Graphic Examples

A few rules you need to know:

A high-resolution picture is approximately 300 dots per inch (or dpi) at original size. If you want to use an image that is 3” X 5”, then the picture needs to be 300dpi at 3” X 5”, without stretching, or distorting it.
Once you minimize a photo, it changes the dpi—and ultimately the resolution. If you take a small picture and make it larger, it spreads the dots per inch across the larger picture. That’s what makes the picture lower resolution, thus making it blurry, or lack of crispness.

When you read font, you actually read the “white space” between the letters. The more white space there is, the cleaner and easier it is to read. Not bigger, but whiter between the letters.

Example:

This is easier to read.

This is not easier to read.

Make sure the font is large enough for the majority of your readers to read. Keep the information concise. When you say everything—it says nothing. You should always answer these questions:

Who, what, when, where, why, and the most important thing your reader will ask: WHAT’S IN IT FOR ME?

Does your graphic compel your reader to look at it?

Example one:

This initial impression is poor quality

If you could feel the paper—it says “cheap cardstock”. Not inexpensive, but it says, “we need your money, so next time we can afford better paper.”

The font is not clean and easily readable. It is dated, which means you can’t tell if this is last week or from 15 years ago.

The picture is low resolution. It is blurry. If you are going to use photos in a graphic, use one that is high resolution—sharp, and crisp, and at least 300dpi at actual size.

Example two:

This is very busy. There is no HIERARCHY—a descending level of information.

What is the most important thing you are saying? There should be a level of information.

1st thing important—there’s an event. This should be the largest or “popping” thing you see.

2nd thing important—whose invited? When is it?

How do I participate?

Your eye is not drawn to the hierarchy—it’s to the picture, the football, and the hard-to-read font all at the same time.

On the back—too much information! Put all this information on the website. If you don’t have a website, give a phone
number and a contact person for more details or information. Choose only one person. Having 3, 4, or more contacts only confuses the reader.

Example three

This was a mail out! A piece of plain white, copy paper. This screams “cheap”. This is a $40 conference. Why would I want to pay for that? Most people cannot get past the “look” to see it is a well known sought after speaker. I would want to go, but most would pass over it because of the lack of compelling to read.

Clip art! One word—1980’s (is that a word?)

The bio on the back is right on the fold line. Because of this, it is illegible. If you are using a folded invite piece, keep the words off the fold.