As one of the main ways of advertising, newspaper advertisements are widely known by all walks of life and widely used, but most of the advertising design and production staff do not understand the printing methods of newspapers. Pay attention to subjective visual effects, and deliver the designed data files directly to the newspaper for typesetting and printing. Although the comrades of the newspaper advertising department have some understanding of the post-printing process, they dare not easily change the documents sent by customers. The problem came out, because of the rough surface of newsprint, low sizing degree or no sizing, strong ink permeability, serious dot expansion, and low overprint rate, so when we print advertisements, we always have the problem of difficult to follow the sample.

At present, the main problems in the advertising printing of our newspapers are the following aspects: First, the mid-tone expansion of some outlets is serious, leading to color shifts; Second, the lack of replacement of gray components, the color blocks are not easy to be uniform during four-color overprinting; Third, not Restrictions on the total amount of ink, resulting in serious smudging. Fourth, it is difficult to register small prints. This seems to be a few problems, but it is a problem in analysis, that is, there is no specific selection setting when the image is processed and output. Because most companies only make one data file when making advertisements, but the same design manuscript has spread this advertisement through many ways, such as billboards, periodicals, magazine advertisements, newspaper advertisements, or enterprise-owned publications, In these communication methods, the media used are very different. For example, billboards are mostly printed by inkjet (or printed with large format printing machines). Although periodicals and magazines are both print media, the paper used is large. Not the same, there are coated paper, offset paper, newsprint, and now light-coated paper. Different papers have different printability, and advertising designers often ignore this, so we often see the same advertisement. The color, clarity, and visual impact of design manuscripts displayed in different print media vary greatly. The advertisements of Toyota Yaris and Toyota New Camry can be used as the case in this article. Both car advertisements use full-page black as the background. Perhaps it is to highlight a kind of out-of-box effect to enhance the visual impact on readers. From the soft proofing of the screen, the sum of the four CMYK four-color values ​​can reach a maximum of more than 380, which can be printed on coated paper, but for newsprint, the total ink amount can only reach 260, so it is difficult to rub To avoid, at the same time, due to the low overprint rate, the color block printing is not easy to be uniform, and the printing effect is not ideal.

So can this status quo be changed? We believe that it is impossible for different printing materials to have no color difference at all, but we can reduce this color difference to a minimum. One of the methods is to strengthen the Understand the printing knowledge of the post-process, save different data files according to different papers after the design of the advertising manuscript, the difference is: in the image processing software, in the setting of color separation parameters, for different papers, different inks , Set different standards, such as ink standards of the United States, European standards, Japanese standards; paper is divided into coated paper, uncoated paper, newsprint, etc., and for different paper, set different network expansion rate, and ash composition Instead of GCR, background color removal UCR, benefit or background color gain UCM, and set the total ink limit and the maximum amount of black version.

The specific operations are as follows: open PHOTOSHOP software, click "Edit-Color Settings", select "Settings-Custom" in the pop-up window, the RGB column is selected according to the monitor used, and select "Custom" for "CMYK Item" "CMYK", in the lower menu, "Ink Options", "Ink Color" and "Dot Expansion", depending on whether the substrate used is coated or uncoated or newsprint, select "COATED, UNCOATED," "NEWSPRINT" option, the dot expansion is based on the different paper settings above, there are optional curve items that have made accurate measurements on the printed matter, and the exact percentage of the expansion of different dots can be accurately set. There is no standard option for this condition, but if For newsprint printing, the following percentage value needs to be 25% to 30%. In the "color separation" option, the color separation type selects "GCR" or "UCR" according to different printing materials. Newsprint printing generally chooses GCR, black version The selection is "Medium", the black ink limit value is 100 or 85, and the "Ink Total Limit" item is 400 for coated paper printing and 300 for uncoated paper printing. New Take 260 for paper printing. At the same time, if the total amount reaches 260, the upper limit of black ink should be 85 at this time. UCA value is generally used when the coated paper is printed to increase the thickness of the ink layer. Take 0 ". In this way, we can get the design manuscript data files for different printing materials, and deliver different files for different advertising communication channels.

The following three cases are analyzed.

Case 1 The ink is European standard, the paper is coated paper, the dot expansion rate at 50% is 9%, and GCR treatment. However, the black version is 0, so the total ink volume is up to 400, and there is no black ink limit. The UCA value takes appropriate values ​​according to different situations. This is applicable in the case of coated paper, that is, coated paper.

Case 2 The ink is Japanese standard and the paper is uncoated paper. At this time, the dot expansion value at 50% is 15%, and GCR processing. The black version can be selected as "low" or "medium" according to different situations. The black ink is limited to 100, the total amount of ink is limited to 300, and the number of UCA is 0.

Case 3 The ink is U.S. standard, the paper is newsprint, the dots at 50% are expanded by 30%, and GCR processing. The ink plate is produced as "medium" or more, the black ink is limited to 100, the total ink volume is limited to 260, the UCA quantity is 0, and the newsprint has an additional condition, that is, when the total value of the CMYK four-color ink reaches 260, black The version cannot exceed 85%.

The same manuscript adopts the above three different color separation parameter settings, and the amount of GCR (UCR, UCM) substitution changes. When making a plate, you can produce a dot area percentage suitable for different paper printing. This is for different paper printing. The inconsistency in the expansion of the dots makes up for the pre-press link. For example, if the amount of newsprint printing is more replaced, some four-color overprints can be changed into three-color or even two-color overprints. This is the color restoration and registration of the production process. It is much more advantageous, and it is precisely because of such ideas that we have a professional color management system that is now booming.

Through the above analysis, we should be able to draw 9 combinations based on the three standards of ink (US, Europe, Japan) and paper (coated, non-coated, newsprint), and now more and more commercial rotations are used. There are 12 combinations of light-coated paper, that is, 12 data files to be saved for the same advertisement, which is more cumbersome. We can determine the standard of an ink according to which ink is commonly used, and then save it as different paper. Coated paper printed documents, uncoated paper printed documents, lightly coated paper printed documents and newsprint printed documents, a total of four file versions were placed in different advertising media, so as to ensure that the same advertisement is printed on various papers. It may be close. Technically, this is a very simple technique, and the problem is that most of the current advertising design and production staff have not noticed this problem because they do not understand the printing process, or from the perspective of a customer. To deliver a product, the printing factory must print the effect he needs, which is for some high-end or exquisite advertising printing The product has no impact, but it has many hidden dangers for newspaper printing. How to strengthen communication between the relevant departments of the newspaper and advertisers and solve problems from a technical level has become an important way at present. From the perspective of the newspaper itself, in the current financial In the context of the crisis, how to use the existing technical force to speed up the process of digitizing the entire process, improve the ability to deal with various possible problems, avoid the shrinking of the advertising market, and meet the increasingly high quality requirements of customers is also urgent. Thing.

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