Rhizome Learning Garden
Home Our Roots Portfolio Services News Learning Garden Contact Us
Learning Garden

Graphics 101 Topics

Graphic Applications: A Brief Overview ∼ Go
Common Graphic File Formats ∼ Go
Color Modes CMYK Vs RGB ∼ Go
Image Resolutions And Getting The Right Results ∼ Go
The Ethics Of Copyrights And Ownership ∼ Go
Printing Methods ∼ Go

................

Graphic Applications: A Brief Overview
While many Rhizome clients are comfortable with Microsoft Word - and Word is a terrific application - Word is rarely Rhizome's tool of choice as a design program. Programs like Adobe® InDesign or Quark® XPress, with imported links from Adobe Photoshop or Illustrator files, offer greater flexibility and higher quality design options. Below is a brief description of some of the more common programs Rhizome uses and the purposes they serve.

Adobe Photoshop: Photoshop is a rasterized, (meaning pixel-based) creative image-editing standard program. Designed to work with photographs or other digitally created artwork graphics, many Photoshop files have layers that can be edited later. "Flattened" versions of these files can also be exported to for use in Web pages and print applications. Some well known formats and extensions include: .TIF, .JPG, .PSD, .GIF, .BMP, .EPS and .PICT.

Adobe Illustrator: This is a vector-based (meaning scalable-line drawn) programs that is used to create scalable logos, text graphics, specific dimensional renderings, and any artwork that needs to be sharp and clear. A scalable file is a file that can be made larger or smaller without losing design integrity because it is not pixel-based. Additionally, Illustrator supports the scaling and line image integrity needed by signage makers to ensure clean color on a large-scale.

Adobe InDesign or QuarkXPress: InDesign and QuarkXPress are desktop publishing programs that can import graphics made from Photoshop, Illustrator, or Freehand. Designed to handle both small and large projects, they are ideal for everything from flyers and stationery to posters and catalogs.

Adobe PDF: PDF stands for Portable Document Format. PDFs allow to be seen by anyone on any platform using Adobe's free Acrobat Reader. PDF files retain the formatting and appearance of their native files and is the industry standard for delivering information in a convenient, easy-to-open format.

Back to Top

Common Graphic File Formats
Different file formats yield different results. Using the correct file format for the job brings clarity and focus to marketing materials.

Vector .EPS files - Image vectors
Vector files offer the greatest amount of flexibility, as you can create any file format you may need. In most cases, logo files in this format are also the safest files to hand off to a vendor or printer when you are unsure of what their needs may be.

Vector graphics

Bitmap images - TIFF files

Compressed files - JPGs

Back to Top

Color Modes CMYK Vs RGB
Cyan, Yellow, Magenta, Black (CYMK) is a color mode used exclusively for traditional print color separations. The only time a CMYK file should be used is when you are planning to run a four-color job at a traditional print shop. The color house or pre-press area of these print shops will most likely handle the CMYK conversion, but you must let them know they need to do this.

Red, Green, Blue (RGB) is a color mode used for multiple purposes. Most often, an RGB file is used on in-house printing on a color LaserJet or InkJet printer. RGB is also the color space that is used for Web imagery.
Back to Top

Image Resolutions and Getting The Right Results
Resolution is a measurement of the output quality of an image. Images are often referred to as high resolution (hi-res), medium resolution (med-res) or low resolution (low-res). High resolution works better for print, medium resolution generally works well for in-house printing, and low res images work best for screen display, Web and emails. Resolution is measured in "dots per inch" or "DPI."

Back to Top

The Ethics of Copyrights and Ownership
The rule of ownership is actually very simple. You only have the right to use material if you have paid for it or have written permission from the owner to use it. You may NOT download an image from the Internet and use it in any way, shape, or form unless that image is specifically identified as public domain, free or you have obtained permission from the owner. Even then, you do not own the copyright. While it is possible to obtain full and unrestricted use of images for a fee, it is rare that an "author" is willing to sell that copyright. What rights you do access, must be in writing.
Back to Top

Printing Methods

Traditional Printing: Typically, traditional printing is more expensive, but the quality is higher than can be achieved with in-house and digital print methods. Traditional printing works well when larger print runs are needed or specific brand colors are desired.

Digital Printing: Digital printing offers quality, but is a step down from traditional printing. Digital printing works well for smaller runs of brochures, postcards, flyers, etc. The media used for digital printing is normally smaller than the larger traditional sheet-fed presses.

In-house Printing: The invention of color LaserJets and Inkjet printers has made it easier for the average person to print their own materials. While paper sizes are limited, for the most part, in-house printing is a perfect way to handle small quality runs and to customize presentations.

Back to Top