Effective Design And Communication Tactics To Contemplate When Postcard Printing

When conceptualizing a postcard printing project

, it is helpful to consider the intended purpose for the item. Moreover, regardless of whether the planned use is for marketing, political advertising, or to invite people to an event, the end goal is to communicate effectively. Indeed, popular since its invention in the nineteenth-century, a well-printed postcard is a versatile tool.

Layout and design are the backbone of how the project will look when completed. Thinking through the details before there are problems is effective and efficient. Printers can help those who want to provide their own company information, and will no doubt charge if hands-on assistance is required. If one is using an online printer and ordering a digital product, see if the company has an online template and/or guidelines.

Planning should include evaluating if the piece fits postal specification. In the United States, for example, a card larger than 6 x 4 inches will cost more to print and mail. A smaller card is eligible for a lower rate. Of course, the larger card offers more aesthetically and it some cases are preferred for this reason.

Proper planning will also help avoid a card that doesn't translate well visually. A light type color on a light background is as difficult to understand as a dark color on dark background. Contrast is not only important for text; it is for images as well. Moreover, don't think that a dynamic image grabbed off the web insures an exciting look. Most web images have a low resolution and the pixilation compromises the overall look. Also consider how the fonts will read. Larger fonts are easier to read, but don't make the text so large that it overwhelms the audience.

If the copy is from a digital image, be sure it is of a high resolution. Images from the web generally print poorly because they are low resolution images. Save all digital files using the CMYK option for better results. CMYK (cyan, magenta, yellow, black) provide truer printing colors for your postcard printing. RGB, which is often the default in image manipulation software, matches the colors of a computer monitor. There are exceptions, however. Some printers now prefer receiving files in RGB (red, green, blue) with ICC profiles attached.

What is being printed and the time frame are some of the variables to consider when weighing offset and digital options. Keep in mind that offset printing is still considered of a higher quality, although digital work continues to improve. Offset is more expensive and more versatile. Digital has a faster turn around.

While one-sided is generally less costly, using two-sided printing may expand the life of a card. For example, if an invitation to an event may include a related image on one side, with a map and key details on the other. If only a portion of the run includes the invitation/map, then the left over cards are not out-of-date and can be re-purposed. Another option is to use color on one side and black-and-white on the other.

Some jobs work better on a matte surface, other are enhanced with glossy stock. The weight of the stock is also a consideration. When firming up the details consider how many are needed and what it would cost to have to do the job over (as compared to ordering more than needed). If the work is needed quickly, will a less expensive option still cover all the bases? Shopping around for prices is also a good idea, since there are many types of services. A colleague who works regularly with a particular company, or several, can also provide leads.

by: Ben Pate..

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