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Jim Kompanek
Introduction
For the purpose of this lesson, I am representing the cartographic division of a small, fictional, firm. This company works in many fields but is in the process of developing a cartographic division. This firm has limited personnel, resources, and equipment; as such, it also has less overhead than our competitors and the capability to meet the requirements of a variety of clients. This paper will outline proposed workflows for three separate clients within the framework of compilation, creation, and delivery, as well as discuss this firms resources and future needs. The clients have requested a variety of electronic and printed requirements.
Client 1
Client 1 has requested materials that can be posted on the web and are clearly printable. These requirements are twofold and have different requirements for each, as the requirements for digital media are different than that of paper. For the purpose of Client 1, it is assumed that they were overly vague in their requested scope-of-work, and numerous assumptions will be made. Because it will be posted online, it is assumed that file size will be an important factor. It is also assumed that digital display will be the primary goal, with printing being the secondary requirement. Because it is posted online, it is assumed that the target audience will be individuals with little or no knowledge in the field, and the documents will need to be designed accordingly.
For this contract, in lieu of traditional graphic formats (jpeg, tiff, gif, etc.), it is recommended that the documents be created in Adobe pdf format, with a higher resolution than if the client requested documents solely for www presentation. If the documents were intended solely for online presentation, a compressed jpeg with approximately 72 dpi resolution would suffice. These images would be small in file size and consistent printing would not be a consideration. Because these documents will be printed, the Adobe pdf will allow for consistent output, as other factors can be taken into account, such as margins, paper size, etc. There are many variables in printing that cannot be taken into account because the documents will be posted on the web (type of printer, paper, etc.). Creating pdf files will allow some control over this. For example, if I emailed the client a small map (3-x-3 in) that was intended to be placed in a single column in .jpg format, the client's computer may try to print the map on a full sheet (8 1/2-x-11 in) of paper with terrible, highly pixilated results. If the file is exported into pdf, the actual paper size of the map can be accounted for.
Prior to delivery, I would test the proposed documents in two ways. First, it would be necessary to view the pdf on a second computer (one different than it was generated on) to determine if it was exported correctly and to print the file on a standard inkjet printer (what most users of the webpage are likely to use) to examine for potential issues. These documents can be exported directly from ArcMap, and it is recommended that the Convert Marker Symbols to Polygons and Embed All Document Fonts be selected prior to export. This should ensure consistent output and quality on numerous computers, even those without the same font packages as the GIS workstation that generated the documents. To ensure small file sizes, if the high resolution pdf (200+ dpi) is too large of a file size, it may be desirable to produce a lower resolution (72 dpi) file for easy download, and provide the higher resolution file for those wishing to print. Depending on the file size of the generated files, it may be possible to compress and compile all of them into a zip file and either email them to the client or post them on my firm's FTP site. If the files are too large to do this, burning them to CD or DVD and simply mailing the disc may be an acceptable alternative.
Client 2
Client 2 has requested glossy color brochures to send to its potential customers. There are numerous variables for this customer's request. It would be necessary to know, specifically, what type of brochures the client is requesting; magazine format, small brochure, etc., etc. As with Client 1 (see above), the proposed target audience will play an important role on the final output. It would also be important to discuss the potential cost of publications with the client, to see how that should be factored into the final output. Unlike Client 1, the file size of the final product will not be a limiting factor; as such, the output resolution should be equal to that of the printing method. If printing costs are a major concern for a client, it is recommended that the brochure be printed on standard, glossy, 8 1/2-x-11 inch paper, with oversize maps on 11-x-17 inch folded pullouts. If this is acceptable to the client, this could be completed internally on our firms color laser printer, from generated pdf files. If cost is not a concern, and the client is primarily interested in the quality of the output or large pull out maps, it may be desirable to outsource the printing.
If this is requested, it would be necessary to use a local publishing or engineering/blueprint company with an offset printing press. Prior to sending the files to the press, it would be necessary to separate the colors, and output a very high resolution file (up to 12,000 dpi). This can be accomplished with Adobe Illustrator or equivalent publication software. Depending on the cost and type requested, it may be desirable to have the publishing company handle the binding, or to use our firms binding equipment. These documents can then be packaged and shipped to the client using appropriate means.
Client 3
Client 3 has requested graphics of his or GIS analysis results to an industry conference. It would be necessary to determine how the client is going to present the results at the conference. It is likely they will be presented using Microsoft PowerPoint, OpenOffice Impress, or equivalent software. It is also possible that the client may need 35 mm color slides or transparencies. Because it is a technical conference, I am going under the assumption that the results will be presented digitally using a digital projector. If 35 mm slides are requested, they will need to be outsourced. If necessary, transparencies can be created in house.
If these graphics will be imported into PowerPoint, they will only be displayed at a resolution of 72 dpi (both on the projector and laptop). Because of the lower resolution, file size will not be a major concern, and jpeg, gif, or tiff should be acceptable image formats. It may be desirable to provide the client with multiple formats and let him or her choose the one that appears most acceptable with the projector being used. Because the results are being presented at a conference, higher resolutions graphics may also be needed by the client for printed handouts and copies of the presentation. If the client only wants the images, and he or she will incorporate them into another publication, jpeg or gifs should be acceptable. On the other hand, if my firm is going to put together the entire PowerPoint presentation, it may be desirable to generate a pdf file for handouts, as well as the PowerPoint file for use during the presentation..
Depending on the file size of the generated files, it may be possible to compress and compile all of them into a single zip file and either email them to the client or post them on my firm's FTP site. If the files are too large to do this, burning them to CD or DVD and simply mailing the disc may be an acceptable alternative. It is assumed that printing any handouts or copies of the presentation will the responsibility of the client.
Conclusions
In an ideal world, the client (whether another company or internally in the same firm) and map-maker will negotiate every detail into a long scope-of-work, and there will never be any question on what he or she wants; thus, lessening the total number of drafts that must be produced prior to publication. In reality, as presented above, more times than not people will simply provide data and simply request a finished map or document. Ultimately, it is up to the cartographer to make many decisions, such as paper size, resolution, file types, etc. If the maps are going into a larger report, many more variables, such as font types, color schemes, and dimensions often have to be discussed with publications and graphic departments before hand. Often too, there are typically no right or wrong way to produce these graphics, and many factors such as file size or compatibility, subjective map aesthetics, or simply what software, equipment, or datasets are available on hand, are taken into account. The above recommendations are just that, recommendations that employ a degree of subjectivity from previous experience and equipment on hand. In the future, it may be advantageous to invest in additional personnel, with more experience in publications and graphic design, as well as develop business relationships with publication companies with offset printers, more advanced binding equipment, and the capabilities to produce large numbers of reports or non-standard paper sizes.
This document is published in fulfillment of an assignment by a student enrolled in an educational offering of The Pennsylvania State University. The student, named above, retains all rights to the document and responsibility for its accuracy and originality.