When I first started out in graphic design, it was just as graphic design was changing from the manual, paste-up / stripped-in, hand-drawn style of design into more of the computer-based graphics style that we now have. It was an interesting time and HUGE learning curves for everyone. 16 or 17 years later and there are still HUGE learning curves… there is just so much to know!

One of the first things that I learned in college was the difference between a VECTOR-based graphic and a RASTER-based graphic. It’s an important question actually… and anyone who owns a digital copy of their logo really should know the answer. It can potentially save you a lot of headaches, as well as time and money…

Depending on what you want to do with your logo, there are different formats that your logo can exist in. For example, if you want to put your logo up on your website, it requires a much different format, colour profile and resolution than the logo you send to Snappy’s Sign Makers Emporium for the vinyl lettering for your windows. A logo that is going to be made REALLY BIG must created differently than a logo that is going to be printed really small.

Let’s start with what a RASTER graphic is.

Everyone who has visited a website or taken a digital photo knows what a raster graphic is… even if you don’t know it. A raster image is created using pixels (ie. small squares) in a finite number of pixels per inch. The more pixels per inch (PPI) – or if you are old school like me…  dots per inch (DPI) – the better the resolution. So, the more dots or pixels you have in that inch of space = more information = a crisper and clearer image. Conversely,  fewer pixels means that there is less information and therefore the image is less clear and it appears fuzzy and grainy looking. (see below)

Raster images can have a wide range of resolutions depending on what the intent of the image is… for example a graphic that you want to put up on a website typically has a resolution of 72 dpi or 96 dpi, this keeps the size of the file small and makes the website faster to load up and view. Images that you are wanting to print out at a Walmart insta-print machine, these typically work out to around 240 dpi – 300 dpi. Other types of high-resolution printing require images that are 300 dpi or more.

In short, a raster graphic is flattened artwork composed of pixels that are not easily changeable, it handles continuous colours beautifully, but the bigger you make it, the less good it looks. Upon scaling up, the edges become jagged-looking and bit-mapped, and in photographs, there is a tendency towards colour halos forming between areas of contrast or opposing colours. Just remember…. all photographs are raster images, all web graphics are raster images.

These file formats are always raster images: JPG, TIF, GIF, PSD, BMP.

Okay… I get it, so then, what is a VECTOR graphic?

A vector based graphic is usually a drawing, illustration or logo that has been created in a drawing program such as Adobe Illustrator or CorelDraw. It has been built using paths (editable lines, points and shapes). These path edges stay smooth, even if it is scaled up by 1,000,000 times, simply because these paths are not made up of a finite number of pixels or dots (ie. like a raster)  but are comprised of starting and ending and middle points, and lots of mathematical equations to adjust the curves and lines in between.  Typefaces are all created using vector principles (this is why you can have them in so many sizes).

Vector images basically have 1 resolution. The highest. It is the best quality for output you can get and it is the most versatile format, it’s easy to edit and, depending on your specific needs, easy to work with. You can change a vector graphic into a raster graphic just by saving it out that way. However, you cannot change a raster into a vector just by saving it as an EPS file. You cannot make a photograph into a vector. You cannot make a vector by placing your raster image in Illustrator and then saving it. You can ONLY make a vector by creating/drawing it that way.

In short, a vector graphic is the best quality image you can have. It is fully editable, versatile, and infinitely scalable…the edges stay smooth and clean regardless of how much you blow it up. Logos are usually originally created as a vector graphic, as are a lot of technical drawings and illustrations.

These file formats are always vector graphics: AI, CDR, DRW, SVG.

These file formats are often vector graphics (but not always): EPS, PDF
(raster images can be saved this way too, but that doesn’t make them a vector).

We want you to look good…

Here at Sharper, we get many logos from our customers every day, in many different formats. Because we are printing on a wide range of products – like moving postcards, design-your-own tote bags,  pet food lids, personalized magnets, or dental stationery – it is important that we have access the best quality logo available so that your products look GREAT, and also so that your advertising image is as professional as you are. For that reason, we prefer to not use web graphics… there is just not enough information to print cleanly on an orthodontic recall card let alone enlarging it for a 9×13 tote bag (it just looks bad). Additionally, some products have special printing needs, where a vector based graphic is required for proper output.  Take a look at our logo specifications for more details.

Sometimes however, life happens and the vector version of the logo is just… gone. You know…the designer moved away, the computer melted down, someone was a bit aggressive with the file clean-up…. When this happens, just let us know. We also offer a fabulous logo redraw service.

When it comes to collecting business cards and appointment cards, I am the master… I love business cards, they can be like little works of art. The ink, the paper, the design… I just love everything about them and I collect them where ever I go. Unfortunately, the downside to that is that I end up with so many that the ones that are really important, like say… my dentist’s….well, they get lost in the shuffle… literally.

Fortunately, Sharper™ has a great solution… and I suspect it is targeted towards professionals like you who have clients like me! Magnetic Business Cards! For me personally, i think it’s GREAT! When i get a business card magnet for one of my “important” people, i stick it to my fridge, and then i always know where the contact info is for my massage therapist, my dentist,  my vet…

And coordinating your image is easy… All of our full colour business cards have a matching magnet. There is a wide selection of dental magnets, veterinary magnets, and chiropractic/massage therapy magnets. There are also magnetic calendars, design-your-own magnets and fun, die-cut shaped magnets.

Don’t get lost in the shuffle, “stick” it to your clients instead!

Now if only my doctor’s clinic would go for this…

but…brushing their teeth is a wise one….

It’s pretty funny to think of that, isn’t it… trying to floss the teeth on your cat.

I don’t know about you, but my cat Luci wouldn’t stand for it. She thinks she’s the queen in my house and will have  none of that, thank you very much!! I’d look just like the guy in this postcard…

She’s a tough nut, my little Luci-fur, and fortunately is very healthy and has good teeth and gums. My other cat, Bob…well, he hasn’t been so lucky. When I took him in for an annual check-up it was noted that he had developed some lesions on his teeth and gums and we ended up having to extract a couple of his teeth. This was painful for him, and expensive for me. Luci didn’t really seem to care one way or the other.

I learned a lot about feline hygiene that day. It’s really not that hard. Like anything else with animals, it’s all about consistency… and the right tools like veterinary toothbrushes and pet toothpaste (yup! it is it’s own thing… ).

Communication is also important. February is Pet Dental Health Month, but good hygiene is a year-round affair… stay connected with your patients (well…their owners anyways) by sending out quarterly pet care cards or reminder cards with hygiene and brushing tips, or with an announcements for a class on “how to clean your pet’s teeth.” Use the back of your veterinary business cards – it’s a great place for tips on how to examine a cat’s teeth.

And good hygiene is not just for cats… its for dogs too!!! But I wouldn’t want to floss a dog’s teeth either….

One of my coworkers and I had an interesting discussion about design today. There are as many design solutions as there are designers (and grains of sand on the beaches of Oahu!). Over the years, it’s been noted that many people feel that to get the biggest bang for their buck a design should be have every bit of space filled up and be busy and colorful and bold and loud! But in reality… while this can sometimes be a successful solution, often times it is not. A cleaner, simpler design can be much more effective in getting the message across.

Interestingly enough though, a simple design does not mean that the designer was lazy or spent no time or effort on the piece. The reverse is often true. Usually a “simple” design did not start out that way. It was at one time busier, had more elements in it, more colors, more words…and the designer spent time looking for the best pictures, removing the excess, pushing the design to make it stronger. A lot of research usually goes into design, and so does experience… and endless repetitions of the mantras “Less is more” and “keep it simple!”

For example, one of my favorite designs is a pet sitting / pet care postcard that I created about 5 years ago:
This card went through quite a number of revisions to get to where it is now. I looked at dozens and dozens of photos of little animals to find the right ones (they had to be cute, friendly, innocent…and maybe a tiny bit worried). At one point there were about 10 animals on this card… but i really needed to cull it down… it was too busy.

Once I stripped down the number on animals, I spent a number of hours cleaning up the pictures to make sure they looked crisp and sharp and natural on the background… and the background wasn’t always white either… And the little kitty in the top right was a late addition… the card felt a bit unbalanced.

As for the copy, I wrote and rewrote the message a number of times. It sounds so simple… 4 little words, but it is really easy to get caught up in the copywriting…using puns or other play on words, and sometimes, like in this case, there were just too many words. Instead of having a complete sentence, it turned out to be much stronger once I edited the copy down. I haven’t even told you about the font choices and the color!! I went through every color in the rainbow and most of the pantone swatch book. As for font choices, well… I have my faves, but they just weren’t working this time… I wanted something friendly and strong and readable… it took a few tries, but it got there in the end.

It turned out pretty well, I was happy with it… as were our customers! A successful design works – whether it’s a “simple” design or not… not because the designer can use Photoshop…. it’s because the designer has experience and knowledge of design (what’s working, what isn’t and why) and knows how to apply that knowledge creatively.

Check out Sharper™’s beautiful collection of pet care cards, grooming postcards, veterinary reminder cards and  promotional items.

Working in the Composition department, I have had the opportunity to see and create a vast array of postcard messages and layouts. Our standard size postcard does a great job for many messages, but the reality is that sometimes the “real estate” available on the standard-sized postcard just isn’t enough for what you have to say! And if you are adding a map or a logo… then there really isn’t enough real estate to get your message across effectively. Fortunately, Sharper™ has recently introduced large-sized postcards.

The large-sized postcards measure 8 1/2″ x 5 1/2″ and are approximately twice the size of the regular postcard. And they are available in every design we carry… from dental recall postcards, to chiropractic cards, to moving cards, to welcome cards… just to name a few.

These postcards are an excellent way to get your message across. But just like everything else, there are times where the large-sized postcard is more appropriate than the standard size, and vice versa. The challenge with any layout is that there needs to be a good balance between content (what you are saying) and white space. If there is too much content, then it’s a case of TOO MUCH INFORMATION… the card is too full and too heavy, and your message will get lost because there is no breathing room and no one will know where to start reading. But if there is too much space, then card looks ungrounded, empty, weak and underutilized and therefore becomes ineffectual because there is not enough impact.

When should you use a large-format postcard?

Well, in reality, you can use a large-format postcard whenever you want. However, over the last couple of months, i have noticed that there are definitely a few instances where using the large postcard makes good use of the advertising real estate available, has excellent impact and is much more effective at delivering the intended message:

• On Moving postcards – include a map! With the extra space, the map can be  bigger and is easier to read.
• On Vision postcards – utilize the extra space to allow for larger print for your senior and baby-boomer patients.
• On Welcome Cards and Thank You Cards – include coupons or special gifts to encourage repeat visits.
• On Holiday Cards or Greeting cards – excellent for long or detailed messages.
• On Cosmetic Dentistry cards or Orthodontic cards -  use it as a direct mail piece to market your services!

Spring is on its way! At least, that is what the weather channel tells me. And while I am thankful (I am not a big fan of winter), I am also dreading it a little. With the change in seasons and all the spring showers, it’ not spring flowers that i get… it’ s migraines.

Fortunately, I have learned the value of regular chiropractic care. It has been a life saver! A timely adjustment to my occipital region can prevent a migraine from starting, or even stop one in its tracks! Combine that with that electro-impulse thing and some regular massage therapy and I am good to go!

Unfortunately though, my chiropractor’s clinic has faced some tough times recently. Between the economic slow down and the deregulation of chiropractic care, business is not as busy as it once was. And his clinic isn’t the only one. After deregulation, many people just stopped going for chiro care and even massage therapy entirely. They have only seen the “cost” of regular care in terms of money, they haven’t yet understood what the “cost” is in terms of health. Health is much more than the absence of illness, pain, injury and stress. It is the presence of joy, relaxation, and energy!

For the patient, spring is a great time to address all those small aches and pains from the cold winter months. For the chiropractor, spring is the perfect time to send out reactivation cards and reminders to patients you haven’t seen in a while. Focusing your message on the real cost of missed appointments and the benefits of regular treatment are great ways to bring back those patients who have forgotten the real value of regular chiropractic care.

Sharper has a great selection of chiropractic cards, massage therapy postcards, massage therapy/chiropractic appointment cards, business cards, and magnets.

Take a little time with your spring cleaning this year to remind your patients (past and present, old and new) just how good they’ll feel after a spring tune-up!

I know I will…

I have worked in advertising and graphic design for over 15 years, and there is one trend that i have always found to be very interesting… regardless of what your business is, continuing to advertise during slow economic times is essential to long term recovery. Studies by McGraw-Hill Research and  Meldrum & Fewsmith have indicated that companies who continued or grew their advertising during economic slumps recovered much more quickly and grew their sales by as much as 265% over those companies who did little to no advertising.

A personal and convenient way to advertise your services can be as simple as sending out financial greeting cards such as:

• Welcome Cards to new clients
• Thank You Cards for referrals
• Financial Birthday Cards
• Financial Holiday Greetings

This simple act tells your clients that you care about them and that you value their business, and as a bonus… it helps to build loyalty! With my busy schedule, I always appreciate it when my financial planner sends me personalized reminder cards for my appointments or upcoming events.

Further personalize your financial greeting cards by printing your signature and the signatures of your staff on the card. You can also increase your brand awareness by adding your logo.

Adding your signature to financial greeting cards is easy:

• Use a black, Sharpie felt pen (or similar) and sign your name on white paper
• Scan it at 300 dpi and email it to  logos@e-sharper.com
• or Fax it to us a 1-888-251-4454

Some tips for greater quality of your signatures:

• Avoid ball-point pens or felt pens that have a very fine point
• Avoid blue or other colored ink
• Avoid writing on  colored or textured paper
• Sign a little larger than normal (no more than 2x your normal signature size)

Adding your logo to your financial greeting cards is also easy:

• Choose the highest quality digital format that you have available
• email it to logos@e-sharper.com

Some suggestions for successful logo reproduction

• Review the Logo Specifications PDF here
• Using a vector format like Adobe Illustrator (.ai or .eps) will give you the greatest range of options
• Avoid logos that are used on your website, instead send logos that were created at 300 dpi (TIF, JPGs)

Some of my favorite Financial Greeting Cards: