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Web Safe Fonts and the Current State of Internet Typography

Traditionally, when designing a website only certain fonts were available for use. These fonts earned the title “web safe fonts” because these fonts were installed on almost everyone’s computer. So back in the day, web designers and developers were limited to a list of boring, standard fonts. Some of these fonts included classics such as:

Arial Verdana Helvetica Comic Sans
New York Times Impact Lucida Console
Palatino Linotype Georgia Courier New

As you can imagine, this made for quite a dull user experience and was somewhat depressing for website designers as there was little room for typographical creativity.

Out With the Old, In With the New

But as all things go in life, things have changed and the state of website typography is quite different and very exciting! With font-serving applications such as Google Web Fonts and Typekit, the race is on to give a little bit of life to your website copy.

TypekitGoogle Web FontsBy utilizing such these font-serving applications, which are free to use with a few limitations, creating a beautiful website that uses rich typography is not in the distant future anymore… the time to incorporate beautiful web typography is now!

If you would like to get with the times and integrate beautiful typography into your existing website, contact ImageSmith at 828.684.4512 or fill out our contact form to get started. As always, we earn our stripes by helping you earn yours!

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Rack Cards – 6 Tips to Rack Up Profits

Rack cards are one of the most concise, effective and affordable marketing tools to put information into the hands of your customers. You can maximize their impact by keeping a few key issues of content and design in focus. Include a QR code, and you have bridged the gap between your printed marketing and your online presence.

High Impact, Low Cost, Full Color – The Benefits of Rack Cards

Rack Card Full Color
Full Color, Low Cost, High Impact Rack Cards

The very simplicity and size of rack cards make them a powerful, straightforward marketing tool. Standard rack card size is 4″ x 9″, suitable for easy display in high traffic areas and convenient to pick up and carry. They also fit nicely into a #10 envelope for mailing. Eyecatching color and graphics can work to ensure your content is noticed. Some rack card subject ideas include: company overviews & introductions, mission statements, sales events & promotions, specific product information,  announcements, and informational/educational content. They should also encourage connection to online content and purchasing.

6 Tips for Designing & Printing Rack Cards

The size of rack cards encourages you to be specific about the information you include – keeping content focused, clear and effective. Here are a few tips for creating your layout – some are common to all printing projects, some unique to rack cards:

  1. Maximize use of color and photographs. You only have a second to catch the eye of a consumer passing your rack card display and you will want to make the card something they pick up and enjoy visually. The top portion of the card needs to include either your logo or the title of the card’s content, and an eye-catching colorful image. Maximize use of unique, original photos of your business or subject matter, minimizing use of stock photography when possible. A good tip for inspiration: visit rack card displays and notice the cards that pop out and make you want to pick them up — study those!
  2. Brand your work. Rack cards are a “high touch” marketing tool, and many people will see your card, even if they do not pick it up and carry it with them. It is essential your rack cards are designed to maintain the standards of your brand in both color, quality and content. To select a generic template online that does not match your brand, or to throw together a quick layout may save you money in the short run, but will establish a perception that is confusing and/or negative to many potential clients or customers.
  3. Focus your content. Before you begin to write copy, be clear about the message you want to relate and your target audience. A specific message, directed to a specific type of consumer, increases your card’s chances of being picked up and remembered. Practice defining the subject of your copy in five words or less. If you can’t do it effectively, you need to narrow the focus of your subject matter.
  4. Don’t limit print with low-tech assumptions. Printed pieces are a time-proven means of getting your information into the public. But they can now be the essential link between a hands-on contact and your online marketing. Use QR codes on your cards to drive traffic to online promotions or websites. You can then track exactly who, by clicking their smartphone’s camera, is coming to your site, and judge the effectiveness of your rack card promotion. At the very least, include your web address and direct people to find you online.
  5. Multipurpose. A run of rack cards can and should be used in several different ways to maximize their effect. You can arrange a display at your business and find as many appropriate places as possible in public areas to display your cards. Ask vendors, neighboring businesses, and related but non-competitive businesses if you can leave some cards in their lobby. Also, use the cards for bulk, targeted mailings.
  6. Don’t forget to include the basics… and proofread! You have limited space left after your photos and branding but you need to include the information a potential customer will need to contact you. Include a map (they are easy to get your hands on these days) to your location. If you want to push traffic to your website instead, replace the map with a LARGE version of your web address and a QR code. Phone numbers, fax numbers, mailing address… check and double-check for errors. The amount of waste due to one misplaced character is incalculable.
Contact us at ImageSmith for quotes on rack cards, and more useful tips on how to create custom, high impact marketing solutions.
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White Lines in Your PDF? Don’t Worry, They Won’t Print.

One of the most common questions we hear in the PrePress Department concerns those pesky “white lines” that are visible on screen in pdf files. The bottom line on the lines is:

  • they are a display-only apparition – called “stitching”, they will not print
  • you can make adjustments to your display in Acrobat to remove them
White Lines PDF
Transparency used in the drop shadow creates “stitching” visible when flattened for PDF/x-1a.

The Long Answer: Complex Issues of Transparency

Transparency has been available in page layout programs for quite some time now. The problems arise when you realize that PostScript – the language that is used by imaging devices for offset printing and many desktop printers – does not understand transparency AT ALL. At some point in the process from desktop to plate, transparency must be “flattened”. This can be a very complex, though behind-the-scenes, process whereby all your content containing transparency that was created in PhotoShop, Illustrator, and a page layout program is transformed into “PostScript-legal” content that can be read and correctly imaged by a RIP, yet still “looks” transparent. You may not know any of this is occurring, but it must happen in order to print.

The PDF solution

If your file is not for print (and you are not concerned about file size), there is no reason to ever flatten the transparency – the white lines will not plague you. PDF files since version 5.0 can contain “live” transparency – as Adobe realized pdf files can be optimized for uses other than printing. If your files are destined for print, however, you need to create PDF/x-1a files. These are optimized for Acrobat 4.0, and for PostScript output. Now, this is where the dreaded “white lines” issue arises. The process of flattening to create this file “cuts up” your page content into pieces or atomic regions, and these appear to have tiny white gaps between them. THERE IS NO GAP! The “pieces” fit perfectly together. (In fact, you could probably never print any lines that fine on an offset press anyway due to dot gain.)

White Lines PDF Prefrences
Adjust Preferences to hide “Stitching” lines.

The Visual Fix

Now – if print is not your issue, but you simply want to view the pdf WITHOUT the white lines showing, go to your Acrobat Preferences, and in the Page Display Tab UNCLICK “Smooth Line Art” and “Smooth Images”. By doing this, you will create another problem — if you had turned any of your text to outlines, that will now display poorly and pixellated. Again, it will NOT print that way. These are just unfortunate side effects of bridging the gap between software that handles transparency and PostScript imaging language that does not.

You will find plenty of insight in the Adobe forums from users just like yourself who were left wondering “How do I get rid of these stupid white lines?!”

ImageSmith knows the pitfalls and common stumbling blocks when moving from desktop to offset – call us at 828.684.4512 for smooth guidance on your next print project.

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How To Optimize Pictures For Your Website

What Is Image Optimization?

When you take a digital picture, the file size of the picture depends on the camera. Most cameras and smart phones produce high quality pictures and the file size tends to exceed 2 megabytes (Mb), and this size is to large for the web. So, in order to make the picture suitable for the web, you must use image editing software, such as Adobe Photoshop, to optimize the image. When you optimize an image, you are compressing the image and making it smaller in file-size, but keeping the overall quality of the image.

Nowadays companies have more control over the content on their company website. Here at ImageSmith we develop DotNetNuke websites for our clients and teach them how to log in and make changes to the copy, create additional pages, and upload images. One problem that our clients run into is that they tend to upload very large images which take a long time to load.

Free Image Optimization Solutions

There are a few places on the internet that provide image optimization for free. The objective is to keep the image file-size under 100 kilobytes (k). Images under 100k will render fast enough for all connection speeds. Here are a few of my favorite sites for free image optimization applications:

  • Image Optimzer – Using this free online service, you can re-size, compress and optimize your image files.
  • Smush.It – Uses techniques specific to image format to remove unnecessary bytes from images.
  • Web Resizer – This free online image Web Resizer helps you optimize photos for web or email easily.

As always, if you feel like this is way over your head, give us a call at 828-684-4512 and we will be happy to provide image optimization for your website.

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Creative Suite 5.5 Debuts

For the first time in years, Adobe has released an upgrade to Creative Suite “between versions”… version 5.5. In looking over the reviews and information from both Adobe and unconnected sources, it appears that the developments have been in response to the rapid proliferation of change in the world of mobile devices, apps, HTML5, CSS3 and ePUBs.


As you may know, Creative Suite comes in 5 different “flavors”, each specialized with a specific focus. This release contains a new 5.5 version of each. At ImageSmith in the PrePress department, we rely on Creative Suite Design Premium, tuned for print content as well as web design, e-books and other digital content. However the other flavors may be more perfectly suited for your line of work and creative output: Design Standard: excellent for print production, typography, image manipulation and eBooks; Web Premium: for websites, mobile apps and tablets; Production Premium: focusing on video production; and Master Collection: the best of all for “delivery of design across media.”

From what I can read online, the improvements and changes deal specifically with HTML5, CSS3, and affect mostly the production of eBooks and web content. For example, jQuery and PhoneGap are now supported – frameworks widely used in the mobile phone app development world. You can read a nice review of the changes at Bob Levine’s InDesign blog.

For the first time, Adobe now offers a SUBSCRIPTION method of payment for its software – apparently in an attempt to entice users who have been scared off by the high pricetag of the Creative Suite and its individual programs. You can still purchase as in the past or pay for the programs in a monthly fee. For an article about this see Dave Girard’s post at ARS TECHNICA.

Word is that the new CS6 will be released in 2012. You can follow up to the minute details and read questions and answers about Creative Suite by clicking this link for their Twitter timeline.

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Let it Bleed: Designing With Bleed Area in Mind

Planning bleed in your print layout
One of the most common issues we encounter daily in our ImageSmith prepress department with incoming files concerns bleeds – or rather, a lack of bleeds! When designing and proofing, it is easy and tempting to ignore bleed allowances as we concentrate on the look of a finished piece. However, additional unexpected costs can be incurred when a bleed area has to be “created” from your digital files, or when printing on a larger paper size that exceeds your quoted specs is required to accommodate a bleed area. It is, however, very simple to avoid these costs and confusions when creating PDF files for your print provider.

Basics about bleeds
A “bleed” is any image (including text, color, etc) that extends off the edge of the printed piece. No press can print exactly to the edge of a piece of paper, especially over the course of a run of hundreds or thousands of sheets. Therefore if you have designed a bleed, your piece must be printed on a larger size of paper and then cut down to your finished size. This may or may not incur greater costs for the production of your piece, so you should be aware of this before printing begins and your printer should know in order to accurately quote your job. Good communication with your print provider from the beginning of your project, as always, can save you lots of time and money.
Design: Bleed vs. Bleed Area
When designing your bleeds, your artwork or text must physically extend over the edge of your document size, onto the surrounding pasteboard. When first setting up your document, provide a bleed area of .5 inches on all sides. This will give more than enough room for the elements to bleed. The “bleed” itself is the part of the picture, text or design that actually extends past the finished edge. As for the distance the artwork needs to extend over this edge, ImageSmith suggests .25 inches as adequate. So the actual bleed does not completely fill up the bleed area.

Exporting to PDF
Even though you design a bleed correctly in your document, exporting a pdf that does not include the bleed area will defeat the purpose!. Choose the PDF/X-1a:2001 preset in your PDF dialog box, and under the “Marks and Bleeds” tab, be sure to click “Crop Marks” and “Page Information” and to enter .5″ in the Bleed section, as seen in the accompanying diagram. If your Document Size is 8.5 x 11, you will be creating a pdf that is 9.5 x 12 – including 1/2 inch on all four sides to accommodate your bleed.
Keep in mind that your pdf will always be larger than your finished document size if you have accommodated for bleed area.
Call on ImageSmith for any advice or questions you may have about desktop publishing or digital file submission tips. It’s one of the ways we earn our stripes!