prepress wiki

Creative agency

Creative agencies (design agencies) deal with the targeted use of design constants such as colours, typography, form and image language to make information expressive and recognisable. Specific design concepts are required for example for the development of corporate designs, brandings, packaging, product or information designs. In the prepress process, the creative agency enters into play as soon as a marketing concept begins to take shape. Design concepts then have to be worked out for practical initiatives such as a new product development, a new packaging concept, a brand relaunch or a line extension. Creative agencies usually restrict themselves to this conceptual work. Packshots, dummies or mock-ups are gladly used to display designs in this early stage in packaging printing. If the design concept is released, the technical implementation, i.e. the creation of final artwork, can also go to external service providers such as artwork agencies or freelancers for various reasons. 

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