PPB December 2017

only as good as the artwork that forms its foundation. Let’s begin with the basics. Vector Images Vs. Raster Images Vector artwork is created with mathematical formulas used to calculate paths and curves, colors and more. In a vector file, the colors and size of an image can be altered while its clean edges are maintained, so the image will print cleanly and without degradation. Also, vector artwork can contain information regarding Pantone colors and can be easily changed to one-color art if needed, with a spot color assigned. A vector image can be resized to be as large as a building or as small as a postage stamp without losing image quality. For promotional products such as pens and cups that typically require a one- or two-color imprint using Pantone or spot colors, or CMYK (cyan, magenta, yellow and black), your suppliers will most likely require a vector file. These file formats usemultiple types of file extensions including .ai (Adobe Illustrator), .pdf (Portable Document Format) and .eps (Encapsulated Postscript). Chances are good your client has the logo for the project available in a vector format. Tip: If your supplier asks for vector artwork, simply ask your client for an .eps or .ai file instead of saying “vector.” If the client doesn’t have either file type, ask for a .pdf file. If you just need a logo, you can also ask your client for the artwork used to create their business cards—this is a great way to dig up a vector logo without stressing out your client. Depending on the product being imprinted, a supplier may ask for a raster file. This file type is used most often to add photo images to a product. In a raster file, individual shapes cannot be selected so images lose their sharpness when enlarged. Raster artwork is best created at the size at which it will be used. This file type can be reduced but not enlarged without losing clarity. When requesting raster files, your supplier might request a “high res” version, meaning the files are very large and created with a great deal of color information so the printed image is clean. Raster files are saved as .psd (Photoshop), .jpg (Joint Photographic Experts Group), .tif (Tagged Image File Format) and .png (Portable Network Graphics). Tip: Your supplier will never ask you for an image that can be pulled from a website. Website images are usually created as extremely small files (72 dpi) which allow for quick download when you visit a site. They cannot be properly printed without looking blurry . If you purchase a program such as Adobe Creative Cloud, you can do simple processes yourself—such as resizing a graphic or producing your own virtuals. A vector image can be resized to be as large as a building or as small as a postage stamp without losing image quality. | DECEMBER 2017 | 71 THINK