digital printing

The Core Elements of Successful Print Projects

In 2023, print design constituted a significant 35% of my business, surpassing even web design, which accounted for about 30%. This statistic is exciting, especially considering the decline print has faced over the last two decades. I’m thrilled to see print making a strong comeback, with the rise of digital printing making custom packaging and short-run projects accessible for all budgets. As screen fatigue sets in for many, the allure of printed materials has only grown. With numerous printing methods available and brands continually seeking innovative print solutions, it’s more important than ever to understand the printing process and the possibilities within the medium. In this article, I want to share a few design fundamentals to help set your print project up for success.

Design Principles for Print/Design Considerations for Print

Designing for print requires a tactile, thoughtful approach. Unlike digital, your audience will physically interact with your work. Whether it’s a brochure, where you must consider the flow between panels and how the folds impact the overall design, or a singular business card—the physical format, orientation, and feel all play crucial roles. Subtle choices like paper selection or special finishes like embossing or coatings can greatly enhance the tactile experience. Remember, once it hits the press, there’s no undo button. With that in mind, let’s dive into some fundamental design considerations for your next print project.

Typography

Consistency in typography is crucial, whether for print or online. Print projects vary in size and format, so it can be useful to create a set of standards for your brand’s typography. Establish rules for baseline copy size, maximum or minimum headline sizes, and typeface usage for different contexts. These rules will ensure your brand remains consistent across all materials. It’s also beneficial to print out samples during the design phase to see how your fonts appear on paper versus on screen—often, there’s a surprising difference. Ensure sufficient contrast between text and background for legibility and accessibility. If you don’t have a set of brand standards, now is the time to create some to ensure the strength and consistency of your brand across both digital and tactile platforms. Avoid using too many fonts in a single project and watch out for widows and orphans—single words or lines at the top or bottom of a page. Ensure proper kerning and tracking to avoid awkward spacing. Generally, it’s best to use vector graphics for any text-based imagery, such as logos, to avoid rasterized or soft edges.

Imagery

For photographs or illustrations that accompany the text and logos, you’ll want to use images that are 300 dpi or above. This means that your image should be 300 dots per inch at the size it will actually print. For example, if your image is printing at 8 x 10 inches, the resolution should be 2400 x 3000 pixels. You can scale an image down, but scaling up should be avoided as it will lose quality and appear pixelated in print. I use the Image and Canvas Size tools in Adobe Photoshop to ensure the images are appropriately sized for print. Additionally, ensuring that you are utilizing the appropriate color profiles depending on the print method you are going with is crucial for the final output.

Color Consistency

Colors can vary widely between different printers and even between print runs. Factors such as paper type and ink quality also affect color consistency. The best way to ensure accuracy from screen to print is to discuss print profiles with your printer. I always recommend obtaining a color proof to see how your colors will translate in the final product. Many printers will provide their profiles so you can convert your images or the entire print-ready PDF to their specifications before sending it to prepress. While many printers handle this process, if color accuracy is critical, ensure you discuss it before printing. Another approach is to use Pantone colors for projects that require precise color matching, especially for brand colors or solid fills.

Paper Weight and Type

Choosing the right paper is pivotal as it speaks volumes about your brand. From 100% recycled paper that feels organic and textured, suggesting environmental responsibility, to high-gloss paper that imparts a sleek, vibrant look, each type of paper conveys a different story. It’s important to consider how paper choices integrate with the overall design early in the process, as these decisions will affect which printers and methods you can use. Describe the feel and appearance of different paper types and how they relate to the brand’s message and values.

Finish Types

Finishes can dramatically enhance the impact of your project. Glossy finishes are reflective and make colors pop, which is great for photographs and marketing materials. Matte finishes, on the other hand, are non-reflective and provide a more subdued and classy look, ideal for text-heavy documents. Beyond these, consider other finishing techniques such as embossing, which adds a raised texture to certain areas of the print, or foil stamping, which can give a shiny, metallic finish to specific details. These techniques can be crucial for making a strong impression and should be chosen to complement the overall design and purpose of the print piece.

Proofing

Proofing is an essential step in ensuring your print project aligns with your vision before the final run. Multiple proofs should be reviewed throughout the design phase and just before printing. Digital proofs are quick and cost-effective for initial reviews, allowing you to see how your design appears on screen. However, for projects where color accuracy is paramount, physical proofs are invaluable as they provide a true representation of how colors and materials will appear in the final product. I always recommend obtaining a hard-copy proof for any project where the precision of color and detail is critical to the outcome.

Successfully executing a print project requires meticulous attention to several key aspects. We’ve discussed various elements like design considerations, typography, imagery, color consistency, paper choices, and finishing options—all vital to creating high-quality printed materials. To help you manage these details effectively, here’s a handy checklist:

Print Project Checklist

1. Typography:
   • Establish and follow brand typography standards for consistency.
   • Print samples to compare on-screen and on-paper appearances.
   • Check for legibility, contrast, and avoid widows/orphans.
2. Imagery:
   • Use images with a minimum resolution of 300 dpi at the intended print size.
   • Adjust images using the Image and Canvas Size tools in Adobe Photoshop.
   • User vector art for logo files or typographic image elements.
3. Color Consistency:
   • Discuss print profiles with your printer to ensure color accuracy.
   • Obtain a color proof, especially for projects with critical color matching.
   • Consider using Pantone colors for precise color reproduction.
4. Paper Weight and Type:
   • Select paper that aligns with your brand’s message and values.
   • Describe how different paper types impact the overall design and feel.
5. Finish Types:
   • Choose appropriate finishes (glossy for vibrancy, matte for elegance).
   • Explore additional techniques like embossing or foil stamping to enhance visual appeal.
6. Proofing:
   • Conduct multiple proofing stages throughout the design phase.
   • Utilize digital proofs for quick checks and physical proofs for color accuracy.

By systematically addressing each item on this checklist, you can ensure that every component of your print project aligns with your vision and meets the highest standards of quality. This thorough approach not only enhances the impact of your printed materials but also strengthens the overall brand experience for your audience.