February '18

For the Business of Apparel Decorating

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46 || P R I N T W E A R F E B R U A R Y 2 0 1 8 THE ECHELONS OF ARTWORK Creating artwork for jobs can range from creating a simple black-and-white baseball to a full-color replication of a piece of mu- seum artwork. These categories are intend- ed to broadly represent the different levels. They can be used as a guideline to indicate what level of artist you may need and how much artwork might cost. Category 1: This is the category under which your most budget-conscious clients are going to fall. It consists of simple line art for a one-color design. Examples would in- clude a soccer ball for a rec team, a wrench for a plumbing business, or a firefighter's cross for a local fire station. Whenever a design is needed for decorat- ing, the first question is what process will be used? If it's a single-color vinyl design, then simple vector line art is needed, and this takes the least amount of time to cre- ate than any other type of artwork. If the design is going to be screen printed, there are more options of what you can do with the artwork. For example, even simple black line art can be created with halftones to create the illusion of more colors. This gives it the perception of greater depth by varying the grayscale. It can be faded out at the edges or have a texture or effect ap- plied to it. Distressed is a good example. It allows you to add variety and interest to a single-color design without driving up the price. For digital direct-to-garment, I don't recommend doing a one-color design. It is possible when printing digitally that banding may occur in the print with large areas of solid color, which is common in color vector designs. If you use full color, texture, or gradients, the banding may still be there, but it will be camouflaged, which could save the piece. The type of fabric and garment color also affects how artwork is prepared. Vinyl can go on any color, but for screen printing or digital direct-to-garment, if it's a dark shirt, then an underbase must be printed first. Many types of heat transfers can go FINDING GREAT ARTWORK Above: Colored pencil is another medium used by many artists to create original artwork. Not all artists are proficient in all mediums so that is another piece of information you should acquire before beginning a search for an artist. Top right: In the second echelon of artwork, you combine line art with more than one color. It also may have slightly more de- tails. For this level, it is easy to choose a clipart image, add type and colorize it, and you're done. Right: Oftentimes, half the battle of creating artwork for a client is figuring out what is wanted. Artwork is created in many mediums, such as this piece, which is an oil painting. It can be helpful to show examples of different mediums to help narrow down options.

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