Production Hints
When producing
a publication at UTMB, you have three basic options:
- Obtain professional design services from Biocommunications Services
- Use desktop publishing capabilities available within your department
- Contract with a freelance designer
In addition, some
publications will design ads for you as part of the cost of the ad or
for an additional fee.
Regardless of how your
publication is produced, the artwork must be reviewed by Public Affairs
and the final product must follow university standards. (Public Affairs
can also assist you in finding a designer if you don't have design
resources in your department.)
Following are some
guidelines for producing a publication that will make a good impression
for both your program and the university, particularly if you plan to
produce your own artwork:
In general, keep it simple
Unless you have training and experience using a professional-grade
desktop publishing package, such as Quark or PageMaker, keep your
designs simple. Consider whether a nicely done flyer could be just as
(or more) effective than a brochure. You might consider reading
The
Non-Designers Design Book by Robin
Williams; a concise
guide to desktop publishing for those of us who did not attend art
school..
If you feel your material
needs to take advantage of more complicated design and production
techniques and you don't have the necessary experience or software
tools, consult Biocommunications/Academic Services or a freelance designer.
A word about Word
Microsoft Word is the campus standard for word processing, but it is not
intended to be a page layout tool. While it does make available certain
formatting options that allow you to produce attractive flyers and
perhaps even simple newsletters on your office laser printer, it is not
an appropriate tool for more complex publications or professional
printing. It is not fully supported by most professional printers,
including UTMB Printing Services, which means Word documents must be
redone in an alternative format in order to go on a large press.
A point about PowerPoint
PowerPoint has made business presentations easier to produce and in most
cases more attractive than ever before. However, PowerPoint files do not
usually translate well to print. They are intended to be viewed at the
relatively low image resolutions found on computer screens and therefore
are not appropriate for high-quality printing.
Publishing with Publisher
Microsoft Publisher is an appropriate alternative for departments that
don't have access to PageMaker or other professional-grade page layout
program. It is supported by UTMB Printing Services. Microsoft Publisher
is not considered a professional-grade page layout program, and may not
be supported by some outside printers.
Finding appropriate
photographs
Photographic Services, a division of Biocommunications/Academic
Services, maintains an
extensive file of UTMB photos that can be used for university
publications or web sites. Campus departments can purchase copies of
file photos (either prints or electronic files) for a very reasonable
fee. In addition, Photographic Services can schedule custom photo shoots
for campus departments.
 |
 |
| The
wrong clip art |
The
right clip art |
Tread carefully around
clip art
Not all clip art is created equal, but every bit of it creates an
impression about the university and its programs. The right clip art can
enhance a publication and draw readers' attention. The wrong clip art
can greatly detract from your message and image. Please choose clip art
carefully. Make sure the images you use reflect the professionalism,
integrity and quality of your program and the university.
The web is not just print
on a screen
Publishing on the web and publishing in print are two very different
processes. The high-resolution photographs and graphics used for printed
publications quickly fill the space on already crowded web servers and
result in long download times for the audience. The one-dimensional logo
used in printed publications looks too "flat" on web pages. On
the flip side, the low-resolution, compressed graphics that look fine on
a computer screen are not appropriate for quality printing. And the
effects that enhance the logo for use on the web are not acceptable in
print. If you are responsible for both printed and electronic
publications, please make sure you follow the appropriate guidelines for
each medium for maximum effect. Visit the web
section of this site for more
information on specific web guidelines.
Spanish translations
If you need to produce materials in Spanish, please consult a translator
who is experienced in translating written English into written Spanish.
The way we speak and the way we write can differ greatly. Someone who's
well-versed in conversational Spanish may not be the best person to
translate the written word. And, as with English, written Spanish often
benefits from a review by an experienced editor who's fluent in the
language.
|
