How to Prepare Art and Copy for Offset Lithography |
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Page 47
... type faces may be classified : Old style letters have wedge - shaped serifs that are curved or oblique . Modern letters usually have thin , straight stems and serifs in conjunction with thick stems . Contemporary letters either have ...
... type faces may be classified : Old style letters have wedge - shaped serifs that are curved or oblique . Modern letters usually have thin , straight stems and serifs in conjunction with thick stems . Contemporary letters either have ...
Page 48
... type at one time . Type Measurements Size of type is expressed in points but it must be remembered that this refers to the height of the body face upon which the character rests , not the height of the character itself . So it is not ...
... type at one time . Type Measurements Size of type is expressed in points but it must be remembered that this refers to the height of the body face upon which the character rests , not the height of the character itself . So it is not ...
Page 51
... type , but what- ever the type face , these type transparencies hold it to its exact outline for the transfer to metal . Most modern advertising typographers can supply these transparent proofs . A regular type proof on paper stock may ...
... type , but what- ever the type face , these type transparencies hold it to its exact outline for the transfer to metal . Most modern advertising typographers can supply these transparent proofs . A regular type proof on paper stock may ...
Common terms and phrases
accurate actual advertising appear applied areas artist Backgrounds become buyer called camera cause cement Chapter characters coated color contrast copy cost cover desired detail dots drawing edge effect enlarged extra faces finished give graphed gray halftone hand highlights illustration important inches indicated layout letters light lithog lithographer lithographer's marks match material matter method minute mounting necessary negative obtained offset lithography opaque original outline overlay paint paper paste-up pasted photograph photostat picture piece plate position possible preparation produce proofs reduced reproduction require result retouching reverse rubber ruled sample scale screen separation shadows sheet side sizes smooth space surface takes techniques Tint tion tone transparent type proofs usually values varieties wash weight