Desktop Publishing Specialists

If you have ever used a computer to design and print a page in your high school paper or yearbook, then you have had some experience in desktop publishing. Not so many years ago, the prepress process (the steps to prepare a document for the printing press) involved metal casts, molten lead, light tables, knives, wax, paste, and a number of different professionals from artists to typesetters. With computer technology, these jobs are becoming more consolidated.

Desktop publishing specialists have artistic talents, proofreading skills, sales and marketing abilities, and computer knowledge. They work on computers converting and preparing files for printing presses and other media, such as the Internet and CD-ROM. Much of desktop publishing is called prepress, when specialists typeset, or arrange and transform, text and graphics. They use the latest in design software; programs such as Photoshop, Illustrator, InDesign, PageMaker (all from software designer Adobe), and QuarkXpress, are the most popular. Some desktop publishing specialists also use CAD (computer-aided design) technology, allowing them to create images and effects with a digitizing pen.

Once they have created a file to be printed, desktop publishing specialists either submit it to a commercial printer or print the pieces themselves. Whereas traditional typesetting costs over $20 per page, desktop printing can cost less than a penny a page. Individuals hire the services of desktop publishing specialists for creating and printing invitations, advertising and fund-raising brochures, newsletters, flyers, and business cards. Commercial printing involves catalogs, brochures, and reports, while business printing encompasses products used by businesses, such as sales receipts and forms.

Typesetting and page layout work entails selecting font types and sizes; arranging column widths; checking for proper spacing between letters, words, and columns; placing graphics and pictures; and more. Desktop publishing specialists choose from the hundreds of typefaces available, taking the purpose and tone of the text into consideration when selecting from fonts with round shapes or long shapes, thick strokes or thin, serifs or sans serifs. Editing is also an important duty of a desktop publishing specialist. Articles must be updated, or in some cases rewritten, before they are arranged on a page. As more people use their own desktop publishing programs to create print-ready files, desktop publishing specialists will have to be even more skillful at designing original work and promoting their professional expertise to remain competitive.

Desktop publishing specialists deal with technical issues, such as resolution problems, colors that need to be corrected, and software difficulties. A client may come in with a hand-drawn sketch, a printout of a design, or a file on a diskette, and he or she may want the piece ready to be posted on the Internet or to be published in a high-quality brochure, newspaper, or magazine. Each format presents different issues, and desktop publishing specialists must be familiar with the processes and solutions for each. They may also provide services such as color scanning, laminating, image manipulation, and poster production.

Customer relations are as important as technical skills. Desktop publishing specialists should learn how to use equipment and software to their fullest potential and to be as helpful to customers as possible. It is important to follow up, calling customers to make sure they are pleased with the work, and keep them involved in the design process.

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