The process of creating a design for print marketing is not that different from any other graphic design process. It can, in general, be broken down into 4 simple steps; the brief, the design, the feedback, final output.
However, there are definitely a few important deviations when it comes to creating custom print designs for a client (why else would we be discussing an entire article on it otherwise?!).
These differences largely appear and apply to the 2nd and the 4th step of the design process.
In this blog, we’ll discuss the process of creating an effective print design which will also give you a glimpse of the basic differences that occur while creating a design for print and that for digital marketing.
For more information on the differences between digital and print design,read this article.
So, let’s get started.
The first step for every design process is that of receiving the brief from the client. If you are a client who has decided to outsource graphic design services to a professional agency, you must understand the importance of providing a detailed and clear brief to your design team.
The design brief must include all the necessary information that is critical for the project. Not only that the final design output depends entirely on the design brief provided in the beginning but, also, the clearer the brief is, the lesser revisions and time it would take to complete the project.
A basic design brief must include;
-The objective: Is it for a company brochure, product label, billboard advertising, office stationery, etc.
-The choice of colors and fonts for the design.
-The placement of the logo.
-Expected duration of the project.
Here’s a detailed article on thelist of information that a client must provide to the designer in the brief.
Now, once the brief has been shared with the design team, it’s time to get the hands dirty. For the initial phase, the designer must come up with a series of rough sketches based on the brief provided by the client.
Once we have enough sketches based on all the ideation, it’s time to refine those sketches and move on to the screen.
There are several graphic design tools that one can use to digitize the sketch; Adobe Photoshop is one of the most popular ones.
As mentioned earlier in this blog, it is in the 2nd and the 4th step of the design process where the game differs for print design.
While digitizing the sketches and creating the design, it is important to remember the objective of the design. It is on the basis of the use of the design that the sizing and scaling of the design would be decided.
For example, if the design will be used on highway billboards, it should be flexible enough to be scaled to a huge size without any pixelation.
Also, one needs to make sure that enough space has been left around the overall design for the bleeding.
Don’t worry! No one’s getting hurt here.
Bleeding is a term used for the section of the design which is cut out once it has been printed on the desired material.
Here is a glossary that you should go through to understand somecommonly used terms in graphic design.
Talking about the material in which the final design output will be printed, also plays a crucial role in creating the design.
As a designer, you need to know the kind of material the design will be printed on since a lot of important elements of your design will depend on that; such as the color, the font, the whitespace, the kerning, etc.
Now, this is certainly one of the most crucial and nail-biting moments for any designer since they cannot expect what the client would say about their initial draft.
As a designer, you may have done everything that the client has asked you to do through the brief provided in the beginning. However, more often than not, there are always changes to the first design draft that the clients would point out.
So be ready for it.
It is, also, important to understand that getting honest feedback from the client is only going to be helping you in becoming more refined with your creativity.
And, for the clients, it is important to provide constructive criticism and not be extremely brutal with your feedback. If you are not sure of what constructive criticism is,refer to this article.
Another very important step of the entire print design process (where things differ from digital design) is the final step of getting the print output.
It is a crucial step in the overall design process.
the client has provided a go-ahead on the final cut of the design, it’s time to ensure that every detail on the design is correct. Even a smallest of the mistake, such as a grammatical error, can prove to be extremely brutal since the entire print batch will go to waste and a new batch will have to be printed all over again. Not only would this increase the overall cost but, will delay the project time as well.
So, it important to proof-read the design, thoroughly, before sending it for printing.
Another thing to ensure in this final step of the print design process is to save the design incorrect format and resolution. For print, the recommended format is CMYK and the resolution is 300dpi.
If not followed, the final output may very well deteriorate.
So, this is how the complete print design process is executed in order to get the best results. At GraphicsZoo, we follow the best practices for all forms of graphic designs to ensure the best results for our clients.
If you are looking to get custom print designs for your brand, we can help. Get in touch to discuss more on this with our advisors at firstname.lastname@example.org