Are you offering candy corn AND chocolate?

Some people love candy corn. Some totally ignore it. In candy land, more variety means more happy candy-eaters. In design, print and web are like candy corn and chocolate. They’re both candy—but they reach a different audience.

Today—any printed piece can benefit from a web component. Yes, any. It’s another channel for people to enjoy information.

What about sticking a PDF online? Does that count? It can actually hinder your efforts. If a printed piece is online as-is—it can become a sticky, gooey, inedible mess on your tablet, phone or smaller devices. It turns good candy bad.

Ready to sweeten up your online presence (or your client’s)? Here are 5 things to consider when web-enabling your printed piece:

  1. Say ta-ta to perfect and hello to responsive. Print is a beautiful medium. You can control every last detail, and it’s going to look exactly how you want it to. Web is more fluid. Sure, you can control many details—but you also have to expect crumbs or chewy centers. Text will dangle. Font size will vary. Know how to maximize these variables for a fluid and seamless user experience.
  2. It’s gotta work on a fridge. If you’re going to put your printed piece online, it should be easy to read (with minimal pinching and zooming) on any device: a computer, phone, tablet, or even a refrigerator!
  3. Get colorful! On the web, you can achieve a lot more color. Unlike spot colors, you can do fluorescent green all-day-long on a monitor at no extra charge. Great plan? Probably not—but you get the idea. Plus, while your web piece must compliment your printed piece, it doesn’t have to be matchy-matchy.
  4. Lower-res is a-ok. Save your images as RGB (instead of CMYK) and remember: resolutions don’t need to be as high as printed images.
  5. To achieve beautiful, clean, crisp imagery that looks great on retina devices, vector graphics and icon fonts add just the perfect crunch.
  6. Embrace the possibilities. Doesn’t WordPress have limitations? People ask me this a lot. I believe WordPress is not only a great way to manage content—but that it’s limitless when it comes to design. Anything can be done.

Let’s work together: I love working with print designers and clients who need a web-partner. You bring the marshmallows, I’ll bring the chocolate, and we’ll make Mallowmars like crazy.

Listen up! Stay tuned for an upcoming podcast (with Ilise Benun from Marketing Mentor) where Stephanie Helline from Strategic Design Studio and I discuss the ins-and-outs of collaborating on print-to-web projects.

Later candy-lovers!

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