first class frequently asked questions

Q. Why can’t you use the pictures from our website in our brochure?

A. Unfortunately most images used on websites have a resolution of only 72dpi (dots per inch). This looks fine on screen but would look very coarse if printed. As a rule of thumb, to reproduce an image in print using a standard screen resolution of 150dpi, the original resolution needs to be at least twice that, i.e. 300dpi. As a guide, an A4 image at 300dpi would have a file size of 30mb, and a 50mm x 50mm image at 300dpi would have a file size of 1mb. In addition, most web-ready images are made in RGB and not in a printable CMYK format.

Q. Why do the colours on screen look different to the printed proof, and also to the final printed brochure?

A. It’s partly to do with how computer monitors and paper proofs reproduce colour (see the previous question). Also our printer is calibrated to represent the final printed version as accurately as possible. Your printer may be calibrated completely differently. The type of paper used on both the proof, and the final printed brochure will also have a big effect on how the colours reproduce. Some companies even specify two Pantone colours to be used for logos etc, one when uncoated paper is used (i.e. stationery), and a different colour for use on coated paper (i.e. glossy brochure). When put together the two items of print will match more accurately than if only one colour had been specified.

Q. CMYK, RGB, Pantone, what does it all mean?

A. It’s all to do with colour. Televisions and computer monitors show colours as RGB (Red, Green, Blue), known as light primary colours. These are broken down into 256 steps per colour, making it possible for your computer screen to show over 16 million colours. When it comes to putting ink on paper however, the ‘negative’ of each of those light primary colours are used, CMYK (Cyan, Magenta, Yellow, with K denoting black enhancing the reproduction of dark tones). These are known as the pigmentary primary colours, or process colours. Most colour printing you see around you is produced using the four colour process system. However, to further complicate matters the four colour process system can only reproduce approximately 60% of the colours that the human eye can see. This is where the Pantone Matching System (PMS) can help. The Pantone System consists of a range of 13 basic ink colours plus black. These are mixed in specified percentages to give a vast range of additional colours. These are simply specified with a number, i.e. PMS 348.The Pantone System is used widely to print stationery, where typically only one or two colours are used. This offers cost savings when compared to using the four colour process system.

Q. Isn’t graphic design expensive?

A. Depends how you look at it. If you see it as a cost, then maybe. Graphic design compares with any other professional service – legal, accountancy, recruitment, etc. However, you should really look at it as an investment – in both your time and money. The more resources you are prepared to denote to design the better the outcome should be. And don’t forget, good design should always repay the investment – in increased business, raised awareness, or whatever the objective may be. Design doesn’t exist to ‘make things look pretty’.

Q. What do graphic designers do?

A. Well, at its most simplistic design is merely the arrangement of elements – in the case of graphic design, mainly text and pictures. But graphic designers are concerned with much more than that. They are first and foremost aiming to help clients achieve their business objectives, whether that be increasing sales, raising awareness, disseminating information, or whatever is required. To do that they need to know about the target audience – age, education, job role, industry etc – the more information we have, the better the final product will be. Then it’s down to the skill and flair of the graphic designer to understand all that information and produce solutions that will achieve the stated objectives.