Marketing TIp of the week: Common Mistakes to avoid with images

[Frank Gomez]

Avoid Creating a logo that doesn't work in a variety of mediums. A vector logo is absolutely necessary if you think you might need it in a large format unless it includes a photograph. Vector logos are scalable and can be any size without pixelating. For example if you made this mistake you probably had to pay or will need to pay to have the logo re-created at a much larger size OR re-created as a vector logo when you need it on a large banner, or on a trade show display. Click here for information about Vector vs. Raster
If your logo works on different colored backgrounds be sure your graphic designer provides a logo that has a transparent background. On the web PNGs are recommended if you need transparency. GIFs can also be transparent but PNGs are better for a variety of reasons. Click for Details
Avoid saving important photos at Low Resolution and deleting the originals. I often get low resolution headshot images from clients who want to use them in their marketing materials. Unfortunately a headshot that looks good on the screen might only be 200 pixels x 200 pixels. A traditional headshot in print will probably be at least 1 1/2 x 2" or 450 pixels by 600 pixels. You can't resize a small photo (raster image) to a larger size without losing quality. The first link above explains this well.
Be consistent with your brand. If you don't know what you are doing get your designer to help you with it. It will look better and be more memorable if you are consistent.
Use your tag line, it might not be in your logo but it should be part of your brand identity. Use them together as much as possible.
Be Picky. If you aren't happy with something tell your designer. Of course be fair to them...if you are changing your mind and going in different directions, expect to pay for the time, but if your direction is clear and the result isn't what you want the designer should be willing to make it right within reason.
If you are working on a fixed price contract be sure the designer includes at least 2 revisions in the price. A revision is not a change of direction to a whole new concept, again, be fair. A complete change of direction is your responsiblity and the extra time and or cost shouldn't be "eaten" by the designer.
Have a wonderful week!
Have stories about mistakes we can learn from? Reply to this post. We will all appreciate it!

Frank Gomez is a graphic designer with Frank's Designs Empowered Marketing www.FranksDesigns.com offering Graphic Design, Web Design and Trade Show Displays.

[Frank Gomez]

Bonus Item! If you are working in print and online be sure your designer has experience with print design. Web designers who are not also graphic designers are ill prepared to do graphic design work unless they have experience in both mediums and are using appropriate software to work with each. :)