Graphic design is the creative process of envisioning the look and "feel" of the publication. It involves size and shape, illustrations or the use of photographic images, typography, the layout of text and titling, paper, folds, ink color, and binding.
Because the impression given by a publication is heavily influenced by its design and layout, Communications designers work to translate the suggestions and preferences of the client into a polished product by incorporating established design principles. They also consider budget and the specifications required for mailing the publication, and work to ensure that the design of the publication comports with the broad aesthetic or "look" the college as a whole seeks to convey in its communications with various constituencies.
After incorporating ideas discussed in the planning meeting with the client, the designer will produce a preliminary design to give a sense of how the publication will look. If there are concerns about the proposed design, this is the time to request changes. Any reworking of design or layout at a more advanced stage of production can significantly delay completion of the project.
Prior to printing, the client will be asked to approve a final layout--page proofs or printed dummies that show where the text, photos, and illustrations will go; the size and weight of headline type and sectional headings; and other design elements. While the proof will be very close in appearance to the final product, high resolution scans of photos will be done elsewhere as part of the pre-press process and the quality of photography in the final publication will be signficantly enhanced over what the proof may show.
It is very important that client approval deadlines be met, so that the project can keep on schedule. If the job necessitates off-campus printing, for example, a day or two delay in client approval can put the project a week behind because of the printer's schedule. With outside printers, publications staff essentially reserve print time and if that date is missed, other customers' jobs may take first priority.