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To reach the highest number of customers in today’s business environment, it is critical to have multiple media formats for your marketing and business literature. It is also important to have an experienced full-service graphic design firm or individual contractor that can provide them.

Your business should possess a print version that can be handed out or placed in locations where potential customers will take one, an electronic version in PDF that can be posted on a website for download and printed by the customer, an image version that can be posted on sites such as Instagram or Facebook for customers to view, and an HTML version that is formatted for targeted emails to customers.

Print Version

A print version is the most basic format and how your business will reach many local customers. It is also the basis for the other formats as they should all be uniform. A good designer will create the literature in an industry standard application such as Adobe InDesign® or Illustrator®. As the customer, you provide the content and design or allow the designer to create the design. If the latter, the designer will become familiar with your company’s branding, previous literature format, and website to create a format that reflects your business.

Electronic Version

The designer will next provide a print quality file. If you are using a designer that provides full-service to include the printing, the designer will manage the proper file type. If you are using in-house printing or third-party printing, the designer will need to know what file format to provide it in such as PDF, InDesign, Illustrator, etc.

In addition, the designer will provide various levels of file quality for electronic distribution such as downloading from a website or emailing to customers as an attachment. Your designer will understand the effects various file sizes will have on the visual quality of the content and be able to provide you an optimized file.

Image Version

An image version of your literature is for sites such as Instagram® or Pinterest® which primarily use posting of photos. Depending on the amount of text you wish to include will dictate the resolution and the image size. Whether it is an image of the entire document or a snapshot of a portion of it, your designer will be familiar with the different resolution requirements.

HTML Email Version

Most email distribution sites such as MailChimp® require the email content and graphics to be coded in HTML. You may use the built-in content designer provided by the site, but to ensure maximum control over the visual content, hard coding the HTML and then uploading it is effective. Different email clients such as Outlook shows the HTML differently and has different requirements. Your designer, if they are full-service, will be familiar with these requirements and be able to test the code in different email clients.

In addition, depending on your target audience, certain information must be present in the email such as a company address, opt out link, etc. This is listed under the federal CAN-SPAM Act. Your full-service designer will be familiar with this and ensure it meets requirements.


To reach the highest number of customers in today’s business environment, it is critical to have multiple media formats for your marketing and business literature. This paper listed those formats and explained what your business should expect from a full-service Graphic Design firm or individual. The ideal designer will be able to provide all the formats providing one point of contact to minimize the time required to get edits or changes completed.


Source by Marc Bollon

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