One of the simplest ways to make an impression on a new or existing client is to invest a little “wow” time into their artwork. The payback for this level of service can be threefold: a supremely satisfied customer, a greater chance for reorders and better referrals. To do so effectively, offer the possibility at the right time during the sales process and make sure the customer is sold on its value. Once the client is okay to try a different image, it is important to make the most impact from the least amount of work in the art department.

 

There are three simple looks that can be used to make a great impression on a client in a short amount of time. The first effect is considered a type or logo enhancement with embellishments. A second style is a dimensional enhancement that creates depth and some simple lighting. The final is a rendered effect using Photoshop styles when a more realistic or photographic rendering is required.

 

Effective upselling

Print professionals often fear making changes or adjustments to a client’s design, logo or graphic. The main reason for this is that they have probably tried to change a poorly-done design in the past and the customer was offended and it didn’t work out well. The best thing to remember in this process of enhancing a client’s design or stock art is to keep it as an added bonus. This means that the client’s design is kept on the table and the extra option is shown as well. 

 

In this scenario, the customer can always use the original design and even still appreciate the effort if they decide to pass on it. In many cases this strategy also allows a client to think it over and see the comparison, to then take possession of the decision where it becomes more like a choice they have made rather than one that is forced on them. 

 

A key to consistently getting great reactions from clients when you embellish existing artwork is to focus on a combination of the unexpected with a little bit of popular, trendy style. This may sound a bit contradictory in terms (something original, yet still similar to popular) but that tends to be precisely what creates a really strong reaction to garment graphics that are created using an existing design. Some of the following ideas can help to get these concepts going.

 

Show off your curves

The first method of adding some bang to a stock or customer-supplied graphic is an embellishment that can be used to modify the style of a logo or typographic layout. Of course, not all logos can use this type of effect, but those that can really can look elegant, trendy and upscale in a short amount of time. First, the logo needs to be reviewed so the proper style can be visualized.

 

This particular effect works well when a logo is a script or type style that flows together. The goal is to create fluid pieces that extend off of the end of the type in different places to create a visual flow to the graphic. In the example in Figure 1, the original graphic was imported into CorelDRAW X4 where it was changed into wireframe mode to show just the outlines of the type. The next step was to use the freehand tool and the mouse or a pressure sensitive pen to create some loops that extended off of the ends of the graphic in several places. These loops were then duplicated, rotated slightly, then combined to appear calligraphic in nature (see Figure 2).

 

Figure 1: This logo was imported into CorelDRAW X4 then changed to wireframe mode to show just the outlines of the type. (All images courtesy the author)

Figure 2: Using the freehand tool and the mouse or a pressure sensitive pen, loops that extended off of the ends of the graphic in several places are created. These loops are then duplicated, rotated slightly and combined to appear calligraphic in nature.

When adjusting a font in this manner, the less nodes (points in a curve), the better. Fewer nodes create a smoother look to curves added in a font enhancement. After the extra loops were merged with the original font using the weld command, the final outline shape was then enveloped slightly to arch with the curve of the loops. The whole design could then be contoured with an inside contour and the shape filled with a gradient to add some dramatic glow. The final touches included quickly adding in some highlight pieces and a top glow using an overlaying lens transparency effect. This is just a simple gradient using the lens effect on an inside contour. A completed design was then shown to the client for review along with their original design (shown in Figure 3). 

 

Figure 3: The final touches included highlight pieces and a top glow using an overlaying lens transparency effect. A completed design was then shown to the client for review along with their original design.

Create dimension

The second style for wowing a client can be achieved by creating some depth and dimension to artwork. A logo that is larger and blocky often works well for this style of development and the process is simpler when there is a larger size font to work with. 

 

A simplistic logo that looked very flat presented a perfect opportunity to create some dimension and visual depth—without spending a tremendous amount of time—in the example for this type of enhancement (see Figure 4). Typically, dimension can be achieved simply by using an extrude command and then extending the extrusion behind the graphic. However, this method doesn’t always get a wow response because clients are used to this somewhat predictable look. 

 

Figure 4: A simplistic, very flat logo presents a perfect opportunity to create dimension and depth. Dimension can be achieved simply by using an extrude command and then extending the extrusion behind the graphic.

A better way, then, is to skew the design and make it look as if it is lying on top of a table before you extrude it. This manner creates a more interesting angle as well as a nice perspective from which to view the extrusion (see Figure 5).

 

Figure 5: A better way to add dimension is to skew the design and make it look as if it is lying on top of a table before extruding it. This manner creates a more interesting angle as well as a nice perspective from which to view the extrusion.

The next steps are to use the extrusion dialog to stretch out the design and add some fountain fills to help finalize the graphic for an extra presentation. In addition to fountain fills, an inside contour can also be used. This contour is then broken apart from the original graphic and trimmed to create a highlight piece or slice of the contour so it looks even more dimensional (see Figure 6).

 

Figure 6: In addition to fountain fills, an inside contour can also be used. This contour is then broken apart from the original graphic and trimmed to create a highlight piece or slice of the contour so it looks even more dimensional.

Raster effects

Up to this point all of the effects presented have been produced using the vector program CorelDRAW. But, in the many cases that a specific client deserves a real all-out dimensional, more realistic rendering, creating special effects is easier with Photoshop. There is a limit to what can be achieved with a vector piece in a short time. Very complex effects can be done in vector software, but it is much faster to use a raster product such as Photoshop due to its incredible system of layers, styles and overlapping channel masks that can be used to really pop out a design in a fraction of the time.

 

To pull a vector design from CorelDRAW into Photoshop, export the file as an .eps file, making sure there is no background (unless you need it). In some cases, with really complicated graphics, it is advantageous to split everything apart before converting it. Or, make sure everything is in its own layer in Corel before exporting so everything will be separated when pulled up in Photoshop. 

 

The graphic example for Crunch Mixed Martial Arts (Figure 4) can be re-rendered in just this manner by exporting the main elements as an .eps and then creating a new document in Photoshop. The .eps file can then be placed into a new layer in the Photoshop file using the “place” command. This layer will remain as a vector until the “rasterize layer” command is executed (which turns the imported graphic into pixels). This is important so the edge quality isn’t lost until the art is properly sized. Once the design is properly placed into the new file and sized correctly, it can be rendered in Photoshop (see Figure 7). 

 

Figure 7: This design was a 12" file with 250 dpi resolution—a fine size for screen printing, thought any other application may require be a higher resolution. Once the design was properly placed into the new file and sized correctly, it could be rendered in Photoshop.

The effect shown in Figure 7 was created in five steps:

 

1.) The original placed file was overlayed with a Photoshop style that had a chrome look to it, creating the edge variation to appear beveled and metallic. 

 

2.) The chrome file was then duplicated and nudged up once and to the side roughly 20 times. This stacking effect is what creates the illusion of a metallic extrusion.

 

3.) The top layer of the original file was selected and then contracted. A brushed-metal style was then put on top of this layer along with an inside shadow layer effect to make it look burned.

 

4). A background shape was created to lay underneath the graphic. This shape was selected; a layer style that looked like flames was then applied. With a red glow around this shape, the top element was separated from the bottom by adding a drop shadow to it.

 

5.) A tribal background piece was created and a layer style was then applied to make it look burned and gritty.

 

Though it may sound complicated, once these effects have been created, the layer style can be copied to a new design with literally one click. These effects took 15 minutes to create and apply to this graphic. Of course, there is always a little tweaking time, but the amount of time saved in rendering allows for a lot more time for testing. 

 

Adding these effects to a stock design can draw the attention of clients and keep them coming back. In some cases, orders will become reorders and your loyal customers can become your best salespeople by talking about how you went “the extra mile.”