It has been widely stated for years that we are now living in a “digital-first” world. However, there is also increasing evidence that print still has its place in this world.
Indeed, many brands during the 2020s are seeing the merits that print communications can have for cutting through digital noise, appealing to audiences’ desire for tactility, and driving engagement.
In light of these potential advantages, many organisations are concluding that they are best placed to boost their marketing impact and performance when they combine digital and print channels, instead of choosing between them.
Even making this decision, though – committing to the production of at least some print marketing materials – can leave brands at risk of overlooking how the “rules” of design change when their work moves from a screen to a physical object.
Is there really such thing as ‘rules’ of graphic design for print?
It is probably best to treat the “rules” we are about to lay out for you as broad “principles” that your brand may choose to bend in certain circumstances. After all, we’re sure most of you reading this will be familiar with how great design often does “bend the rules”.
Nonetheless, “rules” – even relatively loosely applied ones – do exist for good reasons. The principles we will set out below can help form a solid foundation for your brand’s successful print communications, whether you design in-house or with help from professionals.
If you’re thinking about joining forces with a trusted third party to transform your ideas into compelling, print-ready artwork, our graphic design for print service at Birch can make it a reality. Simply reach out to us today to learn more about how we can help.
5 ‘rules’ to apply to graphic design with print materials in mind
So, here are some fundamental principles to which to adhere with your graphics when you are looking to ensure they transfer well to paper:
- Get the technical setup right
If your graphic files aren’t correctly set up, even the most beautiful designs won’t be shown to great advantage in print.
One of the key “rules” here is to convert your files to work in CMYK (Cyan, Magenta, Yellow, Black) at an early stage. This is because commercial printers use this mode, whereas RGB (Red, Green, Blue) is for digital screens.
Also make sure that all your images are at least 300 dots per inch (dpi) at their final size, to guard against the risk of pixellated or blurry results.
- Prioritise visual hierarchy
It is crucial, too, to make sure the reader’s eye is guided through the design of a given printed item in a specific order. Otherwise, the message you are attempting to convey could be muddled.
So, be sure to ask yourself what the focal point of the design will be – or to put it another way, what the most important piece of information will be. You can then use size, bold typography, or contrasting colours to make this the first thing a reader is drawn towards.
- Make wise use of contrast
Something else in a printed design that can help draw a viewer’s attention, while also bolstering readability, is the savvy use of contrast.
The general “rules” here are to pair dark text with light backgrounds, bold fonts with thin ones, or vibrant colours against neutrals. You should be taking care to avoid any extremes that would hurt the eyes, such as pure black on pure white for large text blocks.
- Leverage white space
If you’ve ever walked into a “white wall” contemporary art gallery, you will probably already broadly understand what we’re getting at here. “White space” (or negative space) can be invaluable for giving visual elements, such as images and text, room to “breathe”.
The strategic use of white space can certainly help focus the reader’s attention, while preventing the overall design from feeling too cluttered and overwhelming. So, we would urge against the temptation to fill every inch of every page.
- Repeat elements for unity
The repetition of visual components can be another great way to help reinforce your brand in printed materials. By skilfully repeating colours, fonts, shapes, or motifs throughout your design, you can cultivate cohesion, especially in multi-page items such as brochures.
Are you ready to bring your graphic design ideas to (printed) life?
If so, please don’t hesitate to contact us about our graphic design for print service, which can help you achieve the greatest possible impact from your brand’s printed materials.
The Birch team can work with you “from scratch” if necessary, or we can redesign or tweak existing print materials of yours.
