Tech Lab

BY PAMELA BIR

Take Control and Manage Your Graphics

Design firms often work with graphic designers on a variety of projects, from marketing materials to presentations to Web sites. Whether your designer is an in-house employee or an outside contractor, it's important that you understand the basics of working with graphics files and set some ground rules for the relationship so that you will always have access to the files you need.

Resolution

Frequently, the success of a project depends on the quality of the graphics. We've all seen printed brochures in which the images turn out grainy or blurry; that's not the impression you want to make. Resolution, expressed in "dots per inch" (dpi) or "pixels per inch," is a measurement that indicates the quality of your image or other graphic. For example, 72 dpi is a low resolution, but it's fine for graphics on a Web site. For detailed product photos for your new marketing brochure, the resolution should be at least 600 dpi.

Types of Graphics Files

Different file types have different extensions. Here's a rundown of what they mean:

.bmp

"Bitmaps" are low-resolution graphics, most often seen in clip art. Used only in Microsoft Office or similar programs, they're not for professional printing or for use on Web sites.

.jpg or .jpeg

Resolution on jpegs can be high or low. They're used in many different software applications, on the Web and in professional printing. The file is compressed, which makes it easier to e-mail or insert into documents.

.tif or .tiff

Resolution can be high or low. File size is typically large. Used in many different software applications and in professional printing. Not used on the Web.

.gif

Usually low resolution. Most often used on the Web.

.indd, .ai, .psd

These are files generated from the most commonly used graphics software programs: Adobe InDesign, Illustrator and Photoshop, respectively. Generally, these indicate "original" files, for example an original logo as created by a graphic designer. Resolution can be high or low, but these typically are high-resolution files since they are original design work.

Often your graphics software can convert one type of graphics file into a different type; for example, you could convert a .tiff to a .jpg. But be aware that you may lose quality or flexibility in the conversion. And resolution is one-way; while you can decrease the resolution in a conversion, you can't increase it. I could take a 300-dpi .tiff file and convert it to a 72-dpi .jpg file for my Web site, but I can't take a 72-dpi file from a Web site and convert it to a 300-dpi file for a marketing brochure.

Managing Your Materials

When a graphic artist creates a logo, brochure, flyer or any piece of design work for you, you need to take control of that art file so you can manage it. It may be a color graphic today, but six months down the road you may need a black-and-white version. Or you may want to make edits to update that brochure next year.

When working with a graphic designer, you need to ask for a copy of the file in which the document or art was originally created as soon as the job is approved. Relationships change, and if you are no longer working with the designer who created the files, editing anything is very difficult. Designers sometimes resist giving the client the original file, because once you have the original file, you can go to any designer for assistance. You aren't tied to them. So when initially establishing a relationship with a graphic designer, make sure they understand your terms up front.

(Note: InDesign, Photoshop and Illustrator are universally used, and CorelDraw is still used occasionally, but it is not as popular and it doesn't play well with the other programs. Be cautious about possible compatibility issues when working with a designer who uses CorelDraw.)

What to Ask For

How do you know what materials to ask for? Here's a guide. Again, don't be afraid to ask for what you need. Professional designers will respect you for your knowledge and strive harder to keep your business.

• Brochures or marketing materials. Ask for the original file, print ready. "Print ready" means the file will include everything you need to go to a printer and have the file printed, including all high-resolution art, fonts, etc. A minimum resolution of 300 dpi is recommended. In fact, just always ask for the high-resolution files — at least 300 dpi, but preferably 600 dpi. The more dots per inch, the sharper your image. Remember, you can always save a file in a lower resolution, but you can't go up.

A high-resolution PDF file (.pdf) also is fine for your printer to print from, but it's flat or compressed. The text and art cannot be edited, either. If you ever wanted to make changes for a reprint, if all you have is a PDF you are out of luck and will be basically starting over from scratch. Make sure a PDF is not the only version of the file you have.

• Logos and graphics. Always ask for the "layered" file. This contains all elements of the artwork and can be edited later if needed. Printers frequently request an .eps file. A flat file like a .jpg or .tiff is great for all kinds of applications, such as Microsoft Word, Publisher and Constant Contact, but again, it can't be edited. Low-resolution files at 72 dpi can be used on Web sites and in e-mail broadcasting.

Ask the designer to give you a black-and-white version in high resolution and low resolution. A black-and-white file prints more sharply than a color file that you convert to black and white or grayscale in Word, for example.

Also, ask for a "vector version" of the file, in color and black and white. Vector files are needed for printing t-shirts or specialty advertising items.

Even documents created in more common software programs such as PowerPoint should be given to you for your permanent files. That way, in case your designer decides to run away to Tahiti, you'll have all your mission-critical files in your possession.

Special thanks to Linda Longmire Design of Phoenix, Arizona for expert details for this article. Linda Longmire does graphics work for Your Computer Lady.

Pamela Bir is principal of Your Computer Lady, a Phoenix, Arizona–based firm that handles PowerPoint presentations, Spanish translations, Web site development and maintenance, marketing literature and more. For more information, visit www.YourComputerLady.com or reach her at Pamela@YourComputerLady.com.