Creative Best Practices Refresh

Printing Standards

• Crop & Bleed

  • All artwork should include minimum .125" bleed (all sides), with no crop and bleed marks present on the final artwork.

• Color

  • All brand colors should be CMYK. RGB colors will be more muted/dull when converted.

• Sizing & Format

  • Ensure sizing is accurate to format, saved as an Adobe [PDF/X-4:2008]. See Templates & Specs.

• Vector Logos

  • All logos should be vector format, SVG or EPS for best results. Type should be live or outlined.

• Mailing Elements

  • Remove Address Box placeholder prior to upload.

• High-res Images

  • High-res images, minimum 300dpi. CMYK color mode.

Design Principles

Hierarchy

Differentiating in size, weight, color, and treatment can ensure the information doesn't compete for attention.

Contrast

Contrast between elements helps guide the recipient and ensure things are legible and eye-catching.

Balance

Establishing balance between elements helps create a harmonious creative that allows the key elements to stand out without overwhelming the piece.

Repetition

Reaffirm consistency between the design for the front and back. Should tell one story and reinforce one offer.

Alignment

Ensure all elements that include small details are aligned to avoid distracting mistakes.

Common Feedback

Imagery

Ensure imagery is eye catching and supports the value prop. Avoid darker colors. Use grids for showcasing multiple products.

CTA/Offer Copy

All pertinent information should appear on both sides and be emphasized as necessary with badges, offer strips, and bold type.

Testimonials

Customer testimonials solidify brand trust and Media Features can lend credibility with recipients less familiar with the brand.

QR Code/URL

In order to drive traffic, URLs should be included prominently, QR Codes are recommended to help drive action. Remove white background where possible.

Brand Prominence

Vector logos should be included on front and back to ensure connection with audience and drive familiarity.

Copy & Icons

Shouldn't be dense or overwhelming — clearly highlights the value prop and engages recipients. Use icons to help break up areas of heavier copy & add visual interest.