Print Advertising Still Exists
After what feels like years of designing advertisements for the web, I recently had a long-time client request a simple print ad for the Boston Globe. Other than print ads for event program books, I would guess it’s been about three years since my last print ad for a publication. I was excited to return to my first love, print design, but I quickly realized how much more work it required.
First, I needed a high-resolution image, which the client didn’t have. Normally, a simple online search of images will yield the results I need for an online ad. Fortunately, having worked with Fairmont Hotels previously, I knew they had a great image library for use. I was able to download a high-resolution image for the ad. If this was another company, without such resources, it would have taken significantly longer. Several emails back and forth. Sometimes low-res images that I can’t use, etc. Needless to say, I was grateful this was an easy find.
Next, I had to consider crop marks and bleeds. Oh goodness, I hadn’t dealt with those in awhile. Are bleeds allowed? If so, how much photo space should I leave past the crop marks? A design destined for print requires certain specifications to ensure that the work is printed correctly by industrial lithographic or digital printers. With online ads, what you see is what you get.
Once, I had everything ready to go, I had to flatten the layers and save as PDF. Adobe has greatly improved the quality of my design life with Acrobat. No more collecting images and logos for output, zipping them up and then still having a large file. If a printer didn’t have an FTP site from which to upload, a designer would have to burn the file to a CD or, back in the day, a Zip Disk and have a courier deliver the files. Printers are now able to print directly from a high-quality PDF. I love technology.
Great. I had a completed and approved ad. Easy as pie. That is until after submitting the ad, when we were told the ad could be in color. Oops. Back to step one…
Don’t worry. It all worked out. Keep an eye out in the Boston Globe either the weekend of June 3rd or the week after for the Fairmont Copley Plaza’s 100th Anniversary special. Congratulations, Fairmont Copley Plaza! And thank you Royal Hospitality for keeping me busy.