Use the color swatches on the bottom of this guide to help select and specify your color choices.
Monitor-to-Print Comparison
The RGB color space uses Red (R), Green (G), and Blue (B) light in different combinations to display color on
your computer monitor. Commercial printing presses print with ink instead of light, and therefore produce a
different range of color. Because of this, it is necessary to convert all RGB colors to the 4-color printing
process, also called CMYK - Cyan (C), Magenta (M), Yellow (Y), and Black (K). During this transition, colors
may shift in shade or vibrancy.
What you see on your monitor (or even your desktop printer) may not match what is
produced with high-quality graphic arts printing. Comparing your monitor to what our
presses produce will show you what color variance may exist, and help you envision the final
outcome of your printed piece. Use the image to the right and compare it to the same image on your printed
Design Guide. This should give you an idea of how the colors on your final printed piece may compare to your
same piece when viewed on your monitor. You can also compare the image with the same image on the
uncoated Design Guide (Part 2) to determine what paper stock is best for you project.
Image Resolution
Resolution is the measurement of the number of pixels of color information in an inch.
Low resolution images look choppy and lack detail. Super-high resolution (over 400 dpi) will produce large file
sizes and longer upload times, with no improvement in visual quality.
Images should be 300 dpi (dots per inch) at the final size in the layout.
Images which include text should be 400 dpi at the final size in the layout.
Resolution and image size are inversely proportional to each other. Enlarge an image, the resolution
decreases; reduce an image, the resolution increases. Example: a 2" x 2" image at 300 dpi (acceptable)
enlarged to 4" x 4" has a new resolution of 150 dpi (unacceptable).
The settings used during the original "capture" of an image (ie: scanning, digital camera, etc) determine
its base resolution. Resolution can only be improved by decreasing the image size, or by recapturing the
image at a higher quality setting.
Recommended minimum resolution for printing is 300 dpi; computer monitors generally have a display
setting of 72 or 96 dpi. If we indicate that some of your images have low resolution, they may look fine
on your computer monitor but will likely appear blurry or pixelated in print.
Things to Avoid
Web images are predominately low resolution (72-96 dpi) GIF or JPEG files. This resolution is good for
quick transmission over the internet, but is not acceptable for use in printing. Do not save images or
graphics from a website to use in your print project!
Up-sampling is when a low resolution image is saved to a higher resolution with no changes in
dimensions. Upsampling adds more pixels/dots per inch (dpi), but creates blurry images, ugly blocks of
color, and high contrast in images. The only way resolution can be improved is by decreasing the image
size, or by recapturing the image at a higher quality setting.
Background Color
Make sure your design has enough contrast between the type color and the background color. The examples
below show how font and background colors can cause readability issues.
Line Width
"Hairlines" or very thin lines will not print well. Set line thickness to at least .25
points or .003 inches in width. A one or two-point line looks great around
photographs.
Full-color printing, also called "4-color process," uses Cyan (C), Magenta (M), Yellow (Y), and Black (K) inks
in different percentage combinations to create the colors we see in print. By specifying your design elements
using a CMYK formula, you can be confident that you will get the colors you want. Create your design in
CMYK color instead of RGB whenever possible.
The swatches below are CMYK color builds, shown with their "recipes," or C-M-Y-K percentages. If your
graphic arts printing file specifies any of these color combinations, the colors in your final piece will turn out
very close to what you see here. Your printer and monitor may preview different results, but this is what you can
expect.