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FOLDER
PROJECT
Dr. Linda M. Perry
OBJECTIVE: To
justify and produce a visualization of a folder (a brochure that is
not stapled) designed to meet public relations objectives.
LIMITATIONS
of FOLDER:
Paper
is folded, not stapled.
Printed
offset on both sides
- Side One: four-colour process;
- Side Two: two ink colours only.
Artwork:
At least three pieces: at least one 4-colour process hafltone,
and one line art or duotone.
THE PROPOSAL
(two parts):
1.
Justification, or creative brief: Sell your idea to management. Explain
why the folder is needed. Identify the problem or opportunity it
is designed to solve or meet, and explain why a folder
is the best option over other media. This is your general statement
of purpose. Then, clearly state three public relations objectives, specifying the target audience(s).
You should have at least one behavioural objective, stating the action or behaviour the folder is intended to produce. Remember,
these objectives must be measurable, with the numbers
to be measured and the target date specified. Briefly describe the target audience in terms of its demographics. The justification
should also specify how you would evaluate whether the folder
achieved its objectives. Finally, explain how the folder will be
distributed, or how it will reach its intended audience. (1 to
2 pages, typed, double-spaced).
NOTE: The justification
is due early, before the visual and the printer's package. Check
the schedule for the due date.
2. The Visual: Prepare a visualization of the
folder (what it will look like when printed front-and-back) in InDesign. Write all copy, writing to achieve your public
relations objectives. Crop and scale art in Photoshop. Make sure it
is not distorted or pixelated from improper scaling, and is rendered
in the correct mode and format.
NOTE:
Submit the printed, folded visual along with the printer's
package in a large envelope by the due date specified in the schedule.
In addition, you should upload an electronic copy of the InDesign
file into the IVLE workbin by the due date.
PRINTER'S PACKAGE:
1. Printer's
Specifications: Printing specifications are a contract
with the printer, and/or an invitation to bid. Using the list provided in the document, Printer's Specifications, specify everything the printer needs
to know to assess cost and to order supplies for your folder. (You won't use everything listed in the linked document, just what's appropriate for your folder.) Following
the format below (two columns), specify items necessary for the printer to know. (This example may not be complete for your folder.) Attach folding diagrams (drawings) of the folder along with the specifications.
| Item:
|
Folder:
(Describe fully, with dimensions flat and folded, and type of fold. Attach folding
diagrams with the panels labeled.)
|
| Printing |
Offset printing |
| Paper: |
Brand,
weight, size, finish, any coating or colour, etc. |
| Inks:
|
Summary
of the Pantone or process inks for 2-colour side, and process
inks for 4-colour side. |
| Composition:
|
Summary
of fonts used. |
| Software
used: |
List
all used, including versions, such as InDesign CS, Illustrator
CS, Photoshop CS, etc. |
| Artwork: |
Summary
of all halftones, line art; (e.g., 5 4CPHTs; 2 BLA; 1 blue LA;
etc.) |
| Quantity:
|
Number
of printed pieces needed. |
| Mailing: |
Specify
whether brochure is a self-mailer or is to be mailed in an envelope,
then specify size of any envelope needed. |
| Deadlines: |
List all that are appropriate, but specify dates for at
least page proofs, bluelines and delivery. |
| Delivery:
|
To
whom, where. |
| Die
cuts, embossing:
(If used.) |
Describe,
so printer can instruct tool-and-die maker, and furnish template
(includes perforations). |
| Special
instructions:
(If needed.) |
Inserts;
special folding; other special handling. |
| Contact Information |
Your name,
number, address |
2. Printer's
Dummies: Print out a second copy of the folder, but drop out the pictures.
Print each side of the folder on a separate piece of paper. The dummy should be the same size (100%) as the folder when flat. Leave boxes where the pictures go. If your art is an outline or special shape, show that shape over the box. Draw an X in the art box or special shape for each colour of
ink used:
| 
|
|
|
| black
halftones |
cyan
and black duotone |
4-colour
process halftones |
Key the art boxes by placing a number on the X of each art box. The number is keyed to the Art Package (see below) and corresponds with the number for that piece of art.
Label any part of the folder's dummy that is not self-explanatory
in the InDesign file (any perforations, special handling, and especially process colour combinations used to simulate a Pantone colour used on the four-colour
side).
Do not fold the dummy, as you did the folder. (You may fold it in half to fit it in the envelope for submission.)
3. Art Package: List all of the art.
Key each item of art to the dummy, as below. (If one piece of art is used more than once at the same size, give it one number and use that number on the dummy everywhere the graphic appears.) Describe the visual content
of each art item, list the reproduction size and the graphic handling specifications.
Also specify the slug (title) given to the art in the computer disk taken
to the printer. Use this format:
|
KEY*
|
DESCRIPTION
OF CONTENT |
REPRO
SIZE |
GRAPHIC
SPECS |
SLUG |
|
1 |
Profile
of Lady Liberty |
16" x 11" |
Brown
DT, silhouette |
liberty.tif |
|
2 |
Flag |
12p x 24p |
Brown
DT |
flag.tif |
|
3 |
Children
viewing document |
8-1/2" x 6" |
4CPHT
with reversed-out type |
kids.tif |
|
4 |
Police
officer with boy |
18p x 4" |
BHT,
outline on 90% red tint block |
cop.tif |
* |
Key to dummy |
|
|
|
GRADING:
| Justification |
15% |
| Visuals |
60% |
| Printer's
Specs |
10% |
| Dummy |
10% |
| Art Package |
5% |
TOP
FOLDER PROJECT
CHECKLIST
THE PROPOSAL
(two parts)
1. Justification, or Creative Brief:
15%
_____
Problems stated clearly? Clear rationale?
_____ At least 3 public relations objectives? Are they clear? Measurable?
Appropriate? At least one is behavioural?
Target date specified?
_____ Evaluation plan is effective and practical for your organisation?
_____ Audience defined and demographics described?
_____ Investment in folder over other media justified? (Actual cost
estimate
is not necessary)
_____ Distribution plan is effective and practical for organisation?
_____ Brief is well written, with no grammatical or spelling errors?
2. The Visual:
60%
______
Quality of design — principles observed?
______ Creativity — originality; folder is visually attractive?
______ Graphics mastery — graphics used well?
______ Execution: Precision, neatness, printed two sides and folded?
______ Specifications followed: inks and art (at least 3 pieces of art,
with one 4CPHT & one LA or DT)?
______ Art rendered in Photoshop correctly (mode, format, resolution,
cropping & scaling)?
______ Copy and display well written, on target with objectives?
______ Grammar, spelling, punctuation correct?
______ InDesign file placed in IVLE workbin by due date/time.
PRINTER'S PACKAGE
(three parts)
1. Printer's
Specifications: 10%
______
Completeness: Everything accounted for, including printing method,
software used, deadlines, contact info?
______ Accuracy: appropriate terminology and format?
______ Paper order correct?
______ Ink order correct?
______ All artwork correctly summarized?
______ Composition correctly summarized?
______ Folding diagrams attached?
2. Printer's
Dummies: 10%
______
Utility and clarity: Insures correct production; printed in actual size of folder?
______ Completeness: Everything shown, including any special shapes or die cuts, and
labeled, including any CMYK-for-Pantone mix on four-colour side?
______ Keying and ink colours for art correct?
______ Graphic instructions: technically correct?
3. Art Package:
5%
______
All art listed as specified?
______ Keying and graphic handling instructions correct?
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