Managing a business these days is hard: between reviewing finances and managing staff or customers, how much time do you really have to put into thinking about your next print campaign?  We’ve put together a list of things to help you get more out of your next print job, everything from files to materials to getting it in place.  Here’s the list:

File Preparation

Make sure you have adequate resolution

Resolution is extremely important when printing with wide-format, and is often overlooked or misunderstood.  Print resolution is exactly how many ‘dots’ of color there are per inch.  The screen you are looking at right now is either 72dpi (dots per inch) or 96dpi (if it’s a newer monitor).  The ideal resolution for a print file is 300dpi, with the absolute minimum of 100dpi.  Remember: the higher the resolution, the higher quality your final print will be.  Here’s an example of low resolution vs. high resolution:

 

So how do we calculate dpi?

It’s quite simple.  Let’s take an image from out 10 megapixel digital camera.  The dimensions of an image from this camera are (roughly) 3872 x 2592.  If we wanted to print this image at 300dpi, we would use simple math to calculate the idea size for print:

• 3872 / 300 (dpi) = 12.9”
• 2592 / 300 (dpi) = 8.64”

Very easy to see an 8” x 10” print would be very good quality, since we can get almost 13″ by 9″ out of the hypothetical image.  But what if we wanted to print a 4’ x 8’ banner using the same image?  At 8 feet (96 inches) the longest side of the image would  be:

• 3872 / 96” = 40.3dpi

Now in this scenario, 40 dpi is much too low to print, so we would use software to upsample the image to at least 100dpi.

What about really big prints?

In some scenarios, it’s going to be impossible to provide a print file at the minimum requested dpi, for instance, if we are printing a 10’ by 100’ banner, a 120, 000px wide file would be ridiculous.  The point to keep in mind is: the higher the resolution, the better quality the print printing will be.

Understanding Raster versus Vector

Another area where there seems to be some confusion is in raster vs vector.  Raster images use ‘bits’ or ‘pixels’ to represent dots in an image (ergo “bitmap”), and have fixed dimension.  A prime example of this is the image that comes from your digital camera: it has a fixed width and height in pixels.  This is a “raster” image.

A vector image can be generated using a program like Adobe Illustrator or Corel Draw.  These images use ‘paths’ to represent the lines, curves, and shapes within an image.  Raster images can be embedded in vector files, but they will still maintain their raster nature.  A perfect example of a ‘vector’ is a font.  Open up Microsoft Word or another editor on your computer and type in some text.  Now select that text and change the font size to something much, much larger (say 100pt).  The text gets bigger but remains smooth and readable; this is because the font outlines are represented as path shapes, and can be scaled to any size while maintaining quality.

Vector files are always preferable when possible for printing, as they maintain the highest quality when they are scaled up for printing.  All files are converted to raster by a Raster Image Processor (RIP) for printing.

Using the right file type

A common problem with files that come in for print is that they are in some interesting format.  Some file types are conducive to a print environment, and some are not.  It can help expedite the preparation of your print job if you are submitting the print files in a printable format such as Photoshop (.PSD), Illustrator (.AI), or a high-resolution PDF.  Print jobs that are layed out in document publishing applications like Microsoft Word or Excel have to be redesigned in a printable format before we can send them to the press, and can result in extra costs.  If you need tips or help in preparing your file, feel free to contact our customer support team to get you started.

Design for your intended material

Another tip that can help you get more out of your next job is to “think around your material”.  It’s commonly though that 24” x 36” is a standard size (which it is), however, if you are working with a rigid substrate (let’s say acrylic), you can get more mileage out of a standard sheet (48” x 96”) if you designed for 24” x 32”.  This dimension will fit perfectly 6 times onto a full sheet of acrylic, which results in less waste and cost savings.

Some other considerations

Some other things to think about when your are preparing your print job are:

• Is this indoor or outdoor?
• Is this a long-term installation, or short-term?
• How many do I need?
• Will this be in direct sunlight?
• Do I need high visibility?
• Are my fonts readable?
• Am I using images from a low-resolution source (web/clipart)?
• Consider hiring a print designer who is aware of many or all of the implications of creating print files.

Submitting your print job

The entire print process can become effortless by keeping a few things in mind when you’re ready to start a job:

Allow for sufficient time

Rush jobs are going to happen.  Given that, things will always go smoother with a little extra time.  We like to allow for 3-5 business days to print an approved job.  Planning early, finalizing design, and setting up a quote in advance can help make the whole print process much more smooth.

Supply finished files

A lot of time can be eaten up in sending file back and forth for revisions an approval.  If you are designing, or have a designer working on your print, having the file finalized before sending it in can help make the process seamless.

Give advance notice

If you have a custom or large print job coming up, a little advance notice can go a long way.  With notice, we can make sure to have custom or extra materials in stock to accommodate your job.

Installation

Consult with your installer early on in the project; many installation issues can be avoided before your graphics are even designed.  A short consultation with your installer can save you a lot of time and money later on in the project.

Get advice from the Pros

As a leading print agency, we can help make your next print job painless.  The world of print is complex but it doesn’t have to be complicated.  Here are some ideas to help you out:

Research your print options

The print industry has changed dramatically over the last decade, and continues to do so.  We talk to people every day who don’t realize many of the possibilities that are available in print today.  Even the idea of ‘direct print’ is widely misunderstood, and could change how you look at your print strategy.  Take a little time to understand some of the options that are available to you when moving forward in your next campaign, the result can save you time and money.

Call ahead and ask questions

Regardless of your provider, a quick call can iron our the wrinkles when you’re getting ready to start a print job.  Calling ahead can not only answer questions, but also spot issues that may not have been previously obvious.

Understand your service provider

Getting to know the company that is providing your print service can go a long way in helping you make confident decisions in print.  We gladly offer facility tours and product training for your marketing department so you can make printing decisions with confidence.

Feel free to contact us to get started on your next print project.