UGC NET Visual Art — Paper 1 & Paper 2

PRINTING TECHNOLOGY
& GRAPHIC DESIGN
100% Complete Study Notes | Official Syllabus Aligned
History of Printing • Typography • Printing Processes • Binding • Colour Theory • Art Movements •
Advertising • Computer Graphics
UNIT 1: HISTORY OF PRINTING
1.1 Invention of Printing — Timeline
Period Event Key Person / Place
~3000 BC Cylinder Seals used for impressions Mesopotamia
105 AD Paper invented Ts'ai Lun, China
7th–9th century Block Printing (woodblock) developed China / Korea
~1040 AD Movable Type invented (clay/ceramic) Bi Sheng, China
~1200 AD Metal Movable Type developed Korea (Goryeo Dynasty)
1440–1450 AD Gutenberg invents Metal Movable Type in Johannes Gutenberg, Germany
Europe, prints Bible
1476 AD First printing press in England William Caxton
1796 AD Lithography invented Alois Senefelder, Germany
1886 AD Linotype machine invented Ottmar Mergenthaler, USA
1904 AD Offset Lithography developed Ira Rubel, USA
commercially
1950s–60s Phototypesetting replaces hot metal Various
1984 Desktop Publishing revolution begins Apple Macintosh + Adobe

📌 Exam Tip: Gutenberg = Father of Modern Printing. He used Metal Movable Type. Bi Sheng (China)
invented movable type FIRST but in clay, not metal.

1.2 History of Printing in India

• 1556 AD: First printing press in India brought by Portuguese missionaries at Goa
• 1778 AD: First Bengali type cut by Charles Wilkins, Serampore
• 1800 AD: Serampore Mission Press established by William Carey — printed in many Indian
languages
• 1826 AD: First Indian-owned newspaper 'Udant Martand' (Hindi) printed
• Devanagari Type: First standardized Devanagari metal type developed at Serampore
📌 Exam Tip: Serampore (near Kolkata) was the most important early printing centre in India.

1.3 Calligraphy & Early Typography

Calligraphy is the art of beautiful, decorative handwriting — it directly influenced the design of early
typefaces.
Script/Tradition Origin Significance
Roman Script Latin/Western Europe Basis of most modern Western typefaces
Carolingian Minuscule 9th century Europe Influenced lowercase letter forms
Gothic / Blackletter Medieval Europe Used by Gutenberg for his Bible
Italic Script Italy (Renaissance) Origin of italic typefaces
Devanagari India Script for Hindi, Sanskrit, Marathi
Persian/Nastaliq Persia/Mughal India Used in Mughal manuscripts & calligraphy
Chinese Calligraphy China Foundation of East Asian typography
1.4 Typefaces & Type Families
A typeface is the design of letters. A type family is a group of related typefaces sharing the same basic
design.
Category Style Examples Period
Old Style / Humanist Low contrast, slanted axis, Garamond, Caslon, 15th–17th century
bracketed serifs Palatino
Transitional Moderate contrast, more Times New Roman, 18th century
vertical axis Baskerville
Modern / Didone High contrast, vertical Bodoni, Didot Late 18th century
axis, hairline serifs
Slab Serif / Egyptian Low contrast, block-like Rockwell, Courier 19th century
serifs
Sans-Serif / No serifs, even stroke Helvetica, Arial, Futura 19th–20th century
Grotesque width
Script Cursive, handwriting style Brush Script, Snell Various
Roundhand
Display / Decorative Highly ornamental, for Impact, Broadway Various
headlines only

📌 Exam Tip: William Addison Dwiggins (W.A. Dwiggins) coined the term 'GRAPHIC DESIGN' in 1922.
This is a very important exam fact!
UNIT 2: TYPOGRAPHY
2.1 Type Measurement System
Unit Value Conversion Use
Point (pt) Smallest type unit 72 Points = 1 Inch Type size, line spacing
Pica Larger unit 1 Pica = 12 Points Column width, margins
Inch Standard measure 1 Inch = 72 Points = 6 Picas General layout
Em Relative unit = Current font size in points Indents, spacing
En Half of Em = ½ Em Dashes, spacing
Cicero European unit 1 Cicero = 12 Didot Points European typography

⚠️Important: 72 Points = 1 Inch — This exact fact appeared in your exam question! Answer =
(b) एक इंच

2.2 Type Anatomy

Term Hindi Meaning
Baseline आधार रेखा Invisible line on which all letters sit
X-height एक्स-हाइट Height of lowercase letters (like 'x') excluding
ascenders/descenders
Ascender असेंडर Stroke rising above x-height — b, d, f, h, k, l, t
Descender डिसेंडर Stroke below baseline — g, j, p, q, y
Cap Height कैप हाइट Height of uppercase letters from baseline
Counter काउंटर Enclosed or partially enclosed space within a letter
(O, B, d)
Serif सेरिफ Small stroke/foot at end of letter strokes
Stem स्टेम Main vertical stroke of a letter
Bowl बाउल Curved part enclosing the counter (in letters like b, d,
p)
Ear ईयर Small stroke on top-right of lowercase 'g'
Ligature लिगेचर Two or more letters joined as single glyph (fi, fl, ff)
Glyph ग्लिफ Any single character/symbol in a typeface

2.3 Spacing Terms (Very Important for Exam)

Term Hindi Definition
Leading लीडिंग Vertical space between lines of text (measured
baseline to baseline)
Set Solid सेट सोलिड Type set with NO leading — line spacing equals font
size exactly
Kerning कर्निंग Adjusting space between specific pairs of letters (AV,
To, We)
Tracking ट्रैकिंग Uniform letter-spacing applied across a word, line or
paragraph
Word Spacing शब्द अंतराल Space between words
Letterspacing अक्षर अंतराल Overall space between all letters in text
Widow विडो Single word or short line left alone at top of new
page/column
Orphan ऑर्फन Single word or short line left at bottom of
page/column

⚠️Important: Set Solid = पंक्तियों के बीच कोई स्थान नहीं = Exam Question 3 का
उत्तर था!

2.4 Type Setting Methods (Historical to Modern)

• Hand Composition (हस्त संयोजन): Setting type by hand from individual metal characters —
earliest method
• Hot Metal / Linotype: Mechanical typesetting casting metal lines of type (1886–1970s)
• Monotype: Mechanical typesetting casting individual characters in metal
• Phototypesetting: Projecting letter images onto photosensitive paper (1950s–80s)
• Desktop Publishing (DTP): Computer-based typesetting using software (1984–present)
• Digital Typesetting: Current standard — fonts as digital files (OpenType, TrueType, PostScript)
UNIT 3: PRINTING PROCESSES
3.1 Four Major Printing Categories
Category Principle Image Position Examples
Relief / Letterpress Ink on RAISED surface Above plate surface Letterpress,
transfers to paper Flexography,
Woodcut
Intaglio / Gravure Ink in SUNKEN cells pulled Below plate surface Gravure, Etching,
out by paper Engraving, Mezzotint
Planographic / Oil and water do not mix Same level — no Offset Lithography,
Lithography relief Litho
Stencil / Porous Ink pushed through open Through permeable Screen Printing
areas of screen/mesh surface (Serigraphy),
Risograph

📌 Exam Tip: Remember with 4 words: RAISED (Relief) | SUNKEN (Intaglio) | FLAT (Planographic) |
THROUGH (Stencil)

3.2 Each Process — Detailed

Letterpress (लेटरप्रेस)
• Oldest major printing method — used from Gutenberg until mid-20th century
• Type/image is raised above plate — inked roller passes over, ink sticks to raised areas only
• Paper pressed against inked surface — impression transfers
• Used for: Books, newspapers, business cards (now limited to specialty printing)

Offset Lithography (ऑफसेट लिथोग्राफी)

• Most widely used commercial printing method today
• Based on principle: oil (ink) and water (dampener) do not mix
• 3-cylinder system: Plate Cylinder → Blanket Cylinder → Impression Cylinder
• Image area: attracts ink, repels water. Non-image area: attracts water, repels ink
• 'Offset' = ink offsets from plate to rubber blanket, then to paper
• Used for: Magazines, brochures, books, newspapers, posters

Gravure / Intaglio (ग्रेव्योर / इंटाग्लियो)

• Image engraved/etched BELOW the surface of the plate/cylinder
• Ink fills the recessed cells. Doctor Blade wipes excess ink from flat surface
• Paper pressed against cylinder under heavy pressure, pulls ink from cells
• Produces extremely fine detail and consistent quality
• Used for: Currency notes, postage stamps, high-quality magazines, packaging
• Fine Art variants: Etching, Engraving, Aquatint, Mezzotint, Drypoint

Screen Printing / Serigraphy (सेरिग्राफी / स्क्रीन प्रिंटिंग)

• Mesh screen stretched over frame — non-printing areas blocked by stencil/emulsion
• Ink pushed through open mesh with a squeegee
• Can print on almost any surface — fabric, glass, ceramic, wood, metal, paper
• Each colour requires separate screen
• Used for: T-shirts, posters, circuit boards, signage, ceramics
Flexography (फ्लेक्सोग्राफी)
• Relief printing using flexible rubber or photopolymer plates
• Fast-drying inks (solvent, water-based, UV-curable)
• Can print on non-porous surfaces: plastic, foil, cellophane
• Used for: Food packaging, labels, newspapers, corrugated boxes

Digital Printing
• No physical plates required — prints directly from digital file
• Types: Inkjet (liquid droplets), Laser/Electrophotography (toner)
• Ideal for: Short runs, variable data printing, personalised printing
• Less economical for large print runs compared to offset
UNIT 4: BINDING & FINISHING
4.1 Types of Binding
Binding Type Hindi Name Process Used For
Perfect Binding / फिनिसिंग / Signatures gathered → Spine Paperbacks,
Finishing परफेक्ट cut → Hot glue applied → magazines,
बाइंडिंग Attached to cover catalogues
Case / Hardcover केस बाइंडिंग Signatures sewn → Glued Hardcover books,
Binding into rigid board cover dictionaries
Saddle Stitching सैडल Pages folded together → Wire Booklets, brochures,
स्टिचिंग staples through spine fold small magazines
Sewn / Thread Binding सिलाई Signatures sewn with thread Quality books,
बाइंडिंग through spine — strongest archival materials
binding
Spiral / Coil Binding स्पाइरल Holes punched → Notebooks, manuals,
बाइंडिंग Metal/plastic coil threaded calendars
through
Comb Binding कॉम्ब Rectangular holes punched Reports,
बाइंडिंग → Plastic comb inserted presentations, school
projects
Wire-O / Twin Loop वायर-ओ Round holes punched → Diaries, professional
बाइंडिंग Double-loop wire threaded notebooks
Japanese / Stab जापानी Holes punched near spine → Artist books,
Binding बाइंडिंग Thread sewn decoratively handmade books
through holes

⚠️Important: Perfect Binding = Signatures मिलाना + Spine काटना + Glue से Cover

जोड़ना. This was your Exam Question 2!

4.2 Finishing Processes

Process Hindi Description
Lamination (लेमिनेशन) लेमिनेशन Plastic film fused over printed surface — Gloss,
Matte or Soft-touch finish
Varnishing वार्निशिंग Liquid coating applied over print for protection or
(वार्निशिंग) aesthetic finish
UV Coating यूवी कोटिंग Liquid coating cured instantly by UV light — high
gloss
Die Cutting (डाई कटिंग) डाई कटिंग Metal die cuts paper into custom shapes
Embossing एम्बॉसिंग Raised/3D impression pressed into paper from
(एम्बॉसिंग) below
Debossing (डिबॉसिंग) डिबॉसिंग Sunken/pressed impression pushed into paper from
above
Foil Stamping फॉइल Metallic foil bonded to surface using heat + pressure
स्टैम्पिंग
Collating (कोलेटिंग) कोलेटिंग Assembling/gathering pages in the correct
sequence
Folding (फोल्डिंग) फोल्डिंग Types: Half, Letter, Z-fold, Gate fold, French fold
Perforating परफोरेटिंग Row of small holes for easy tearing (like ticket
 stubs)
Scoring स्कोरिंग Pressing a crease to help paper fold cleanly without
cracking

📌 Exam Tip: Collating ≠ Binding. Collating = Putting pages in order. Binding = Holding them together.
UNIT 5: COLOUR THEORY IN PRINTING
5.1 Colour Models
Model Full Form Type Used In All Colours
Mixed =
CMYK Cyan, Magenta, Yellow, Subtractive Printing Black
Key(Black)
RGB Red, Green, Blue Additive Screens, TV, White
Digital
Pantone Pantone Matching System Spot Colour Logo/brand Pre-mixed ink
(PMS) printing
HSB / HSV Hue, Saturation, Perceptual Design software —
Brightness/Value
LAB Lightness, A-axis, B-axis Device Colour —
independent management

📌 Exam Tip: Printing = CMYK (Subtractive — mixing pigments absorbs light). Screen = RGB
(Additive — mixing light adds up to white).

5.2 Colour Terminology

Term Hindi Meaning
Hue रंग The actual colour name (red, blue, yellow)
Saturation / Chroma तीव्रता Intensity/purity of a colour — how vivid or dull
Value / Brightness मूल्य Lightness or darkness of a colour
Tint टिन्ट Colour + White added (lighter version)
Shade शेड Colour + Black added (darker version)
Tone टोन Colour + Grey added
Complementary Colours पूरक रंग Colours opposite on colour wheel (Red-Green,
Blue-Orange)
Analogous Colours समानुपाती Colours adjacent on colour wheel
रंग
Warm Colours उष्ण रंग Red, Orange, Yellow — advance/feel closer
Cool Colours शीत रंग Blue, Green, Violet — recede/feel distant
Primary (Pigment) प्राथमिक रंग Red, Yellow, Blue (Traditional) / Cyan, Magenta,
Yellow (Printing)
Secondary द्वितीयक रंग Orange, Green, Violet (mixing two primaries)

5.3 Halftone & Colour Printing

• Halftone: Converting continuous-tone images (photos) into patterns of dots of varying sizes
• Process Colour: Full-colour printing using CMYK halftone dots printed at specific angles to create
rosette pattern
• Spot Colour: Single, pre-mixed Pantone ink for exact colour match — used for logos, corporate
identity
• Duotone: Image printed with exactly 2 ink colours to create tonal range and mood
• Overprint: Printing one colour layer directly on top of another
• Knockout (Trap): Removing colour beneath another to prevent unintended mixing
• Moiré Pattern: Interference pattern that occurs when halftone screens are at wrong angles — a
printing defect
• Screen Angles: CMYK printed at specific angles — C:105°, M:75°, Y:90°, K:45° — to minimise
moiré

📌 Exam Tip: LPI = Lines Per Inch (screen frequency). Higher LPI = finer detail. Newspaper ~65-85
LPI. Magazine ~133-175 LPI.
UNIT 6: PRE-PRESS & PLATE MAKING
6.1 Pre-Press Terms
Term Meaning
Bleed Printing 3–5mm beyond trim edge to prevent white borders after
cutting
Trim Final size of printed piece after cutting
Crop Marks Lines outside print area showing exactly where to cut
Registration Marks Cross-hair targets to align CMYK plates perfectly
Safe Zone Area well within trim where important content must stay
Imposition Arranging pages on press sheet so they fall in correct order after
folding
Signature A folded group of pages — usually 8, 16 or 32 pages — basic unit of
a book
Gutter Inner margin near spine — must be wide enough to allow binding
without hiding text
Proofing Test print produced before main press run to check colour and layout
Soft Proof On-screen digital proof (not printed)
Hard Proof Physical printed proof — most accurate colour check
PDF/X ISO standard PDF format for reliable print exchange (PDF/X-1a,
PDF/X-4)

6.2 Plate Making Methods

Method Process Advantage
CTP — Computer-to- Digital file exposed directly onto printing Faster, no film needed,
Plate plate by laser sharper quality
CTF — Computer-to-Film Digital file output to film negative/positive Older method, still used in
→ contact-exposed to plate some regions
Photopolymer Plate UV light hardens polymer where exposed Used in Flexography and
through film/digitally Letterpress
Gravure Cylinder Copper cylinder chemically etched or laser Used in Gravure/Intaglio
engraved printing

📌 Exam Tip: CTP (Computer-to-Plate) is now the industry standard. It replaced CTF (film-based plate
making).
UNIT 7: PAPER & INK
7.1 Paper Types
Paper Type Characteristics Used For
Art / Coated Paper Smooth clay-coated surface, high Magazines, brochures, high-quality
gloss or matte catalogues
Bond Paper Strong, durable, good writing surface, Office stationery, letterheads, laser
opaque printing
Newsprint Low cost, lightweight, high Newspapers
absorbency, slightly yellow
Cartridge Paper Thick, slightly rough, off-white, good Sketching, art work, laser printers
for drawing
Kraft Paper Brown, strong, made from wood pulp, Packaging, bags, wrapping
unbleached
Tracing Paper Semi-transparent/translucent Technical drawing, overlays, transfer
Duplex Board Two layers — different colour or finish Packaging cartons, boxes
on each side
Mount Board Thick, rigid board Picture framing, display, model
making
Handmade Paper Irregular deckle edge, textured, varied Fine art printing, certificates,
thickness invitations
Tissue Paper Very thin, lightweight, semi- Wrapping delicate items, interleaving
transparent

7.2 Paper Measurement & Properties

• GSM (Grams per Square Metre): Standard measure of paper weight/thickness
◦ Newspaper: 45–55 GSM
◦ Photocopier/Office: 70–90 GSM
◦ Magazine text pages: 90–130 GSM
◦ Magazine covers / Brochures: 150–300 GSM
◦ Card / Board: 300+ GSM
• Paper Grain: Direction of paper fibres during manufacture — affects folding quality and print
registration
• Opacity: Degree to which paper resists show-through of ink from reverse side
• Brightness: Reflectance of blue light — affects perceived whiteness of paper

7.3 Printing Inks — Components & Drying

Component Role
Pigment Colouring agent — provides colour to ink
Vehicle / Varnish Liquid carrier that holds pigment and transfers it to paper (linseed oil,
varnish, water, solvent)
Additives Driers, waxes, plasticisers — control drying speed and ink
characteristics
Solvent Thins ink to right viscosity for printing process
Drying Method How It Works Used In
Absorption Ink absorbed into paper fibres Newsprint, uncoated papers
Oxidation / Ink reacts with oxygen in air to form Offset lithography
Polymerisation solid film
Evaporation Solvent evaporates leaving ink film Screen printing, flexography
UV Curing Photoinitiators in ink react to UV light Digital printing, UV offset, screen
— instantaneous drying
Heat Set Ink dried by passing through oven Web offset printing
then cooling rollers
UNIT 8: ART MOVEMENTS IN GRAPHIC DESIGN
The official UGC NET syllabus specifically names these movements. They directly influenced typography,
poster design, and commercial printing.

8.1 Movements — Quick Reference Table

Movement Period Origin Key Features Influence on
Design/Print
Arts & Crafts 1880– Britain Reaction against Revived quality
Movement 1910 industrial mass typography & book
production; revival of design; influenced
handcraft poster art
Art Nouveau 1890– France/ Flowing organic lines, Highly ornamental
1910 Belgium nature-inspired forms, poster & advertising
decorative borders design; flowing
typefaces
Futurism 1909– Italy Speed, technology, Diagonal layouts,
1944 dynamic movement, fragmented type,
destruction of the past expressive poster
typography
Dada 1916– Zurich Anti-war, absurdist, Photomontage,
1924 (Switzerland) collage, chance unconventional
operations, shocking layout, experimental
imagery typography
De Stijl 1917– Netherlands Primary colours only, Grid systems,
1931 horizontal/vertical lines, structured layout;
grid-based abstraction influenced
Swiss/International
style
Constructivism 1917– Russia/Soviet Geometric abstraction, Bold poster design,
1932 Union functional art for social geometric
purpose, bold colours typography, diagonal
composition
Bauhaus 1919– Germany Form follows function; art Foundation of
1933 + technology + craft modern graphic
unified; minimalism design; sans-serif
type; grid layout
New Typography 1920s–30s Europe (Jan Asymmetric layout, sans- Modernised book and
Tschichold) serif type, functional advertisement
clarity, no ornament typography;
influenced DTP
International / 1950s–70s Switzerland Grid, Helvetica, Clean corporate
Swiss Style objectivity, photography design; still
over illustration dominates global
graphic design
Postmodernism 1980s–90s Global Eclecticism, mixing Grunge typography,
styles, historical layered layouts,
references, complexity mixed media in print

📌 Exam Tip: Bauhaus is the MOST important movement for UGC NET. Bauhaus = Walter Gropius
founded it in 1919 in Weimar, Germany. Closed by Nazis in 1933.
⚠️Important: Art Nouveau and Bauhaus are the two movements most frequently asked about
in UGC NET Visual Art exam questions.
8.2 Key Figures in Graphic Design History
Person Country Contribution
William Addison Dwiggins USA Coined the term 'Graphic Design' in 1922
Walter Gropius Germany Founded the Bauhaus School (1919)
László Moholy-Nagy Hungary/ Bauhaus master — typography, photography,
Germany design
Jan Tschichold Germany/UK The New Typography (1928) — modernised print
layout
Paul Rand USA IBM, ABC, UPS logos — pioneer of corporate
identity design
Herb Lubalin USA Expressive typography, logotype design, art
director
El Lissitzky Russia Constructivist designer — Beat the Whites with the
Red Wedge
Toulouse-Lautrec France Pioneer of lithographic poster art in Art Nouveau
style
Alphonse Mucha Czech Iconic Art Nouveau poster artist
Emil Ruder Switzerland Typography (1967) — Swiss Style typographer
UNIT 9: ADVERTISING & VISUAL COMMUNICATION
9.1 Portmanteau Terms (Official Syllabus — Very Important)
Portmanteau terms are new words created by blending two existing words. These are specifically named
in the official UGC NET Visual Art syllabus.
Portmanteau Term Made From Meaning
Advertorial Advertisement + Editorial Paid advertisement designed to look like
editorial/news content
Infographic Information + Graphic Visual representation of data/information for
quick understanding
Infomercial Information + Commercial Long-format TV/video advertisement providing
detailed product information
Edutainment Education + Entertainment Content that entertains while educating
simultaneously
Docudrama Documentary + Drama Dramatic recreation of real events
Mockumentary Mock + Documentary Fictional content filmed in documentary style

⚠️Important: The UGC NET syllabus explicitly mentions 'Portmanteau terms such as
Advertorials, Infographics, Infomercials, Edutainment' — memorise all four!

9.2 History of Advertising

• Ancient advertising: Signs painted on walls in Pompeii, Egypt — earliest known advertising
• Calligraphy era: Hand-lettered signs and manuscripts — first 'designed' communication
• Post-Gutenberg (1450s+): Printed handbills and posters — first mass advertising
• 1700s–1800s: Newspaper advertising grows; illustrated advertisements begin
• 1880s–1900s: Art Nouveau poster era — Toulouse-Lautrec, Mucha — artistic advertising
• Early 20th century: Bauhaus rationalism; psychological advertising theories develop
• 1920s: W.A. Dwiggins coins 'Graphic Design'; advertising becomes professional industry
• 1950s–60s: Television advertising transforms the industry; jingle era
• 1990s–2000s: Internet/digital advertising begins
• Present: Social media, influencer marketing, programmatic advertising

9.3 History of Advertising in India

• 1780: Bengal Gazette — first newspaper in India (Hicky's Bengal Gazette) — first print advertising
• 1822: Mumbai Samachar — oldest continuously published newspaper in Asia
• 1905: B. Dattaram & Co. — first Indian advertising agency established
• 1931: J. Walter Thompson opens in India — first multinational ad agency here
• 1960s–70s: Lintas, HTA (Hindustan Thompson Associates) dominate Indian advertising
• 1980s: Colour TV introduced — advertising boom in India
• 1991+: Economic liberalisation — explosion of brand advertising in India
📌 Exam Tip: B. Dattaram & Co. (1905) = First Indian advertising agency. This is a frequently asked
historical fact.

9.4 Types of Advertising

Type Medium Examples
Print Advertising Newspapers, magazines, Classified ads, display ads, inserts
brochures, posters, flyers
Outdoor / OOH Billboards, hoardings, transit ads, Hoardings on highways, bus shelters
kiosks
Broadcast Television, Radio TV commercials (TVC), radio spots,
infomercials
Digital / Online Websites, social media, email, Banner ads, pop-ups, sponsored posts
apps
Point of Sale (POS) At retail location Shelf displays, window stickers, standees
Direct Mail Physical mail to targeted address Catalogues, mailers, postcards
Ambient Advertising Unusual/unexpected locations Ads on eggs, floor, steps, unusual objects

9.5 Advertising Design Terms

Term Meaning
Campaign A coordinated series of advertisements with a unified
message/theme across multiple media
Tagline / Slogan Short memorable phrase representing brand (e.g. 'Just Do It' —
Nike)
USP (Unique Selling The one key benefit that makes product different from competitors
Proposition)
Target Audience Specific group of people an advertisement is directed toward
Brand Identity Visual elements representing a brand — logo, colour, typography,
tone
Corporate Identity Complete visual system of an organisation — logo, stationery,
signage, uniforms
Storyboard Sequential sketches planning a video/TV commercial shot by shot
Copy The written text in an advertisement
Headline Main title/hook in an advertisement — most important text element
Body Copy Main paragraph text explaining product/service in detail
Call to Action (CTA) Instruction directing audience to act — 'Buy Now', 'Call Today'
Packaging Design Visual design of product packaging — shape, material, graphics,
typography
Corporate Brochure Formal printed document presenting company, products or services
UNIT 10: COMPUTER GRAPHICS & DIGITAL DESIGN
This is directly mentioned in UGC NET Syllabus Unit IV: 'computer-aided design — vector & raster;
multimedia and digital technologies in art.'

10.1 Vector vs Raster — Most Important Distinction

Property Vector Graphics Raster / Bitmap Graphics
Made of Mathematical paths, points, Grid of individual pixels
curves, shapes
Scaling Infinitely scalable WITHOUT Loses quality when scaled up
quality loss (pixelation)
Resolution Resolution independent Resolution dependent (measured in
DPI/PPI)
File Size Usually smaller Can be very large
Best for Logos, icons, illustrations, Photographs, realistic images, digital
typography paintings
File Formats .AI, .EPS, .SVG, .PDF, .CDR .JPG, .PNG, .GIF, .BMP, .TIFF, .PSD,
.RAW
Software Adobe Illustrator, CorelDRAW, Adobe Photoshop, GIMP, Affinity
Inkscape Photo
Editing Individual objects editable Pixel-level editing
independently

⚠️Important: This is very frequently asked in UGC NET! Vector = Mathematical, scalable.
Raster = Pixels, loses quality when enlarged.

10.2 File Formats — Know What Each Is

Format Type Used For
JPEG / JPG Raster (lossy compression) Photographs for web and print
PNG Raster (lossless, supports Web graphics, logos with transparent backgrounds
transparency)
GIF Raster (256 colours max, Simple web animations, icons
supports animation)
TIFF Raster (lossless, high Professional photography, print-ready files
quality)
BMP Raster (uncompressed) Windows system images
RAW Raster (unprocessed Professional photography editing
camera data)
PDF Can contain both Vector + Print-ready files, documents
Raster
EPS Vector (Encapsulated Logos, illustrations for print
PostScript)
SVG Vector (Scalable Vector Web icons, logos, responsive graphics
Graphics)
AI Vector (Adobe Illustrator Illustration, logo design
native)
CDR Vector (CorelDRAW native) Graphic design, signage
PSD Raster (Photoshop Photo editing, layered image files
Document)

10.3 Resolution — DPI / PPI / LPI

Term Full Form Meaning Standard Values
DPI Dots Per Inch Number of ink dots a printer 300 DPI = print quality; 72 DPI =
produces per inch — output screen
quality
PPI Pixels Per Inch Number of pixels per inch in 72 PPI (screen); 300 PPI (print)
a digital image — image
resolution
LPI Lines Per Inch Frequency of halftone 65–85 LPI (newspaper); 133–175
screen — affects fineness of LPI (magazine)
printed detail

📌 Exam Tip: For print: always use 300 DPI minimum. Images look fine on screen at 72 PPI but will
print blurry at that resolution.

10.4 Graphic Design Software — Overview

Software Company Type Primary Use
Adobe Photoshop Adobe Raster Photo editing, digital painting,
retouching
Adobe Illustrator Adobe Vector Logo design, illustration,
typography
Adobe InDesign Adobe Layout (Vector + Book design, magazine layout,
Raster) print design
CorelDRAW Corel Vector Graphic design, signage, logo
design
Adobe Acrobat Adobe PDF Creating and editing PDF files
QuarkXPress Quark Inc. Layout Publishing, magazine, newspaper
layout
GIMP Open Source Raster Free alternative to Photoshop
Inkscape Open Source Vector Free alternative to Illustrator

10.5 Multi-Colour Print & Modern Print Technologies

• 4-colour Process (CMYK): Standard full-colour printing using 4 ink separations
• Hexachrome / Hi-Fi Colour: 6-colour printing (CMYKOG) for expanded colour gamut — more
vivid prints
• Variable Data Printing (VDP): Each print is personalised with different data/images — names,
addresses, images
• 3D Printing: Additive manufacturing — layer-by-layer construction of 3D objects from digital
model
• Large Format Printing: Printing on very wide media — banners, hoardings, vehicle wraps
• Sublimation Printing: Ink converted to gas and bonded into fabric/polyester surface —
permanent, vibrant colour
• Risograph: Digital version of screen printing — used for artistic/zine printing with grainy aesthetic
UNIT 11: GRAPHIC DESIGN PRINCIPLES & LAYOUT
11.1 Principles of Design
Principle Hindi Explanation
Balance संतुलन Equal visual weight. Symmetrical (mirror image) or
Asymmetrical (different but equal weight)
Contrast विरोधाभास Difference between elements (dark/light, large/small)
— creates emphasis and interest
Unity / Harmony एकता / All elements working together coherently — the design
सामंजस्य feels complete
Rhythm / Repetition लय / दोहराव Repeating visual elements to create pattern,
movement and consistency
Proportion अनुपात Size relationships between elements — creates visual
hierarchy
Emphasis / Focal Point जोर / केंद्र The most important element stands out and catches
बिंदु the eye first
Movement गति Visual flow that guides the viewer's eye through the
design
White Space / सफेद / रिक्त Empty space that gives design breathing room —
Negative Space स्थान improves readability
Hierarchy क्रमानुसार Visual organisation showing what is most to least
important
Alignment संरेखण Lining up elements to create order and organisation

11.2 Layout & Composition

• Grid System: Invisible framework of lines and columns — creates consistent structure in layouts
• Golden Ratio (φ): φ = 1:1.618 — naturally pleasing proportion found in nature and classical art
• Rule of Thirds: Divide layout into 3×3 grid — place key elements at intersection points
• F-Pattern & Z-Pattern: How readers' eyes naturally scan a page — F for text-heavy, Z for visual
layouts
• Modular Grid: Grid of equal cells — used in magazines, newspapers, systematic layouts
• Baseline Grid: Horizontal lines at regular intervals ensuring text aligns consistently
MASTER QUICK REVISION — ALL KEY FACTS
These are the most frequently tested facts in UGC NET Visual Art (Printing & Graphic Design section):

# Fact / Question Answer

1 72 Points = ? 1 Inch
2 12 Points = ? 1 Pica
3 1 Pica = ? Points 12 Points
4 Type set with NO leading = ? Set Solid (सेट सोलिड)
5 Who coined the term 'Graphic Design'? William Addison Dwiggins (W.A. Dwiggins) —
1922
6 Bauhaus founded by? When? Where? Walter Gropius — 1919 — Weimar, Germany
7 When was Bauhaus closed and why? 1933 — Closed by Nazi pressure
8 Offset printing principle = ? Oil (ink) and Water do not mix
9 Gravure image position = ? Sunken / Recessed below surface
10 Letterpress image position = ? Raised above surface
11 Screen printing uses = ? Squeegee pushing ink through mesh/stencil
12 CMYK used for = ? Printing — Subtractive colour
13 RGB used for = ? Screens/Digital — Additive colour
14 CMYK all mixed = ? Black (theoretically)
15 RGB all mixed = ? White
16 Perfect Binding process = ? Signatures gathered + Spine cut + Hot glue +
Cover attached
17 Saddle Stitching = ? Wire staples through spine fold
18 Currency notes printed by = ? Gravure (Intaglio) printing
19 GSM = ? Grams per Square Metre (paper weight)
20 DPI = ? Dots Per Inch (printer/image resolution)
21 LPI = ? Lines Per Inch (halftone screen frequency)
22 CTP = ? Computer-to-Plate
23 Bleed in print = ? Extra print area (3–5mm) beyond trim edge
24 Collating = ? Assembling pages in correct order
25 Lamination = ? Plastic film coating for protection and gloss
26 Vector vs Raster difference? Vector = mathematical paths (scalable).
Raster = pixels (loses quality when enlarged)
27 Best format for scalable logos = ? SVG or EPS (Vector formats)
28 Best image resolution for print = ? 300 DPI
29 Advertorial = ? Advertisement made to look like editorial
content
30 Infomercial = ? Long-format advertising commercial with
detailed product information
31 Art Nouveau period = ? 1890–1910 — France/Belgium — organic,
flowing, nature-inspired
32 Constructivism origin = ? Russia/Soviet Union 1917 — geometric, bold,
social purpose
33 First printing press in India = ? 1556 AD — Portuguese missionaries, Goa
34 First Indian advertising agency = ? B. Dattaram & Co. (1905)
35 Gutenberg's invention = ? Metal Movable Type printing press (~1440–
1450, Germany)
36 Bi Sheng invented = ? First movable type in clay (~1040 AD, China)
37 Ligature = ? Two or more letters joined as one glyph (fi, fl)
38 Ascender = ? Part of lowercase letter rising above x-height
(b, d, h, k)
39 Descender = ? Part of lowercase letter below baseline (g, j, p,
y)
40 Moiré pattern = ? Interference/unwanted pattern when halftone
screens are at wrong angles

All the best for your UGC NET Visual Art Exam!
Official Syllabus Coverage: History of Printing | Typography | Printing Processes | Binding | Colour Theory | Pre-
Press | Paper & Ink | Art Movements | Advertising | Computer Graphics