Frequently Asked Questions

Why can’t you use the logo and artwork off of my website for the print project?

The resolution required for web design projects are much less than what is needed for most print applications. Your screen monitor interprets pixels much more clearly than the printed page. Therefore, all art for a print project should be vector based or a minimum of 300 dots per inch at 100% scale.

What is a PMS or Pantone color?

The Pantone Matching System is the standard in color matching used among graphic and print professionals. Each number represents a formulated color or hue that can be used in all company brand applications. It is wise to have PMS colors used in the development of your brand as you can make sure that color will remain consistent throughout all of your print & web projects.

What does vector mean?

Vector is a term to describe digital artwork that was produced using coordinates or vectors. Most logos and illustrations are, or were at one time, vector-based files. The most important characteristic of a vector file is that it is not constrained to resolution and therefore, can be shrunk or enlarged without losing any visual quality.

Can you make my logo bigger and fill up that empty space?

I wouldn’t. While you may think it best for your logo to devour every bit of information on the page, you may want to take a step back and think about what you are trying to accomplish. Your message/offer should trump everything on an advertising or marketing project. Proper hierarchy and composition are keys in communicating your message and your designer understands that. 

My nephew has a copy of Photoshop. Can’t he do the same thing you do?

With easy access to free computer software and tutorials on the web, it would seem that anyone with a functional computer can be a design professional. I’m afraid that this is simply not the case. Unfortunately, a number of my clients have had to learn that the hard way. A true creative professional has spent numerous hours studying and practicing not only the design principles and programs of the trade, but also the technical aspects of production.  I know of a place where I can get cheap medical scalpels, but I’m not planning to attempt brain surgery any time soon… I’ll leave that to a professional. See what i'm trying to get at?