planning documents, 15 plug-ins defined, 251 multimedia Web sites, 217 PMS Colors (PANTONE MATCHING SYSTEM), 124–125, 129 point of view (POV), 172, 251 pointer boxes, 164, 251 “police line-up” images, 133 positioning photos, 73 positive space, 44–45 POV (point of view), 172, 251 ppi (pixels per inch), 134 press check, 236–237 primary colors defined, 251 overview, 117 remembering, 116 prime marks, 104, 251 principles of design balance, 51–52 contrast, 51 focal point, 50–51 movement, 53 overview, 43–44 perspective, 54–55 rhythm, 53–54 unity, 55–56 print, compared with Web design, 200–203 print ads, design considerations for, 12 printed color, 121–122 printers commercial/offset, 226 digital, 226–228 in house, 224–225 overview, 224 quick, 225 Web offset, 226 printing estimates, 228–231 overview, 219–220 preparing document for overview, 231 proofreading, 231–232 press check, 236–237 product, 237–238 268
White Space Is Not Your Enemy
selecting paper feel, 221 look, 221 overview, 220–221 for task, 221–224 types of commercial/offset, 226 digital, 226–228 in house, 224–225 overview, 224 quick, 225 Web offset, 226 product logo design unique to, 108 of printing, 237–238 production storyboards, 168. See also storyboarding professional licenses, 7 proofreading, 231–232 proofs, 236 proportion, 63 proximity defined, 251 Gestalt theory, 76–77 public information officers (PIOs), 214 public service announcements (PSAs), 168 puffery, 139 pull (lift-out) quotes, 148, 250–251 pull-down menus, 209, 251 punctuation, typesetter, 103 push shots, 174, 251
Q quick printing, 225
R radial balance, 51, 252 raster (bitmap) graphics, 136, 204 readability, 128 Really Simple Syndication (RSS) feeds, 214 rectangular story, 79 recycled paper, 222 red, 114 Red Green Blue (RGB) system, 122, 126–127, 129, 252 reference points, 164, 252