• Design and production
Attractive design is integral to the success of any printed publication. The graphic treatment, balance of words and pictures, choice of typeface(s) and distribution of elements on the printed page all contribute to the creation of a harmonious document that will invite readers’ attention.
There is a strong element of subjectivity in the definition of ‘good design’, and the criteria are subject to change in line with the fashions of the day. Modern computer systems usually include facilities for desktop publishing, but a professional touch will greatly enhance the visual quality of your literature.
Most consortia include partners with publicity or marketing departments that can assist in this respect; use of their services or those of an external agency or studio are to be recommended
Sourcing photographs for your literature may be a sensitive issue. Many pictures can be found on the Internet, and it is technically feasible to make good quality copies from existing documents. However, failure to respect the copyright on such items could lead to legal redress.
If in doubt, always ask for the owner’s permission to reproduce a picture, and print acknowledgements when so requested
Printing costs vary enormously, depending upon the number and size of pages, number of colours used and length of the print run. This is another area where it is advisable to seek professional advice.
For conventional printing of a glossy brochure, it is preferable to produce the estimated total number of required copies in a single run, as a substantial proportion of the total costs is related to the machine start-up phase. Printing, say, 2 000 copies at one time, is far less than double the cost of 1 000.
Advances in digital printing over recent years now make this a cost-effective option for the production of newsletters, posters and other documents in quantities of up to a few hundreds. Moreover, the electronic source files are readily updated to incorporate the latest information.
Do not forget to place your publications on your website for easy downloading – making them available directly to interested readers throughout the world