Digital vs. Print Artwork

Digital vs. Print Artwork

One day I was sandwiched between two Art Directors debating over how to set up a file the right way. They both had valid arguments, but I felt one was wrong in this case. Sometimes in our deadline-driven environments the pressure can get the best of us, and this was one of those days.

Without getting too technical, Art Director ‘A’ created his file correctly for the way he was using it. But when Art Director ‘B’ repurposed the image for another project, it was being used in a much smaller space. The debate popped up when Art Director ‘B’ was trying to print out his piece, and the printer took a very long time to process because of its scaled-down size in InDesign.

This caused the person leaving with the printouts to be late. That person also happened to be Art Director ‘B’s’ boss.

This could have been avoided if Art Director ‘B’ had not placed the file at 10%. Instead, the original art file should have been shrunk in its native program (Photoshop or Illustrator). Then he could have placed it into InDesign closer to 100%, but he just had not anticipated what it would take to resize the original.

That would have eliminated the amount of time it took the printer to process the file and maybe the boss wouldn’t have been so late for the client meeting.

Artwork for digital and print are different. Some of it can be shared but they are two different ways of thinking. In this case, Art Director ‘B’ was using it for print but Art Director ‘A’ thinks digitally so neither considered how their art would be reused. At the end of the day, both gained some perspective on the other’s needs, and the following day, Art Director ‘A’ took it upon himself to save the artwork for every case scenario to make life easier for all.

Our collaborative efforts keep us moving forward. We may have disagreements from time to time but these challenges can help us think learn — and that’s what makes us better.

If you seek organization, consistency, and overall perfection, Bess DiLullo is the only choice. Her attention to detail and leadership over the studio/production department earns high credibility for Umarketing.