Typography
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* If your paper stock is on the dark side (for instance, a dark green stock), be sure that the type you use is heavy enough to be easily read. Also, pick two basic type fonts you like (a serif and a sans serif, Arial and Times New Roman for example) and stick with them. Don’t change type fonts from item to item. Always strive for a consistent, family look in your printed materials.
* Use italics and bolds sparingly as emphasis in copy.
* If your materials are computer generated, make sure there is proper spacing between lines and that this spacing is consistent. Space between lines is called “leading” and can usually be adjusted in most software packages.
* When writing copy don’t use two spaces between sentences. Use only one. Two spaces was a typewriter thing. One space after any punctuation is correct.
* Try to keep your type point size at or above 11 points. Remember that we’re all getting older and anything under 11 may be too small for some people to read. Whatever you do, don’t go below 10 points unless your business is authoring fine print for contracts.
Photographs
The old adage that a picture is worth a thousand words is still true today. But what are some of the factors that will make a photo stand out in printed pieces?
Here are some guidelines to help you:
* Use at least a 3.1 megapixel camera to capture images destined for professional printing. If possible, shoot the images in .tif format so you get maximum resolution (300 dpi).
* As noted, all photos need to be 300 dpi to reproduce correctly in a professionally printed item. When you open your photo in PhotoShop or similar software, check the dpi in the Image Size function. Usually a digital camera takes a very large photo at 72 dpi. To make it 300 dpi, change the dpi setting from 72 to 300 and reduce the size of the photo to the size you’re going to use it at. This will provide you with a beautiful photo when it’s printed. Too low of a dpi will create a blurry image. If the photo is too big for the space you want to use it in, then the image will lose detail.
* Photos should be saved and output as either .eps or .tif for use in print materials.
* Remember, you can always make a large photo smaller but you can’t make a small photo larger so err on the side of big photos.
* Avoid static poses such as “grip and grin” handshaking sessions. Photos should feature action. People should always be doing something.
* Take a lot of pictures from different angles. Try to get lower or higher than your subject. Avoid using photos that are shot from eye level.
* Compose the photo so the subjects take up the whole frame. Don’t shoot photos of large groups to use in an 8 1/2″ x 11″ tri-fold brochure.
* When shooting a photo of more than one person, have all the subjects close their eyes until you count three and trip the shutter on the count of four. That way, everyone’s eyes are open.
