Why Visual Consistency Matters: The Pain of Inconsistency

Cath Riley

Consistency isn’t just nice to have; it’s what sets your brand apart and builds trust. When your visuals speak the same language across both digital and print, your audience recognises you instantly. But what happens when consistency falters? For marketers and brand stakeholders, the repercussions are tangible: confusion, diminished trust, and missed opportunities. Here’s how to avoid these pitfalls and maintain a strong, unified brand image with a focus on colour, fonts, and logos.

Picture this: after months of work on a marketing campaign, your printed brochures display colours that don’t match your digital ads, or a sleek web font looks awkward on a flyer. Along with a couple of gut churning emails in your inbox from the boss, these discrepancies cause real frustrations and challenges for marketers and brand stakeholders, creating a ripple effect throughout the organisation:

Top Six Headaches Caused by Visual Inconsistency

Eroded Brand Trust: Inconsistent visuals can chip away at the trust customers place in your brand. When the appearance changes from one platform to another, it sends mixed messages that compromise your credibility.

Confused Brand Identity: Visual misalignment results in a fractured brand image, making it hard for customers to form a clear and consistent perception of who you are.

Reduced Engagement and Recognition: When brand visuals differ, it affects customer recall and engagement. People may not recognise your brand as quickly, diluting the impact of your marketing efforts.

Operational Inefficiency: Inconsistencies lead to back-and-forth revisions, costing time and resources. Marketers are forced to troubleshoot discrepancies, diverting energy from more strategic and creative tasks.

Missed Differentiation Opportunities: A unified visual presence helps you stand out from competitors. When that’s lost, your ability to assert your brand’s unique qualities diminishes.

Diminished Professionalism: Inconsistent visuals make your brand look unpolished, which can undermine the external perception of your audience on your brand AND the confidence of internal stakeholders in yourself – bye by promotion!

Want some good news? With a few steps, you can prevent these pain points from arising. By understanding the specific elements that contribute to visual consistency and making intentional choices in your design process, you can bridge the gap between digital and print seamlessly. Here’s how to ensure your brand maintains a polished and cohesive presence:

Ensure Brand Colours Stay True With Colour Matching:  Digital screens use the RGB model, while print requires CMYK or Pantone. The challenge? These models often don’t align seamlessly, causing discrepancies.

Tips for Colour Consistency:

– Stick to Pantone or CMYK Equivalents: Use Pantone or CMYK to match your RGB palette.  CMYK has come a long way, especially combined with the colour management software we use.

– Use Soft Proofing Tools: Predict how your digital colours will look in print to catch any unexpected shifts in hue before production.

Consider Fonts that can Be Used Consistently Across Mediums:  Fonts convey your brand’s personality, but not all fonts translate seamlessly from screen to paper. Differences in font rendering on digital devices versus print can impact legibility, which is why maintaining font consistency across both mediums requires your urgent attention

Tips for Font Consistency:

– Digital to Print Fonts: Maintain brand consistency by using your digital fonts in print materials.  But we warned some web fonts may not print as intended so check licensed and compatible for print use.

– Size It Right: Print fonts often require larger sizes and adjusted spacing to maintain clarity so adjust both for better readability. Print test pages at different sizes to refine the best fit.

Keep your logs and Icons Sharp: Avoid the pixel pitfall, your logos and icons should stay crisp and sharp, wherever they appear. Blurry visuals not only look unprofessional but erode the power of your brand presence.

Tips for Clear Logos and Icons:

– Choose Vector Formats: Use SVG or EPS files for scalability without losing resolution. quality loss. This is crucial for maintaining clarity in print where pixelation can compromise your brand assets.

– High Resolution Matters: PNGs and JPEGs are often used for digital, but these formats can suffer from pixelation in print.  Always go for files of 300 DPI or higher for print. Whenever possible, provide us with vector files for the best results.

Final Thoughts:

Achieving a unified brand presence across digital and print isn’t just an aesthetic decision—it’s a strategic one. Visual cohesion builds trust, reinforces your brand’s image, and ensures professionalism. By focusing on precise colour matching, suitable font choices, and high-quality logos, you set your brand up for long-term recognition and success.

Quick Takeaways:

– Keep a library of RGB, CMYK, and vector versions of your brand assets for easy access.

– Test colours and fonts early in the design process to spot inconsistencies.

– Collaborate closely with your print provider, AKA us!,  to ensure you supply the highest quality files.

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About the team

Job Vacancy: Pre Press and Web to Print Operative

Cath Riley

We’re expanding our team! Northern Print Solutions is looking for a talented Prepress & Web2Print Operative to bring technical expertise and attention to detail to our print process.

About the team

At Northern Print Solutions, every print project we produce begins with the expertise of our Prepress & Web2Print team. From ensuring perfect colour consistency to managing our custom Web2Print portals, this team is where all the magic starts. And now, we’re excited to announce that we’re looking for a skilled Prepress & Web2Print Operative to join our team!

About the Role
Our Prepress & Web2Print Operative position is perfect for someone who thrives in a dynamic environment and has a keen eye for detail. You’ll be diving deep into the print process, making sure every digital file is print-ready, managing colour profiles, and troubleshooting any technical challenges that come your way. You’ll also have the chance to work directly with our Web2Print platform, helping clients with custom templates, file uploads, and anything else they need to bring their projects to life.

What Does the Job Involve?

  • File Prep & Quality Control: You’ll review digital files, manage layouts, and ensure that every piece is up to our high standards before hitting the press.
  • Colour Management: Implementing and managing colour profiles is a core part of the role, ensuring our clients get vibrant, consistent results every time.
  • Web2Print Portal Support: You’ll help create and maintain custom portals, troubleshoot client issues, and update product offerings.
  • Collaboration: Working closely with our production team and directly with clients, you’ll help bring each project from concept to completion seamlessly.

What We’re Looking For
We’re seeking someone with at least one year of experience in a prepress role, especially if you’re proficient with Adobe Creative Suite (InDesign, Illustrator, Photoshop, Acrobat) and familiar with Web2Print platforms. You should be organized, detail-oriented, and comfortable managing multiple projects at once. Above all, you’ll bring a customer-focused approach and a passion for high-quality print results.

What’s in it for you?  A salary starting from £24,000 , 28 days holiday, 1 day off for your birthday,  a chance to Level UP with our personal development initiative,  and you also get to work with a  supportive team in an  innovative print environment.

Join us, and be a part of a team that turns digital designs into beautiful, high-quality print.   Don’t be shy and send your CV along with a covering note to: careers@northernprintsolutions.co.uk 

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Job Vacancies: Business Development Executives

Cath Riley

We are on the hunt for two Business Development Executives to join our team.  Think this could have your name stamped all over it?  Carry on reading for more information….

Join Our Team as a Senior Business Development Executive!

At Northern Print Solutions, we’re not just in the business of printing; we’re in the business of making impressions. With over 120 years of combined experience, we’re the cool, quirky, and quality-driven team that transforms paper into stories and ideas into reality. Now, we’re on the lookout for dynamic go-getters to join our team and help us write the next chapter of success.

What’s the Gig? 

We’re on the hunt for two dynamic Business Development Executives to grow our business across the North and South of England.  You need to be a maestro of new business, bringing in fresh clients like a magnet and turning first-time customers into long-term fans. Your mission? To smash the £250,000  area revenue target in your first year by connecting with in-house marketing teams and creative agencies who need more than just a print job—they need a partner who gets it.

Who Are We Looking For? If you’ve got 3-5 years of sales experience under your belt, ideally in print or a related field, and a knack for hitting big numbers, we want to talk. Bonus points if you’re as passionate about paper as we are, but if not,  we’ll bring you up to speed faster than you can say “spot  UV”

Why Northern Print Solutions? Because we’re not your average print company. We’re problem-solvers, planet-savers, and partnership-builders. We offer carbon-neutral paper options, cutting-edge print techniques, and a culture that’s all about open, honest communication with a side of continuous improvement.

Ready to Make an Impact? If you’re up for a challenge and want to be part of a team that’s pushing the boundaries of what print can do, we’d love to hear from you. Apply today, and let’s make some print magic together!

What’s the package? +35K a year, plus company car.

What to apply or needing further information?  please email careers@northernprintsolutions.co.uk

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Festive Opening and Order Information

Cath Riley

Christmas is just under two weeks away, so here is all the essential information you need to place orders before and during the festive season.

LAST BESPOKE ORDER  DATE  FOR XMAS DELIVERY: 

The Royal Mail Industrial action has placed additional pressure on our delivery partners at this busy time of year. We have been advised that delays to your orders are possible. We recommend placing your orders by Monday, December the 19th, to ensure you or your clients receive them in time for Christmas.

For bespoke orders placed between the 20th and the 23rd of December, we cannot guarantee the pre-Christmas arrival of those orders.

BESPOKE ORDER LINE OPENING TIMES 

Want to contact a member of our customer service team? We will be operating to reduced hours during the festive period.   Call 0191 411 1698 or email hello@northernprintsolutions.co.uk, during our opening hours to place an advanced order for 2023!

From 12.00pm 23rd – 28th of December: Closed 

29th – 31st December : 10:00 am – 16.00 pm: Open

1st and 2nd of January 2023:  Closed

3rd of January 2023 onwards: Business as usual 

OUR ONLINE SHOP IS OPEN THROUGHOUT CHRISTMAS 

Whilst our team takes a break over Christmas, our online shop will be open 24/7. Please place your online print order in the usual way with your print-ready artwork, and our automated system will confirm your estimated delivery date*

*CHANGES TO E-COMMERCE DELIVERIES TIMES

Our delivery partners will run a reduced service between the 23rd of December and the 3rd of January. To find out the status of your delivery, please use the tracking number on the ecommerce dispatch email you will receive from us.

For any more information regarding these times and services, then please contact us on 0191 411 1698 or alternatively email us at hello@northernprintsolutions.co.uk

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It's time for the North East Marketing Awards 2022

Cath Riley

The whole team here at Northern Print Solutions are pleased to announce our support of the North East Marketing Awards, for the 4th year running, through the sponsorship of the Brand Creation of the Year (Agency) award.

Craig Daly, Managing Director of Northern Print Solutions says, “we have worked within the North East creative industry for over 12 years and have seen the creation and growth of some fantastic brands and marketing teams. We feel very privileged to be part of their success and to help them celebrate at the North East Marketing Awards too.”

In its 4th and, what promises to be its biggest year yet, the 2022 North East Marketing Awards will showcase and celebrate the very best talent and creativity from across our fine region.

Award categories cover a breadth of specialisms and roles across the profession. They recognise all in the industry, no matter where they are in their career, from Rising Star of the Year to Outstanding Achievement.

Other categories include:

  • Marketer of the Year
  • Marketing Director of the Year
  • Campaign of the Year (Agency) Under 50K
  • Campaign of the Year (Agency) Over 50k
  • Campaign of the Year (In House)
  • Not-for-Profit Campaign of the Year
  • Brand Creation (In House)
  • Brand Creation (Agency)
  • Product launch of the Year (In House)
  • Product Launch of the Year (Agency)
  • In-House Marketing Team of the Year
  • Agency of the Year (Under 20 employees) and Agency of the Year (Over 20 employees)

Nominations have been open to in-house marketing, agency, service provider, and public sector teams, with judging taking place on the 10th of November.

“Each year, we think the judging will get easier, but it keeps getting tougher. Competition is so tight, and the marketing teams never cease to amaze the judging panels with their creativity. We are really excited to see this year’s offering,” says Craig.

The winners will be announced at the awards on the 1st of December, to be held at the Hilton Newcastle/Gateshead on the banks of the iconic Tyne.

For more information visit: www.northeastmarketingawards.co.uk

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Northern Print Solutions receives 'Shared Value' Award for support of homelessness charity

Cath Riley

Northern Print Solutions Ltd was presented with a Shared Value Award by local homelessness charity Oasis Community Housing, at its flagship Black & Gold Ball fundraiser on Friday the 20th of May.

The Award is in recognition of the support the charity has received over the past 12 months from Northern Print Solutions Ltd and celebrates the success of what we are sure will become a fantastic corporate partnership.

Oasis Community Housing’s Chief Executive, David Smith, said:

“Our Shared Value Awards recognise those businesses that go above and beyond in support of our charity. Every year we deliver help, housing and, moreover, a place people feel they belong through our drop-ins, emergency accommodation and supported accommodation projects.

“We could not deliver what we do without the generous support of our valued corporate partners and the dedicated individuals within these businesses.”

For almost 40 years, Oasis Community Housing has been supporting people facing homelessness across North East England and South London. The charity works to address both immediate needs and the root causes of homelessness through its Basis crisis services; its Home 24/7 supported accommodations for young men, women, and mothers and babies; its Aspire unemployment support and financial skills training; and Empower programme for women escaping domestic abuse.

The charity’s Patron, the BBC’s Reverend Canon Kate Bottley, presented Northern Print Solutions Ltd with its Shared Value Award at Hilton Newcastle Gateshead on Friday. Commenting on receiving the Award, Craig Daly, Managing Director of Northern Print Solutions said,

“We are proud of our region’s heritage and the strong focus it places on community. That is why supporting causes that champion community is important to us.

The extraordinary work that Oasis Community Housing do in building a community of support, a sense of belonging and a positive outlook for those that find themselves homeless is invaluable. Their work has far-reaching effects on all those it touches, and we feel incredibly honoured to play such a small support part in their unique story”

More About Oasis Community Housing

Oasis Community Housing has with almost 40 years’ experience supporting people facing homelessness, especially young women and mothers and babies. Every year, the charity help more than 1,000 people by providing housing, support and, more fundamentally, a place where people feel they can belong. They have projects across North East England and South London.

The charity’s Black & Gold Ball is its annual flagship fundraising event, attended mainly by its corporate supporters. This year the event was held at Hilton Newcastle Gateshead with the kind support of Muckle LLP, Big Purple Productions and Northern Print Solutions.

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Get your career going with our print apprenticeship

Cath Riley

We have recently promoted one of our apprentices to a more senior role within the business and we are now looking for another ambitious Apprentice Print Technician to join us on our exciting journey.

Based in Gateshead, you will be part of a small but driven team responsible for meeting production targets and high standards of quality on all printed materials.  Initially starting out in our print finishing department, we are seeking someone who is keen to learn and advance their role as our business grows with the capability to move quickly into other production areas of the business and become a rounded player on our team.

Your primary responsibility will be to assist the team with the finishing aspects of various print jobs before training in print production.

Your duties will include:

The use of various finishing machines:

  • Setting up of automated machines that cut, fold, trim, collate, laminate and binder
  • Loading and adjustment of machines
  • Ensuing the quality of the finish in the machines and where there are problems, stopping the machine and seeking help

Assisting with the hand finishing of various jobs:

  • Packing of letters
  • Collation of items to be packed
  • Hand taping and stapling of jobs
  • Operation of binding machines
  • Cutting of large format jobs

Getting the finished job ready for delivery

Assisting with unloading, loading and recording of deliveries

Monitoring of stock levels and advising team leader when stock in low

Ensuring good housekeeping:

  • Cleaning and keeping machines clutter free
  • Empty re-cycle and general waste
  • Ensure all floor surfaces are clear of clutter and waste
  • Following all Health & Safety guidelines

Skills required:

  • High level of physical skills required: Strength (ability to lift a minimum of 16kg) and manual dexterity
  • Good communicator
  • The ability to take instruction and retain information
  • Strong attention to detail
  • An organised approach to work

Skills not essential but desirable:

  • Basic knowledge of print production
  • GCSE maths and English C Grade or above
  • Health and Safety
  • First Aid

Personal qualities:

  • Excellent timekeeping
  • Trustworthy
  • Methodical approach
  • Enthusiastic
  • Works well under pressure.
  • Strives to continuously improve
  • Determined

Education:

  • Desirable but not essential – Maths and English GCSE C Grade (equivalent or above).

Because our business is print, it is important to us that you develop a core knowledge of all things print. Our apprenticeship provider will help you to develop knowledge about our industry and production processes before specialising in either print production or print finishing.

Full-time Apprenticeship

Salary: £183.00-£379.00 per week

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The Importance of Bleed When Designing Print Materials

Cath Riley

Northern Print Solutions want to explain how bleed in printing projects affect a final design and ensure that you know just how to set up the bleed area for your artwork.

To those that don’t know much about printing and how designs for print work, the bleed area refers to the area of space around your design that will be trimmed by the printer when it comes to the final print.

This may not seem like a huge task but it is incredibly important to get this spot on as it will majorly impact how your final print will look.

The main reason for including bleed on designed printed materials is to avoid the white strips which run around the edge of your print, like they do on standard prints in the office.

White strips can occur because of movement during the printing process of your final document. If you’re printing official documentation, brochures, leaflets or similar you want high end quality, which is why you don’t want unsightly, amateurish white strips. They will instantly cheapen your product in the eyes of your customer.

A bleed area becomes instantaneously more important when we’re talking about background images and colours on print work. Ensure that they run into the bleed area so that you aren’t left with white strips on your work, if the product moves during the printing process.

It is also worth putting significant importance on the bleed area when you’re working with text on a brochure or flyer. Large headings can be impacted by the bleed area too, so ensure that your heading text appears tight to the side, so if the bleed area has an effect on the final print, your text won’t look like it’s ‘jumping off the page’.

Sizing Guide

There is a general rule of thumb within UK printing agencies that a bleed area is 3mm on each side, but it varies in the US and Europe. You must take into account the bleed area on all four sides when calculating the total bleed area for your document, so you will be adding both length and width to your initial page.

Remember to only let your background spread into the bleed area and keep all other content in the main frame of your document.

If you’re designing your project yourself ensure that you apply the bleed to the document before you start. Adobe software makes this particularly easy to do. Most design agencies understand the bleed process, but double check – or you could be paying heavily for their error in re-printing costs.

TIP: Trade Print Solutions will proof your document and ensure that bleeds, margins and other typical print requirements are correct before printing.

Remember that there is a difference between the bleed area and the margin. Margins are a good indicator of the space you have to work in and can improve the look of your final print. Although there are no rules for margin sizes – and you don’t even need to include one if you don’t wish to – they are typically either 3mm, 5mm or 10mm.

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How to Achieve a ‘Rich Black’

Cath Riley

Rich black is a term given to the black colour that is produced by professional designers which does not appear grey.

When black ink is used in offset printing, it often appears grey, despite 100% black being used. Designers can add other printing colours to a black to make it known as ‘rich’ or ‘deep’ black.

How to Create Rich Black

The most popular choice is to use 100% black, as well as 40% cyan, 40% magenta and 40%yellow. A lot of people will not add the yellow percentage, however adding it can help to neutralise the hue.

Another choice is 60% cyan, 40% magenta, 40% yellow and 100% black. This will equal 240% and is the most that printers will not fuss about, adding more under colour can add problems on press.

Black Ink Overviews

Name CMYK

  • Standard black 0C, 0M, 0Y, 100K
  • Rich black 63C, 52M, 51Y 100K
  • Cool black 60C, 0M, 0Y, 100K
  • Warm black 0C, 60M, 30Y, 100K
  • Registration black 100C, 100M, 100Y, 100K
  • ‘Designer’ black 70C, 50M, 30Y, 100K

Summary

Rich black is known as being ‘blacker than black’ and although that is impossible from a colour theory point of view, it is visible in a printed piece. Using rich black and the visibility of it is based on a full understanding of inks, printing press and, in particular, the paper.

There are additional inks needed to form rich black, but this will obviously incur higher printing costs as a result.

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5 Reasons Brochure Design Is Important

Cath Riley

Brochures have long been a staple of a traditional printed marketing campaign and they remain crucial despite the growth of online marketing initiatives. But why? Northern Print Solutions looks into brochure design.

The design of brochures remains a popular choice in the digital era because they remain incredibly versatile and particularly effective for service based, B2B industries.

Brochures are still important for the lead nurturing process that follows meeting somebody at a trade show or sales meeting – a well-executed brochure reminds that very prospect of your service and, additionally, what sets you apart.

  1. Enticing content

Although designers love to think that design is most important (in many ways it is), if the copy is littered with mistakes people will notice this over a poor design concept.

In the early stages, contemplate what style of writing you want to use for your brochure and how your readers will react to and engage with it. Copy comes as part and parcel of a strong design, so don’t consider them two separate elements – certainly not ones on different levels of importance.

  1. Pagination

For saddle stitched booklets there must be a multiple of four pages. Think about it, you have the front (page 1)  and back (page 2) of the right side of the paper, with a crease down the middle to make the spine and then the front (page 3) and back (page 4) of the left side of the paper. So, the page numbering of your brochure will need to go up in ‘fours’ to ensure the correct ‘pagination’ throughout. Your brochure will be 4 pages, 8 pages, 12 pages, 16 pages and so on.

  1. Die cut

A die is a tool that cuts paper to any required bespoke size. There really aren’t any limits to using a die, other than the weight of the paper would govern how the die is made and applied to the stock. The die is built with metal pieces that pierce and cut the stock when direct pressure is applied – think of this as a huge cookie cutter!

The die cut option gives a totally unique finish. Although, we’ll be up front and say there is a higher initial cost to design and make your die, but once this has been made it can be used over and over again. Using a die cut design for a brochure front cover is one of the best ways to truly create something that people will want to pick up.

Surely, that’s the aim of every brochure ever printed…?

  1. Finishing and stock to match your message

There are hundreds of different ways to add a spark of individuality to your brochure, from hot foiling, embossing to die cutting and lamination.

Laminating is a process that covers the stock in a film and gives a great finish, as well as offering longevity to the brochure. The most common applications are matt, gloss and soft touch laminate.

Top tip: Laminating is also ideal for ensuring the print doesn’t crack around the spine if using a heavy print coverage of colours.

  1. Ensure your finishing and stock match the message you are sending.

We can’t tell you exactly what that will look like without understanding the project in depth first but as a general rule; If you are trying to exude high quality, excellent workmanship, selling a high class offering then using a heavy stock in brand colours with expertly implemented finishing is the way to go. Think about how much you want the reader to invest in you – you can’t claim to offer the most high class business proposal using the very cheapest print you could find.

In the same respect, a busy tool company selling discounted tools probably has a very different criteria. The criteria being to display as many of their discounted items as possible and get them to as many people as possible. Huge print runs, quickly turned around means a much cheaper stock is needed. The message is quick deals here and nothing more.

The last word

It is worth bearing in mind that a brochure with lots of pages (in quantities of four, don’t forget) will need to be bound in a different way than one with 20pp. The most basic and very suitable binding option is saddle stitch, which is when staples have been threaded through the spine to secure the pages.

For all brochures depending on the weight of the pages, you really want to look at a different binding option on anything from 32-48pp so you don’t get that horrible bowed page look in the middle of your beautiful brochure. A perfect bound option would be ideal (this does not need to be a multiple of four pages).

There are many different binding options whether your little beaut of a brochure is 16pp or 140pp. So, if you are looking for something a little different or just want to see how the leaves will look, give us a shout and we will be happy to help!

Whether that be wiro, perfect binding, lay flat binding, side stitching, plastic coil binding, tape binding, post binding, velo binding, ring binding. Ready to buy now? VISIT OUT ONLINE SHOP or if you need a bespoke quote…. 

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