Color

When it comes to print you should start thinking about color a little differently. Knowing how and which color to use is important! It can be tempting to use a lot of color, but keeping your choices limited can help keep the design from being overwhelming.

•   CMYK: This is the color system we use in the print industry. CYAN, MAGENTA, YELLOW, AND BLACK (KEY TONE) inks are used to create color in a wide variety of colors. Dots of each color are put in layers on the paper to create an image. Since there are variations between presses, press operators and other factors, CMYK colors can vary slightly between printings.
•  PMS: The Pantone Matching System (PMS) is a popular spot color system created by Pantone INC. Since Pantone colors are mixed using precise recipes before they are printed, using PMS color inks is a great way to ensure you always get the exact color you want. The CMYK percentages for each color are printed under the color itself.

PMS colors are the most consistent choice you can make when it comes to wanting a particular color. PMS colors can be precisely recreated on letterheads, business cards and many other personalized print products. PMS colors can only be precisely formulated for spot color printing.

CMYK is the color system used for full-color printing. While full-color printing isn’t as precise as spot printing with PMS ink, it is often the more economical option. CMYK colors can also create subtle shading.

Font

Choosing a font can sometimes be a challenge. Do you prefer clean, modern lines or a more traditional look? Questions like this can help you narrow down your font choices and find one that is right for you. There are many types of fonts, and many of them mix different styles and aesthetics. Here is a breakdown of basic font categories:

1. Serif: Generally seen as more serious or traditional, they’re perfect for that traditional feel. Example: “Times New Roman”.
2. Sans-Serif: Literally means “without serif”. Generally seen as more modern and streamlined. They’re an excellent choice if you favor minimalist design and clean lines. Example: “Helvetica”
3. Script: Script fonts are a lot like cursive handwriting. They range from elegant to casual depending on the font. Script fonts are more complex than serif or sans-serif fonts, which can make them harder to read sometimes. If you want a more hand-crafted look, a script font can be a good choice.
4. Decorative/Display: First and foremost, these fonts are meant to get your attention, but they are also best used in small doses because they can sometimes be less readable and their impact can be decreased if they’re overused. You won’t usually find decorative fonts in stock font options because they vary so much.

And Remember:

Use contrast to keep text readable
Don’t be afraid of white space.
Use font variants.
Remember your audience.