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20th Sep 2016

Tower Press: Offering an Eye for Detail

Printing and accuracy go hand in hand so here at Tower Press having an eye for detail is an ethos that lies at our very core. It sounds like a simple concept - and essentially it is. However, considering detail on print is many layered and full of potential pitfalls. Modern technology, with its trappings of spellcheck and autocorrect can inspire a false sense of security. There are occasions when only the human eye will do.


The devil is in the detail

When your print includes facts and information, it is essential that they are correct. This sounds obvious but it’s a frequent mistake that we encounter. Dates, times, names, places: all are critical information and are the purpose of your print. When you consider this, it is surprising how often errors are made. Our priority is to check and check again. And again.


Less is more

Sometimes what makes an effective piece of print is to limit your detail. Less really can be more, and space surrounding your text will often underline it much more than highlights or embellishments. This doesn’t simply mean a centre placed message surrounded by space; an asymmetric placement of text feels more dynamic, while a centre-positioned design can appear static.


Proofreading

When checking your print, think about grammar and spelling. It is a very frequent error that we come across. If you see a notice declaring Pick up your dog waste, you may be insulted! Misusing your and you’re, or their / they’re / there are classic errors for which we are always on the look out.


Image Conscious

The human brain processes image 60,000 times quicker than text so a clear, cleverly selected and framed image can make the perfect piece of print. The layout of a page is also key - your text should be neither too spaced nor too close together as this decreases contrast. Standard Western reading habits run from top to bottom left to right. So you know how your reader’s eyes will move over the text that you present.


It’s the little things

This is the domain of the unintended meaning - errors that are out of the ordinary and we endeavour to pick up on. They’re not spelt wrong, not grammatically incorrect, but change the tone of your print.  Aa poster we saw recently publicising a music gig lists the support act by writing “Supporting XXX”. Because of the phrasing and lack of the comma, it sounds like the main act is supporting the support act - clearly the wrong way round! This wouldn’t have been picked up by a computer because, strictly speaking, it’s correct. It is an error that can only be identified by a human.


Textual Feeling

Your text needs to stand out, but beware of using too many colours and styles which often create a chaotic feel that readers will subconsciously reject.  If you are brand focussed, the colour and font of your text must be in line with your existing visual communication. When choosing a font, script styles can be barely legible at a glance whereas Sans Serif fonts are more assertive and commonly used in the print for that reason.


Someone who cares

We take a thoroughly individual approach to our print projects and know that every client, indeed every project, has its own requirements. We can (and did!) give you tips on constructing effectual print, but there is no global solution to print design and production. There is no standard rule that covers all of the industries that we come into contact with.  This is why we put our highest emphasis on taking a detailed approach and giving personal attention to every aspect of each project that comes our way. It makes a difference.