Nine things you can do to make your printing materials look great
It's that time again to discuss some basic printing terms that can help make your work look amazing off the press. Here are some of my favorite tips for making your printing work look great!
Collect Printed Items That You Like:
Whether you're using a designer, an in-house design team, or doing it yourself using Canva, you can still make your work look awesome. Collect samples of what you like or don’t like.
How to Prepare the File for the Print Shop
Yes, as a printer, I tend to collect items obsessively, but when you see something you like, put it in a file, and do the same for something you don’t like. There’s no reason to reinvent the wheel on many print pieces. Large companies have already spent lots of funds figuring out what works, and you know what? They all use print.
What Format Should I Send My Files To The Printer?
Use High-Resolution Images and Photos:
What looks good on screen doesn’t always look good in print, and the rules are opposite for web vs. print. For printing, you want high resolution so your images don’t look grainy. Online, you want them to load swiftly, so you want the minimum resolution with it looking good. This can be a challenge because often files can get compressed for one photo for online and then you forget when you use the same image for print.
Send me your organizational tips for how you store your files? jes@swiftprinting.com
Stay Half an Inch Away from the Paper Edge:
Even if you have a bleed, for type, it's essential to maintain a nice margin.
Print It Out:
At home or in your office, hang it on the wall, and stand back to look at it. Seeing it on paper, even copy paper, helps you find mistakes.
Read the whole thing backward:
Word. By. Word.
Build in Extra Time:
Unexpected delays can occur, so it's always wise to allow for extra time in your schedule.
If you're like me, trick yourself into thinking that the deadline is sooner so that you can get that burst of creativity sooner. Set the "fake deadlines" and hold yourself to them, no matter what (within reason).
Printing Terms
Use Real Photos:
In my opinion, a mid-quality photo is often better than using stock images. In my opinion, there’s something about the heart of the publication knowing that someone took the time to take that photo rather than some stock cheesy business graphic. Better yet, hire a photographer to come in and take a bunch of photos for you to use. Every time we have a photographer at the print shop take photos, I'm always blown away by the different angles and new things captured, considering we’ve been in the same space for 70+ years.
I also, am always snapping photos on my phone, and always am glad I do when I need them for a blog post. For example, the pictures in the post I’ve taken over several years, when I see something I might want to use one day, I take the photo.
Fresh Eyes Add New Perspective:
I'm a big fan of having everyone at the table when it comes to marketing. Not for the design, but for what the message conveys. It's always surprising to me how something can mean one thing to me and something entirely different to my brother, even though we share an office and have the same upbringing.
Take the Time to Love It:
(This last piece of advice comes from my dad, Walt Jr. and is probably the most import tip! As he would say, we saved the best for last.)
Even when you're in a rush, take the time to make sure you love it. It's just like trying on an outfit at the store; you're never going to love it more than in that moment. The same goes for you logo and design and nothing is worse then having to rebrand shortly after getting started with your project, because you just don’t feel connected to it.
You should feel like this photo of my husband, Jake, on his birthday about your marketing materials. :)
What are your favorite tips for making your work its best? Send me them at jes@swiftprinting.com
All That It’s Name Implies
Swift Printing is a local, family, and women-owned business that is B Corp Certified. They have deep roots in West Michigan and will bend over backward a press, to get your work done the right way. They pride themselves on their passion for print and for not just being printing nerds, but cool people too.
About the Author
Jessica Gutowski-Slaydon is the third-generation President of family-owned Swift Printing Company in Grand Rapids. She has a combined 17 years experience in marketing, community relations, and business with a real passion for printing. She has spent the last 10 years working in and growing the family business. The Gutowski family has been in the printing business since the 1940s when her grandfather started working for a local print shop. By the 1950s, Swift Printing was born and in 1954, claimed their space on Bridge Street. Today, Swift Printing is a majority women-owned business and B Corp Certified which guides the company’s sustainability initiatives. To sum it up, “her blood runs ink.”
