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In the printing world, there is often a conflict between the graphic designer and the print shop. Many times the designer supplies the finished artwork in a format that the printer may find difficult to work with. This causes delays, confusion, frustration and most importantly, extra money for the customer.
Taking a few extra steps to ensure the art files are prepared correctly can eliminate these issues. It is important for designers and printers to work together. Surprisingly, artwork issues are a hot debate topic in the design and printing world because many designers feel the printer is not clear in regards to their specifications, while the printer may feel the designer has ignored their art requirements. The tips below are meant to help both the designer and the printer work together more smoothly for a better result and experience for the customer.
Check the Specs
Every print shop has different art requirements. For some, an eps or native file is necessary, while others can use a pdf or jpeg without issue. Some may require color separations or need all text converted to outline. All of these requirements are important because it can be the difference between a “job well done” and an incorrect final product with an unhappy customer.
Some printers have artwork specifications readily available on their website. In these cases, make sure the art files meets the requirements and there should be no problems. Additionally, as a designer, don’t hesitate to contact the print shop to ensure the art is in the correct format.
Not all designers have the luxury of knowing who is going to print the final job. In these cases, the responsibility falls to the customer. The customer must be able to provide the art specifications from their printer. If the customer hasn’t chosen a printer, the designer should suggest the customer speak with some printers, get quotes and decide on a printer they feel comfortable working with. This will give the customer some art specifications to share with the designer.
Still, there may be some customers who haven’t chosen a printer, leaving the designer with no specific art requirements. In these cases, there are a few basic rules most designers should follow.
Outline All Text
Not all printers have the same fonts in the their font libraries as a designer. When a printer does not have a font used in a piece of art, their system automatically replaces the missing font with a font in the printer’s library. This can drastically change the look of the printed piece. The easiest way for a designer to avoid this is to convert all the text to “outline.” Converting the text to outline essentially changes it from a font to a vector image, which can be easily printed without altering the design.
When the design program used doesn’t allow outline conversion, the designer should send a zipped file including the art in its native format and all the fonts used. This will allow the final printer to load the fonts on their computer without losing time or spending money to purchase the missing fonts.
Use Pantone Colors
It is easy to select a color from the rainbow, figuring any red will do, but in the design and printing industries, the slightest change in a color can mean big problems. To avoid any issues, always use Pantone colors. Pantone colors, or PMS (Pantone Matching System) colors ensure the designer and printer are using the exact color requested by the customer.
When artwork is running four-color process, the designer should make sure all files have been converted to CMYK.
File Formats
Artwork can be saved in many different formats from a jpeg, pdf or eps to a tiff, gif, psd, ai, and more. Each format can have a different impact on the printing. Many printers prefer a “native” file, meaning the original format the art was created in. So, if a designer uses Adobe Illustrator, the file should be an Illustrator (ai) file. Another preferred format is an eps (encapsulated postscript). An eps is a versatile file format that holds the text and images within the file without losing information.
If you are not able to determine the preferred file format, it is best to provide your customer with a pdf, eps, and the native file format. Many programs, like Illustrator and Photoshop easily allow you save artwork in multiple formats. This will give the customer file options when consulting a printer.
It is our hope that this article will help to educate designers, printers and customers to ensure artwork can be easily transferred from the art department to the printing press without error or delays. When possible, try to have an open line of communication between the designer and printer. This will help guarantee a superior finished piece and a happy customer who will be eager to work with you again.
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