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Expert advice Online printing. Expert advice

Expert advice. Some tips for those who are interested in marketing and design.
If you want to create an advert whether it is content text or graphics, we have some practical advice for you.

The website will be expanded with new content, and if you want to propose a specific topic - feel free to contact us. Write to us and we will post your suggestion on this website.

Apart from the tips listed below, we encourage you to try out free consultations. If you need help regarding preparation of advertisements, request an appointment.

Expert advice

Printing:

What is offset printing?
What is digital printing?
How to prepare a project for printing?

Design:

How to design a business card?
How to design a logo?
How to design a leaflet/flyer?

Marketing:

What you should know about your customers?
Copywriting – essential content.
Search engine optimization(SEO). What should you know?




What is offset printing?
Offset printing is implemented using inks in four main colours: cyan, magenta, yellow and black.

Offset printing process begins with proper preparation graphic design. Graphics are divided into four separate files, one for each colour used in the printing process. From the prepared files are created special matrixes, which are placed in the printing press. Each matrix is responsible for coating paper in points in one of four paint colours.

Matrixes are constructed in a way that the paint adheres to them only in selected areas, so that it can be very accurately transferred onto the paper.

Achieving full colour printing usually requires four times the coverage of a sheet of paper with different colours of paint.

It is worth noting that in offset printing inks are not mixed with each other so different shades can be achieved. The illusion of colour is formed by adjusting the size of the point and the appropriate location. The printed close to each point of blue and yellow will give the illusion of green.

Offset printing offers very good quality of printing and is cost effective in outlays above 1,000.


What is digital printing?
Digital printing is similar to printing on your home inkjet or laser printers. Of course printing devices offer significantly more than domestic printer. Prints are durable and very good quality.
Digital printing is a relatively young technology, and over the last few years, substantial progress can be observed when it comes to quality. Therefore, it is important to realize printing using modern machines. In our case, for the quality of digital printing responds Konica Minolta Bizhub C8000.

Digital printing is cost effective in outlays up to 1,000.


How to prepare a project for printing?
The process of project preparation for print looks the same for both offset printing and digital.
Preparing to print begins at the stage of its creation. When defining a new document you should be considered bleeds. This is the allowance to be cut after printing.
For example:
A5 leaflets format is 148x210mm. Bleed is normally 2 or 3 mm from each edge. So we add the 6mm to the final format of the leaflet. Creating a new document in A5 format we set its size at 154x216mm.

The second thing you need to take care of colour management (ICC Profile).
Colour management is a small file with the extension .icc. It contains information about how the device describes the colours, because the colour on computer is defined by numbers.
When designing for print, we assign a colour profile Adobe RGB or CMYK profile for example FOGRA39. (On some printers the situation may look different, you should ask for details before starting work).

Next important thing when printing is a resolution, the number of pixels per inch. For printing widely accepted value is 300ppi.

For folding leaflets, brochures and folders, it is good to take care of the correct order of the pages in accordance with our expectations. Before you start designing you should prepare a model which is print a document on a home printer and fold.

File preparation for printing also requires several steps after the project is completed.
First, the colours in a graphic print must be described in CMYK mode. The first thing to do is converting to this particular mode.
The most common conversion is done using FOGRA39 profile.
If our project has text filled with black colour after conversion must be corrected and fill with values C: 0 M: 0 Y: 0 K: 100.

Next important thing is the file format. It is widely accepted by the printing format is a .PDF format.
When saving, make sure to attach fonts, and that was not attached colour management (ICC Profile).
Projects in which the text does not occur or if there is a text larger than 20 points, the projects can be saved in any format bitmap. Recommended formats are JPG and TIFF.


How to design a business card?
When designing business cards, as well as other printing materials, you might consider guidance on the preparation of printing: 3mm bleeds, FOGRA39 colours or profile Adobe RGB and resolution of 300ppi.
The main card format in the UK is 85 × 55mm. You will also find the business card format 90x50mm.

What program should be chosen for designing a business card? The best program is the vector program for example Adobe Illustrator, CorelDRAW or free Inkscape.
There are some applications designed specifically for business card design, available as programs or online. Those are useful especially for beginners, but they don’t give such freedom and control as graphics programs.

What should be visible on your business card? First name, surname, company name, logo and contact.
In addition, on the business card we can post job title and brief information what we do.
Recently popular is also placing photos or QR code on the card.

For double-sided business cards we can divide information: important ones we will usually put on the front and less relevant on the back of business cards.

Fonts.
One of the most important elements of a business card.
Try to limit yourself to two font types. Fonts should be matched to the nature of business cards. Font size should not generally exceed 10pt. Very big letters make the card look not subtle.
Never deform fonts through the artificial thickening, stretching or bending. If you decide that requires bold font, and you do not have the bold version, change the style to another.
If you use the free fonts carefully read the license and note whether you can use them for commercial purposes.

Colours.
When designing a business card you should use colour sparingly, but at the same time ensure an appropriate contrast.
The proven way is to use complementary colours.
The colours should also be consistent with other materials, such as a website, and above all the logo.

Stand out!
A good idea will make your business card noticed and remembered.
Business cards can also distinguish by the shape or printing techniques, for example: use of gilding, embossing, bulge or custom paper.

Useful advice:
— Use the auxiliary lines or grids to carefully align all elements of business cards to each other.
— Ensure that the elements are not placed too close to the edge, this arrangement makes objects appear to "burst" card space, which intuitively seen wrong.
— Carefully choose the information. If your company is involved in many things, place only the most important.

The most common mistakes:
— Too much information.
— Poorly chosen font.
— Too little contrast between the elements.
— Objects placed too close to the edge of the card.



How to design a logo?
The logo design is one of the most difficult tasks facing the novice designer.
See how we are working on the logo, you will find practical advice.

Here are a few practical tips:
1. Work with a program such as Adobe Illustrator, CorelDRAW or free Inkscape.
2. Carefully analyse logo leading designers. There are many sites you find online that collect the most interesting logos.
3. Start by working with a piece of paper. List all the words, which should be associated with a logo...
4. ... and start to draw. One of the most important elements of a good logo is an IDEA.
5. A good logo needs to be not only creative but also at the same time simple.
6. Do not use the additional effects such as shadows, contours or 3D effects.
7. Another key element of the logo is a composition. See the most important rule for example those based on the Fibonacci sequence.
8. Use colour economical and deliberate. As a rule, two colours are an adequate number. Each colour has its meaning, it is worth to check.
9. If you are using the free fonts carefully read the license. It is not always a font may be used in the design of the logo.




How to design a leaflet/flyer?
Check out our website at offer - design. You will find information about how to design advertising materials.
See also information on how to prepare for printing, you might want to use them at the beginning of the work.

Below are a few tips for those who want to design their own leaflet.

1. Proper selection leaflet/flyer format.
We have available formats: from the smallest A6 (105 x 148mm) into the largest A3 (297x420mm).
It is worth stick with standard formats because it reduces the cost of printing, although non-standard formats certainly stand out, and is also important.
One of the options is folded leaflets.
The choice depends on the format of information, which we plan to deliver.
If the information arranged in separate sections, you should think about folding leaflets. For example, when we offer three types of services, you can present them separately on each side.

2. Idea.
This rule applies to any project, whether it is a leaflet or a website: Think how you can provide information in attractive and functional way. No idea? Therefore start just from a sheet of paper.

3. A composition.
Planning of leaflet’s elements.
It should be established which information are most important and should be highlighted and positioned.
The most important place is of course the front of the leaflet and more specifically the upper left corner.
Next thing connected with the composition of is the location of elements. In good planning and joining usually help ordinary rectangles grid. Thanks to the grid is easy for us to align elements to each other.
It is worth using the principles of design such as rule of thirds and golden ratio.

Part of the composition is also the location of elements: objects lying close to each other automatically will be perceived as linked. This principle can be used to control the way our leaflet will be read.

4. Space.
It is also the aspect relating to the composition, but very often overlooked. Leave enough space between elements for example photographs and text. This avoids overwhelming effect. For similar reasons, do not place objects near the edge; should there be only background.

5. Pictures.
Good picture means a better project. It is not worth saving. If you do not have your own photos, you can choose to buy one of the many banks pictures. Just google ”Royalty free„. For a few pounds our leaflet will change..
Of course, the Internet is full of free photos, but their quality mostly leaves much to be desired. A second problem is copyright to the images. In the case of free photos this is often unclear.
The recommend page with free pictures is a Pixabay.

6. Fonts.
Here you can apply a similar principle, use professional commercial typefaces. There are plenty of free, good typefaces, but it is worth to read the license of any of them carefully because not everyone can be used for commercial purposes.

Typography is a very complex issue.
For start you should learn to distinguish between serif and sans serif fonts (from the French sans, meaning "without"), which will help us chose a font to the nature of the selection of the project.

Do not use more than two or three typefaces. This way is easier keeping the consistency of the project.


Copywriting which means content is essential.
Graphic design of advertising materials or website is extremely important, but even more crucial is the content. Effectiveness of an advertising campaign depends on this.
Copywriting requires extensive knowledge of marketing and sociology but there are some basic rules that you can immediately use for create a better content.
Always focus on your client.
Write honestly and straight. Get to know your customer.
Do not write what do you do or what your company does, write about what your customer can gain using your products or services.

Copywriting should affect the recipient.
Well-structured text should help the reader to make decisions. Therefore it is necessary to focus on reader’s reactions.

Copywriting need selling.
Let's get this straight: investing in advertising want to gain something, usually directly or indirectly in terms of sales: services, products or information. Therefore, readers can be divided into three groups:
Those who want to buy something, those who hesitant and those who are not interested in our offer.
Our advertising text is addressed of course to those who are oriented to buy.
It is also worth considering the reasons why some people may to hesitate before buying, and creating text trying to dispel these concerns.


Focus on the client.
People are looking for information, services or products for several reasons. Those two main are:
— Troubleshooting (Out of ink in the printer, you need to buy a new one).
— Searching benefits (Offer high capacity inks).


Each text should have the headline.
Whether it is online advertising, leaflet or a website, you might want to use the headlines, especially if your aim is selling.
Because the headline is crucial, you should spend an appropriate amount of work on it.
First of all, the headline has to attract attention, if this does not happen the rest of the work can be wasted.
How to do it?
— present the benefits that the reader can achieve.
— it is worth asking questions. It is fascinating and invites to search for answers in the rest of the text.
— You can offer something valuable.


Search engine optimization (SEO). What should you know?
Search engine optimization (SEO) it is optimizing our website for search engines.
Positioning is a complex, long-term process and in this guide we will look at first stage, which must be taken before we start the creation of the website.


Keywords.
It's a word that the person looking the information will type. Also the name of the product or services with is helpful when searching online.
TThese are the words that most accurately describe the content of your site. SSpecial tools like Google Keyword Planner will allow you to verify how Internet users search for information.


Title and description.
One of the most important elements of search engine optimization is the title of the page. This is a brief description placed on the page and visible on the title bar in the browser window. The title is also visible in search results.
Write the title of each page using keywords.

Another important element is the description of the page, also entered in the code page. This is a short summary of the content of a particular page. Description is visible, like the title, in search results, and also should contain keywords.

Content.
The content of your website is essential when it comes to search engine optimization. Plan your valuable content based on keywords.
If possible, share the material of each page into paragraphs and give them additional titles, including keywords.
It is worth expanding the service with additional advice and have a blog.

The next stages of search engine optimization take place during a website design.


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