Choosing the Best Images For Your Printed Materials
When you share your brochure with potential clients or mail out an enticing postcard, you want to ensure the focus is on what you’re offering — not on the quality of the images you chose. A poor picture can detract from your message and paint your business in a negative light. To choose images for commercial printing that truly capture your business, consider the relevancy, the resolution, and the placement.
Enhance with Relevancy
Sometimes the words next to a photo don’t really seem to belong together. Instagram feeds are notorious for this. Learn from those mistakes and ensure that the images you select truly enhance your message. To do this, the photo must be relevant to your business, your product, your service, or your customer.
Let’s say you have a laundromat that offers laundry pickup and delivery to college students. As new students roll in during the fall, you may want to introduce them to your useful service with brochures during their orientation. Knowing all about what makes a good brochure, you determine to write about the benefits of using a laundry service. You write about how students will have more time on their hands to study and enjoy college life and spend less time waiting for the dryer to finish. Students can easily schedule their pickup online and be alerted about when their laundry is done to schedule a drop-off.
Now, laundry isn’t the most exciting subject, so how do you pick relevant photos that help get your message across? An image of laundry being delivered to a studying student or to a group of students playing video games may help get the laundromat’s message across clearly.
Why Image Resolution Matters
Often we think of images by their dimensions. For example, a 4 by 6 image or an 8 by 10. For digital images, this information is normally given in pixels — 640 x 480, 1,024 x 768, etc. This tells you how many pixels there are in an image. However, this isn’t the resolution of the photo. This is only the size. Resolution is the how many pixels there are in an inch (ppi). Essentially, you are setting the size of the pixels themselves. A 640 x 480 image when set to 300ppi becomes 2.1 x 1.6 inches. And that 300ppi? That’s your optimal resolution for professional printing. Images printed at less than 300ppi will look blurry — and no one likes looking at a blurry photograph.
The images you see on your computer are often resized to optimally fit your screen. This is done by size, not resolution. Therefore, it’s important to ensure that the images you select will be the right size when printed at 300ppi.
Your images and graphics should enhance your message and create an emotional reaction. A picture of a cyclist riding into the sunset can help the reader imagine themselves on your newest bicycles. An image of a beautifully catered feast accented by innovative table accents can help a potential client see how you might plan their important event. In order for this juxtaposition to occur, however, image placement is key.
Throwing a photo at the end of a paragraph doesn’t cut it. Complement your words with the right image and provide it with enough space to captivate your audience. Consider side by side placement or having it as a header. Think outside the box and encourage your potential clients to read through and gaze admiringly at your images.
Too often, office staff is tasked with creating marketing materials they aren’t familiar with. Rather than having an assistant work up a brochure and printing it out, consider consulting a skilled commercial printer. With a graphic artist on staff, a Tampa commercial printer can help ensure your printed materials look sharp and crisp. They can assist you in relaying your message both verbally and through inspiring imagery. Visit our website to learn more.