With websites becoming a staple for most businesses, the need to seamlessly marry company designs for both web and print become more and more of a priority. In most cases, it is much easier to go from print to web, than vice versa. Typically, hi-res files created for print can be easily translated to lower resolution files that can be used for web. On the other hand, there can be considerable work involved in preparing web based graphics for use in print. It is best when dealing with a graphic designer, that you specify that you would like all your graphics done in a hi-res vector format, and that all bitmap based files such as those created in Photoshop, are created in at least 300 dpi for photos and 1200dpi for any graphics. If you already have files that have been created for the web, they are typically in web resolution of 72dpi. These files can be changed to a hi-res file format through a digitizing process. It is also possible to convert bitmap based graphics to a vector format for use in print, though there can be considerable costs in doing this. One of the important things to remember is that what might appear clear and sharp on your computer, can be fuzzy and or jagged when printed out.
Additionally, you can not always rely on an inkjet printout as a good representation of what your print quality will look like for various reasons. Inkjets use various processes to give the appearance of “photo quality”. Anti-aliasing, edge smoothing, etc. can give you a print out that appears to be good enough for print. The catch is that most offset and digital print processes today provide very high quality output at very high resolutions. In many cases, a client creates a brochure in MS Publisher or similar program, where they’ve pulled graphics, logos and photos from their website, or the internet in general, and then printed out on your inkjet, and thought, wow, this looks pretty good. The problem comes when they decide they want 5000 copies, and that file has to be setup for commercial printing. Because of the high resolution of the output, every low res photo and graphic is going to be very obvious. Summary: The key to ensuring that both your print and web projects look the best they can be, is by designing everything from the beginning in a hi-res file format.
Finally, one last tidbit. Be absolutely sure that you are provided with a complete set of files of all work done for you by your graphic designer. The files are your property, (though some company’s policies on this may vary), it is important to determine the company policy for file ownership up front when choosing a designer, printer, or web company. Ask for your files in hi-res .pdf format, an .eps vector format for graphics, and a .tif or Photoshop file for photos and other bitmap images. Request that you also be provided with all “live” or “native” files along with any support files such as fonts and links. This will make your job much easier when you are asked for these files in the future to put together an ad, a print piece or to do further work on your website.
Mark Smith
Sales and Marketing Manager
(Mr. Smith has almost 30 years of experience in business management, print and media design and production, along with extensive sales and marketing experience.)
Tags: print design, web design