7 Artwork Secrets Every Business Should Know : Promotional Strategy Today

7 Artwork Secrets Every Business Should Know

by Michelle Horstman on 03/01/13




Many businesses already have a logo that has been created for them at some point, but it can be very confusing to know how to submit it for various types of printing. A screen printer that needs your logo in one color will require something completely different than a mouse pad printer who is printing your logo in full color.

Here are our top 7 artwork secrets that should help businesses know a lot more about their artwork and how it is used:

1- Vector Art
Many print jobs will require that a file be submitted as "vector". For most business owners, this is like a foreign language, but basically, vector art is art that can be sized up and down with no quality loss or pixelation.

2- Fonts Outlined
When a graphic artist creates your artwork or logo, request that they "outline" any fonts used in the file. This will change the fonts into a graphic, so anyone receiving the file can view and print it properly, even if they don't have that particular font on their computer.

3- Resolution, Pixelation
It's important to have your artwork saved in high resolution for printing, so you'll get a clean, crisp result without pixelation. 600 DPI is recommended if possible.

4- PMS (Pantone) Colors
Many businesses have logos that have been created with very specific PMS colors. If you desire an exact color match on anything you have printed, keep in mind that you will likely pay extra for a PMS color match and you will need to know what your PMS colors are. Printers don't stock every conceivable color of ink, so the extra cost covers their cost of ordering that specific ink color to print with.

5- Have a One Color Alternative File
There are certain items that are not offered with a multicolor imprint, so it is always a good idea to have your logo or art created in a one color version as well.

6- A Simple Alternative for Small Print Area Jobs
Some items have very limited space for a custom print, such as pens, pencils, flash drives, and more. Depending on the size and complexity of your logo/artwork, it would be a good idea to have a basic alternative that will be legible and fit on very small items.

7- Graphic File Types and Versions
For full digital color printing, a crisp, high resolution .jpeg file should work. For your logo and other created artwork, most printers are happy to receive an .eps or .ai file, vector art with fonts outlined. This should be easy for your graphic artist to provide. Keep in mind that your artist may use a newer version of Adobe Illustrator than the printer, so it is also a good idea to ask your artist to save it down to an earlier Illustrator version.

Be sure that more than one person at your place of business has these files and that they are always backed up. Just knowing these basics should save your business time, eliminate headaches and produce the best quality printing.

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