Desktop encyclopedia topics

HISTORY

Historically, the creation and publication of professionally designed documents involved a variety of separate processes and people. To create a brochure, for example, a designer would develop the overall idea and create a drawing of the finished document. A writer would create the text, a typesetter would type the text in the desired fonts, an illustrator would draw needed line art, a photographer would shoot photos, and a service bureau would develop the film and create color separations from the photos for color work. The designer would then create the final comprehensive, pasting text, illustrations, and other elements on a board for filming. The comprehensive would be photographed, after which photo negatives would be cut out and placed on a sheet from which printing plates would be made. The plates would then be mounted on a printer, and the final document would be printed, cropped, folded, and bound as necessary.

Today's DTP technology automates many of these steps and enables just one person with a computer and DTP software to become a standalone publishing business. Photos can be taken with digital cameras, bypassing the film-development stage required of traditional film-type photography. Photo-editing software enables photos to be cropped, scaled, and edited. Word-processing software is used to capture and process text, and illustration software is used to create drawings. Finally, page-layout software is used to assemble all the components and print output from which printing plates are made. The final document is then printed on a computer printer or on a large commercial press. Alternately, electronic documents can be published on the Internet, making them available to a worldwide audience.

SYSTEM COMPONENTS

DTP system hardware requires a fast computer with a high-capacity hard disk, scanner, high-resolution printer, modem or other connection to the Internet, large amount of random-access memory (RAM), and digital camera. In addition, the system must have word-processing software, illustration software, photo-editing software, page-layout software, Internet-publishing software, clip art, and multiple type fonts. DTP periodicals can be helpful in selecting appropriate hardware and software.

DESIGN PROCESS AND GUIDELINES

Being successful at desktop publishing requires more than just learning howto operate all the DTP hardware and software. One must first develop a design, which requires creativity and knowledge of design principles, and then use the hardware and software to make the design a reality. The first phase of document creation involves planning. This phase focuses on identifying the goals of the publication. For example, to design a business card, the designer will want to give the customer the information needed to contact the business and to make a good impression on the customer.

The second step is to analyze the audience, the people who will be using and reading the document. If a newsletter focuses on mountain biking, for example, the audience might be primarily younger outdoor enthusiasts. Additional audience research would provide additional information about mountain biker characteristics.

The third step is to develop a strategy, or theme. A total communication line for a mountain biking retail business might include an Internet Web site, brochures, business cards, letterhead and envelopes, forms, and information sheets. To achieve unity, a carefully selected concept or theme should be carried throughout all these items. For example, all the documents might carry a common theme of a knobby bicycle wheel as the company logo, the same typeface for text and headings, and the same color scheme. Repetition of document characteristics and elements is a key characteristic of effective documents.

The final step in the planning phase is to develop a prototype of documents to be developed. Designers usually create numerous sketches and then gradually refine the more preferred sketches until a final selection is made. The final design must include appropriate empty space, called white space, so the document does not look too crowded. Obviously, the greatest requirement of the final design is that it will appeal to and persuade the intended audience.

After the planning phase, the document is created. Creation requires writing appropriate text, called copy, and choosing the appropriate fonts (typefaces, type styles, and type sizes) for the various parts of the text. To achieve a harmonious appearance, the fonts must complement the graphic styles. The text must be skillfully organized for easy reading, and the wording must be understandable and meaningful to the intended audience.

Graphics also have to be obtained, either illustrations or photographs. Professional artists can be hired to create needed illustrations, and photographers can be hired to shoot the desired photographs. Alternately, a person can take a photograph with a digital camera or with a regular camera, and afterward use a scanner to insert the image into the DTP software. Illustrations of many types can be created using illustration software, or commercially prepared clip art and clip photos can be purchased for use in business documents. As allowed by software-licensing agreements, graphic software can be used to manipulate or combine these graphics to produce the final desired graphic.

The graphics and text must then be assembled on the page, using page-layout software, so that all elements contribute to a pleasing and effective product. Principles of color, size, position, shape, pattern, and other contrast techniques must be applied so that documents will attract readers' attention. Documents should also be attractively balanced on the left and right sides of a page. Symmetrical balance means that the left and right sides of the page are visually similar. Asymmetrical balance means that the left and right sides are visually different. Asymmetrical balance is less formal and usually attracts readers' attention better; symmetrically balanced documents convey a message of formality and stability.

Elements of the document should be appropriately aligned with other parts of the document, rather than being randomly positioned. For example, a block of text and its related graphic could be aligned by the top, bottom, left, or right sides. Using a page grid (guidelines dividing a page into rectangular rows and columns) will help to achieve a good layout. In addition to alignment, related items should be grouped and placed more closely together, while unrelated items should be separated. Extra white space or borders can be used to divide or frame elements.

After the document is designed and created, it can then be published. Publishing can include desktop printers, photocopy machines, or large commercial presses. If commercial printers are used, document designers should confer with the press personnel regarding special procedures and file formats required in creating the document. In addition to being published as paper documents, documents can also be electronically published on the Internet for viewing by a worldwide audience.

FEATURES

The features typically found in page-layout software include the following:

Alignment guidelines: places nonprinting alignment lines on the computer screen for easy alignment of graphics and text

Automatic threading: links various parts of related text segments throughout multipage publications, such as magazines, and connects them with appropriate text, such as "continued on page x" and "continued from page x"

Color separation printing: enables the printing of different printing plates required in color offset printing

Frames: creates rectangular or circular boxes to contain graphics or text

Graphic cropping: provides the ability to cut, or crop, unwanted portions of photographs

Grid lines: displays multiple borders on the screen for consistent positioning of text and graphics

Imposition: arranges long publications, like booklets, books, and magazines, for printing and subsequent folding into the proper page sequence

Independent text and graphic placement: enables the placement of text and graphic objects anywhere on the page without having nearby text and graphics affect them

Indexing: provides automatic generation of indexes and tables of contents

Layers: provides the ability to stack text or graphics on top of one another

Master pages: provides automatic layout, pagination, headers and footers, and graphic elements for multiple pages

Object grouping: enables various graphic and text objects to be combined so they can be moved as a single object

Page-size flexibility: gives the ability to create documents in a wide variety of page sizes

Printer's marks: prints crop marks and registration marks needed by commercial printers when running color jobs

Spacing: manipulates the amount of white space on a page, including leading, kerning, tracking, margins, indentations, and column and paragraph borders

Spell checking: provides automatic spell checking for text

Styles: automatically adds appropriate typographical and layout attributes to text and graphics

Text curving and rotation: enables text to be angled or curved

Typography: manipulates all aspects of type, such as typeface, height, width, color, and dropped capitals

MANAGEMENT GUIDELINES

Not every organization needs to have a fully equipped DTP system. The decision regarding what elements to purchase should be based on a realistic needs analysis. Several questions should be answered in making this decision, such as (1) what documents are being planned for the organization? (2) can existing word-processing software be used to create most of the documents the company needs? (3) does the organization have trained personnel to design and create professional documents? and (4) howmuch will an outside agency charge to produce the documents the firm is wants to publish?

After a careful needs and resource analysis, a firm might decide to develop in-house DTP design and software expertise. If such a decision is made, the firm can hire someone who is already trained in DTP, or the organization can send current employees to DTP seminars or enroll them in formal classes at a local college. Also, high-quality periodicals provide useful design guidelines as well as information on cutting-edge technology and product comparisons. In addition, helpful Web sites give useful learning tips, and numerous DTP books offer additional assistance in document design.

BIBLIOGRAPHY

Conover, Theodore E. (1995). Graphic Communications Today, 3d ed. St. Paul, MN: West Publishing Company.

Devall, Sandra Lentz. (1998). Desktop Publishing Style Guide. Albany, NY: Delmar Publishers.

Parker, Roger C. (1997). Looking Good in Print. Research Triangle Park, NC: Ventana Communications Group.

Shushan, Ronnie, Wright, Don, and Lewis, Laura. (1996). Desktop Publishing by Design. Redmond, WA: Microsoft Press.

WILLIAM H. BAKER

The Gale Encyclopedia of Busine$$ and Finance
Copyright © 1999 by The Gale Group.
Published by The Gale Group. All rights reserved, including the right of reproduction in whole or in part in any form.

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Encyclopedia of Small Business

Desktop publishing is the process of using computers and software to design, prepare, and typeset a variety of documents (business cards, fliers, brochures, manuals, resumes, newsletters, periodicals, instore signage). This technology, which continues to change with sometimes dizzying speed, has been embraced by all levels of the business world, from giant corporations to small, independently-owned enterprises.

PREPARING FOR DESKTOPPING IN YOUR BUSINESS

Small businesses need to take a number of different factors under consideration when pondering how to introduce a desktop publishing system into their operations. Writing in Association Management, Dennis F. Pierman cited a number of areas to examine when evaluating the proliferating number of desk-topping systems now available in the marketplace. First, he suggested that business owners should not only understand their business needs, but also study how new systems can help them meet those needs. Business owners and managers should take all aspects of the company's operation into consideration, including personnel, training, management information systems supervision, system software and future upgrades, initial capital acquisition, and equipment depreciation. In addition, managers should "isolate and analyze the real cost associated with the mix of in-house and vendor resources you are currently using, and use the cost as a benchmark against which to measure your needs analysis." Pierman also recommended that businesses consult with companies that currently take care of their publishing needs to: see if future expansion of their services or capabilities might lessen your need to purchase a desktopping system; determine if pricing changes can be negotiated; and ensure that you do not inadvertently invest in equipment, software, and technical redundancies.

IN-HOUSE APPLICATIONS

Many small business owners have reaped the benefits of desktop technology in recent years, parlaying it into improvements in marketing, advertising, and bottom-line profitability. But while desktop publishing has many passionate defenders, even proponents of the technology's usefulness for business purposes admit that problems can crop up when it is used. Complaints about desktop publishing that small business owners should bear in mind include:

Lost Productivity. Ironically, some businesses actually report declines in productivity after turning to desktop publishing, as business owners, managers, and communications personnel fall into the trap of excessive experimentation with fonts, formatting, graphics, etc. Small business owners need to show restraint when using desktop applications, and they should monitor employee use to ensure that the company's desktop projects do not become a black hole of lost hours and productivity.

In addition, owners have to recognize that the purchase of a desktop publishing system is going to require an investment of hours of studying, training, and practice on the part of the owner himself and/or one or more of the company's employees. Indeed, one business executive indicated to Association Management that the human factors associated with turning to desktop publishing were as important as the economic implications of doing so: "Make changes as gradually or as quickly as the entire staff will allow."

Poor Quality. Many business analysts and consultants have lamented that the emergence of desktop publishing has also brought with it an upswing in the amount of poorly prepared and presented brochures, newsletters, and guides dotting the business landscape, particularly from in-house staff (whether owner or employees). To avoid this potential pitfall, publishing professionals urge users to practice basic rules of presentation when desktopping, just as they would in using any other communication media. "Knowing desktop publishing technology is just the beginning," stated Tim O'Brien in Communication World. "No computer can replace your own design sense or writing ability." As desktop publishing continues to increase in popularity, he added, "it is more important than ever to take the time to actually read the material from a critical perspective prior to printing. Make sure that the writing follows a logical sequence; that there are no typos; that the layout supports the writing; that type, format and spacing work together to provide a clean look that communicates effectively."

Applicability. Consultants caution business owners and managers to recognize that desktop publishing systems, while quite useful for many organizations, have varying levels of application for companies depending on their size, industry area, and future business plans. After all, some businesses may have a far greater need for brochures, newsletters, and advertising materials (grocery stores, retail outlets, manufacturers, resorts, hospitals, etc.) than gas stations and other businesses that are less reliant on advertising/public relations.

CHOOSING AN OUTSIDE VENDOR

Desktop publishing services typically offer a broad spectrum of services, and they can provide clients with printed material in practically any form desired, from advertising fliers to dense training manuals or annual reports. And while all desktop publishing services are not created equal, most of them are armed with a fair amount of experience and technical knowledge. This leads many consultants to urge businesses to obtain the services of a professional desktop publisher when the project is a complex one. This is especially true when the material that is being prepared is intended for an audience outside the company's walls. Many entrepreneurs and long-time publishing veterans have taken advantage of this continued need. In addition to desktop publishers that make a living by providing their services for clients, LI Business News noted that by the mid-1990s, the "desktop revolution" had created a whole new business niche: the service bureau that serves as an intermediary between the customer and the high-end printer.