The following are applicable to most display graphics projects requiring professional printing/output:
  • Editorial tips
  • Design tips
  • Technical specification/file formats
  • Preparing PDF files
  • Preparing for print

However, since each printer has its own workflow and processes, it's best to first find out what works for your supplier.

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Editorial tips for display graphics
Effective display graphics are great visual communications tools. They are focused on a single message and they let images and graphics tell the story. But the limited space available often makes display graphics look cluttered and difficult to read. So, keep in mind the following when designing them:

  • Consider the viewing distance and organize the content of the display accordingly.
  • Keep the message simple and targeted. In general, your audience will spend only 1 - 3.5 minutes reading it.
  • Use bullet points to break down huge chunks of information.
  • Make sure the message is convincing.
  • Correct all spelling errors as they can distract attention from the message.
  • Use phrases rather than full sentences in the main text.
  • Use bold and brief headings to pull in audience quickly and effectively.
  • Inject "feeling" into the message. For instance, a poster about perfume should be light, decorative and feminine, while an ad for trucks heavy, strong and masculine.
  • Make sure there is a focal point (“first read”) that commands attention. It should also incorporate branding elements and the company logo.
  • Remember to add your company name along with contact and other details so that your audience knows where to go.
  • Include a call to action, such as "Buy now", "Call us", or "Attend today".
  • Incorporate a photo that reinforces the message. Survey shows that a display with photos creates at least 150% greater recall than those without.

Design tips for display graphics
The creative mind tends to forget the technical nitty-gritty for ensuring the design will print properly. So here's what not to forget when creating your masterpiece:

  • Design using CMYK colors (or convert to CMYK before sending for printing).
  • Make sure images and files are prepared in 300dpi (or higher).
  • Use high-resolution images for best printing results.
  • Don't enlarge images more than 20% or sharpness and contrast will be compromised.
  • Extend all background images into the bleed area to allow for accurate trimming.
  • Avoid using a pattern for the background.
  • Add margins all around the design. A rule of thumb is to have a margin that is 10% of the height (e.g., a 48” display should have a 4.8” top and bottom margin).
  • Keep text and non-bleed images inside the margins (or the safety zone).
  • Get rich black by adding 30%-40% cyan to 100% black.
  • Stick to two or three colors; more will only confuse the reader and add clutter.
  • Choose colors that contrast with each other the most. White text on black is good; green with blue is not. Avoid red with green for the benefit of color-blind people.
  • Don't use "hairline" as it may not be visible on print.
  • Use arrows to guide the reader's eye.
  • Avoid using large areas of solid colors.
  • Use dark lettering against a light background for better readability and best impact.
  • Use a typeface that is easy to read; fancy fonts can be hard to see from far.
  • Rasterize (or create outlines of) the text.
  • Include white/open space (20%-30% of total area) and use it creatively to define the message.
  • Use "reader gravity" that pulls the eye from the top of the poster to the bottom, and from the left to the right.

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Technical specification/file formats for display graphics
Specifications vary from one supplier to the next, but there are general points to take note of:

  • Design at 300 dpi and in CMYK.
  • If possible, design at full size. If you can't do full size, check with your supplier to ascertain the best file size.
  • Make sure any images used in the files are in high resolution.
  • Do not compress any images use software such as LZW TIFF compression.
  • Rasterize (or create outlines of) the text.
  • High-resolution PDF, TIFF and EPS files are best for reproduction.
  • Adobe Illustrator is the best program for designing display graphics. Save it as AI files.
  • Save Adobe Photoshop files as TIFF.
  • If using CorelDraw, save files as CDR or export to Adobe Illustrator (and then save as AI files).
  • If using InDesign or QuarkXPress, export as PDF/X-1a or EPS files.
  • Avoid using Microsoft Word to prepare your files; the graphics are often in low resolution and most fonts would not print properly.
  • Make sure your design is proportionate to the actual size of the display.

Preparing PDF files for print
The present preferred print industry standard is PDF/X-1a. By using this standard, your file will be trapped correctly, fonts embedded properly and colors converted to CMYK automatically. PDF/X-1a files are compact, making them easy to transmit via the Internet and to print. PDF files that are correctly prepared will require minimal intervention prior to press, and will print exactly as designed. This helps to reduce processing time and improve print quality.

However, PDF/X-1a does not cover trim size and resolution. This means that you must remember to use the correct document size that you require and ensure that images are in 300-dpi (or fit for high-quality printing).

It is critical that specifications are strictly followed when creating your PDF file. File errors occur especially when:

  • designed pages are not created to the right size
  • some fonts are not embedded in the file
  • OpenType fonts or dfonts are not outlined or rasterized
  • elements are not in grayscale, CMYK or spot colors

Click here for a step-by-step guide (with screen captures) to creating error-free PDF/X-1a files using Adobe Distiller versions 4, 5 and 6.

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Preparing for print
Now that you have created your masterpiece, there is still work to be done before you hand over the files to your printer. Here are the top 10 things to do:

  • Provide a hard copy of your file or a set of low-resolution PDFs for reference especially for color-critical projects.
  • Proofread the files and fix the typos. Your printer is not responsible for fixing these errors.
  • Avoid sending native files (QuarkXPress or InDesign).
  • If providing PostScript files, make sure they are 100% accurate, as your printer can't correct or amend such files.
  • Clean up the files by deleting unused elements or layers.
  • Clean up the folder so that you don't send old files that are not required.
  • Make sure fonts are outlined or rasterized.
  • Compress the files before placing them on an FTP site to avoid damage during transfer.
  • Avoid emailing files that are over 10MB in size; use the FTP instead.
  • Lock the elements to prevent accidental movements.

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