The Difference Between Negative and Positive Artwork

[caption id="attachment_5645" align="alignright" ] This example shows why using the same positive version of doesn't work well on both light and dark promotional items.[/caption] When preparing artwork for promotional products or custom apparel, it's very important to set up your artwork correctly. The outcome of the final product is directly proportional to the quality of artwork used for the project. Poor input (artwork) = poor output. High quality input can equal high quality output, if the printing process and the products are also high quality. One of the big mistakes I often see surrounding artwork is the wrong layout of the design used to print on different colored products. For example, the positive artwork design is often used to print a light color on a dark color, when the negative version of the art should have been used. Oftentimes, this is simply a mistake of ignorance to the printing process, but sometimes, it is to avoid an additional set up fee. This can also be a result of lack of ability to manipulate the artwork so it prints correctly. I frequently see the positive version used for promotional items purchased through other promotional products distributors, but also used as examples from suppliers on their websites and in their printed catalogs.  Since one of our top priorities is to keep all branding consistent for our clients, we always make sure we use the correct artwork file (negative or positive version). Therefore, if you wanted your logo printed in black on white products, there would be a setup fee charged. Using the same scenario, if you wanted half of your products printed white on black and the other half printed black on white, there should actually be 2 setup charges, if they are to be printed correctly. When printing apparel and promotional items, charging setup fees is a standard industry-wide to cover the cost of creating screens and plates used for the printing process. Sure, you could print all of the products with the same screen and get away with only 1 setup charge, but ultimately, you are altering the look of the design on the different colored items (see provided examples). The positive version of the artwork is what you expect to see. However, when you print the positive rendition of your logo in a light color (such as white) on a dark color (such as black), the end result is completely different. This is why you have to use the negative version of a logo in these cases. The positive and negative variations are 2 completely different pieces of artwork; however, when used correctly, they result in the same output. Since these version are 2 pieces of different art, it requires 2 different screen or setup charges.

Below is an example:

In the above example, if you notice the logo printed in black on the light color, the positive version of the logo is used and this is correct. In contrast, when looking at the black background with the same positive logo printed in white, you can see the design output is completely different and doesn't look as good. Now take a look at the negative version of the logo printed in white on the black background and you'll see it looks just like the positive version printed on the light background. Okay, you may say the difference is minimal and you would be alright with the difference if it meant saving money on a second screen charge. Our staff tends to be design snobs and strive for consistency. We understand image and your overall branding is extremely important to help you stand out among the robust sea of competitors. Consistency in your branding is a key part of standing out. Consistently creating beautifully crafted marketing pieces will help you stand out over your competitors who want to save a lousy $30 on an extra screen charge. Related Articles Converting Text to Outlines With Adobe Illustrator - Easy How To Tutorial PMS Color Chart