Issue #43
January 25, 2007

Welcome to Inside Freelance Design (IFD), your free, bi-weekly e-letter from American Writers & Artists Inc. Every other week, you can receive this special alert with secrets, tips, and insights from AWAI's graphic design pros to help you improve your skills and reach your goal of becoming a professional graphic designer in the fastest time possible.

IN THIS ISSUE:
  • Avoid These Bloopers When Sending Files to the Printer
  • Quick Tip: How to Eliminate One Type of Dangerous Spam
  • The IFD Mailbag
  • EXTRA! EXTRA! News and Job Opportunities
Avoid Time-Wasting – and Expensive – File Bloopers
By Kristin Schwarz

You work hard to design the perfect direct-mail package, following all the principles you're learning in the Graphic Design Success Program.

Next thing you know, you get a call from the printer. There are problems with the file that you have to fix before he can print. This causes a delay, messing up your client's mailing schedule and costing him money.

Here are some suggestions for avoiding the common file bloopers that cause these nightmarish delays …

  1. Fonts (the source of most problems):
    1. Supply all of your own fonts with the files. Your printer owns many font faces, but maybe not the exact ones you want. If that's the case, they'll stop production and wait for you to send the correct fonts. Or they'll provide a “near match,” which may not be what your client wants.

      High-end design applications like InDesign bundle fonts and graphics when you run their built-in “preflight” programs. And if your printer accepts PDF files, Adobe Acrobat embeds the proper fonts in the final PDF file. But always check to make sure everything was pre-flighted properly.
    2. Avoid using “fake” font styles rather than true font styles. For instance, using the Control-I option to specify Garamond Italics rather than using the separate Garamond Italics font.
    3. Avoid using hybrid Mac True Type or PostScript fonts in PC applications ... or PC fonts in Mac or PostScript applications. OpenType is a new font format that can be used in both platforms.
    4. Make sure you send all the fonts used, including fonts in EPS graphics (or convert fonts in graphics to outlines before placing in page layout application). If you're sending PostScript fonts, send both screen and printer fonts.
  2. Graphics:
    1. Most printers need graphics as CMYK, not RGB. Convert images to CMYK.
    2. Do not use CMYK for images that should be in spot color.
    3. Supply original source files for graphics. If providing images for scanning, mark them for cropping, including the required size and placement information.
    4. Avoid nested graphics. If you want an image inside an image, prepare it on image-editing software like Photoshop or Illustrator before placing it in your design.
    5. Use a digital format accepted by your printer (TIF, PS, etc.).
  3. Design software: Using the wrong software – such as PowerPoint, Word, WordPerfect, or Excel – can have you going back to completely redo the package. Many service bureaus now accept Publisher files. But check first. Some of the problems associated with using the wrong software can be sidestepped by converting files to PDF, but check with the printer before you send.
  4. Proofs: Include a laser or color proof of your design after ALL changes and corrections have been made. Check proofs to ensure they accurately reflect graphics, fonts, and bleeds, and include crop marks (if required). Make a note on the proof if it is not a 100% size representation of the final product. Label all proofs with your contact information.
  5. Be in sync with the printer's RIP software: Avoid using the latest gizmos on design software if the upgrade is recent. Your service bureau might not have caught up with these advances yet.
  6. Bleeds and safeties: If your design includes a full bleed (a background extending to the edge of the design), it must extend beyond the edge of the design. Most printers say 1/8” is enough, but check first. Also, make sure any critical images and all text are inside the safety area within the design (usually 1/8” to 1/4”). This keeps you from losing crucial design elements when pages are trimmed.
  7. Imposition: Most service bureaus do their own imposition (putting pages in printing order) – but find out in advance whether the file is to be submitted in reader spreads or printer spreads.
  8. Unneeded Elements: Remove references to unused fonts and colors. Remove non-printing items from the pasteboard.

Feeling overwhelmed? Well, relax. The best way to avoid all potential problems is to simply talk to the printer before submitting your files. They want your business, and they want the job to run smoothly and efficiently. They will gladly spend time with you to make sure you send files that they can use immediately.

* * * * * * * * Highly Recommended * * * * * * * *

“This Bootcamp drove home with crystal clarity all of the things that were previously fuzzy to me. It really is the difference between crawling toward success and sprinting toward it!”

-- Madeleine K., Raleigh, NC

We've received numerous letters like this one from past Bootcamp attendees telling us how much of an impact the event had on their life.

If you weren't able to make it this year's Bootcamp, there is still a chance to experience it in the comfort of your own home. Find out how:

http://www.awaionline.com/graphicsbootcamp/
QUICK TIP: How to Eliminate One Really Dangerous Type of Spam (Instantly!)
By Will Newman

If you own your own domain name (www.mycompanyname.com) and get your email through your Web host (myname@mycompanyname.com), you may have been getting some really dangerous spam lately.

The spam looks like a legitimate returned email message. The subject line says something like “Returned mail” or “Email undeliverable.” The sender always looks legitimate, too, such as mailerdaemon@att.com or SystemAdmistrator@finestplanet.com.

These “spoofed” messages are more than an annoyance. They can get your domain name banned by real Internet service providers, because they contain spam sales messages … or worse.

We contacted an IT expert to find out what you can do to protect yourself.

Here's what he told us: When you look closely at these spoofed messages, you'll see that they're sent to a non-existent recipient at your domain name, like xyz@mycompanyname.com.

Most Web-hosting services handle emails sent to non-existent recipients by sending them to your main email address. It's called a “catchall option” (or something similar) and usually is set up as a default so you won't miss an email if your name has been accidentally misspelled.

If you want to stop this spoofing IMMEDIATELY (It works ... we did it!), disable the catchall option. If you can't figure out how to do it on your system, contact your Web host.

* * * * * * * * Advertisement * * * * * * * *

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http://www.thedesignerslife.com/ultimateguide/

FROM THE IFD MAILBAG…
by Kristin Schwarz

Let's start with a question that you may have encountered with your design software ...

Dear Kristin,

I'm working in InDesign. I'm not able to figure out how to create a file with more than one page size or page orientation in the same file. For example, if I design a booklet with the front cover in portrait orientation but want to design the back cover in landscape, how do I do that, except by rotating all my text boxes and art on a portrait page?

Similarly, I'd like to design a sales letter and its accompanying #10 envelope. But once I declare that I'm working on an 8.5” x 11” page, I can't alter the dimensions of any added pages I'd use for the envelope, such as 4.125” x 9.5”. I could create separate files in both examples, but I'd like to deliver a single PDF file when I'm finished. Do you have any suggestions or workarounds? Thanks!

Nancy P.

Dear Nancy,

Thank you for your email. I suggest you design the cover in a separate InDesign file, laid out as a spread. Since the cover is often printed in a different print run or on heavier or glossy stock, printers prefer to get the cover in a separate application file anyway. The same applies to the envelope and order device (if the order device is not a page in the booklet).

If you want to present the booklet in one file to your client, you can do so by combining the various PDF files you made for each component into one document by using Adobe Acrobat. Go to Document (on the menu bar) > Insert Pages. You can easily add the PDFs of the different elements, and they will remain in their original orientation and size.

Hello Kristin,

In the GDS program, we work with laying out direct-mail copy – but most jobs seem to want traditional graphic designers from art school. How are the jobs targeted at the direct-mail field listed?

Grace

Dear Grace,

Direct mailers are constantly looking for graphic designers who are specifically trained in DM design. Traditionally trained designers tend to over-design or prettify, resulting in images and graphics that divert the eye away from the copy. When that happens, the sale is lost. That is why direct mailers are so eager to find designers who understand that “Copy Is King.”

You will find job opportunities listed on our job site at www.directresponsejobs.com.

You also want to get yourself on the mailing lists of companies that are heavily marketing their products and services via direct mail, such as Phillips, Agora, Rodale, and KCI. Depending in which area of direct mail you are interested in (health, financial, self-help), you can also offer your services directly to these companies.

Good luck!

That's it for today. Have a productive two weeks!

Kristin

[Ed. Note: If you have a question or comment for Kristin, please send it to:
insidefreelancedesign@awaionline.com, Attn: Kristin Schwarz.]

EXTRA! EXTRA! News and Job Opportunities
  • GRAPHIC DESIGNER – Command Tooling Systems needs a graphic designer with a good sense for marketing strategy. You'll work on flyers, catalogs, websites, and more. You must be experienced with the Adobe Creative Suite, Quark, and Microsoft Office. Knowledge of copywriting is an advantage. Send your resume, salary requirements, and 3 to 5 design and/or copywriting samples to pmalcolm@commandtool.com.
  • GRAPHIC DESIGNER – Global Resource Systems, a provider of interactive marketing solutions, is looking for a high-energy, detail-oriented designer. You must be knowledgeable in both Web and print design, and have a solid understanding of how design and marketing concepts work together. You must be familiar with at least one Web markup or scripting language, and also know at least two desktop publishing or imaging programs. Send your information to hr@grscorp.com.
  • GRAPHIC DESIGNER – Actuant Corporation needs a graphic designer for their Enerpac brand. You'll work on marketing materials, including catalogs, space ads, and tradeshow promotions. A good understanding of the printing process, knowledge of standard design programs (Adobe), and a feel for maintaining brand image are all a must. Apply through the company's website at http://www.actuant.com/.
COMING NEXT ISSUE:
  • The Scariest Question to Ask Your Client (You'll Be Glad You Did!)
  • Quick Tip: FREE Expert Instruction on Photoshop and InDesign
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