Category: Print Design

Your brand’s logo is the face of your brand. It is the very first impression people get hence its design is important. When it is executed correctly it becomes a very powerful asset to the brand. Creating an effective visual representation of the brand requires a lot more than graphic design. Below are a number of essential rules that you should keep in mind.

Preliminary sketches are important

This is the first step in designing a logo that will be effective. This can either be done using pen and paper or use a vector program like Illustrator. If this stage is rushed or skipped, the final result will be compromised. Keep sketching new ideas until you find one that seems to work.

Balance should be created

Peoples’ minds naturally perceive a balanced design to be appealing and pleasing. Balance is achieved by keeping the weight of the colors, size and graphics equal on each side. Though this rule can be broken it is worth noting that the logo will be viewed by many and a balanced design is the safest approach.

Size does matter

A logo has to not only look good but it should also be legible at different sizes. If the logo loses definition when it is scaled down for letterheads or envelops then it is not effective. It has to also look good in large formats such as posters, billboards. Testing the logo yourself is the only reliable way to determine if it works. It is important to note that the smallest scale is always the hardest to get right.

The clever use of color

The theory of color is complex but with designers that understand the basics is able to use color to their advantage. There are so many basic rules on use of color they include; too bright colors can be hard on the eyes, the logo must also look great in black and white as well as in two colors. If you choose to break the rules make sure it is for a good reason. Color evokes feelings and moods try out different color combinations that match the overall feel and tone of the brand. Do not be afraid to play around with different colors.

Typography does matter a lot

Finding the right font type and size can be trickier than one recognizes. If the logo contains texts or a tagline spend time sorting through different font types and testing them before making up your mind. It is ideal to use one font and avoid using the commonly used fonts. The more original the font is, the more it distinguishes the brand.

The goal of creating a logo is so you can build brand recognition. The point is to have the average person instantly call the brand to their mind. The key to achieve this is to combine the elements discussed. By overlooking any of them during the design process it will impair the quality of the final design. The fastest way to determine if a logo is recognizable is by inverting it using a graphic design software and see if you still recognize your brand. Having experienced designers helps in the whole process.

When designing your ad, brochure, poster or any other print materials, you, of course, want the outcome to be perfect. You put the effort into writing the most gripping and original content. You put this content together with attractive and unique imagery. You add all the pertinent contact information. You look the design over, very happy and proud, and send it off to the publisher. Sometime later, you pick up a product that looks so different from your idea that you cannot imagine why. If you are extra ‘lucky’, there is also a glaring typographical mistake on the very first line. Has something like this happened to you before? At iti Direct Mail, we have been working in the field for many years and have seen many examples of the bad, the worse, and the ugly when it comes to common mistakes when designing for print. Here is a brief rundown some of them.

Not designing for print in the first place

As simple as this may sound, we still see clients repeatedly trying to use something that was designed for electronic distribution or for the web as the basis of the print design. This never works, and it should be avoided at all cost. Redesigning something is expensive, time-consuming and unoriginal—aim for your print materials to be actually made for print in the first place.

Proofing means proofing well

The last thing you want is to have a misspelled name or other error multiplied several times. If you make a mistake in your print design, once the product is finished there is no going back and no ‘undo’ button. Take the time and put in the effort into ensuring that no such story happens to you.

Not using the right colors

From insisting on using RGB colors instead of CMYK colors to ignoring the simple fact that Photoshop’s colors are not exactly as what would come out in print form, we have seen many examples of print design problems over the years. Make sure that you understand the difference and ensure that you use the colors that your printers can accommodate.

Resolution is key

What can easily work on the web will look blurry in print. Aim for at least 300 DPI guarantee that there is no pixilation and the quality is attractive to the readers. If you are unsure of how to change the resolution, make sure to ask a design professional.

The bleed is not as horrible as it sounds

If you are designing for print, do remember to leave some extra space covered with the colors that you need outside of the main print area. This way, you will avoid white space should the print be only a millimeter off from the desired position.

Avoiding the above-mentioned points will not resolve all problems, but will definitely be a good start. If you have any questions or need help, please feel free to contact our expert team at iti Direct Mail. We look forward to working with you!