71, 166, 167
graphic software for, 62
hierarchical, 67 J
margins and, 61
modular, 66 JPEG file format, 20
symmetry vs. asymmetry, 60
types of, 58 L
typographic unit, 64
uses for, 58 laminates, 156
variables of, 58, 61 layout, 58–67
working with, 59 leading, 32
grippers, 68 legal resources, 13
lenticular printing, 149
H letterpress, 147
licensing options, 198–199
halftone screens, 22–24
hanging punctuation, 18 M
holography, 149
hourly rate, determination of, 191–192 mail. See postal services
HTML (HyperText Markup Language), 182 mail classifications, 124–125
hyphenation guide, 18 Mail Piece Design Analyst (MPA), 133
measurement equivalents
I basis weight/caliper, 75
basis weight/grammage, 73
images/imaging caliper/pages per inch, 74
Ad Unit Guidelines, 27 formulas for, 9
camera formats, 21 inch decimals to inch fractions, 8
digital file formats, 20–21 ISO sheet sizes and inch equivalents, 69–71
duotones, 25 metric to imperial equivalents, 9
halftone screens, 22–24 millimeters, points, and picas to inches, 8
organization of, 58 North American sheet sizes and metric
scaling, 26 equivalents, 68
scanning resolution, 26 mill broke, 162
standard sizes for Web, 27 mobile design, 182–183
ink drawdowns, 157
ink-jet printing, 155 N
inks
ecofriendly, 174 Nolo, 13
number and numeral usage, 17

Index 315

O postcard stock, 128
protective coatings, 154–156
offset inks, 154 recycled, 163, 169–173
offset lithography reflectance values of, 141
defined, 146 sheet sizes
inks, 154 international (ISO), 69–71
sustainable design and, 173 North American, 68
types of, 150 supply chain of, 161
VOCs released in, 174 tree-free, 163, 171–172
old growth forests, 162 usage guide, 79
on-demand printing, 148, 175 paper bags, 120–121
oversized pages, 156 paper dummy, 157
paper industry, environmental impact of, 164,
P 168–169, 171
paper production
packaging styles renewable energy for, 168
closure types, 102–105 sustainable, 164–165, 169
folding cartons, 106–110 payment strategies, 196–197
paper bags, 120–121 PDF file format, 21
plastic bags, 122–123 perforating paper, 153
plastic containers, 116–119 plastic bags, 122–123
set-up boxes, 111–115 plastic containers, 116–119
tray-style cartons, 98–100 pocket folders
tube-style cartons, 101 printing considerations for, 97
pages per inch (ppi), 74, 75 styles, 93
paper templates, 94–97
basis weight and caliper equivalents, 75 postal abbreviations, 16
basis weight equivalents, 72–75 postal services
binding types, 80–82 certificate of mailing, 131
bulk, 74 certified mail, 131
caliper, 74, 75 COD (Collect on Delivery), 131
cutting and trimming, 151 delivery confirmation, 131
envelopes, 86–92 insured mail, 131
environmentally friendly, 176–177 Mail Piece Design Analyst (MPA), 133
estimator, 78 registered mail, 131
finishes, 76, 151–153 return receipt, 131
fold styles, 83–84 return receipt for merchandise, 131
grain, 76, 84 signature confirmation, 131
grammage system, 73 postal standards, international mail, 131
minimizing wasted trim, 77 postal standards, U.S. mail
mixed sources, 170–171 automated mailing rates, 132
pages per inch (ppi), 74, 75
pocket folders, 93–97

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bulk rate, 130, 132 gravure, 147
business reply and courtesy reply mail, 133 holography, 149
delivery times, 129–130 lenticular printing, 149
label standards, 132 letterpress, 147
mail classifications, 124–125 offset lithography, 146, 150, 154
package standards, 129 screen, 148
postcard paper stock requirements, 128 thermography, 147
rate classifications, 129–130 waterless, 175
self-mailers, sealing, 134–146 process color finder, 222–311
size requirements, 126–128 processed chlorine free (PCF), 163, 166
thickness requirements, 128 professional organizations, 216–217
postal websites, 136–139 proofing methods, 157
postcards, 124, 128 proofreaders’ symbols, 14
postconsumer waste (PCW), 162, 170 protective coatings, 154–156
ppi (pages per inch), 74, 75 prototyping, 180–181
preconsumer waste, 162, 170 public domain, 10
pricing punching paper, 153
budgeting and, 190–191
estimates, 195–196 Q
evaluating, 192
factors to consider when, 190–191 QR Codes
hourly rate, determining your, 191–192 content for, 145
learning about, 193 generating and reading, 145
negotiating, 193–196 standards for, 145
reviewing, 192 quotation marks, 18
revisions, 195
prime marks, 18 R
printing
cutting and trimming, 151 Rainforest Alliance, 165
ecofriendly, 172–175 RAW file format, 21
finishing techniques, 151–153 ream weight. See basis weight equivalents
ink-jet printing, 155 recycled paper, 169–170
inserting extras and/or oversize pages, 156 de-inking, 162, 170
offset inks for, 154 from mixed sources, 170–171
sustainable design and, 160 postconsumer waste, 162, 170
trapping tolerances, 149 preconsumer waste, 162, 170
waterless, 175 tree-free, 163, 171–172
printing processes reflectance values
digital (on-demand), 148, 175 of inks, 141–144
engraving, 147 of papers, 141
flexography, 148 renewable energy, 168
resources, 216–221
responsive design, 183

Index 317

r

W

waterless printing, 175
web hosting companies, 183
web offset lithography, 150
websites
environmental organizations, 166–167
postal, 137–139
weights and measures, 17
wireframing, 179–180
wood products, certification organizations for
Eco-Management and Audit Scheme
(EMAS), 166, 167
Forest Stewardship Council (FSC), 165,
166, 167
Green E, 166, 167
Green Seal, 167
International Standards Organization
(ISO), 166, 167

Index 319

About the Authors

Poppy Evans is an award-winning writer and graphic designer. She has written more than
200 articles, which have appeared in Print, HOW, Step Inside Design, and other design
trade magazines. She is also the author of thirteen books, including The Designer’s
Survival Handbook, Exploring the Elements of Design, and Extraordinary Graphics for
Unusual Surfaces. She is assistant professor of communication arts at the Art Academy
of Cincinnati and lives in Park Hills, Kentucky.

Aaris Sherin is an educator, writer, and designer. She is currently an assistant professor
of graphic design at St. John’s University in Queens, New York. With research interests
spanning both historical and contemporary issues, Sherin works in areas that include
sustainable design practice and theory, the history of women in design, and hybrid
research practices. Sherin uses original source material and journalistic methods to
uncover areas of design practice that have been overlooked and/or merit greater atten-
tion. She is the author of SustainAble: A handbook of materials and applications for graph-
ic designers and their clients, (Rockport Publishers, 2008). As guest editor for GroveArt
(Oxford University Press), Sherin supervised the addition of more than thirty entries on
female designers
as part of the 2006 Women in the Arts update. Sherin is a frequent lecturer and speaker
at both national and international design conferences. Her writing has been featured in
PRINT Magazine, STEP Inside Design, GroveArt (Oxford University Press), and Leonardo
(MIT Press).

acknowledgments

Thanks to the following individuals whose expertise helped greatly in compiling
information for this book:
Michaelle Keyes, Landor Associates
Ellen Weaver, Digitas LLC
Valerie Lucio, USPS
Kim McKnight, Cincinnati Graphic Coatings

320 t h e g r a p h i c d e s i g n r e f e r e n c e & s p e c i f i c a t i o n b o o k

© 2008, 2013 by Rockport Publishers, Inc.

All rights reserved. No part of this book may be reproduced in any form without
written permission of the copyright owners. All images in this book have been
reproduced with the knowledge and prior consent of the artists concerned, and
no responsibility is accepted by producer, publisher, or printer for any infringement
of copyright or otherwise, arising from the contents of this publication. Every effort
has been made to ensure that credits accurately comply with information supplied.
We apologize for any inaccuracies that may have occurred and will resolve inaccurate
or missing information in a subsequent reprinting of the book.

First published in the United States of America by
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Telephone: (978) 282-9590
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The Library of Congress has cataloged the earlier edition as follows:
Evans, Poppy

Forms, folds, and sizes : all the details graphic designers need to know but can
neverfind / Poppy Evans.

p. cm.
Includes bibliographical references.
ISBN 1-59253-054-0 (vinyl)
1. Printing—Handbooks, manuals, etc. 2. Graphic design (Typography)—
Handbooks,
manuals, etc. 3. Packaging—Handbooks, manuals, etc. 4. Shippers’ guides. I.
Title.
Z244.3.E83 2004
686.2—dc22

2003026487
CIP

Digital edition published in 2013
Softcover edition: 978-1-59253-851-5
Digital edition: 978-1-61058-788-4

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