Simplify Your Art Issues (Outsourced Art: Taking the headaches out of art design)

For those of you constantly frustrated by the complexities and nuances of getting the perfect art — you’re not alone.

Too often, clients send art at the last possible moment, and when it arrives, it turns out to have raster images embedded in it. This, of course, means your supplier won’t have the vector-required files for printing. If you’re all too aware that another conversation with the client will only confuse the issue and the order, what do you do next?

The ongoing issues of working with art files for imprints are not going anywhere. But you can educate yourself and learn how to prevent the same issues from reccurring. And, when all else fails, you bring in the professionals.

Vector vs. Bitmap

It helps to understand what vector art is, what it isn’t and when it actually matters. You can generally divide electronic art images into one of two types or formats: bitmaps and vectors. Bitmaps are images composed of connected dots or pixels while vector images are composed of connected lines.

Raster graphics (bitmaps) cannot be scaled to a higher resolution without losing quality. This is in stark contrast to vector graphics, which can be reduced or enlarged while still remaining sharp.

In most imprints, vector art is the preferred format because it can be manipulated easily without sacrificing clarity or scale, and it can be used for virtually all printing processes; however, decorators do not always require vector art. For this reason, it’s crucial to understand the manufacturer’s requirements before you communicate with your clients about their projects.

Applications

Other key considerations when preparing vector art include the size and type of the application. The professionals will ask about this because they know that redrawing much detail can be a waste of money for a very small application and that images being prepared for embroidery have their own requirements. Also, many digital printing processes require a high-resolution bitmap image, not vector art. While vector art is almost always accepted, it may also cost more to create. So, knowing when you do not need it may mean significant savings for your clients.

The limitations of vector art become very clear when you want a printed image to appear lifelike. Your graphic artist can spend hours redrawing the image and produce a remarkable recreation, but in the end, it will always have a cartoonish appearance compared to a bitmap image. This is an inherent difference between pixel-based images and line-based images.

A good marketing approach might be to have your designer create two or three versions for your client. The exact recreation can be used for virtually every format of printing, while the smaller and simpler versions will accommodate other uses.

There are three primary options for resolving your image issues:

1. Have a staff artist who can redraw images whenever needed.
2. Use a local freelancer.
3. Use a firm that has based its business around resolving these issues.

Hiring a Professional

Converting bitmap or raster images into vector art files is a small niche in the graphic art industry, and it’s done primarily outside of the United States. These firms will convert almost any format — from a faxed sketch on a napkin to an e-mailed jpeg file — into vector art.

When you’re deciding whether to use a graphic provider, consider asking the following questions:

1. Do they offer free quotes, and how quickly can you get one? (A well-organized, client-focused firm will return a free quote within one to two hours of receipt — or from start-of-business, if submitted after normal hours.)

2. What are their usual business days and hours of operation? (This is more important if the firm sends work outside the U.S.)

3. What is their normal turnaround time? (The best scenario will be next business day at no additional cost.)

4. How many artists do they have on staff? (The more, the better. Just like in any production-based business, you don’t want a project delayed because one of their two artists is out sick.)

5. Will the same artist be assigned to all your projects? (This requires a well-organized firm with more than a couple artists on staff.)

6. Will you be allowed to speak directly with the artist assigned to your projects? (Many firms will not allow this because it slows down production, but frankly, direct collaboration with the artist can be crucial.)

7. In which time zone is their artist located? (Even if the firm allows direct discussions with the artist, it can be a hassle if you have to call after 10 p.m. because the artist’s day is just starting.)

8. How does billing work? (You should never have to pay in advance.)

9. Do they offer any volume-based pricing or rebates? (This is very important if you have numerous sales employees who will be submitting art projects.)

10. What do they provide at the end of the project? (The minimum should be an EPS file and a PDF file with editing capabilities enabled. You need something your client can open and review.)

Beginning the New Relationship

Evaluate the answers to all the questions above and then choose the best two firms and comparison shop. Send each a few pieces of prior work for free quotes and compare their pricing to what you have paid in the past.

Send each a job of similar complexity, and evaluate the quality, turnaround times and cost. Review the invoice they provide. Does it contain everything you require for your record keeping? If it doesn’t, ask them how flexible they are with customizing invoices for you. Again, a client-focused firm will work with you.

Now, make an informed decision and relax because what used to be a hassle just became a differentiation point for your business.

Jim and Lori Walker are the owners of the graphic art firm Riptaw Graphics. General Manager Mike Jacques runs the day-to-day operations with Bari Cook as the intake administrator. For more information, visit www.riptaw.com.