Using the right program for the task
In an industry such as print production, which has evolved considerably since the introduction of desktop publishing, one invariably comes across many different operators and studios using various different methods of performing the same tasks.
At a conference a few years ago, a spokesperson for a film house enjoyed the loud laughter of the audience in response to his story about an operator who had created a text-heavy ad entirely in Adobe Illustrator and then converted all the text to outlines. No one knew why the operator chose to do that. There are many stories like this... talk to a printer or film house operator to hear just how bad things can get sometimes.
In an attempt to standardize matters, the key question to ask is, which method or program is best suited for a particular task? Most operators have a bias towards one program or another, because they have been using it for a long time and are fast and efficient at it. Why would they even try performing a task in a different way if they are perfectly happy doing it the same way they have been used to?
The qualities that separate a good operator from a mediocre one include pride in craftsmanship and a level-headed approach to problem solving. Therefore, putting aside any biases for a moment, let's focus on the strong points of the major software applications used in print production.
QuarkXpress is a general page layout program. Its strong points include typographic control, precise placement, multiple-page document or book management, master-page features, colour management, imported image management, and a host of other features that are designed with the production operator and publisher in mind. It makes good use of imported elements created by other more specialized programs, such as Adobe Illustrator and Adobe Photoshop. Its main competitor is Adobe Indesign, which is fast becoming a serious contender, but as of yet, has not achieved significant industry penetration.
Adobe Illustrator is a vector illustration programs. Its strong points include complex vector drawing, integration with Adobe Photoshop for easier creation of Web graphics, integration with Adobe Acrobat format, and other features that make it the ideal and most comprehensive illustration program. It's the primary program used for packaging. Macromedia Freehand is one of its main competitors.
Adobe Photoshop is a raster image manipulation program. Its strong points include photographic retouching and colour-correction, digital illustration, and Web graphics, to name only a few, all of which makes it the most powerful tool of its kind. It has very few competitors that come close to its complexity.
Some operators, owing to their personal biases, tend to try to perform tasks that the programs were not intended for, such as using Adobe Illustrator to create full ads, brochures and other publications. If one tried hard enough, I'm sure one could get away with this... but why bother? Misusing programs can lead to some unpleasant outcomes:
- Files may not RIP at press.
- You or your company may incur additional expense when printers and film houses have to spend more time and effort to RIP the files.
- Files may be difficult to edit for other operators.
- It may take longer than necessary to perform a task.
- Your files will not follow industry standards, and thus incur the annoyance, and sometimes, ridicule, of your peers... maintaining a good reputation means maintaining good business relationships with your partners.
It's a good idea to consult with your printers and film houses about how they would prefer to receive the files, but be careful not to cater only to the final press operator: The choice of program should be logical and efficient for all people involved, including yourself and/or your work group. For example, if you are using a printer that may be a little behind the times, or if they have specific production issues that force them to use only one program, such as Adobe Illustrator, then you can still create your work in QuarkXpress for consistency and efficiency within your workflow, and save the document as an EPS or PDF before sending to your printer.
In summary:
- Use Quarkxpress for general production of ads, brochures, books, etc., especially anything that is text-heavy.
- Use Adobe Illustrator for logos, graphic charts, maps, die lines, vector illustrations (that is, flat colour or gradient illustrations), packaging, Web graphics, or any vector based artwork.
- Use Adobe Photoshop for photographs, Web graphics, textures, shadows, and any other raster images.
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