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New Year’s Print Resolutions

Breaking New Year's Resolutions

Breaking New Year’s Resolutions

Who doesn’t love New Year’s? Flip the calendar, shake off the noise makers and straight ahead is a fresh start. It also means list after list after list of resolutions are making the rounds from friends, relatives and perfect strangers.

Cushing is guilty as well!

At our River North office, print is always on the brain. We sleep, breath and eat it (not by choice – dried toner doesn’t taste so great). So, here are Print Resolution’s we have put together based on conversations and internal lessons.

I resolve not to pretend that I am a graphic designer even though I have a copy of Microsoft Publisher.

With free logo design templates across the web, it is tempting to whip something up by pasting a couple of images together and dropping in text.

Stop for a second; this is your brand! You worked hard to start your business, not cutting corners while obsessing over the details.

Consider your creative or logo an investment and choose a graphic designer to professionally showcase your marketing message.

I resolve not to use only the RGB color spectrum just because I don’t know what the letters CMYK stand for.

Take advantage of the full color spectrum! Your brochures are primed to pop with color. It’s easy to pull a logo off a website, but using RGB doesn’t translate well to print. CMYK is not a dirty word though I’ve no idea how to pronounce it!

I resolve never to guess about the best file format when designing a new project – a call or email (or chat!) to Production at Cushing will save lots of headaches down the road.

Lean on a company’s print staff, be it Cushing or a different company! Our staff inspect every print ready file for issues. Questions are ALWAYS welcome and we are just a phone call away (or a chat, if you prefer, this functionality is active on the site now). Don’t stress or guess.

I resolve not to use GIF images to be enlarged because they will break apart and pixelate when scaled up.

GIF files look wonderful on your website, Facebook pages, Twitter feeds, Linked In pages. When it comes to print? Not so much. Trust us (or any printing services company), when they dole out this advice. Find a high resolution image or employ a graphic designer to provide an .eps or .jpg file.

I resolve to discuss new graphics projects with Cushing’s Customer Service reps to learn what new techniques might be available to create fresh options.

Folks, print is here to stay. I repeat, print is here to stay! OK, soapbox is now tucked behind desk.

Leveraging mural printing, direct mail with variable data, postcards – all while tying in your ambitious marketing objectives, from social media marketing to creating news sales opportunities through PURL’s are within reach!

I resolve not to pretend to know more about the technology than the people who use it every day.

You wouldn’t visit the doctor and tell him or her on how to use a stethoscope, would you? We speak flatbed, jpg, giclee, wide format and have the reprographics glossary from our website memorized.

But we promise not to throw jargon your way.

Let’s start a dialogue and trust us to help you!

When you submit a project, know that you have a passionate, expert, seasoned (running out of superlatives) staff ready to assist and they have done it thousands of times prior!

I resolve to take the time to get estimates on different options for projects because there are new materials coming onto the market every month.

Print is evolving and Cushing is always researching better and more cost-effective material. Your vision is clicks away from becoming reality. We are scouring the market to make it more efficient, cost-effective and better!

I resolve to pay the fair price for quality because quality graphics protect my brand.

As the marketplace evolves, online print options will grow and yes, you can probably get it cheaper with less personalized service. Many local companies have survived (or are surviving) this paradigm shift. Quality rises to the top and your brand deserves nothing less.

A slight increase in your investment provides access to a TEAM of professionals ready to assist.

Choose local, there really is a team who is dedicated to making your brand look amazing.

As the print services industry moves forward, we stay 8.5” x 11” ahead (get it?).

What are some items you have learned and will you add them to the comments box below?

Cathie Cushing Duff

One of the third generation membership owners at Cushing, Cathie has been active in the organization since 1975. A graduate of the University of Toronto (St. Michael’s College) she attended the University of Chicago Graduate School of Business and has been a guest lecturer at the University of Illinois School of Business. A Past President of the North Central Reprographic Association and International Reprographic Association, she has served on the ReproMAX Association and Chicago Family Business Council Boards. When not exploring print and digital communications, her passions are family, knitting and crocheting. Visit Cathie’s Google + profile.

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