What “great” looks like (by stage)
Seed (credibility & speed)
Short runs, simple structures, low tooling.
Focus: clear story on-pack, cost control, fast MOQs, digital print.
Surfaces: shipper stickers/labels, sleeves, simple mailer, one brochure/leave-behind, one hoodie/tee.
Series A (scale GTM, retail-ready)
Move to dielined folding cartons, sleeves, higher print quality.
Add inserts, multipacks, better unboxing, POS collateral.
Introduce design system for all print surfaces.
Series B (category leadership)
Premium finishes on hero SKUs, sustainability claims with proof.
Global compliance, localization, barcoding standards, multi-vendor press files.
Full OOH kit (billboards, transit, tradeshow), apparel program, strict brand ops.
The system before the surfaces
Core print tokens
Color: primary/secondary swatches in CMYK + spot (Pantone), plus 10-step tints.
Type: headlines, body, legal caption sizes (mm/pt) and minimum sizes for print.
Grids: packaging panels (front/back/side/top/bottom) and print formats (A/B/US sizes).
Iconography: approval badges, certifications, recycling marks, care marks (vector, single-color).
Image style: lighting, backgrounds, shadow rules.
Production defaults
Color space: CMYK for process; named Pantone for spot.
Bleed: 3 mm (EU) / 1⁄8″ (US) minimum—5 mm for packaging if tolerance is loose.
Safe area: 3–5 mm from trims/creases; 10 mm on corrugate.
Resolution: 300 ppi at final size (billboards use scale rules—see section 6).
Black text: 100K (overprint on); avoid rich black for small type.
Rich black areas: e.g., C60 M40 Y40 K100 (printer-specific—confirm recipe).
White ink: required on kraft or clear substrates—spec as spot “WHITE”.
Layer & file discipline
Separate layers for: Artwork, Dieline (cut/crease), White/Spot, Varnish/Foil, Printer Notes.
Spot colors named exactly (e.g., “PANTONE 185 C”, “VARNISH_SPOT”, “CUT”, “CREASE”).
Overprint: dielines/varnishes set to overprint; white ink not overprint.
Deliver press PDF (PDF/X-1a or PDF/X-4) + packaged source (AI/INDD) with linked assets.
Packaging—structures, panels, and what goes where
Common structures (choose for cost vs. wow)
Mailers (e-commerce): FEFCO 0427/0426; printable kraft/white; tape area clear.
Folding cartons: straight-tuck (STE), reverse-tuck (RTE), crash-lock bottom; sleeves.
Rigid boxes: two-piece lift-off, book-style with magnets (higher MOQ/tooling).
Labels/sleeves: flexible way to customize base packaging.
Pouches & flexibles: stand-up (doypack) with zipper/valve; matte/gloss lamination.
Bottles/jars: wrap labels vs. front/back die-cut; tamper seals.
Trays/inserts: molded pulp, corrugate, paperboard or foam (note recyclability).
Panel blueprint (folding cartons & rigid boxes)
Front panel (hero)
Primary claim/value prop (≤7 words).
Product name/variant.
Visual (product or illustrative motif).
Size/quantity.
Required marks (age/CE/claims badges) if applicable.
Side panel (benefits/ingredients/usage)
3–5 benefit bullets (plain language).
How it works / directions.
Ingredients/INCI (if required).
Icons: recyclable, cruelty-free, certifications.
Back panel (story/legal)
Short brand story (≤40–60 words).
Legal text: barcode, SKU, lot/expiry area, company address, country of origin, regulatory blocks.
Website/QR (to landing page with richer info).
Customer support (email/social).
Space for lot/exp overprint (leave light area).
Top/bottom
Seal messaging or variant.
Glue flaps: no ink in glue areas; mark quietly.
Dieline specifics
Cut and crease paths in spot colors; 0.25 pt strokes; labeled.
Tolerances: ±1 mm (carton), ±2 mm (corrugate). Keep critical graphics 3–5 mm away from folds/cuts.
Grain direction: fold with grain to avoid cracking; request board grain notes from vendor.
Caliper impact: board thickness alters internal fit; prototype with physical blanks.
Barcodes & QR (retail-ready)
UPC-A/EAN-13 at 100% magnification: quiet zones clear; print direction with bars perpendicular to press grain to reduce bar gain.
Placement: flat area, high contrast, not across seams/curves.
QR codes: minimum physical size ≥20 mm with 4-module quiet zone; error correction M/Q; test from average distance.
Finishes & effects
Aqueous (AQ) for scuff resistance (cost-effective).
Varnish: spot or flood; match gloss level across surfaces.
UV/Spot UV: high pop on matte; avoid thin type.
Soft-touch lamination: premium feel; note scratch susceptibility.
Foil (hot/cold): reserve for bold shapes (no fine hairlines).
Emboss/deboss: minimum relief ~0.3–0.5 mm; allow countersupport.
Window/clear areas: use white ink plate behind color.
Sustainability by design
Prefer mono-material (paper/paper, PET/PET).
Minimize laminations, foils, mixed substrates.
FSC/PEFC boards when claimed; verify chain-of-custody.
Design for disassembly; reduce adhesive footprint.
Print sustainability claims only if verifiable.
Compliance matrix (design-time checklist)
(Complete with legal/compliance partner per category/region; this is your design intake form.)
Food & beverage: nutrition/supplement facts, allergens, net quantity, storage, batch/expiry format.
Cosmetics/personal care: INCI, warnings, shelf life/PAO symbol, manufacturer/importer address.
Electronics: CE/FCC marks (if applicable), WEEE bin, RoHS statement, voltage, model, safety notes.
Chemicals/cleaners: GHS/CLP pictograms, hazard & precautionary statements, contents, contact.
Children’s products: age grading, warnings, testing marks.
Country/market specifics: language, mandatory icons, recycling/EPR labeling.
Space for variable data: lot, date, serials—define clear “print windows”.
Print collateral—everything off-screen
Billboards & large OOH
Viewing distance dictates resolution: design at 1:10 scale @ 300 ppi (yields ~30 ppi at full size).
Copy rule: 3–7 words max; logo large; one URL/QR; massive contrast.
Bleed: 25 mm+ at full size (or 3–5 mm at 1:10).
Color: avoid subtle gradients; use big blocks; test night/day legibility.
Posters (A-series/US sizes)
Hierarchy: headline (2–3 words), subhead (≤12), details (date/venue).
Bleed: 3 mm; safe area 5–10 mm.
Paper: 170–250 gsm for durability.
Flyers/Brochures
Trifold: panel math (A4/USL minus folds); keep copy off folds by 3–5 mm.
Brochure grids: 12-column flexible; anchor CTAs and contact on back panel.
Stock: 130–170 gsm inside; 250–300 gsm cover.
Business cards
Size: 85×55 mm (EU) / 3.5″×2″ (US).
Finish: soft-touch + spot UV works well; QR to vCard or portfolio.
Type: minimum 7–8 pt for addresses.
Stickers/labels (promo)
Cut: kiss-cut vs. die-cut; 2–3 mm bleed beyond cut path.
Surface: PP/PET for durability; paper for eco feel.
Tradeshow/booth
Backdrops (3×3 m): one message, product hero, QR; keep edges free for seam tolerances.
Roll-ups: 33″×80″ common; leave 100 mm dead zone at bottom (cassette).
Handouts: one-pager (A4/USL) summarizing offer + QR.
Vehicle wraps
Use exact vehicle templates; avoid critical content on seams/handles.
Convert effects to raster at 150–200 ppi at final; larger copy only.
Overlamination for durability; comply with local advertising regs.
Apparel & merch (hoodies, caps, tees)
Print methods & what they mean
Screen print: best for spot colors, solid fills; durable; Pantone-matched inks.
DTG (direct-to-garment): CMYK(+white) for photos/gradients; softer hand on cotton.
Dye-sublimation: all-over prints on polyester; vivid; seams alignment tricky.
Heat transfer (DTF/HTV): small runs; fine detail; variable hand feel.
Embroidery: premium; thread-based color limits; no tiny text.
Artwork constraints
Minimum line weight:
Screen print: ≥0.3–0.4 mm at print size.
DTG: ≥0.2–0.3 mm; avoid tiny white knockouts.
Embroidery: strokes ≥1 mm; text ≥4–5 mm cap height.
Max print areas (typical):
Tee front: 30×35 cm; left chest: 10×10 cm.
Hoodie back: 35×40 cm; sleeve: 8×35 cm.
Cap front panel: ~12×6 cm (avoid seam center for embroidery).
Color calls: Pantone for screen/threads; provide thread chart match notes.
Placement tolerances: ±5–10 mm—center with guides, not by eye.“High-converting” creative on physical surfaces
One idea, one CTA. Billboards: 1 message; cartons: 1 hero benefit front; brochures: 1 offer per panel set.
Proof beats poetry. Add a number, logo, badge, or quote where space allows.
Scan paths. Front panels: Z-pattern (top-left to bottom-right). Put logo/claim early.
QR smartly. Minimum 20 mm; high contrast; short URL landing; test at distance.
Touch & sound. Paper choice, opening magnet, crinkle or matte feel—sensory cues communicate quality.
Prepress & vendor handoff (don’t skip)
Preflight checklist
Document size = final trim (or scale noted).
Bleeds present and correct thickness.
All images embedded/linked, 300 ppi at size (or scaled billboard rules).
Colors: CMYK + correctly named spot swatches; no stray RGB.
Overprint preview checked (black text overprinting, white never overprinting).
Dielines/varnishes/white ink on separate spot layers, set to overprint (except white).
Fonts embedded; provide package or outline where required.
Barcodes/QR tested (print and scan).
Compliance blocks present; legal sign-off logged.
Proofing
Digital soft proof (color-managed PDF).
Contract proof (hard proof for color-critical jobs).
Wet press proof for complex spot/finishes (premium runs).
Approvals: version code + date; store proof photos.
Vendor packet
Final PDF/X; packaged source; spec sheet (substrate, inks, finishes, lamination, caliper, tolerances); mockups; run list; packing instructions (bundles/cartons); shipping marks.
Cost, MOQ, and timeline sanity
Big cost drivers: size, ink count (spots), finishes (foil/UV/lam), substrate, tooling (dies/emboss plates), make-readies, kitting/packing.
Short-run tactics: digital print, labels/sleeves on standard boxes, gang-run for collateral.
Lead times (typical):
Labels/digital cartons: 7–14 days.
Folding cartons offset: 3–5 weeks (incl. die).
Rigid boxes: 5–8 weeks.
Apparel (screen/emb): 2–4 weeks + digitizing.
OOH: 1–2 weeks after file lock.
QA on arrival & in the wild
Incoming QC: count, dimensions, color delta (visual/spot), finish defects, glue, registration.
Barcode/QR scan test across 5 devices.
Transit test: shake/stack; drop test if required (shipper).
Shelf test: photograph at 1–2 m distance; verify read of hero claim and size/variant.
Apparel QC: placement variance, color match, stitch quality, wash test (30 °C/40 °C as applicable).
Governance & change control
Keep a Master Spec per surface (SKU, dieline version, color recipe, finish stack, compliance blocks).
Version all art and dielines (v1.0 → v1.1) with change logs.
Lock a Golden Sample (physical) for each SKU/print item.
Multi-vendor: distribute the same press-ready bundle; do not let vendors rebuild art.
30/60/90 execution plan
Days 0–30 (Seed/A)
Build print tokens & grids; pick hero surfaces (mailer/label, one brochure, one apparel).
Draft compliance matrix; confirm must-haves for your category/markets.
Prototype dielines (white mockups) and do a quick photo shelf test.
Days 31–60
Finalize carton/label art; press-ready handoff; short-run prints.
Spin up OOH/posters template; finalize apparel with one premium method.
Create vendor packet + proof/approval workflow.
Days 61–90
Add premium finishes to hero SKU; unify inserts and POS; expand to second vendor.
Establish Golden Samples, QC checklist, and re-order playbook.
Measure unit cost, defect rate, and shelf/readability KPIs; iterate.
Quick reference—do/don’t
Do
Design with bleed/safe area; own your dieline layers.
Keep one message per surface; put the proof number where eyes land.
Overprint 100K body copy; test barcodes/QR physically.
Leave windows for variable data (lot/exp); confirm ink adhesion on chosen stocks.
Document everything (Master Spec + Golden Sample).
Don’t
Don’t place tiny type near folds/cuts.
Don’t rely on rich black for small typography.
Don’t print across seams/curves with barcodes.
Don’t claim sustainability without substantiation.
Don’t ship without a contract/wet proof for complex finishes.