RGB – How Vivid Are Your Images?

Computer monitors emit color as RGB (red, green, blue) light. Although all colors of the visible spectrum can be produced by merging red, green and blue light, monitors are capable of displaying only a limited gamut (i.e., range) of the visible spectrum.

CMYK versus RGB color spectrum

Whereas monitors emit light, inked paper absorbs or reflects specific wavelengths. Cyan, magenta and yellow pigments serve as filters, subtracting varying degrees of red, green and blue from white light to produce a selective gamut of spectral colors.

Like monitors, printing inks also produce a color gamut that is only a subset of the visible spectrum, although the range is not the same for both. Consequently, the same art displayed on a computer monitor may not match what is printed in a publication. Also, because printing processes such as offset lithography use CMYK (cyan, magenta, yellow, black) inks, digital art must be converted to CMYK for print.

Printers may prefer your files in the CMYK mode, as this is the mode required for the printing process.

It can sometimes be difficult to visualize the reason for color shift in color space conversion. The best way to see the color differences between the CMYK and RGB color spaces is to look at a color gamut comparison chart. In some areas the RGB color space is “outside” the CMYK space. It is these colors that will be affected by a conversion from RGB to CMYK.

How to Find the Right Resolution

The topic of resolution and graphics in printing is vast and often confusing, even overwhelming at times. It is important to have an understanding of resolution on any printing job. How it looks on screen is NOT necessarily how it will look in print.  Before you panic at the thought of what you don’t know about resolution, here is a breakdown of the basics:

-          Resolution refers to the number of pixels in an image. Resolution is sometimes identified by the width and height of the image as well as the total number of pixels in the image. For example, an image that is 2048 pixels wide and 1536 pixels high (2048X1536) contains (multiply) 3,145,728 pixels (or 3.1 Megapixels).  Keep this in mind when you are resizing objects to print.

-          Printers can put dots of different sizes, intensities, and even shapes, onto the page, which can change the way the finished product looks. Many printers use “optimized dpi,” meaning their print heads optimize the placement of ink drops to improve the quality of prints.

-          More is not necessarily better. For the majority of daily uses you’d be wasting ink to print everything in the highest possible resolution. When I print out shopping lists, I set my printer to “draft” quality so the document comes out fast. It doesn’t look perfect, but who cares? As long as I can read it when I’m in the supermarket, it’s good enough.

-          For a letter or business document (even one with graphics), 300 dpi is going to  look fine. If it’s a handout for the board of directors, 600 dpi will look great. For the average photograph, 1,200 dpi is excellent (only pros would need to print something at twice that). Resolution is more than just dpi, however. The kind of ink used can trump the dpi numbers.

Top Print Advertising Tips To Use Now

Top Print Advertising Tips You Need to Be Using Now

We talk a lot about the importance of consistently implementing and strategically tracking your company’s print marketing strategies, but that is not all there is. In order to have a successful print marketing campaign, never underestimate the basics: attractiveness. Basically, it has to look good!

Try these tips from Marketing Minefield for your next campaign to engage your customers, and keep them coming back to you.

1. Use a simple layout

Don’t overcomplicate the advert – if it looks cluttered people won’t even attempt to understand what it’s about, they’ll simply turn over the page. Use one picture or image as opposed to many.

2. Focus on one proposition

Concentrate on transmitting one simple clear proposition. As Jay Lipe, president of Emerge Marketing in Minneapolis says “The more focused the message, the more impact.”

3. Use photographs instead of artwork drawings

Photographs can be likened to the real world and as a result they tend to resonate better than artwork – research suggests by as much as 26 percent.

4. Use color if possible

Without color your ad will not only be noticed less but people will also perceive it as being     bland before even reading it. You should never be afraid of color-remember you are competing against the uber-colorful digital world. So get creative!

What is the most effective and attractive print ad out now in your opinion? Share your comments with us!

How to Make Your Print Marketing Stand Out – Week 3

Week 3 – Compare to Your Competition

Well-written copy is undeniably important for a successful print marketing campaign and it is an investment for any savvy entrepreneur.  As with any new investment, you need to do your research before embarking upon a new campaign, in order to avoid as many mistakes, and that starts with identifying your competition.

It is a good idea to evaluate a competition’s print marketing strategy before developing your own. While you should not copy your competition (as you maybe copying methods that do not work), you can gain an understanding of what your customers see and get out of printed materials.

Here’s how to use your competitor’s print marketing to get ahead:

Make a list of your competitors

This may seem like an obvious starting point, but listing who your competitors are will help you differentiate who your audience is and target the market from whom you are crafting your message.  Break your competitors down to direct and indirect competitors. Direct competition is any company that offers the same products and services to the exact same market you do. Indirect competition is any company that offers the same products and services to a different market than you do. Think of McDonald’s as an example. Burger King and McDonald’s are direct competitors because they are both fast food restaurants, but Whole Foods is an indirect competitor of McDonald’s, because it sells meals for purchase and grocery items that you can take home a create your own hamburgers and fries.

Join the group

Find a way to get on as many mailing lists of your competitors. This will help you judge benchmarks such as how your competitors are delivering their message and how memorable their copywriting is. Register for their newsletter, seasonal catalog and any other pieces they may distribute. If your company address is too obvious, use your home address when you register for their materials.

Use their weakness to create your uniqueness

Design an analysis sheet with the main points of comparison between you and each competitor. What are the strengths and weaknesses of all print collateral? Are they conveying messages that are engaging to their audience? Are they delivering the message as efficiently and quickly as possible and following up? If not, be sure that you can provide that product or service to your audience and capitalize on the missed opprtunity.

What other ways will you measure your competition print marketing? Share your comments with us below!

The Importance of a Professional Printer

Are you still going to the copier/fax facility across the street to print your professional marketing materials? It may be time to visit a professional printer to receive the best results for your printed materials.

A professional printer can prevent the following problems from occurring:

• Cracking on folds

• Incorrect/uneven folds

• Problems with registration

• Scratching/marking

• No proofs

• Inconsistent color

• Gas ghosting

• Banding

Do you know what all of these terms mean? You have probably seen instances of these issues in the past, and we will features examples in future blog posts. For more information on how a professional printer can help your business, contact Corporate Graphics of America at 773-481-2100.