Miser pays twice

Printed products are a great way to promote any business. But this statement is true only for high-quality materials. If you neglect this rule, then the product, at a minimum, will not bring the expected effect. At the most, the company’s image will suffer irreparable damage.

In order to evaluate the quality of printing, you do not need to be a professional in printing. Most defects are visible to the naked eye. However, at the stage of the finished circulation it is too late to evaluate, so a number of things need to be taken into account at the order stage. And here are some important recommendations:

- introduce your target audience. Focus on the customer is necessary when creating any product, be it a business card, flyer or souvenir item with your logo. You need to imagine people's goals and motivations, this will help you interact with them on a personal level;

A souvenir T-shirt with poor quality printing (for example, when the color of the T-shirt is “ merges” with the image itself) will not make the user want to wear it, so the money for its production will be wasted

- indicate the goal. Any printed product is produced for a specific purpose. Let's say, business card gives an idea of ​​your contacts, flyer informs about events or promotions, the booklet tells in detail about your products. It is important that the designated goal coincides with the final result;

The dark background of the business card causes negative associations with mourning, and not with solemn events , as it should be, based on the profession of the owner.

- don't be too verbose. If you try to cram too many words onto a small-format product, the result will be completely opposite to what you want - no one will read or learn anything. Filling all the free space is the worst thing you can think of. For example, you shouldn’t tell the whole history of your company on a flyer;

An overabundance of information does not make it possible to quickly understand the essence of the appeal. Most likely, such a flyer will simply be thrown away.

- make sure that the design is as simple as possible. The simpler the information is presented and the more accessible the message is, the better. Do a 3 second test. During this time, you need to have time to see the company name, general message and call to action. Free space is your friend, it helps highlight the main thing, gives you the opportunity to concentrate and not be distracted by the unimportant. At the same time, check that you have all the necessary information. For example, if we are talking about a flyer that announces an event, then it should contain information about the time, place and cost of entrance tickets. If your goal is to attract customers to the site, then do not forget to indicate the address of this site. When creating a design, do not overdo it with the number of fonts or colors: their abundance also distracts from the essence;

Unfortunate selection of background and fonts leads to unreadable text on the poster

And that's it poster there is no information about the location of the event

- do not skimp on paper and printing. The type of paper significantly affects the overall perception of the printed product. For example, if you use the cheapest paper for a business card or flyer (such as is used for newspapers), they will quickly wrinkle and cause negative associations with your company. The same applies to printing - a printing house with outdated equipment, located somewhere in a garage, will not be able to guarantee quality: images may turn out “blurred”, colors will blur.

Example of poor quality printing on cup: the edges of the image are fuzzy, the letters are a little “smeared”

If the printing technology is broken in the printing house, an image from one page may appear on another. In this case, the dark areas of the photo were printed on the page with the text.

By the way, some problems with printing can be avoided at the design stage, so it is important to turn to experienced specialists for this. For example, you can check the quality of images (pictures with low resolution will look very bad when printed). Another important aspect is the readability of the text; for this, you should not use fonts that are too intricate or too small. It is desirable that even a person with poor eyesight can see everything that is written without glasses.