Five Tips For Creating Successful Design Documents

Graphic design packages (inDesign, Quark, Illustrator) give users unprecedented control over page layout, graphics and photos. The programs have become so popular that many clients design their own work and send it to Print Tech for printing only.

However, there are times when, by inexperience or mistake, we receive files that are not correctly set up for print. Here are the top five mistakes to avoid:

1. Don’t Get Your Graphics Off the Web
Many inexperienced designers will pull a logo or graphic off the web and place it into their document. This creates two problems: first, the resolution is too low and secondly, the web graphic is RGB (Red,Green,Blue) instead of CYMK (Cyan, Yellow, Magenta, Black).

2. Don't Use Low Resolution
The resolution is measured in DPI (dots per inch). A web graphic is considered low resolution because it is usually at 72 dpi. A printed piece is usually considered high resolution because it is created at 300 dpi. This means that the print graphic is roughly four times the size of the web graphic.

Web Graphic 4 inches @ 72 DPI = 288 pixels

Print Graphic 4 inches @ 300 DPI = 1200 pixels

Pasting the small web graphic into a printed piece would give you a pixilated, fuzzy result. On the other hand, if you placed a high resolution print graphic into a web site, what you thought was going to be a small insert would actually stretch across the entire computer screen.

3. Don't Use RGB Graphics and Photos
Our TV's, cameras and computer screens all use the RGB color space. It is known as an additive color and it works by visually mixing the primary colors. When red, green and blue are added equally at their highest intensity, we get the color white on our screens.

The printing process uses CMYK and is known as a subtractive color space. This works by the printer laying down inks, from light to dark, on a substrate. As more colors overlay each other they get denser.

Simply put, the difference is that with RGB, white is the presence of all color and with CMYK, white is the absence of all color.

For more information on color and printing, visit our blog posts from May of 2010.

4. Supply All Fonts and Graphics
When sending a file to a printer, you should always supply the fonts and graphics that you have used in your document. Without doing this you may end up missing graphics in the final print or the printer's graphic program may substitute a font, giving you something you didn’t expect or want.

5. Create a Great PDF
The most important steps in creating a successful PDF are:

1. Make sure the fonts are embedded


2. Graphics and photos are in the CMYK color space


3. The resolution is 300 dpi


4. Choose “High Quality” PDF when saving

Print Tech examines every file that comes in for printing. If you need help or tips on how to better prepare your artwork, call our pre-press department, they will be happy to assist you.

Direct Mail Sells Baby Boomers

The rise of the internet, e-mail and social media, contrasted by the rising cost of stamps and the constant news of the U.S. Post Office losing millions, cause many to feel that mail is dead.

But, compared to all the other marketing methods available, direct mail is still the most effective in targeting, reaching and getting a response, This is especially true of the most powerful buyer...the Baby Boomers.

Mail Gets Baby Boomers’ Attention:

95% immediately sort through their mail

79% open their mail the day it is delivered

Mail Gets Baby Boomers’ Business:

56% of Boomers shop directly from catalogs

12% of them follow up with on-line orders

59% of them follow up with store purchases

As you can see, direct mail is targeted, and powerful!

Print Tech Is Moving To A New Location

Print Tech is in the process of moving their corporate headquarters and production facility from the current Mountainside, NJ location to 49 Fadem Road, Springfield, NJ 07081. The move is being made to better service the Print Tech customer base and will be completed on February 14, 2011.

“We are always looking for ways to provide additional opportunities for the success of our clients,” said Production Manager Enrico DiNardo. “We feel that by combining the latest building technologies, our talented team and a more efficient floor plan, we can maximize our resources and provide an unmatched customer service experience.”

Print Tech’s proofreader Fran Angiola agrees. “We currently employ a state-of-the-art tracking system to follow every phase of a job from start to finish. The new plant layout will give us more control over the QC process and our plan to cluster departments like graphic design, IT and customer service together will result in speedier service and greater customer satisfaction.”

The move has begun with some services already located at the new building. “We expect to be completely moved into the Fadem Road facility by February 14, with little or no service interruption,” said Keith Knox, Print Tech’s Printing Production Manager. “The main reason for this move is to enhance customer service. Our Print Tech team is determined not to let anything fall through the cracks during our move and so far, nothing has.”

Printing With Vegetable-Based Printing Inks

Volatile Organic Compounds (VOC’s) are toxic gases emitted from paints, cleaning supplies, building materials and thousands of other products and chemicals. The Environmental Protection Agency (EPA) defines a VOC as any organic compound that participates in a photoreaction and considers them greenhouse gases. The health effects from breathing VOC’s can range from headaches and dizziness to damage to the central nervous system.

One of the ways Print Tech has reduced the risk of VOC exposure to employees and customers is by using vegetable-based printing inks. Vegetable oils such as soy, linseed and safflower are used as the base for the pigment so it will transfer evenly from press to plate to paper.

The standard had been petroleum-based inks until the 1970’s oil crisis, when the Newspaper Association of America started to look for alternate ways to make ink that were more cost efficient and reliable. With the development of vegetable inks came the reduction of VOC’s and other advantages, including increased ink degradability and the need for less ink to be used, thereby reducing both ink and printer cleanup costs.

Print Tech is FSC (Forest Stewardship Council) Certified and is always looking for ways to reduce our environmental footprint. (Slideshow)

Cost of ownership – the truth behind your trade show display’s bottom line

As marketing and event professionals know, the scope of any trade show or event display design is always governed by one controlling factor – BUDGET. A project’s budget is a means of keeping expenses capped while avoiding any unexpected over-spends. This also provides a laser focused mechanism for tracking your ROI.

Most of the time, rigid budgets are merely theoretical, as the final price tag is rarely even close. This does not have to be the case. The reason budgets are rarely set in stone is because of the “unknowns”. Inevitably, these unknowns can cause a project to exceed budget projections…sometimes tremendously.

So, how do we avoid this nasty problem??? The answer is as simple as basic math:

(A) + (B) = (C)
Budgeted Items + “unknowns” = TRUE BUDGET

Math can be tricky when variables are concerned. Event budgets are no different. Since we know what the initial budget (A) is, the variable (B) is your “unknown”. To figure out the TRUE BUDGET (C), we must determine the unknowns. This is where you, the marketing professional, can look like an event wizard (complete with crystal ball).

When shopping for displays and printing, your pricing only reflects what is called the “COST OF PURCHASE which includes what is “known”:

• Price of graphic design
• Price of building your display
• Price of Printing
• Price of having your display shipped to you

What we cannot account for (or avoid) are the unknowns. These fall into a second category – “COST OF OWNERSHIP” which refers to the costs associated with owning and operating a certain type of display. With the proper knowledge, these costs can be prepared for, greatly reduced or avoided entirely. This foresight has everything to do with making the correct decisions regarding your display purchase. Here are just some the things to expect regarding cost of ownership:


• Shipping costs (every show – inbound and outbound)
• Drayage costs (every show)
• Labor costs (every show – set up and tear down)
• Electricity costs (every show – varies based on the requirements of your display)
• Employee time / undue stress / reduced morale on the show floor

To make matters worse, overhead costs are recurring. This means that over the course of a year, you purchase your display only once, but you are paying for the cost of ownership each time the display is used.

What is the solution? One answer is – know your (enemy) cost of ownership. If you know that the operating costs for a particular display will be at a certain level, you can budget for it accordingly. This is a simple solution, but still very costly. In this case, you will manage to stay on budget, but have considerably less money to work with at the time of purchasing the actual display. This is due to the fact that most of your budget will need to be earmarked for your cost of ownership. In the end, this is no solution at all.

The correct way to combat this issue is – know your options. When shopping for your display, factor in all of the typical attributes which will effect your cost of ownership. These display attributes include:

• Weight
• Portability
• Ease of shipping
• Ease of use
• Low wattage appliances and lighting

Each of the factors listed above must be an important part of your decision making process. No matter what look, feel or aesthetic you are going for, there is a display out there which can work into your model. Many displays today can be set up and taken down by a single person in just minutes. And the best part:

• NO tools
• NO hair pulling
• NO union labor
• NO freight charges
• NO drayage
• NO last minute headaches

Portable, tool-less exhibits are no longer limited to basic pop-up displays and banner stands. Take a look at what is available out there. I’m sure you will be surprised at all of the options which are currently available. Just remember to always keep in mind – cost of purchase is a one time thing…cost of ownership is an every time thing. Put these elements together and you will always know the truth behind your trade show display’s bottom line!

10 Low-Cost Ways to Market Your Business Part - 3

8. Become an online expert. This is the "free sample" approach to bringing in business. Research active e-mail discussion lists and online bulletin boards that are relevant to your business and audience. Join several and start posting expert advice to solve problems or answer questions. You may need to keep this up for a bit. But, the rewards come back in paying clients and referrals. "E-mail discussion lists have been my single largest source of clients over the last eight years," says Shel Horowitz, a small-business marketing consultant based in Northampton, Mass.

9. Court local media. Editorial features convey more credibility with prospective clients than paid advertising does. To get coverage from the local media, whether from the town newspaper, TV, radio stations, or trade journals—you need a fresh, timely story. It's usually worthwhile to hire an experienced publicist to position the stories, target appropriate media representative, and write and send press releases. Usually, you can work on a short-term or contingency basis.

10. Finally, don't let customers simply slip away. Make an effort to reel them back in. It costs a lot less to retain a disgruntled or inactive customer than to acquire a new one. If you haven't heard from a customer in awhile, send a personalized e-mail (you can automate this process), inquiring whether all is well. For a customer who suffered a bad experience, pick up the phone, acknowledge the unpleasantness, and ask if there's anything you can do. A discount can't hurt either. Being kind to customers is the smartest low-cost marketing you can do.
Reprinted from Melissa Data

10 low-Cost Ways to Market Your Business - Part 2

4. Develop an electronic mailing list and send old-fashioned letters. Most businesses have harnessed the power of e-newsletters—and, you definitely should be sending out one, too. It's very cost-effective. But, exactly because e-mail marketing is now nearly ubiquitous, you can quickly stand out by occasionally sending personal, surface mail letters to customers and prospects. Just make sure the letter delivers something customers want to read, whether an analysis of recent events in your field, premium offers, or a sweetener personalized for the recipient (a discount on his next purchase of whatever he last purchased, for instance). "This mailing has to have value to those that read it, so it reflects the value of what you offer," says Leslie Ungar, an executive coach in Akron, Ohio. "Remember, the best way to sell is to tell."

5. Boost your profile at trade shows and conferences. You can quickly create signage, glossy postcards with your contact information, product news inserts, or an event mini website.

6. Combine business with pleasure—and charity. Spearhead an event, party, or conference for a cause you care about. That puts you in the position of getting to know lots of people, and shows off your leadership skills. "I host an annual baseball game where I take hundreds of clients to a Cubs game at Wrigley Field," says Kate Koziol, who owns a public relations agency in Chicago. "Last year, I took 300 people and we raised $10,000 for a local children's hospital. Few people turn down a game, and it's a great networking opportunity for guests. It lets me reconnect with current clients and impress potential clients."

7. Create a destination. Bookstore chain Barnes & Noble has its coffee bars. Furnishings giant Ikea offers child-care centers and cafeterias. Why? So, customers gravitate to the stores to enjoy an experience, and to hang out for a while. Sunday morning at Barnes & Noble becomes a pleasant weekend routine, rather than a shopping errand. Steal this idea. This tip isn't limited to offline destinations, either. Using pay-per-click advertising, you can cheaply drive traffic to a one-time news event or specialty offerings, points out Jay Lipe, a small-business marketing consultant based in Minneapolis. Lipe recently set up a website for ‘Games by James,’ a retailer of board games, and quickly attracted customers via PPC ads. "The effect was overnight," says Lipe. "Traditionally in the marketing world, it takes weeks or even months to generate acceptable awareness and traffic. Here we saw traffic spike overnight."

Other tips to become a destination:

• Add a free advisory service, whether party planning ideas or investment seminars.

• Add customer loyalty services, such as free shipping for second-time buyers, or rewards when customers spend a certain amount.

Reprinted from MelissaData.com