Print design and production: banners, labels, packaging, branded merchandise and working with printers

Despite social media, print is still big business in Kenya: roll-up banners at events, shop signage, product labels for honey, juice and cosmetics, branded T-shirts and caps, calendars, school prospectuses, wedding and funeral programmes, election posters, menus and vehicle branding. Designing for print has its own rules: a beautiful design on screen can come out blurry, cut off or the wrong colour if it isn't prepared properly. This unit teaches print-ready design and how to work smoothly with printers, an area where many designers lose money through reprints.

Common print products and sizes

Always confirm sizes with the printer before designing: suppliers' templates differ.

Print-ready file checklist

def file_size_with_bleed(w_mm, h_mm, bleed_mm=3, dpi=300):
    w, h = w_mm + 2 * bleed_mm, h_mm + 2 * bleed_mm
    px = lambda mm: round(mm / 25.4 * dpi)
    return w, h, px(w), px(h)

for name, w, h in [("Business card", 85, 55), ("A5 flyer", 148, 210), ("A4 poster", 210, 297)]:
    W, H, pw, ph = file_size_with_bleed(w, h)
    print(f"{name:14} document {W}x{H} mm with bleed -> {pw}x{ph} px at 300 DPI")

Paper and finishes

Ask the printer for samples so clients can feel the options.

Large format

• Roll-up banners: keep the bottom 10–15 cm free of important content (it can hide in the stand); put the logo and main message at eye level (top half); use large text readable from 3+ metres.
• PVC banners and billboards: very short text (a billboard is read in seconds by people driving past); big logo, one message, contact.
• Vehicle branding: design on the vehicle template from the printer; avoid text over door handles and gaps; phone numbers large and readable.
• Shop signage: high contrast and readable from across the street; consider night lighting.

Labels and packaging

• Measure the container (circumference, height) and get a dieline (cutting template) from the printer.
• Information hierarchy: brand, product name, key benefit, variant/size, then required details.
• Typical label content: product name, net quantity, ingredients, manufacturer's name and address, batch number, manufacturing and expiry dates, storage instructions, and certification marks where applicable.
• Food, cosmetics and many other goods in Kenya have labelling and standards requirements (for example from KEBS, the Kenya Bureau of Standards, and sector regulators). The client is responsible for regulatory compliance, but a good designer asks for their requirements and leaves space for marks, barcodes and batch details.
• Barcodes (from GS1 Kenya for retail) must be printed at the correct size with quiet space around them.
• Test print and stick a sample label on the real container before mass printing.

Branded merchandise

Provide vector artwork and a one-colour version of logos for merchandise.

Proofs and avoiding costly mistakes

1. Send the client a PDF proof and get written approval (WhatsApp/email "Approved") before printing.
2. For large or expensive runs, request a physical proof or test print.
3. Check colours on paper, not only on screen (screens are brighter; colours vary by printer and paper).
4. Double-check variable data: names on certificates, numbering, dates.
5. Keep final print files and approvals in a dated folder.

Common reprint causes: spelling mistakes in names, no bleed (white edges), low-resolution images, text too close to edges, wrong size, RGB colours printing dull.

Working with printers and pricing

• Build relationships with 2–3 reliable printers (digital, offset and large format); ask for their file specifications and price lists.
• Digital printing: short runs, fast. Offset printing: cheaper per piece for large quantities (e.g. thousands of flyers).
• Quote clients either design only or design + print: if you manage printing, add a margin for your time and responsibility, and agree who pays for reprints caused by client errors after approval.
• Lead times: allow for proofs, printing, finishing and delivery, especially before elections, Christmas and graduation seasons when printers are busy.

Summary

• Know common print sizes and confirm them with the printer.
• Print-ready files need correct size, 3 mm bleed, safe zones, 300 DPI images, CMYK awareness, embedded fonts and a print PDF.
• Choose paper weight and finishes with the client; design large format for distance viewing.
• Labels need dielines, clear hierarchy and space for regulatory information (client's responsibility to comply), barcodes and batch details.
• Merchandise needs vector, simplified logos; always get written proof approval and work with reliable printers.