Family

Thanksgiving dinner is a common theme for marketing during this time of year, but rather than using a photograph of a family at the dinner table with a large turkey in the center, try a different approach. For a funny tone, use a picture of Uncle Ed snoring on the sofa with his mouth wide open. Or for advertising for a restaurant, use a picture of Mom dropping the turkey on the kitchen floor with a subtitle mentioning your delicious turkey dinner available for just such an emergency.

Pilgrims

Incorporate the Pilgrim story and legends into your promotional materials for touching on the heart of the holiday. You may want to include the first Thanksgiving story into your brochures or catalogs to entice readers to open the cover. Or you may want to use images from this historical account. Play on the message of the Pilgrim theme such as giving, sharing, and thanksgiving with free gifts or discounts.

Cornucopia

The cornucopia can also be called the “horn of plenty,” which can be spun into nearly any marketing message. Plus, a cornucopia gives many color options, from the orange of pumpkins to the purple and green of grapes. The harvest theme can also include autumn leaves, which give another array of color – greens, golds, reds, browns, and oranges are all options for a Thanksgiving graphic design.

Whatever theme you decide to use for your brochures, postcards, flyers, or catalogs this year, be unique but don’t stray too far from tradition. Thanksgiving gives plenty of options for creating a one-of-a-kind marketing campaign that still connects with the holiday spirit and with your customers.

Design tips by Susana Ortiz:

When designing an image take advantage of the Adobe Photoshop’s Eye Dropper Tool, as seen above. Below are the step-by-step instructions.

1. Select the Eye Dropper Tool
2. Change Sample Size to “31 by 31 Average” (or higher, depending on the size of image)
3. Sample different areas and create new swatches to use for text or design elements in your artwork.

Look for more design tips by Susana next week!

Online printing has become so commonplace, that even someone who is not a design professional can create a fabulous business card, brochure, booklet and more.  Easy to use software programs, even that old standby, Microsoft Word, can be used to create your custom marketing piece.  However, there are a few things that you should look for in an online printer and think about prior to submitting your work for printing.  The following tips will make the process just a little bit easier. 

User friendly transaction processes.  One of the things that you should look out for when printing online is the transaction process. The processes of order placement, payment and uploading files should be smooth and very user friendly. The best online printers usually have a sequence of step-by-step processes that are easy to understand and that make it easy to see progress.  Some of the things to look for might include:

• Easy to use options that allow you to select paper stock type, quantity, finish, front and back side printing and more.
• Instant online pricing.
• Online templates for all types of products and folds.
• Quick and easy upload processes.
• Instant online proofing.
• The ability to store old jobs for a period of time for easy reordering.

Easy to use templates.  Templates make the process of creating printed materials much easier. The best online printers will provide free, downloadable templates for most any type of software being used. When you use a template, it will not only make the design process quicker and easier, but you will also gain a certain assurance that there will not be problems with your file when you upload it to the online printer. The printer should easily accept your design since it was made using their template.

Use high resolution images.  To lessen any issues with your design images, it’s important for them to have high resolution.  A lot of people make the mistake of putting low resolution images in their designs only to be disappointed when the final piece is returned with a pixilated look.  To lessen any resolution  issues, it’s important to use photographs or images that have a resolution of at least 300 dpi (dots per inch) or larger.  A quick way to check what your file will look like on your printed materials is to view your work onscreen at 300%.  If your image looks pixilated on the screen, there’s a good chance it will look pixilated on your printed piece as well. 

Use the right color model.  Your personal computer is probably set to display your piece in RGB color. While this mix looks vibrant on the screen, most online printers use a CMYK process for printing. It’s important that your files be submitted in CMYK color mode or the color on your printed piece will be off. To ensure you are creating your document in CMYK color, check the Help section of your software. It can tell you how to be sure you are creating in the correct color model.  It is also important to keep in mind that variations in the color printed can be a result of the computer monitor not being calibrated to a printing press.  If color is a concern, a hard copy proof should be made available (although there is usually a fee for this type of service).

Submit your layout in the correct format.  Be sure to submit your file in a format that is accepted by the online printer. At PrintPlace.com, we accept files that are in .pdf, .tiff, .eps and .jpg formats.  A .pdf file is preferred, and there are plenty of free and/or very low cost .pdf makers online if you don’t have one (do a search for free .pdf maker and you’ll see a wide variety of results).  Online printers like PrintPlace convert your file into an immediate .pdf proof, so submitting in this format is a great way to see how the system sees your file.  Be sure to follow all the printer’s other specifications for things like bleeds, embedded fonts and file resolution to ensure that your printed piece looks exactly the way you want it to.

Knowledgeable and friendly customer service.  Finally, an online printer would understand that different printing companies have different printing requirements and that customers range from novices to expert designers and print brokers.  The online printer you select should have a knowledgeable staff that can meet your service needs any way you choose – by phone, e-mail or live chat –  to answer any questions you may have about your printing project.  They should be able to answer questions from the simplest to most complex, like: Why do gang run printers require a bleed?  Your prices are low, how good is the quality?  Are sample packs freely available?  What’s the difference between offset printing and digital printing?  Understanding the online printer’s printing process will go a long way in helping you achieve your desired result.

Using these tips, and understanding your online printer’s submission specifications, will ensure your printed piece looks as good as you expect.

What does your printer use?
A quick call to your printer can save a lot of headache. You may find that your printer can only accommodate files of a certain type or only files that have been saved in a certain format.

For example, a common format for printing is to use a PDF (portable document format) by Adobe. If your printer can only accept certain file formats or will not be able to guarantee the quality unless a certain file type is provided by you, then that quick call or email to your printer can save you a lot of time later.

Software Differences
Many small businesses design products in Microsoft Word while professional design firms might use Adobe’s Photoshop or InDesign, to name a few. These software systems are very different in the way they display and print information.

A common example is that some software does not include images in the save files. This can also be because of the type of file format that you may be using. Make sure you know how your software packages the information so you get all of the right parts and pieces to your printer.

Reverse Compatibility
Not everyone has the latest greatest. Most major software companies release a new version of their particular software every few years. A great way to make sure your files will be compatible with older versions is to use the “Save As” feature in your software. Pick the oldest version (within reason) that will give you the same design results.

If you cannot live without the most recent version’s new tools, see if you can flatten the effects just for the file you send to the printer. Instead of upgrading, some printers use conversion software to save money, and the results may not be what you expect.

Color Systems 
Another important point is to make sure your files are in CMYK colors as opposed to RGB colors. Most design software packages will give you the option of switching between color systems, but if you are using generic word processing software, you may not have the option to change to CMYK.

If you cannot supply a printer with a CMYK version of your design, request a digital proof of your file to check the colors. Most of the time you will not have any problems, but the two color systems can clash on occasion.

Conclusion
Taking the time to prepare your file for printing can mean the difference between professional or unexpected results. With a little due diligence, you should be able to make sure you supply your printer with files they can use. Remember that if you are ever in doubt, just ask for a digital proof so that you can catch any errors before it’s too late.