Key Terms
There are three possible color modes for print (CMYK, PMS, or Black & White). The Visitor Guide prints in CMYK color mode.
CMYK (Cyan, Magenta, Yellow, Black/Key) is the standard color mode used in printing full-color documents. Anything printing in full color should be built in CMYK color mode.
PMS (Pantone Matching System) is used by the printing industry to print spot colors. This allows you to specify colors by indicating the Pantone name/number and assures you get exact color when the file is printed. Make sure to convert any spot colors to CMYK before sending your press-ready art! We will convert any spot colors to CMYK, which can drastically change how these colors appear on press.
Black and White: If a document is printing in black, the file should be built in black only (not a build of RGB or CMYK).
- KB: Kilobits (data storage capacity of a file, typically used as a size measurement)
- MB: Megabits (1000 KB, used to describe larger file size)
- Resolution: Resolution refers to the level of detail in an image. Higher resolution means higher image quality and more detail. Lower resolution causes images to look grainy or pixilated. In digital image files, resolution is described using PPI (pixels per inch). When files are printed, PPI translates to DPI (dots of ink per inch). Images for print should be high-resolution, ideally 250-300ppi.
- Pixilation: Individual pixels, small single-colored square display elements that comprise the bitmap, are visible. (see the first circle in the sample image)
- PPI: Pixels per (square) inch
- DPI: Dots per (square) inch
- PPI and DPI are often used interchangeably, but they actually measure different types of image resolution. PPI describes digital media resolution in terms of pixels, whereas DPI refers to the amount of ink dots per page in print media. Since we are using digital files to create print media, we may use both terms at different times. The important thing to remember is that PPI directly translates into DPI on press; lower PPI in your original files equals lower DPI (lower resolution/image quality) in the final printed product.
- Raster Image: Images constructed using a fixed pixel size. Raster images cannot be dramatically resized without compromising their quality and resolution. Since the number of pixels is set, enlarging raster images means stretching those pixels into a larger space, which means the PPI is lowered and the image becomes visibly grainy. Most images and graphics used on the web are raster. JPG, PNG, GIF, and TIF are common raster file types.
- Vector Image: Images constructed using mathematical formulas instead of set pixels. Vector images are designed for frequent resizing. Original logo and brand files will usually be created as vector images so they can be used on both smaller and larger scales. EPS, AI, and SVG are common vector file types. A PDF can be either a vector or raster file, depending how it was originally created.