Preparing for Graphic and Web Design

Why use a professional designer?

There are many people who know how to use computer design software or know how to write code for web design. Importantly, a professional designer is someone who understands visual communication. This means you are more likely to get a product that accomplishes its goal. Experienced designers understand the technical side of how to accurately construct design documents and what happens to them after they have been created. Without this it may cost you more time and expenses and reduce customer response. By going for the cheapest bid you may actually wind up with less than what you paid for.

What do you need?

Do you need a website or a direct mail piece? As obvious as this may seem, it is important to start with a list of needs. What is the purpose of the project? If it is to elicit response from a local community a website may not be the best format; you cannot assume everyone in the community uses the Internet to search for your services or products. In that case, a printed direct mail piece may be the best choice.

It also helps the designer to have a list of your needs. Be it a website or direct mail piece the designer makes decisions on the character of the design based on the target audience and the type of response you are looking to get. The content of your text and imagery also contributes to these decisions.

Answer these questions by writing them out:

Who is it for?
What is the best form or medium to accomplish your needs?
Why do you need this?
What is the purpose of this project?
What content do you want to include?
How can the design and text can attract the customer or people you are creating this for?
What is your budget?

Using Images

You cannot reproduce images downloaded from just any place on the Internet, nor can you scan/copy images that have already been printed and used by someone else. Federal copyright laws protect them unless permission is granted to use them. Sometimes this may be free, but most often there is going to be a fee involved.

Image quality is very important, especially for offset printing. Don't assume because you have digital images on your computer or CD they are of sufficient quality. The technical reasons are too abundant to discuss here. If you have questions, discuss them with the designer before supplying them.

Writing Text

The greatest problem with text content is having too much. For projects like brochures and web sites abundant text is detrimental. People do not expect or want to have to read a lot in these situations. Be direct and summarize whenever possible.

Organize the information into sections. Establish categories. Break it down like servings in a fine meal; don't throw everything into the same bowl.

Discuss with the designer or copywriter on how to prioritize the information. Having everything demanding the same level of attention is like having a crowd of people asking you different questions at the same time. The result is having your reader/potential customer pass over your presentation because the visual presence is overwhelming. The priority level of the design elements and imagery require the same consideration.

Websites

Websites need storage space on a computer connected to the Internet at all times (called a server). Unique, specific addresses to a website need to be registered and purchased (called a Domain Name). Some web space is usually provided by your Internet Service Provider (ISP) by which you currently connect to the Internet, but is normally minimal; make sure you check how much space is available if you plan on using it to post your new website. If you plan to use web space you already have, obtain the information necessary to access the ISP server so your new site can be uploaded.

Websites usually have a link to email so the visitors can contact you. If there is specific information you need for them to provide you can have them fill out a form which can be emailed to you when they select a "Submit" or "Send" button. Forms are also used for things like online shopping.

In order for your site to be accessed and cataloged by search engines keywords need to be embedded in the code. Submit a list of "keywords" along with other text to your designer.

If your website will need regular updates/changes you need to decide whether you will manage it yourself or you need someone to manage it for you. Management charges may be by the month or by hourly fee depending on the amount and kind of activity.

If you have any questions send an email.

Specifications for Photos and Graphics: Summary

1) Submit 300 ppi raster images (photos) whenever possible.
2) Submit a larger size than needed for final uses.
3) If you take your own pictures use the lowest or no compression on the camera settings.
4) Best raster document formats (in the following order): TIFF, PSD, JPG
5) Don't color correct or alter original photos or graphics or scans unless you are a professional.
6) Have prints scanned by a professional.
7) If you have any questions send an email.

Specifications for Photos and Graphics

We prefer images that have not been altered. For example, color correction best for your ink jet printer or monitor may not be best for print or web presentations. The less you alter your original image, the better we can make it look.

Resolution
The biggest misconception about resolution is the misuse of terms. Digital image data is comprised of pixels per inch (ppi) not dots per inch (dpi). Digital images do not have dots, but most people use the term dpi, unfortunately. Dots per inch is a printing term.

Images to be used for offset printing should be at least 300 ppi. Desktop/inkjet printing needs 200 ppi. Images for the Internet or monitor viewing requires 72 ppi; you may see 96 ppi used from time to time, but 72 ppi is the most common.

Think in advance of how your images may be used. You may initially want it used on the web, and later decide you want it offset printed or printed from a desktop printer. Simply, low resolution images (72 ppi) will not look good printed and changing the resolution from low to high results in unacceptable quality. Consequently, the most flexible resolution is 300 ppi, especially if there is any chance they will be offset printed at some time.

Even if you are certain your image will not be viewed other than on a computer screen it makes sense to send a image document with a resolution higher than 72 ppi. Cropping, color correction, sharpening, retouching, and special effects all work better. At minimum, I suggest 200 ppi (many digital cameras use 144 ppi and that is fine, but use the lowest or no compression on your camera settings for the best detail).

Image Size
Never send an image that is smaller than will be used for presentation.

If your image will be printed you may be able use a computer application to check how many inches the dimensions are. If you are only able to determine the pixel dimensions of the image (different than pixels per inch!) then you will need to do a little math. For instance, you may see the image size is 600 x 300 pixels. Since an offset press needs 300 pixels to print each inch of image data that will make the image 2 x 1 inches (divide the resolution, 300, into the number of pixels to find out the size in inches).

On screen, an image size at 144 x 72 pixels is going to appear about 2 x 1 inches because 72 pixels equals 1 inch on a monitor (however, the monitor resolution setting will affect the appearance also, so don't panic when you hold your ruler up to the screen and it does not match).

That same-size image would have to be converted to a resolution of 144 to print decently on a desktop printer and it would come out at 1 x 1/2 inches, 50 percent of the original screen size (even smaller for offset printing). And if the image is not converted to the higher resolution it will print with terrible detail.

This may be more information than you wish to know. If you don't comprehend it, not to worry. You can always ask if you need to understand this information.

File Formats
TIFF is the all-around best format. PSD (Photoshop) is fine also.

JPEG is going to be the most likely you will have, especially if you use a digital camera, but don't alter the image or save a copy of this file type from an application; the JPEG format compresses during EACH save and throws away data. Use the File Manager on PC or Finder on a MAC to drag and drop an exact duplicate if you need to send images on a disk. If you attach to an email or upload to the Internet it is not a concern.

Send a GIF or PNG file only if you know what you are doing.

Adobe Illustrator, EPS, and other file types may be used.

Scanning
If an image needs to be scanned you have two choices: 1) have it done by a professional, such as at a service bureau; 2) know what you are doing.

Of all the different problems with scanning dirt and dust are the worst problems. Carefully clean the print or negative and the scanner glass EVERY TIME. Use settings to acheive the resolution and size as described above. Do not correct the image during or after scanning unless you really know what you are doing.

Sending Files
Email: files over 3 to 5 MB in size will either be transmitted very slow or will not be sent or received. Zip or Stuffit compression may help. If you use Photoshop you can save in TIFF format and use LZW compression, and ZIP compress any layers. You can also send large files free via the web. See below.

Burn a CD: this is best when you have many images and/or large images.

Web: www.yousendit.com It's free.

Final Note
Use this info if it makes sense to you, otherwise ask. Send this to anyone providing images or graphics to you. They are welcome to contact us for any help or questions.