Here's an overview of the most common problems we encounter with ads - and how you can avoid them!

I. IMAGE RESOLUTION PROBLEMS

All images should have a resolution of 300 dpi, to ensure that they will look sharp when printed, instead of blurry or "pixelated". Low-resolution images are the most common problem we see. There are a few different reasons why this happens:

1. Images that are low-resolution to begin with. If you take a photo or logo from your company's website, chances are it's low-resolution. This is because computer screens don't require as much detail as a printed page - so images that look fine on your screen aren't necessarily good enough for printing. Make sure you're using images that were meant for print, not for a computer screen.
Also note: Simply saving your final ad file at 300 dpi will not increase the quality of any low-resolution files it contains! A 72 dpi image will still be 72 dpi even when embedded within a 300 dpi PDF, for instance. (For more information about images, click here.)

2. Images that have been "stretched" in the original application. An image might be 300 dpi originally, but if it's been enlarged in your layout application, its effective resolution has been lowered accordingly. (This is because there are only so many pixels to go around – If you're trying to cover more space with the same number of pixels, the pixels have to stretch to do it, making your image look fuzzy.) If an image is placed at more than roughly 110-115% of its original size, its resolution will be lowered too much for us to accept. You're better off trying to find a larger image that is closer to the size you need.

3. Low-resolution PDF files. Even if your original images are high-resolution, they may not stay that way when a PDF file is made. There are many ways to create a PDF, and you may have several options depending on the program you use to create your ad. No matter how you make a PDF though, you should see options for "PDF presets" or "Settings". Often, the default or "Standard" setting will create a low-resolution file. Instead, use the "Press Quality" preset, if you have it, or find the Images settings and make sure they're not set to downsample your images. (For more detailed info about creating a PDF, check these Help Center tips.

II. SIZE PROBLEMS

1. Incorrect size. Double-check the specs to make sure that the size of your ad is exactly the size it's supposed to be! For fractional ads, set the page size to the ad's actual size, rather than floating the ad on an 8.5 x 11 pasteboard.

2. Incorrect bleeds. Full-page ads can either bleed (artwork all the way to the edge of the final page) or not bleed (white space around the edges of the ad). For non-bleed ads, be sure to use the "Non-Bleed" dimensions listed on the rate card. For bleed ads, be sure to use the "Bleed Size" listed (which is arrived at by taking the final trim size and adding 1/8 inch bleed to all four sides). For more info and visual examples of bleeds, click here.

Note that the "Bleed Size" includes the 1/8 inch bleeds -- So don't create your ad at Bleed Size and then add more bleeds to that!

Never add bleeds to anything smaller than a full page ad.

3. Incorrect margins. For full-page bleed ads: text, logos and other critical elements need to stay away from the edges of the page, to avoid getting accidentally cut off when the publication is trimmed. Your rate card should tell you the recommended margin for the publication, but a good basic rule to keep in mind is to keep at least 3/8 inch away from the bleed edge.

III. COLOR

1. RGB. RGB colors (meant for the screen) are never acceptable for print. You should not create your ad using RGB; be sure that your color settings are set to CMYK.

2. Spot color. Spot colors are only OK if the publication specifically allows them. (Check the rate card or ask your Traffic Coordinator if you don't know.) We can convert spot colors to what is required, but the conversion can occasionally result in subtle shifts in color appearance. To avoid problems, make sure you know the color requirements of the publication, and make sure all of your images and logos follow those requirements. Many logos contain Pantone colors, for instance - it's better for you to convert them to a CMYK equivalent that you're comfortable with on your end, to avoid unexpected color shifts.

3. "Four-color gray" images. If you're running a black & white ad, you must have ONLY black (or shades of gray) in the file. Some images look black & white to the eye, but are actually built out of all four ink colors (CMYK). Be sure that black & white images are saved in "Grayscale" format instead, to avoid problems.

4. Rich black text. "Rich black" text refers to text that looks black on screen, but actually contains other ink colors in addition to black. This is not always a problem (large black text printing over a photo, for instance, often looks better in rich black, and it can be useful in other ways). But when rich black is used on very small text (especially if you're using a serif font), it can print poorly. It's best to avoid it on small text - set your text to 100% K instead. (And of course, it should always be avoided in black & white ads, which should contain black only.)