Preparing an Ad for The Perfect Wedding Guide
Click on the size of ad you are designing for exact sizing specifications
|Full-Page Ad||Two-Page Spread||Half-Page Ad|
Artwork Size: This is the size that you create your artwork. It includes the areas that will be trimmed off when finishing the book as well as the area that will be partly hidden under the binding. The artwork size is larger than the page size or half-page ad size to ensure that ink prints right to the edge of the page or ad.
Page Area: Page Area is the finished size of the page, excluding that area that is partly hidden by the binding. Everything not within this area will either be trimmed off or hidden under the binding.
Live Area: All the important elements of the page, including type, must be within this live area. The designated size and positioning of the live area is meant to allow for a safety margin of 1/4″ around the edge of the page to ensure that type and images don’t run off the page or under the binding.
Safety: This is the amount of space at each edge of the page that must contain no type or other critical elements. It ensures that nothing important gets trimmed off the page or hidden by the binding.
Bleed: This is the amount that will be trimmed from the artwork or hidden under the binding to make the page its actual size. It exists to ensure that your ad prints all the way to the edge of the page.
About the Binding and Bleed Size: The Perfect Wedding Guide is perfect bound. The perfect bound and necessary perforations come in to the page about 1/4″ from the edge of the trim.
For full-page ads, we won’t know whether the binding will be on the right side or the left side of the ad until the final layout of the book is complete. Therefore, we require 3/8″ of bleed on both sides of the page to accommodate either eventuality. The 3/8″ bleed on the sides ensures that there is enough for the binding as well as normal bleed. See the illustration of a full-page layout for a detailed explanation. It is important that these specifications be followed exactly.
Including your fonts
Please send all fonts used in your files, including any that are used in placed or imported EPS files. You can eliminate most potential font problems by converting all your type to outlines or curves. Embed all fonts used in any PDF you create, but still send the font files as we will need them if we have to open your file. Fonts embedded in an Illustrator or InDesign file can only be used when that file is displayed inside another program, so we will need the fonts if we have to open those files.
Quotation marks and apostrophes
When setting type, set your program’s preferences to use typesetter’s or “curly” quotes or use the necessary keyboard combinations to insert proper quote marks and apostrophes.
Type that has been made bold or italic in the Style Menu in your program may not print properly. Always use the bold or italic version of the typeface and set the style menu to “Plain”.
If we need open or modify artwork for which you have not supplied the fonts, we reserve the right to substitute an appropriate font of our choosing with a similar typeface.
Scanned images should be 300–360dpi at the size they will be printed. Do not “rez-up” smaller images by increasing the size or resolution. Images from the Web are generally 72dpi and are not suitable for high resolution printing. Scanned line art should be 1200dpi resolution. Images should be in TIFF or EPS format. Use JPEG images only if the resolution is 300–360dpi at the final size and they have been saved at “highest-quality” settings. If your scans are RGB, remember that printing presses work with CMYK inks, so the colours in an RBG file that you see on your monitor may not accurately match the printed ad.Digital cameras must be set to the highest resolution (largest size) and highest quality (JPEG with least compression or TIFF). Otherwise, the pictures may not be suitable for use in your ad. A four megapixel camera is capable of producing a full page picture at the necessary resolution as long as the image does not need much cropping. Lower megapixel cameras can only produce pictures suitable for use at smaller sizes. Consider having a professional photographer take your pictures. Pictures taken with a small camera using built-in flash may not have the quality to properly represent your business or product.
Whether scanned or from a digital camera, the smallest picture suitable for filling a full page is 1800 x 2700 pixels.
A note about JPEGs: The JPEG compression method makes a file smaller by degrading the image. This degradation can be kept at an acceptable level for commercial printing if the image is high resolution and the compression quality level is set to high or maximum, but keep in mind that this degradation does occur and if an image needs repeated resizing and adjustment, the effects will multiply each time it is resaved.
All scanned images, digital camera pictures, or artwork created in Photoshop are made up of pixels, and therefore have a resolution that is commonly measured in pixels-per-inch (or dots-per-inch, dpi). Each picture has a finite number of pixels. For high-quality printing, a minimum resolution of 300 dpi is required. That means that a 4″x6″ picture is 1200×1800 pixels, a 6″x9″ picture is 1800×2700 pixels, and a 2″x2″ picture is 600×600 pixels.
Enlarging a picture in a program like Photoshop so that it has more pixels and measures at higher resolution does not change the effective resolution of that picture or increase its quality. It will show no more detail than before. The enlarged the picture has no added information to it, the new pixels are just duplicates or interpolations of the existing pixels. If we enlarge a 2″ x 2″ 300 dpi picture to 3″ x 3″, its effective resolution becomes 200 dpi, and if we enlarge it to 4″ x 4″ it becomes 150 dpi. As the effective resolution of a picture goes down, its quality suffers – it begins to look rough, clumpy or jagged and out of focus. It is important to understand and pay attention to resolution if you want your images to properly reflect the business image you want to project.
All colour files should be in CMYK. Do not use spot colours – convert spot colours and Pantone colours to CMYK. RGB colours cannot be reproduced accurately on the printing press, therefore, how an RBG file looks on your monitor may not accurately match the printed ad. In Adobe Photoshop set your Colour Setting to: U.S. Prepress Defaults, CMYK: U.S. Web Coated (SWOP) V2, [Ink Colours: SWOP (Coated), Dot Gain: Standard 20%, GCR: on, Black Generation: medium, Black Ink Limit: 100%, Total Ink Limit: 300%, UCA Amount: 0].
For solid areas of black in Quark XPress, InDesign or Illustrator, use a “rich black”, made up of all four colours, such as 50c 40m 40y 100k. When placing a graphic with black edges against a black background, make sure that both black areas use the same CMYK values. When specifying or creating colours, total ink coverage should not exceed 300% (i.e. 70C 65M 65Y 100K).
Send a black & white or colour print-out with your digital file so we can verify that it is printing correctly. Please note that printouts from desktop colour printers do not accurately show how colours will look when printed on a high-end press. If you wish to send a proof for colour matching, please make sure that it is a professionally produced contract proof.
We will email you a low-resolution digital proof of your ad. It is meant to verify that we have the right artwork and that the placement, images and copy are correct. It does not necessarily represent the exact colour in the final printed ad. We do not provide printed proofs.
Quark XPress and Adobe InDesign
Placed Images: Please make sure all placed images and fonts are included with the file. Placed image files should be CMYK and at a resolution of 300–360dpi and placed at 100% size – images should be re-sized in Photoshop rather than in XPress or InDesign.
Colours: Colours created in Quark XPress or InDesign must be CMYK as must the colours in all placed eps files. Do not use Pantone, spot or RGB colours. Areas of solid black should be filled with a “rich black”, and if images from Photoshop or Illustrator with a solid black background are to be placed on it, make sure that the CMYK values match. The total of the CMYK values should not exceed 300% (i.e. 70C 65M 65Y 100K).
Type and Fonts: Send the actual font files with the job, embedding the fonts in the file doed not allow us to make the minor adjustments that are sometimes required. Type that has been made bold or italic in the Quark XPress style menu or type pallet may not print properly, always use the bold or italic version of the font with the style set to plain.
Quark XPress: Please note that we do not support Quark XPress files directly. If you use Quark XPress to create your ad, please export the file as as an EPS file or PDF.
Placed Images: Images should be embedded rather than linked. If the images are only linked, you will have to send the actual image files as well. All images must be in CMYK colour and at a resolution of 300–360dpi.
Colours: The document colour space must be CMYK. Areas of solid black should be filled with a “rich black”, and if images from Photoshop with a solid black background are to be placed on it, the CMYK values should match. The total of the CMYK values should not exceed 300% (i.e. 70C 65M 65Y 100K). Black type should be plain black and set to overprint. Check that all overprint and knockout settings are correct and that any necessary trapping is correctly done.
Type and Fonts: Send the actual font files with the job, embedding the fonts in the file doed not allow us to make the minor adjustments that are sometimes required. You may convert all type to outlines.If you do, it is a good idea to save two versions, an AI file with type and an EPS with type converted to outlines, and send both. Set Illustrator’s preferences to use “typographer’s quotes” is checked or you can use the Smart Punctuation feature in the Type menu.
Flattening: Do not flatten transparency or effects. That is best done by the printing software and doing so complicates any adjustments we may have to make to your file.
Photoshop documents should be in CMYK colour and at a resolution of 300–360dpi at the printed size. Set your colour setting to: U.S. Prepress Defaults, CMYK: U.S. Web Coated (SWOP) V2, [Ink Colours: SWOP (Coated), Dot Gain: Standard 20%, GCR: on, Black Generation: medium, Black Ink Limit: 100%, Total Ink Limit: 300%, UCA Amount: 0]. Be sure to allow for sufficient bleed. Please include both a flattened TIFF file and the layered Photoshop file. Be sure you are using typographer’s or “curly” quotes.
If you submit your ad as a PDF file, be sure all the settings were correct for commercial printing. The original document must be CMYK. No image compression for colour and grayscale images. Down-sample colour images to 360dpi, grayscale images to 600dpi and monochrome images to 1200dpi. Embed all fonts but send us the actual font files which we will need if we have to open your file.
We do not support CorelDRAW and any artwork produced in CorelDRAW will have to be opened and printed in another program. Do not send us native CorelDRAW files – export your artwork to EPS, TIF (360 dpi) or PDF files after converting all fonts to curves. Colour should be CMYK. Embedded images must be 300–360dpi.
Please note that Microsoft Publisher, Microsoft Word, Microsoft PowerPoint, Microsoft Excel, Corel WordPerfect, Adobe Persuasion and other word processing and presentation programs do not support high resolution output and CMYK colour separation and cannot be used to create your ad. If you are using a professional layout or imaging program not listed above you will have to create a file in a format we can use such as EPS, PDF or TIFF.
Important: You must be using professional page layout, drawing or imaging software to create your ad. If you are not familiar with these programs or print based graphic arts in general, you should consider having a professional graphic designer or design studio create your ad for you. Bear in mind also that The Perfect Wedding Guide can also provide that service. remember, your ad is the face you present to the buying public and will reflect on your company anf product.
We work on the Macintosh platform but can accept PC (IBM) files from supported programs. We support the following programs:
- Adobe Illustrator CS5 or earlier
- Adobe Photoshop CS5 or earlier
- Adobe InDesign CS5 or earlier
Please note that Microsoft Publisher, Microsoft Word, Microsoft PowerPoint, Microsoft Excel, Corel WordPerfect, Adobe Persuasion and similar word processing and presentation programs are not supported. If you are using a professional layout or imaging program not supported, such as PageMaker, CorelDRAW or Painter, you must create a file in a format we can use such as EPS, PDF or TIFF.
Supported File Formats
We accept digital files in the following formats: TIFF, PSD, EPS, AI, INDD, PDF.
Before uploading your files you should check to see that they are correct and complete. Be sure to include any necessary support files, such as images, that are not embedded in the main file. If your files use fonts you should include the actual font files or else convert all text to outlines. If you are sending multiple files put them into a single folder and Zip it. The file, folder or Zip file should be named in such a way that we can identify it with you – its name should be your company name and not “pwg” or “Ad”.
You can send your files on CD-ROM or DVD disc. Please mail, courier or hand deliver to
The Perfect Wedding Guide, 65 The East Mall, Etobicoke, Ontario M8Z 5W3.
For files over 8MB please contact us for FTP instructions.
If your file is 4MB or less, you can email it to firstname.lastname@example.org