We have been producing quality artwork for over 35 years for just about every print medium there is. From marketing materials to packaging to advertisements, we’ve produced it all.
We began when artwork was composed from sheets of bromide and put together using a scalpel and cow gum. Technology has changed they way we produce our work but we are guided by standards that were developed over hundreds of years. We are aware when we hand-off a job that it should be 100% correct.
The Art and Precision of Commercial Artwork
Designing artwork for print is both a creative and technical discipline, requiring a balance of strong visual communication and meticulous preparation. While digital design often allows for flexibility and revision, print demands precision—once the ink hits the paper, there’s no going back. At ianmcconkey.ie, we specialise in commercial design for print, and we understand that every project brings its own unique requirements and challenges.
Understanding the Brief
The process begins with a clear understanding of the client’s objectives. Whether it’s a business card, brochure, annual report, exhibition panel or packaging, the purpose of the piece guides every design decision. We explore the target audience, tone of voice, required content and brand identity to ensure the final product reflects the client’s vision and communicates effectively.
Creative Development
Once the brief is defined, we move into concept development. This stage involves exploring layout, typography, colour schemes and imagery to convey the message in a visually engaging way. A strong concept isn’t just about aesthetics—it must also serve function. For example, a folded leaflet might require a specific sequence of panels to ensure the information unfolds in the right order.
Design for Print vs. Digital
Designing for print introduces unique constraints that digital formats do not. Colour management is a key consideration: print uses CMYK (cyan, magenta, yellow, black) inks, which render differently than RGB screens. Pantone spot colours might also be specified for brand consistency. Fonts must be embedded or outlined to avoid substitution, and resolution must be high (typically 300dpi or higher) to ensure crisp, professional output.
Technical Preparation
The technical preparation of artwork—known as prepress—is where precision truly counts. We set up documents to the correct size, include bleed areas (usually 3mm) to prevent white edges after trimming, and apply crop marks and fold lines as needed. Images are checked for resolution and colour format, and we use preflight tools to flag potential issues such as missing links or low-res graphics.
We also account for the final print process—whether offset litho, digital or large format—and adjust the artwork accordingly. For example, rich black text in offset printing might require specific ink combinations, while digital print may allow for finer detail in small runs.
Proofing and Sign-Off
Before going to press, we provide clients with a proof—either digital or physical—so they can see exactly what they’ll get. This is a critical stage for catching errors, testing readability and confirming layout. Once approved, the artwork is packaged for print with all necessary assets and instructions.
Every Project is Different
One of the most rewarding aspects of commercial design for print is its variety. No two jobs are alike. A luxury product brochure may call for premium finishes like foil stamping or embossing, while a set of training manuals might prioritise clarity and cost-effective production. Understanding these differing goals is what allows ianmcconkey.ie to deliver bespoke, print-ready artwork that works as hard as it looks.
If you need help in producing artwork for print use the contact form below.