Pattern is an important "visual communication element" of print advertising, and color is superior to other elements in visual communication. Today, with the rapid development of electronic plate making and printing machinery, advertising production operations have sprung up, while outdoor light box advertisements, which are semi-permanent print advertisements, use auxiliary light and transmissive drafts, making them both during the day and at night. It can play the following functions: attract the attention of passers-by; enhance the authenticity of the items; render the product atmosphere and induce consumers' desire to buy; strengthen the special impression of advertising.
In the design and production of outdoor light box advertising screens, in order to trace the realism and artistry, color printing or photo printing are mostly used; there are also screen printing methods for making light boxes on special paper, plastic sheets (films), and light box cloths. Screen, and choose the production method and material according to its copy cost, weather resistance and other requirements. This article talks about the application of its production technology on the characteristics of light box advertisements, main constituent materials and pattern production techniques.
1. Features and types of outdoor light box advertisements:
Light box advertisements are also known as "light box posters" or "Ye Ming posters". Called "semi-permanent" street art abroad. Outdoor light box advertising is different from other types of advertising. Its characteristics are as follows:
1. Large screen:
Many print advertising media are available for indoor or small-scale communication, and the format is relatively small; while outdoor light box advertisements display advertisement content in the form of door heads, bulletin (promotion) columns, and pole light box paintings. Larger than other print advertisement illustrations and fonts, it is very eye-catching.
2. Farsightedness:
The function of outdoor light box advertising is to convey information to people outdoors and people at long distances through natural light (daytime) and auxiliary light (nighttime). The far-sighted effect of the advertising works is strong, and people who are entitled to the fast-paced, high-efficiency of modern society and come and go in a hurry deliberately pay attention to it from a distance.
3. Wide content:
In public transportation, transportation, safety, welfare, savings, insurance, tax payment, etc .; in commercial products, enterprises, tourism, services, etc .; in culture, education, art, etc., can be widely Play a role.
4. Both:
There are many forms of display, with both text and color functions, from product trademarks, product names, physical photos, colors, corporate intentions to culture, economy, customs, beliefs, and norms. Through the conception and unique creativity, we should firmly grasp the "ring" of inducing consumers' desire to buy, and use the heterogeneity of visual communication to achieve advertising purposes.
5. Fixity and complexity:
Regardless of the form of outdoor light box advertising, there are requirements for a fixed range and fixed position. As a permanent display device, its basic structure is more complicated than other advertising forms. Including the frame, cladding material, pattern printing layer, windproof, rainproof and snow construction, and the lighting facilities used as lighting at night, making it more expensive to copy in a single piece than other advertisements.
There are many types of outdoor light box advertisements, and there is currently no way to clearly define the types. But from the scope of application and divided into movies, clothing advertising (poster light box painting); alcohol advertising (light box painting, selling point display card): bank, insurance advertising (door head, column type light box painting); electrical advertising (selling point Display board, floor-mounted light box); subway station, bus booth advertising column, etc.
2. Composition of outdoor light box advertisements
1. Frame and mask:
The main components of the large light box are steel and plastic structure. The double frame of the base is welded with steel or stainless steel. The pattern cover is made of glass plate, plexiglass plate, light box cloth, etc. The main components of small door heads, rod-type and hanging light boxes are injection-molded frames, and the pattern cover is mostly made of glass, plexiglass or transparent plastic plates.
2. Pattern printing carrier:
The printing carrier of the light box can be made of synthetic paper, inkjet film, self-adhesive adhesive film, light box canvas and other materials according to its structure and manufacturing process.
3. Auxiliary light facilities:
The auxiliary light (commonly known as lighting) of the light box is designed according to the structure of its pattern screen, the thickness of the printing material, the thickness of the printing ink layer, and the pattern format. In the past, ordinary fluorescent lamps were mostly used. With the application of new lamps, the auxiliary light of the light box has also developed from a single lighting to multiple types of lighting. The resulting picture quality, uniformity, and softness have been greatly improved.
Third, the production process of light box advertising patterns
The color of the light box pattern printing is better than the graphics and manuscripts in visual communication. Whether each element can truly reproduce the intention of the advertising designer and achieve the best effect of visual communication, it must be bought through various printing methods. The principle of color pattern reproduction of light boxes is based on tone reproduction. In order to meet the requirements of the printing process, the screen, photographic screening or electronic color separation screening method is used to decompose the image of the continuously adjusted original into dots similar to a mosaic shape. The pixel dots of the image achieve continuous visual adjustment at the observation distance.
No matter which printing process is used, the level and clarity of the original should be reproduced as efficiently as possible on the printed matter. Select the original manuscript to focus on: color, hue value, structure, color saturation, shape five factors.
The key to color tone reproduction is color separation screening, and color separation screening is based on: the surface properties of the printing material (smoothness, roughness, texture, absorption); the size and viewing distance of the printed product; the original Contrast range and the effect of subtle levels; printing inks (particle size, viscosity, drying characteristics of pigments); color strength and light resistance; printing speed
1. Determination of the number of color separation and screen lines:
When people observe at a long distance away from the printed matter, it is not distorted, and it can achieve subtle reproduction, and the hue and saturation are in the normal range? This should fully consider the relationship between the screen and the viewing distance (see Table 3).
table 3
Observation distance of printed matter format plus screen number / cm
A5 36m to 48m below 0.5m
A4 less than 0.5 24 ～ 36
A3 0.5 ～ 1m 18 ～ 24
A2 1 ～ 3m 15 ～ 20
A1 2 ～ 5m 12 ～ 18
A0 3 ～ 10m 12 ～ 15
Larger format 3 ～ 20m 6 ～ 12
2. Choice of screen angle:
Choosing a good screen angle is an important part of reducing the appearance of moire. When copying colors, different color separations must use different screen angles in order to suppress moire as much as possible. For this reason, for eye-catching colors (cyan, magenta, black), the difference between the screen angles is 30 °. The yellow version is an unobtrusive color, you can write other colors with a difference of 15 °.
3. Application of color inkjet printing technology:
Inkjet printing is a pressureless printing method that uses computer control to obtain text and images from the fine ink flow that is emitted from the nozzle onto the substrate. It integrates multidisciplinary technologies such as electronics, machinery, fluids, ultrasound, and microcomputers, and has become one of the high-tech in the field of color printing.
In recent years, large-scale outdoor advertisements have adopted inkjet printing technology, so that the tone level, clarity, color saturation, etc. of the advertisement patterns have reached a nearly perfect level.
(1) Composition system of inkjet printing:
The inkjet printing system is composed of a system controller, an inkjet controller, a spray head, a printing material driving mechanism, a printing material, and the like.
The output ink dot of the inkjet printing system is the key factor that determines the printing quality. The dot size is expressed in dots per inch. Color screen printing generally has 300dpi, 600dpi, 720dpi, 1024dpi, etc. Some large-format advertising posters are printed using 9 ~ 72dpi to meet the requirements.
(2) Type of inkjet printer:
Inkjet printers can be divided into two major categories: continuous inkjet printers and intermittent inkjet printers.
(3) Color inkjet printing:
The host of the color inkjet printing system receives color information through a variety of different information sources, such as color graphics terminals, color scanners (instruments), digital cameras, color word processors, and other analog or digital manuscript collection systems. The information source sends the three primary colors of red, green and blue of the spring light to the printer interface, and stores the information to be copied into the main memory, and then the color converter converts the red, green and blue information into cyan and magenta The color separation and screen signals of the yellow, black, and black inks are controlled by the gray controller, and the neutral gray is controlled by the gray signals.
(4) Inkjet printing materials:
a. Coloring material:
High-grade special inks for yellow (Y), magenta (M), cyan (C), and black (K) suitable for color inkjet, the printing performance must be stable, non-toxic, non-clogging nozzles, and have good jetting performance , Such as the performance index of a liquid ink.
At present, a wax-based solid ink is widely used, and its coloring material is pigment, which has excellent light resistance and is not easy to fade. The printing process is fixed on the surface of the substrate, does not penetrate into the inside, and the imprint has a good definition.
b. Printing materials:
The types of printing materials that can be used are mostly special paper, inkjet film and light box cloth. As far as paper is concerned, in order to prevent the spread of ink dots on the paper, the surface of the paper is required to be smooth and clean. Generally, high-gloss photo paper is used, and the surface is coated with an extremely thin transparent coating.
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