Learning Center Stationery

How often have you asked yourself, “What else can I do with my best shots?” Well, you could be designing and printing custom stationery for your clients – announcements, invitations and thank-you notes – featuring their images. And if printing isn’t your cup of tea, you can take the digital files to a service bureau or print shop and have them printed for you.

You don’t need to learn a complex software program such as Illustrator, inDesign, or Quark to accomplish this. Those are certainly useful programs, but as a photographer, you’re probably already familiar with Adobe Photoshop. What you may not realize is that you can use the powerful features of Photoshop as the basis for not only digital imaging but for simple graphic design as well.

I’m primarily a wedding and portrait photographer. I use photos from engagement sessions to create imaged save-the-date cards, bridal shower and wedding invitations. Then, after shooting the wedding, I design thank-you notes featuring a favorite shot from the wedding. Likewise, following a pregnancy portrait session, I make baby shower invitations and guest books.

When you design imaged stationery for a client, you’re not only dipping into another stream of income, but at the same time you’re accessing another method of promoting your services by printing your contact info on the back of each item.

As enjoyable as it is to create custom designs, you’ll probably want to make a profit as well. Your prices will depend on the materials you use, and how much time you spend. Here are some important guidelines to keep in mind:

There’s a learning curve involved. As you become more experienced, it will take you considerably less time to complete a project.

Creating project templates that you can use again and again by simply replacing the images and text will save you hours of time on future projects.

Once you have perfected your layout, subsequent copies will stream off your printer costing just pennies apiece, depending on what you pay for paper.

To determine your selling price, first break down your costs per item. Multiply the total by at least 2 to determine the lowest possible selling price. If you work out of your home, this might be adequate. If the project is labor intensive, or if you have a high overhead, i.e., rent, utilities, employees, you might need to multiply by 3 or 4 or even 5. Take your clientele into consideration; the price you set is often based on what the traffic will bear, or how you plan to position yourself in the marketplace, i.e., upscale, affordable, or budget.

Note: It’s more expensive and time consuming to print on your desktop than it is to print commercially on a per-piece basis unless you exceed a given number, say 500 or more, and depending on the cost of materials such as ink and paper. If you’re working on a very large job, visit a service bureau or commercial printer and compare prices.

The three most important factors in creating custom stationery are:

     - the quality of the photograph

     - the quality of the paper

     - the quality of the graphic layout

Materials & Supplies:

Every piece you make should have a professional appearance. This means straight cuts and folds, no smudges, and no wrinkles. In addition to your computer and printer, all you need is:

A paper cutter - A good paper cutter costs about $300 but is literally worth its weight in gold. A built-in measuring system along with a rolling blade enable precise cuts that just aren’t attainable with a swing-arm paper cutter. Alternatively, use a craft knife and metal ruler in conjunction with a self-healing cutting mat.

Photo Quality Inkjet Paper – For double-sided printing, be sure to use printing paper designated as such. Printing on the "wrong" side is certain to produce a substandard result and may actually harm your printer. And if that isn't enough to dissuade you, many papers contain corporate logos on the reverse side . . . not a pretty detail for fine art stationery. If you own something other than an inkjet printer, purchase a double-sided high quality photo paper that is compatible with your printer.

Bone Folder – Use with a ruler and/or grid to measure and fold cards. Fine art papers have an appealing tactile quality. Use a bone folder to help create a clean fold. It’s a low tech tool that’s a breath of fresh air in this high tech world. First, score a fold line by pressing the tip of the bone folder into the paper and drawing it along the edge of a ruler. Then fold the paper along that line, and use the broad edge of the bone folder to flatten the fold. With heavier paper, place a piece of paper over the fold before flattening to prevent the surface from becoming shiny. Using a bone folder isn’t necessary with lighter-weight papers.

These instructions assume you have a basic knowledge of Photoshop insofar as the most commonly used tools, the workspace, and file management.

Instead of following the instructions blindly, think about what it is you are accomplishing at each step. That way, you’ll soon be able to design your own layouts using the same principles.

Always print rough drafts on plain paper, tweak the layout to perfection, then print on fine art paper.

Before beginning, here are some Photoshop features that will assist you in using this tutorial:

Follow these step-by-step instructions to create two 4 ¼” x 5 ½” (folded size) baby shower invitations out of one letter-size sheet of paper. Each invitation will fit into a standard size 5 ½ Baronial envelope, which measures 4 3/8” x 5 ¾”.

Step 1. Choose File>New and select the Letter Preset option. The mode should be RGB or CMYK and the resolution 300 dpi. Drag out a vertical guide at 4 ¼” and a horizontal guide at 5½” as shown to delineate the invitation dimensions and to assist in layout. (Guidelines will not appear on printed piece.) Save the new file but don’t close it.

Step 3. Return to the open file by clicking on the window. Go to Edit>Paste. Use the Move Tool (V) to drag the image into position within the upper right quadrant of the layout as shown. Repeat Edit>Paste and move the second image into position in the lower layout. Use the rulers and drag out additional guidelines as needed to help align the images within the layouts.

Tip: To resize the image, with the image layer highlighted in the Layers palette, go to Edit>Transform>Scale. In the Options bar, change the percentage in the height and width boxes. (Click the little link icon to maintain the ratio between the two.)

Step 4. To add cover text: Click on the Type Tool (T), then click on the upper right quadrant. Choose a font style and size, then type the text. Click on the Move Tool and use the arrow keys to position the text precisely where you want it.

Go to Layer>Duplicate Layer and click OK. Move the second layer of text into place in the lower layout. (Use the arrow keys on your keyboard to coax it out of hiding immediately behind the first text layer.)

Working with text can be a little tricky. These tips will help:

Depending on the size of the type, it’s sometimes difficult to move text with the Move Tool. If you can’t “grab” the text to drag it, use the arrow keys to move the text into position.

The Type Tool is a little possessive…sometimes it just won’t let go. Click on another tool to disengage it.

To reformat text at any time, with the Type Tool activated, select (highlight) the type and choose another font and/or size.

Step 5. To add your studio contact information: Click on the Type Tool, choose a font style and size, and type the pertinent details in the upper left quadrant of the layout. Click on the Move Tool and use the arrow keys to move the info into precise position on the back of the upper layout--most likely centered or near the bottom. Go to Layer>Duplicate Layer, click OK, and move the second layer of text into place in the lower layout.