The colors used in a print advertisement are just as important as the images and taglines. Not everyone—advertising and marketing professionals included—is aware, though, that colors are a critical push or pull factor in any promotional material. Entrepreneur.com writer John Williams gives an insight into this subject matter.

“As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account color psychology, which is fairly complex. Colors can mean different things depending on the culture, situation and industry.”

Unfortunately, the painstaking effort that goes into choosing the appropriate colors for print promotional materials, like flyers and brochures, would be a waste if the print quality is below standards. For example, a pizza joint menu displaying a picture of a Chicago-style pizza with a bright-orange tomato paste would repel customers more than attract them. Businesses should, therefore, depend on established printing services in Chicago to achieve high quality printing. Here are more factors that may affect print quality:

Format

One of the basic things that could affect print quality is the image file format. If the design was saved in the wrong format, the print output wouldn’t be as expected. Saving a file in JPEG, for instance, compresses it, decreasing the resolution and compromising print quality. Saving a file in TIFF, on the other hand, ensures the highest resolution possible, thereby producing exceptional quality.

Paper

When it comes to printed marketing materials, paper isn’t just paper. The paper’s color, texture, and coating affect how everything appears. Another key attribute is the paper’s absorption rate, or how it allows the ink to stay in tight, symmetrical dots. An experienced printing company in Chicago can help businesses determine the right paper to use.

Color Management

At times, an image is already in the right format and uses the ideal paper, but the print quality still falls below expectations. The reason? Images that are saved in the wrong color space can spell disaster for a printed piece, as can an image that has been converted to a sub-par, or “canned” color profile. It takes effective color management to know which is which.

Effective graphic design for print advertising materials involves using correct color space and professionally built profiles, as well as ensuring that the onscreen design renders well on paper. For this to happen, businesses can use the reliable printing service of experienced companies like Controlled Color, Inc. The company can address various printing needs at reasonable rates.

(Source: Your Brand’s True Colors, entrepreneur.com, March 7, 2007)