Graphic Arts and Imaging Technology
The Graphics Arts and Imaging Technology curriculum is designed to provide students with the knowledge and skills necessary for employment in the printing, publishing, packaging, and related industries.
Students receive hands-on training in graphic design software like Adobe Illustrator, Photoshop, and InDesign, imaging technology, offset lithography, screen printing, flexography, digital, wide-format, and emerging printing technologies.
Graduates should qualify for career opportunities within the printing, publishing, and packaging industries. Position titles that a graduate could achieve would include: pre-press technician, technical representative, press operator, quality control technician, customer service representative, small business owner, graphic applicator, plate-maker, color specialist, print operator, or floor supervisor.
For specific information about potential positions and wages in graphic arts and imaging employment, visit the Central Piedmont Career Coach website.
Graphic Arts and Imaging Technology (A30180)
Degree Awarded
The Associate in Applied Science degree-Graphic Arts and Imaging Technology is awarded by the college upon completion of this program.
Admissions
- A high school diploma or equivalent is required.
- Submit high school transcripts and any college transcripts.
- Placement testing in English, mathematics, and reading is required to qualify for ENG 111 and college-level math. Scores on placement tests may require students to take specified Developmental Studies courses. If required, completion of these courses is necessary prior to program admission. Students may, with the approval of the program chair, take no more than two pre-admission courses during their first semester of program admission.
- Students must demonstrate proficiency in computer operation equivalent to or higher than CIS 110 before admission.
- Many courses have prerequisites or co-requisites; check the Courses section for details.
Notes
Students must furnish required hand tools for the program. A list of these items can be obtained from the program chair or instructors.
Contact Information
The Graphic Arts and Imaging Technology program is in the Skilled Trades Division. For more information, call the program office at 704.330.4425 or contact the program chair at 704.330.4427. For suggested course sequence, contact Graphic Arts and Imaging Technology instructors or program counselors through the program office.
| General Education Requirements | ||
| ENG 111 | Writing and Inquiry | 3.0 |
| COM 110 | Introduction to Communication | 3.0 |
| or COM 231 | Public Speaking | |
| Take 3 credits from the following: | 3.0 | |
| Writing and Research in the Disciplines | ||
| Literature-Based Research | ||
| Professional Research & Reporting | ||
| Take 1 course from the following: | 3.0 | |
| Mathematical Measurement and Literacy | ||
| Quantitative Literacy | ||
| Select 3 credits of the following: | 3.0 | |
| Art Appreciation | ||
| Art History Survey I | ||
| Art History Survey II | ||
| Theatre Appreciation | ||
| Cultural Studies | ||
| Myth in Human Culture | ||
| Music Appreciation | ||
| Introduction to Jazz | ||
| Philosophical Issues | ||
| Introduction to Ethics | ||
| World Religions | ||
| Select 3 credits of the following: | 3.0 | |
| Principles of Microeconomics | ||
| Principles of Macroeconomics | ||
| World Civilizations I | ||
| World Civilizations II | ||
| American History I | ||
| American History II | ||
| American Government | ||
| General Psychology | ||
| Introduction to Sociology | ||
| Major Requirements | ||
| ACA 122 | College Transfer Success | 1.0 |
| GRA 121 | Graphic Arts I | 4.0 |
| GRA 221 | Graphic Arts II | 4.0 |
| GRA 151 | Computer Graphics I | 2.0 |
| GRA 152 | Computer Graphics II | 2.0 |
| GRA 153 | Computer Graphics III | 2.0 |
| GRA 255 | Image Manipulation I | 2.0 |
| GRA 256 | Image Manipulation II | 2.0 |
| GRD 141 | Graphic Design I | 4.0 |
| PRN 155 | Screen Printing I | 2.0 |
| PRN 131 | Flexography I | 4.0 |
| WBL 111 | Work-Based Learning I | 1.0 |
| Technical Electives | ||
| Select 20 credits from the following: | 20.0 | |
| Graphic Arts III | ||
| Computer Graphics IV | ||
| Graphic Arts Imaging | ||
| Graphic Arts Orientation | ||
| Screen Printing II | ||
| Work-Based Learning I | ||
| Introduction to Brand Protection and Anti-Counterfeiting Technology | ||
| Graphic Imaging for Brand Protection and Anti-Counterfeiting Technology | ||
| Brand Protection and Anti-Counterfeiting Technology Implementation | ||
| Work-Based Learning II | ||
| Introduction to Business | ||
| Entrepreneurship I | ||
| Principles of Marketing | ||
| Introduction to Computers | ||
| Total Credits | 68 | |
Graphic Arts and Imaging Technology Flexography Concentration (A3018A)
Flexography is a concentration under the Graphic Arts and Imaging Technology curriculum. This curriculum is designed to allow students to gain further study into the flexographic printing production process.
Students produce jobs for labels, tags, boards, packaging and corrugated jobs found in segments of the flexographic industry. Students concentrate on color reproduction and produce products while understanding the limitations within the production process.
Graduates should qualify for career opportunities within the printing, publishing and packaging industries.
Degree Awarded
The Associate in Applied Science-Graphic and Imaging Technology/Flexography degree is awarded by the college upon completion of this program.
Admissions
- A high school diploma or equivalent is required.
- Submit high school transcripts and any college transcripts.
- Placement testing in English, mathematics and reading is required to qualify for ENG 111 and college-level math. Scores on placement tests may require students to take specified Developmental Studies courses. If required, completion of these courses is necessary prior to program admission. Students may, with approval of the program chair, take no more than two pre-admission courses during their first semester of program admission.
- Students must demonstrate proficiency in computer operations equivalent to or higher than CIS 110 before admission.
- Many courses have prerequisites or co-requisites; check the Courses section for details.
Notes
Students must furnish required hand tools for program. A list of these items can be obtained from the program chair or instructors.
Contact Information
Graphic and Imaging Technology Flexography is in the Skilled Trades Division. For more information, call 704.330.4425 or 704.330.4427. See Graphic Arts and Imaging Technology Program instructors or program counselors for suggested sequence of courses.
| General Education Requirements | ||
| ENG 111 | Writing and Inquiry | 3.0 |
| Select one of the following: | 3.0 | |
| Writing and Research in the Disciplines | ||
| Literature-Based Research | ||
| Professional Research & Reporting | ||
| Introduction to Communication | ||
| Public Speaking | ||
| Select one of the following: | 3.0 | |
| Mathematical Measurement and Literacy | ||
| Quantitative Literacy | ||
| Select 3 credits of the following: | 3.0 | |
| Art Appreciation | ||
| Art History Survey I | ||
| Art History Survey II | ||
| Theatre Appreciation | ||
| Cultural Studies | ||
| Myth in Human Culture | ||
| Music Appreciation | ||
| Introduction to Jazz | ||
| Philosophical Issues | ||
| Introduction to Ethics | ||
| World Religions | ||
| Select 3 credits of the following: | 3.0 | |
| Principles of Microeconomics | ||
| Principles of Macroeconomics | ||
| World Civilizations I | ||
| World Civilizations II | ||
| American History I | ||
| American History II | ||
| American Government | ||
| General Psychology | ||
| Introduction to Sociology | ||
| Major Requirements | ||
| ACA 122 | College Transfer Success | 1.0 |
| GRA 121 | Graphic Arts I | 4.0 |
| GRA 221 | Graphic Arts II | 4.0 |
| GRA 151 | Computer Graphics I | 2.0 |
| GRA 152 | Computer Graphics II | 2.0 |
| GRA 153 | Computer Graphics III | 2.0 |
| GRA 255 | Image Manipulation I | 2.0 |
| GRA 256 | Image Manipulation II | 2.0 |
| PRN 131 | Flexography I | 4.0 |
| GRD 141 | Graphic Design I | 4.0 |
| PRN 132 | Flexography II | 4.0 |
| PRN 231 | Flexography III | 4.0 |
| PRN 232 | Flexography IV | 4.0 |
| PRN 241 | Flexo Applications I | 4.0 |
| PRN 242 | Flexo Applications II | 4.0 |
| WBL 111 | Work-Based Learning I | 1.0 |
| Technical Electives | ||
| Select 8.0 credits from the following: | 8.0 | |
| Screen Printing I | ||
| Screen Printing II | ||
| Introduction to Brand Protection and Anti-Counterfeiting Technology | ||
| Graphic Imaging for Brand Protection and Anti-Counterfeiting Technology | ||
| Brand Protection and Anti-Counterfeiting Technology Implementation | ||
| Work-Based Learning I | ||
| Work-Based Learning II | ||
| Introduction to Business | ||
| Principles of Marketing | ||
| Total Credits | 71 | |
Graphic Arts and Imaging Technology Certificates (C30180)
- Graphic Arts and Imaging Technology Certificate Specialization in Screen Printing Company Ownership (C30180-14)
- Graphic Arts and Imaging Technology Certificate Specialization in Brand Protection and Anti-Counterfeiting Technology (C30180-20)
- Graphic Arts and Imaging Technology Certificate Specialization in Graphic Production Applications (C30180-22)
Graphic Arts and Imaging Technology Certificate Specialization in Screen Printing Company Ownership (C30180-14)
| Major Requirements: | ||
| PRN 156 | Screen Printing II | 2.0 |
| BUS 139 | Entrepreneurship I | 3.0 |
| GRA 121 | Graphic Arts I | 4.0 |
| PRN 155 | Screen Printing I | 2.0 |
| GRA 151 | Computer Graphics I | 2.0 |
| Total Credits | 13 | |
Graphic Arts and Imaging Technology Certificate Specialization in Brand Protection and Anti-Counterfieting Technology (C30180-20)
| Major Requirements | ||
| GRA 121 | Graphic Arts I | 4.0 |
| PRN 131 | Flexography I | 4.0 |
| PRN 171 | Introduction to Brand Protection and Anti-Counterfeiting Technology | 2.0 |
| PRN 271 | Graphic Imaging for Brand Protection and Anti-Counterfeiting Technology | 2.0 |
| PRN 272 | Brand Protection and Anti-Counterfeiting Technology Implementation | 3.0 |
| Total Credits | 15 | |
This certificate program is designed to educate individuals looking to enter the security printing industry. This program will include important topics geared toward understanding how counterfeiting is impacting world trade and what technologies are in place to deter brand infringement. Students will learn the many ways a brand can be impacted by criminals. They will gain the skills required to develop and implement a plan of protection for a brand. Students who complete this certificate will understand the legal aspects and scope of counterfeiting, be knowledgeable in the technologies designed to combat counterfeiting, and be able to develop a plan of protection for a brand to reduce infringement to their intellectual property.
Graphic Arts and Imaging Technology Certificate Specialization in Graphic Production Applications (C30180-22)
| Major Requirements | ||
| GRA 121 | Graphic Arts I | 4.0 |
| GRA 151 | Computer Graphics I | 2.0 |
| PRN 131 | Flexography I | 4.0 |
| PRN 171 | Introduction to Brand Protection and Anti-Counterfeiting Technology | 2.0 |
| PRN 155 | Screen Printing I | 2.0 |
| Total Credits | 14 | |
This certificate is designed to educate the student to be prepared to gain employment into the graphic and packaging industry. Students would be exposed to the entire process of graphic production from idea to finished, printed product. They would learn a variety of graphic processes like screen printing, flexography, digital, and wide-format. Products that students would create and produce would be labels/packaging, garments/shirts, flyers, business cards, posters, and wall graphics. Students would gain fundamental skills in Adobe Illustrator, InDesign, and Photoshop and how these skills are applied in a production setting. Completion of this certificate would assist a student who is looking to find a career in graphic print production.
The following is the suggested plan for when to take each course to complete the Associate in Applied Science degree, based on the program requirements of the 2022-2023 catalog. This is only a recommendation — you may take courses in another order upon consultation with your advisor. This plan is based on you starting with college-level math and English courses, starting your program in the fall, and attending full-time. You can also follow this sequence if you attend part-time. Speak with an advisor about the plan and any questions. This program might also offer diplomas or certificates; visit the catalog or contact the program for details.
Graphic Arts and Imaging Technology - Flexography suggested course sequence
Graphic Arts Courses
GRA 110. Graphic Arts Orientation. 2.0 Credits. Class-2.0. Clinical-0.0. Lab-0.0. Work-0.0
This course covers the history, development, and commercial applications of the major printing processes. Topics include offset lithography, screen printing, intaglio, relief printing, and emerging technologies. Upon completion, students should be able to demonstrate an understanding of the major characteristics, advantages, and disadvantages of each process.
GRA 121. Graphic Arts I. 4.0 Credits. Class-2.0. Clinical-0.0. Lab-4.0. Work-0.0
This course introduces terminology, tools and materials, procedures, and equipment used in graphic arts production. Topics include copy preparation and pre-press production relative to printing. Upon completion, students should be able to demonstrate an understanding of graphic arts production.
GRA 140. Graphic Arts Imaging. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-2.0. Work-0.0
This course covers the use of photographic and electronic imaging techniques in the printing industry. Topics include exposure control and manipulation for a variety of process photography procedures and emerging electronic imaging techniques. Upon completion, students should be able to create line, special effect, and halftone images by both conventional and computer imaging methods.
GRA 151. Computer Graphics I. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-3.0. Work-0.0
This course introduces the use of hardware and software for production and design in graphic arts. Topics include graphical user interface and current industry uses such as design, layout, typography, illustration, and imaging for production. Upon completion, students should be able to understand and use the computer as a fundamental design and production tool.
GRA 152. Computer Graphics II. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-3.0. Work-0.0
This course covers advanced design and layout concepts utilizing illustration, page layout, and imaging software in graphic arts. Emphasis is placed on enhancing and developing the skills that were introduced in GRA 151. Upon completion, students should be able to select and utilize appropriate software for design and layout solutions.
GRA 153. Computer Graphics III. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-3.0. Work-0.0
This course is a continuation of GRA 152. Emphasis is placed on advanced computer graphics hardware and software applications. Upon completion, students should be able to demonstrate competence in selection and utilization of appropriate software for specialized applications.
GRA 154. Computer Graphics IV. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-3.0. Work-0.0
This course is a continuation of GRA 153. Emphasis is placed on advanced techniques using a variety of hardware and software applications to produce complex projects. Upon completion, students should be able to use electronic document production tools.
GRA 161. Computer Graphics Applications I. 1.0 Credit. Class-0.0. Clinical-0.0. Lab-3.0. Work-0.0
This course is designed to provide additional hands-on training using computer software and hardware for production and design in graphic arts. Emphasis is placed on utilizing various computer software and hardware to produce simple graphic arts projects. Upon completion, students should be able to use the computer as a graphic arts production tool.
GRA 162. Computer Graphics Applications II. 1.0 Credit. Class-0.0. Clinical-0.0. Lab-3.0. Work-0.0
This course is designed to provide additional hands-on training using computer software and hardware for production and design in graphic arts. Emphasis is placed on utilizing various computer software and hardware to produce intermediate graphic arts projects. Upon completion, students should be able to effectively use the computer as a graphic arts production tool.
GRA 163. Computer Graphics Applications III. 1.0 Credit. Class-0.0. Clinical-0.0. Lab-3.0. Work-0.0
This course is designed to provide additional hands-on training using computer software and hardware for production and design in graphic arts. Emphasis is placed on utilizing various computer software and hardware to produce advanced graphic arts projects. Upon completion, students should be able to effectively use the computer as a graphic arts production tool.
GRA 164. Computer Graphics Applications IV. 1.0 Credit. Class-0.0. Clinical-0.0. Lab-3.0. Work-0.0
This course is designed to provide additional hands-on training using computer software and hardware for production and design in graphic arts. Emphasis is placed on utilizing various computer software and hardware to produce professional quality graphic arts projects. Upon completion, students should be able to effectively and efficiently use the computer as a graphic arts production tool.
GRA 221. Graphic Arts II. 4.0 Credits. Class-2.0. Clinical-0.0. Lab-4.0. Work-0.0
This course is a continuation of GRA 121. Topics include multi-color image preparation, pre-press production, control of close/hairline register in image assembly and press operation, and post-press procedures. Upon completion, students should be able to demonstrate competence in all phases of graphic arts production.
GRA 222. Graphic Arts III. 4.0 Credits. Class-2.0. Clinical-0.0. Lab-4.0. Work-0.0
This course is a continuation of GRA 221. Topics include advanced electronic pre-press, press operation, and post-press procedures. Upon completion, students should be able to demonstrate competence in all phases of advanced graphic arts production.
GRA 230. Substrates & Ink. 2.0 Credits. Class-2.0. Clinical-0.0. Lab-0.0. Work-0.0
This course covers the manufacture, purchase, and use of printing substrates and inks in the graphic arts industry. Topics include the history, development, testing, purchasing, and use of ink, paper, and specialty substrates used in printing, as well as problems associated with each. Upon completion, students should be able to demonstrate an understanding of ink and substrate relationships in the design, planning, purchase, and production of a printed job.
GRA 245. Printing Sales/Service. 3.0 Credits. Class-3.0. Clinical-0.0. Lab-0.0. Work-0.0
This course covers the operation of a sales, marketing, and service program for a printing company or printing supplier. Topics include marketing, prospecting, telephone sales, customer service, order entry, closing the sale, and answering objections. Upon completion, students should be able to understand the operation of sales and service in printing and printing supply organizations.
GRA 252. Imaging Techniques. 3.0 Credits. Class-1.0. Clinical-0.0. Lab-4.0. Work-0.0
This course covers electronic imaging and transfer and display of digital images through various media. Topics include analysis of electronic imaging, including uses, medium, outcome, storage, and display hardware and software. Upon completion, students should be able to demonstrate an understanding of electronic imaging techniques and purposes and complete related assignments.
GRA 255. Image Manipulation I. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-3.0. Work-0.0
This course covers applications associated with electronic image manipulation, including color correction, color separation, special effects, and image conversion. Topics include image-capturing hardware, image-processing software, and output options. Upon completion, students should be able to utilize hardware and software to acquire, manipulate, and output images to satisfy design and production.
GRA 256. Image Manipulation II. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-3.0. Work-0.0
This course covers electronic color separation and its relationship to multi-color printing. Topics include color theory, separation, color matching, proofing, and output of process and spot color images. Upon completion, students should be able to use hardware and image processing software to produce color separations and proofs for various printing processes.
Printing Courses
PRN 131. Flexography I. 4.0 Credits. Class-2.0. Clinical-0.0. Lab-4.0. Work-0.0
This course provides basic hands-on instruction in flexographic image preparation, platemaking, mounting, and printing. Emphasis is placed on taking press measurements, making and mounting plates, and obtaining quality in press operation on a narrow-web press. Upon completion, students should be able to describe and perform flexographic production procedures in pre-press, press setup, press operation, and die-cutting.
PRN 132. Flexography II. 4.0 Credits. Class-2.0. Clinical-0.0. Lab-4.0. Work-0.0
This course is a continuation of PRN 131 and introduces wide-web presses. Emphasis is placed on troubleshooting press problems, color matching, parts identification, make-ready, and setup of narrow-web, wide-web, or corrugated presses. Upon completion, students should be able to produce advanced projects involving all flexographic production phases. This course is a unique concentration requirement in the Flexography concentration in the Graphic Arts and Imaging Technology program.
PRN 155. Screen Printing I. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-3.0. Work-0.0
This course covers screen printing techniques and materials. Topics include methods, materials, design, and image and stencil preparation techniques. Upon completion, students should be able to produce single- or multi-color projects.
PRN 156. Screen Printing II. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-3.0. Work-0.0
This course is a continuation of PRN 155. Emphasis is placed on advanced techniques and current industry practices. Upon completion, students should be able to produce multi-color projects utilizing various photographic stencil methods and substrates.
PRN 171. Introduction to Brand Protection and Anti-Counterfeiting Technology. 2.0 Credits. Class-2.0. Clinical-0.0. Lab-0.0. Work-0.0
This course is designed to address the fundamental aspects of the problem of counterfeiting in the modern printing and packaging industry. Topics include current levels of security, global impact of counterfeiting, identification of counterfeit materials, how products are attacked, technology solutions available for infringement reduction, introducing brand protection to clients, and industry standards related to security printing. Upon completion, students should be able to: identify areas of security risk related to a brand, be able to develop a plan to help protect a brand from infringement, describe available technologies to combat infringement, and reference the standards related to security printing.
PRN 221. Offset Press Operations. 3.0 Credits. Class-1.0. Clinical-0.0. Lab-4.0. Work-0.0
This course covers advanced lithographic theory and provides extensive hands-on operating experience. Emphasis is placed on make-ready, press operation, maintenance, and troubleshooting of multi-color jobs on sheet-fed offset presses and duplicators. Upon completion, students should be able to set up, run, maintain, and produce commercial-quality multi-color work.
PRN 231. Flexography III. 4.0 Credits. Class-2.0. Clinical-0.0. Lab-4.0. Work-0.0
This course is a continuation of PRN 132. Emphasis is placed on the products made and processes used in the industry. Upon completion, students should be able to demonstrate an understanding of advanced production techniques of flexographic products. This course is a unique concentration requirement in the Flexography concentation in the Graphic Arts and Imaging Technology program.
PRN 232. Flexography IV. 4.0 Credits. Class-2.0. Clinical-0.0. Lab-4.0. Work-0.0
This course provides opportunities for advanced and specialized study in flexography. Emphasis is placed on specialized product design and production. Upon completion, students should be able to demonstrate an understanding of the comprehensive scope of the flexographic industry, products, and processes. This course is a unique concentration requirement in the Flexography concentation in the Graphic Arts and Imaging Technology program.
PRN 240. Print Estimating/Planning. 3.0 Credits. Class-3.0. Clinical-0.0. Lab-0.0. Work-0.0
This course covers printing economics, development of cost centers, job flow throughout departments, and material and labor costs. Topics include budgeted, hourly, cost-rate derivation; production standards and data; and analysis of other estimating procedures including computer-assisted estimating. Upon completion, students should be able to demonstrate an understanding of economic factors of the printing industry and determine all production costs of printed jobs. This course is a unique concentration requirement in the Flexography concentation in the Graphic Arts and Imaging Technology program.
PRN 241. Flexo Applications I. 4.0 Credits. Class-2.0. Clinical-0.0. Lab-4.0. Work-0.0
This course provides an opportunity to specialize in certain applications in flexographic printing. Emphasis is placed on understanding color and production concerns in order to produce products. Upon completion, students should be able to troubleshoot color problems during printing and relate them to the production procedures. This course is a unique concentration requirement in the Flexography concentation in the Graphic Arts and Imaging Technology program.
PRN 242. Flexo Applications II. 4.0 Credits. Class-2.0. Clinical-0.0. Lab-4.0. Work-0.0
This course provides an opportunity to produce comprehensive projects, including color work on special substrates using specialty inks. Emphasis is placed on compensation for press limitations to produce high-quality color products. Upon completion, students should be able to produce color images on a variety of substrates and troubleshoot and solve production problems. This course is a unique concentration requirement in the Flexography concentation in the Graphic Arts and Imaging Technology program.
PRN 271. Graphic Imaging for Brand Protection and Anti-Counterfeiting Technology. 2.0 Credits. Class-1.0. Clinical-0.0. Lab-2.0. Work-0.0
This course is designed to address the utilization of specialized software to develop secure packaging and documents that are used in the protection of trademarks and branding. Topics include the utilization of software to develop secure elements to be incorporated in packaging and documentations, development of a plan utilizing overt and covert security elements to prevent duplication, and creation of layouts for various packaging and documentation related to the security printing industry. Upon completion, students should be able to use software to develop secure elements to be utilized in packaging and documentation, create a strategy for a brand that is designed to prevent counterfeiting, create and design various packaging and documentation in relationship to the security printing industry and reference the industry standards as they pertain to pre-press for security printing.
PRN 272. Brand Protection and Anti-Counterfeiting Technology Implementation. 3.0 Credits. Class-1.0. Clinical-0.0. Lab-4.0. Work-0.0
This course is designed to provide students with the knowledge needed to work within a secure facility and produce products that have built in security technology designed to prevent brand infringement. Topics include the handling, transporting, storing, and tracking secure materials, testing print device's limitations to accurately produce secure products, operating a printing device to produce products with security technology built into the product, and understanding the culture of security printing. Upon completion, students should be able to demonstrate appropriate demeanor for a secure facility, track and maintain all secure print materials, operate multiple printing devices to the quality standards of the secure print industry, and be able to produce printed products with security technology built into the product.