Design/Production Team Structure & Production File Terminology

Design/Production Team Structure:

It is important for any design/production team to understand the nature of the files that exist throughout the duration of any project. From the genesis of a design concept to the final release of a file for print or on-line there can be assumptions that lead to confusion about the function and usefulness of some files.

Part of the challenge is to understand the structure of your team. Clarify roles and responsibilities and what is expected of the files on which each person works. The best case scenario is that you are the client who has their own in-house design and production team with direct relationships with print vendors. Team structure and communication should be less of a challenge in that case. The worst case scenario is that you are the client working with multiple design agencies, studios and print vendors. In that case, you need to clearly layout expectations in a concise manner and educate all involved parties. If you are just one of the cogs in the wheel of this client/agency/studio machine, make sure to ask what is expected of you...if you haven’t already been told.

The most important information to clarify is to find out from the individuals receiving the files from you what they need to successfully accomplish their tasks.

What I am attempting with this posting is to delineate these design and production files with terminology that I've grown accustomed to throughout the years.

Production File Terminology:

DESIGN CONCEPT - This is as it states...a design concept based on the project creative brief. This can take any form from pencil sketch to a polished layout. Design Concepts can be delivered as laser or ink jet prints, presentation boards, PowerPoint/Keynote presentations, PDFs, etc. When dealing with packaging, these are usually just principle display panels (front panels). These files do not go to the printer. But you may want to share with your printer or production team for input on what is possible to achieve in printing.

MYTH: Do not share design concepts with print vendors or production personnel as they will stifle your creativity. 

NOT TRUE! I’ve heard this a few times throughout the years. This couldn’t be further from the truth. Yes, you may get the occasional production naysayer who will discourage you from attempting certain design challenges in print. But more often printers and production personnel can and will suggest techniques that a designer may not be aware of, and in the end, the creativity will be enhanced.

DESIGN PRESENTATION -  After the initial concept phase has passed and more polished designs have been worked on you will start generating design presentation files. These are more polished layouts that will be delivered as laser or ink jet prints, presentation boards, PowerPoint/Keynote presentations, PDFs, etc. These files do not go to the printer but you may want to start sharing them with printers or production personnel.

FINAL DESIGN - After a number of Design Presentations, the Final Design file will start to be built out. The Final Design file will contain more final content, such as final copy and final photos and illustrations. In the case of packaging, all panels will be fleshed out during this phase. (HEY DESIGNERS! Remember to add some extra image for bleeds.) The Final Design will, most likely, go for a number of approval rounds before it is FINAL Final. Once this Final Design is approved it will go to the Production Design team. The Final Design will not go to the printer, unless there is an arrangement with a printer that they create the Production Design file.

PRODUCTION DESIGN - This is the file that goes to the separator or printer (they are usually one and the same). This is usually the file that causes the most confusion. This file is created from the Final Design file. The Production Design file is what used to be called the Mechanical or Camera Ready Art. It is not a file that can be directly separated into print plates. It is the file that the printer uses to create a file that can be separated to the various print plates. The Production Design file is just a file that assembles all design elements and color specifications into an easily digestible format that makes the task of creating print separations a bit less arduous. This file is usually CMYK with a few spot colors added. Sometimes the Production Designer will create spot color channels in the Photoshop PSD file, but will most likely generate their own spot color channels using the Production Design file channels only as reference. The most important aspects of this file are organized graphic elements, clear design intent and precise color specifications.

DIGITAL SEPARATIONS - This file can used to generate printing plates. All colors have been properly tagged and separated out for easy generation of plates. The printer/separator who created this file can use it themselves to go to press or they can send it to third party printers for plate generation and print runs.