Good Morning Shuswap People!
Why in the world would you hire a graphic designer? Ah, you have the Microsoft publisher and hey they have some funky things that you could use for a logo. Send it off to the printer and viola your in business.
Did you get your business cards back?… and your disappointed? It was the printers fault, they didn’t get your file right.
The funny thing is.. It is no-one fault and everyone’s fault. Education is the key in this.
Did you know that .jpg are files that are comprised of pixels, which makes it a rasterized image. Rasterized images are defined by a grid of pixels containing many different colors to give you your image. These squares of colour are fixed, and when an image is resized the squares stretch to the new size. A common problem is enlarging images to fit a need and having a seemingly good look on screen. Don’t be fooled, what you see on screen and what is a reality to be printed are two very different things. This has a direct relation to the resolution of your image, much like a tv. If you watch an old tv with regular cable you notice a massive difference compared to an HD movie on your HD tv. That’s because your HD tv has a much finer grid with more lines of colour, therefore giving very clean and smooth images on screen. This is the same with a high resolution image compared to your low res image.
If you have ever noticed an ad in a magazine or newspaper that has these jagged edges and just looks bad, it doesn’t look very professional and represents that identity in a negative way. Nobody really wants that and it is easily avoidable.
So now what? What fixes this?
Having your graphics created in the correct file format at the right size and resolution. Keeping the end goal in mind allows for proper translation between the printer and the graphic to be printed. The same goes for the translation between French and English. Read a package that has instructions on it. I will guarantee that there are many words that are the same in each sentence BUT they are not in the same place and some are substituted for different words.
Most people think that what I see on my computer should print the same. This is the same as if you spoke to someone who only understands French and you tell them how bake a cake in English. They may get some of the directions but not exactly and both of you would be disappointed with the result. They key is having someone who understands both languages and can communicate between the French and English person to relay the actual message correctly.
This same process applies to printing business cards or even what your monitor projects. The difference is having someone who understands hexadecimal codes and RGB , size of graphic to be printed, registration and crop marks etc. A graphic artist can understand what the customer wants as a representation of themselves and produce it on paper. This is where the art lies. The understanding of the customer who speaks one language and to communicate to the printer by having a clear expression of the medium.
Hire a graphic designer to interpret your language so that other people can understand the message of your business.
Call me now 250-253-2491
Colin the Design Rock Czar