\nI\n am the first to admit that online marketing is the dominant form of \nadvertising these days. I have written articles saying this very point. \nPrinted marketing hasn\u2019t gone away though, and in fact is still the most\n effective form in several situations. The problem is that these days \nthat designers are trained to think of digital media first and physical \nmedia as poor second. This is a dangerous mindset to have. Given how \nmuch more expensive it is to replace a poorly designed flyer or business\n card than to fix a website and how the long the \u2018damage\u2019 to a company\u2019s\n \u2018brand\u2019 can last after the error has been corrected, this is a mistake \nyou do not want to make. So here are a few simple rules to remember when\n it comes to designing your marketing.<\/p>\n\n\n\n
<\/p>\n\n\n\n
I\u2019ve\n lost count the number of times I\u2019ve been given company logos pulled \nfrom their website to use on a business card, then get complaints that \nthe print quality is bad. No matter how advance the computer\/phone\/tv \nscreen, it will always come a poor second to the resolution found in \nprint. Screen graphics are set to 96dpi, where the human eye sees at \nless than 300dpi, and we print at 600\/1200dpi. So a image that looks \nfine on screen will look at least three times as blocky\/grainy in \nprint.Design logos design for print first, and scale them down for \nscreen use, as people are more forgiving if the edges of the art on the \nscreen is blurred than if it is on a page. When buying photographic \nstock images or clipart, buy the largest you can afford as it\u2019s easier \nfor computers to throw out unused bits of graphics on the screen or \nprinted page by scaling it down, than having to fill in the gaps between\n the bits when it\u2019s scaled up. If you are unsure, just zoom in by 300% \non your design and if it looks grainy on the screen it\u2019s going to be \ngrainy in print. We cover it here<\/a> if you want to learn more.<\/p>\n\n\n\n <\/p>\n\n\n\n Another\n ongoing problem is that with many online design systems that are free \nto use, the are focused screen first and print second. So they won\u2019t \nshow settings for bleed and margins unless you look for them. This is a \nbig problem, as that is very important to have them if you want the best\n out of your printing. It\u2019s so important that it was one of our first \nblog articles<\/a>\n back in 2011. That article is still good so have a read of it for more \nabout what are bleed and margins are and how to make sure you have them.\n Case in point, our own online design studio<\/a> software is setup so you can\u2019t help but make your design to have bled and margins to ensure the best print quality<\/p>\n\n\n\n <\/p>\n\n\n\n \u2018Below the fold\u2019<\/em>\n , that is a newspaper industry term used to describe how important an \narticle is on a front page of the newspaper. If it on the section that \nis face down when the paper is folded and stacked, then it\u2019s not as \nimportant at the items at the top which are used to get people to buy \nthe paper. In the modern marketing industry I like to use the terms, \u2018below the scroll\u2019<\/em>\n for online media. The key eye catching area is the section that first \nshows on the page. This is the first bit that everyone reads before \ndeciding if they want to scroll down to read more. The truth is a vast \nmajority won\u2019t so you have to make the sell in that first screen full. \nWhich is complicated by the fact you don\u2019t know what size screen and \nother factors which make it hard to manage the flow of information so \nthings have to be short and punchy in that first few paragraphs. With \nprint you have much more control. You have a fixed size, number of sides\n \/ panels to break the information down into easily digestible sized \nchunks. You don\u2019t have to fight to fit everything into a unknown space \nso it gives you the room to spread things out, make it easy to read, do \nmore interesting things with the design. Every detail of the design is \nunder your control so it makes sense to exploit it for all that is \nworth.<\/p>\n\n\n\n <\/p>\n\n\n\n The\n web is just data and can be made to do anything you want. So you can \ndesign your online marketing to include videos, questionnaires and \ninteractive product selection, pull things in from your social media \nfeed, and so much more. But it\u2019s all just so many button clicks or \nfinger taps making it feel no different to any other website. And you \nhave to be \u2018brash\u2019 to keep people’s attention or they will click away to\n another site. (I don\u2019t know about you, but sites that start using my \nexpensive data to throw auto playing videos at me I didn\u2019t even click on\n annoy the heck out of me.) With print you are fixed in the content in \nwhat you do, but you can make it feel different from everyone else. The \nchoice of colours, papers\/cards and their finishes, how it\u2019s folded or \nbound, all effect how it feels to the client. You can go further by \ngetting things cut to interesting shapes, mixing different papers types \nand sizes in the same item to add to the wow factor. Most importantly \nit\u2019s not intrusive because you know the customer already has it in their\n hands so you can take the time to get the point across.<\/p>\n\n\n\n These\n have been the more common examples of what to be wary of when designing\n for print over designing for the internet. We cover more aspects of \nthis in our blog here. If you would like a more one to one discussion on\n this or other matters of marketing design then book a time with us at \nCopy Express and we will be more than happy to help you out.<\/em><\/p>\n ","protected":false},"excerpt":{"rendered":" I am the first to admit that online marketing is the dominant form of advertising these days. I have written articles saying this very point. Printed marketing hasn\u2019t gone away though, and in fact is still the most effective form in several situations. The problem is that these days that designers are trained to think … Continue reading “Differences between internet and print design”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":9,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,80],"tags":[],"_links":{"self":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/510"}],"collection":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/comments?post=510"}],"version-history":[{"count":2,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/510\/revisions"}],"predecessor-version":[{"id":925,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/posts\/510\/revisions\/925"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/media\/9"}],"wp:attachment":[{"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/media?parent=510"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/categories?post=510"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.copyexpress.co.nz\/blog\/wp-json\/wp\/v2\/tags?post=510"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Bleed and Margins, you need them
<\/h3>\n\n\n\nDesigning for the page verses for the scroll
<\/h3>\n\n\n\nOnline is interactive, print is tactile
<\/h3>\n\n\n\n