Key Design & Print Terms
Ever wonder what your printer is talking about when they mention PPI or vector files? This guide breaks down key design and print terms to help you better understand the process.
Resolution
What is resolution?
Resolution is a measure of the clarity and detail in an image, determined by the number of pixels per inch (PPI). But what exactly are pixels? Pixels are the tiny squares of color that make up a digital image—think of them as the building blocks of your photo or graphic. The more pixels you have packed into each inch, the higher the resolution.
In a high-resolution image, there are more pixels per inch, which means each pixel is smaller. This results in smoother, more detailed images where individual pixels are less noticeable.
On the other hand, low-resolution images have fewer pixels per inch, making each pixel larger. This can cause images to look pixelated or blurry, especially when printed or viewed up close.
Print and Web Resolution
Print: For print projects, a resolution of 300 PPI is typically required. This high resolution ensures that your images will appear sharp and detailed on paper, with no visible pixels.
Web: For web use, 72 PPI is the standard. Since screens typically display images at a lower resolution than print, this lower PPI is sufficient for most online images. However, be cautious—using a low-resolution image intended for web on a print project can result in a poor-quality output.
Remember…
When sourcing images for your project, ask for the original file at its highest resolution.
Avoid resizing images yourself if possible, as this can affect quality—let your designer or printer handle any adjustments to ensure the best results.
Vector vs. Raster
Understanding File Types: Raster vs. Vector
When it comes to digital images, there are two main types of files: raster and vector. Understanding the difference between them is key to choosing the right format for your project.
Raster Files: Raster files are made up of a grid of tiny squares known as pixels—just like the ones we discussed in the resolution section. Each pixel contains color information, and together, they form an image. The quality of a raster image is directly tied to its resolution (measured in pixels per inch, or PPI).
Because raster images are resolution-dependent, they look sharp at their original size, but can become pixelated or blurry if you try to enlarge them beyond that. This is why it's crucial to start with a high-resolution raster file, especially for print projects.
Vector Files: Unlike raster files, vector files don’t rely on pixels. Instead, they’re created using paths defined by mathematical formulas. These paths are made up of points, lines, curves, and shapes, which means vector images can be scaled infinitely without losing quality. No matter how large or small you make a vector image, it will always appear crisp and clear.
This makes vector files ideal for logos, icons, and any graphics that need to be resized frequently.
Common File Types
Raster: JPEG, PNG, GIF, TIFF
Vector: AI (Adobe Illustrator), EPS, SVG, PDF
Choosing the Right Format
Use Raster Files when working with photographs or complex images that require subtle color gradations and fine detail. Just make sure they’re at the appropriate resolution for the intended use and final output size (300 PPI for print, 72 PPI for web).
Use Vector Files for logos, text-based designs, and any graphic that needs to maintain sharpness at any size. Vectors are also perfect for designs that will be used across different mediums, from business cards to billboards.
Remember…
When working with a logo or graphic that might be used across different platforms—like print, web, or large-format displays—always request a vector file from your designer.
Starting with a vector file gives you the flexibility to resize without any pixelation issues.
You can also export it as a raster image if needed, keeping your graphic sharp and adaptable wherever it’s used.
CMYK vs. RGB
Understanding Color Space
Color space refers to the range of colors that can be represented in your design, and it’s crucial to understand when creating anything that will be printed or displayed on a screen. The two main color spaces you'll encounter are RGB and CMYK.
RGB (Red, Green, Blue): This color space is used for digital displays, like websites, social media, and anything viewed on a screen. RGB works by combining red, green, and blue light in various ways to create the full spectrum of colors. Since screens emit light, RGB colors can be more vibrant and are best used for digital projects.
CMYK (Cyan, Magenta, Yellow, Black): This color space is used for printing. Unlike screens, printers work by applying ink to paper, which absorbs light rather than emitting it. CMYK colors are created by combining different amounts of cyan, magenta, yellow, and black ink. It’s important to design in CMYK for print projects to get a closer match to what will be printed.
What to Expect in Print
Even when you design in CMYK, the colors you see on your screen won’t always match exactly what comes out in print. Several factors can affect the final printed color, including the type of paper used (glossy, matte, etc.), the printing method, and the type of ink.
For example, colors may appear slightly darker or more muted in print than they do on screen. It's important to review physical proofs when possible to ensure the final product meets your expectations.
Choosing the Right Color Space
For Print: Always design in CMYK to avoid any surprises when your work is printed. RGB colors might look great on your screen, but they can appear dull or inaccurate when converted to CMYK during printing.
For Digital: Stick to RGB to take full advantage of the vibrant color range that screens can display.
Remember…
Start your design process in the correct color space for the final output—RGB for digital projects and CMYK for print.
This sets the foundation for accurate colors throughout the design and production process.
Spot vs Process Color
What is the difference?
Let’s dive deeper into how colors are handled specifically in the printing process. Two key terms you'll encounter are spot colors and process colors.
Process Colors (CMYK): Process colors refer to the use of cyan, magenta, yellow, and black inks in combination to produce a wide spectrum of colors. This is the standard method for full-color printing projects, like brochures, posters, and magazines.
While CMYK is versatile and cost-effective, it might not match spot colors exactly, particularly in cases where exact brand color matching is required.
Spot Colors: Spot colors are specific premixed inks used in printing, often selected from a standardized color matching system like Pantone. Unlike CMYK, which combines four colors to produce a wide range of hues, spot colors are mixed before printing to achieve exact shades.
This makes them ideal for projects where precise color matching is crucial, such as logos, brand colors, and packaging. Spot colors ensure consistency across different print runs and materials, which is why they are often used in corporate branding.
Spot colors are especially useful when your design requires colors that are difficult to achieve with CMYK alone, such as metallic or fluorescent shades.
Remember…
When exact color matching is essential, especially for spot colors used in offset printing, request a physical proof to verify the colors before the final print run.
Print File Setup
Bleed, Trim, and Safe Zone
When designing for print, understanding the concepts of bleed, trim, and safe zone is crucial to ensuring your final product looks professional and that nothing important gets cut off during the printing process.
Trim: The trim line is where the printer will cut your document to its final size, and is marked by crop marks. Everything outside the trim line will be removed, so it’s essential to keep all important elements, like text and critical design features, within this boundary. The trim line defines the final size of your printed piece.
Bleed: The bleed is the area of your design that extends beyond the trim line. This extra space is necessary because during printing, slight shifts in the paper can occur, and the bleed ensures that your design still covers the entire area of the printed piece without leaving unprinted edges. Make sure any background colors, images, or design elements that touch the edge of your design extend into the bleed area.
Safe Zone: The safe zone is the area inside the trim line where all essential elements should be placed to ensure they are not accidentally cut off. This creates a buffer zone, protecting critical content from being trimmed away.
Why These Are Important
If you don't extend your design into the bleed area, you could end up with white edges on your printed piece. If you place text or critical design elements too close to the trim line, they risk being cut off or appearing uneven.
Remember…
Always set up your document with the correct bleed, trim, and safe zone guidelines from the start.
Review a printed proof if possible to check that all elements are correctly placed.
Typography
What is Typography?
Typography is a critical aspect of design that goes beyond simply choosing a font. It involves the careful selection and arrangement of typefaces to enhance readability, convey the right tone, and support the message of your design.
Type Terms
Font vs. Typeface: In modern usage, the term font is often used to refer to what was traditionally known as a typeface. A typeface is the design of the characters (e.g., Arial), and the font family refers to all the variations within that typeface, like Arial Regular, Arial Bold, and Arial Italic. Choosing the right typeface can set the tone for your entire design—whether you want it to be formal, casual, modern, or traditional.
Kerning: Kerning is the adjustment of space between individual characters in a word. Proper kerning ensures that the spacing between letters is visually even, which enhances the overall readability of the text. For example, adjusting the kerning in a logo or headline can make the difference between a polished design and one that feels off-balance.
Leading: Leading (pronounced "ledding") refers to the vertical space between lines of text. Proper leading improves readability by preventing text lines from appearing too cramped or too spread out.
Hierarchy: Visual hierarchy in typography refers to the arrangement of text in a way that guides the reader’s attention. This is typically achieved through variations in font size, weight, and style. For instance, a headline might be large and bold, a subheading slightly smaller and regular, and body text even smaller and lighter. Establishing a clear hierarchy helps communicate the importance of different elements in your design.
Best Practices
Consistency: Consistency in typography is key to creating a cohesive and professional design. Stick to a limited number of typefaces (usually two or three) and use them consistently across your design. Mixing too many fonts can make your design look cluttered and unprofessional.
Readability: Always prioritize readability. Choose typefaces that are easy to read, especially for body text. Avoid overly decorative fonts for large blocks of text, as they can be difficult to read and may distract from your message.
Remember…
When choosing typefaces for your design, focus on the font family that offers the versatility you need.
Select a typeface with multiple weights and styles (like regular, bold, and italic) to create a consistent yet dynamic design that communicates your message effectively.
File Types
Understanding File Types
Each format serves a specific purpose, and knowing when to use each one can make a big difference in the outcome of your project.
PDF (Portable Document Format): PDFs are versatile and commonly used for sharing and printing because they preserve the design's fonts, images, and layout across different devices and operating systems. They can also be easily compressed for web use while maintaining high quality.
JPEG (Joint Photographic Experts Group): JPEGs are ideal for photographs and images with complex color gradients. They’re commonly used for web graphics due to their balance of quality and file size.
However, JPEGs use lossy compression, meaning some quality is sacrificed to reduce file size. This format is not recommended for images that require frequent editing or for text-heavy designs.
PNG (Portable Network Graphics): PNGs are great for web graphics that require transparency, such as logos or icons. They use lossless compression, so no quality is lost, but this results in larger file sizes compared to JPEGs. PNGs are often used for images that need to maintain sharp edges and clear backgrounds.
TIFF (Tagged Image File Format): TIFFs are used for high-quality image files, particularly in professional printing. They’re large in size and retain all image data without compression, making them ideal for high-resolution prints where detail and quality are paramount.
AI (Adobe Illustrator), PSD (Photoshop), and INDD (InDesign): These are native file formats for Adobe Illustrator, Photoshop, and InDesign, respectively. They retain all layers and design elements, making them perfect for ongoing editing and exporting to various formats. AI files are typically used for vector graphics, PSD files are usually used for raster images, and INDD files are usually used for layout projects.
Remember…
Always save a copy of your design in its native format before exporting it to other formats.
When working with a designer, supplying the native files (with fonts and links) can help speed up the design process and reduce costs.