Choosing and collecting the appropriate materials comes early in the project, and it’s an area in which the client, of course, is heavily involved. Making sure that all materials are in the proper formats is important; but even more important is the question of quality.
Marketing materials are all about making a good impression on your market. That’s hard to do if the raw materials used are not of good quality. Writing, photography, and design should all work together to achieve the intended results; and if any of them are deficient, the project suffers.
Of critical importance to both web and print projects is the quality of images used. We’ll get into the question of formats and resolutions in a moment; but it’s equally important to assess the image as an image, and not just as a file. Does it look good? Could it be better? Does it have the quality you want to be associated with? Too many projects go downhill simply because whatever comes to hand is thrown into the breach—rather than carefully planning for the desired effect, and culling any images that don’t pass muster.
Sometimes the problem is with the subject of a photo; sometimes, with the execution; sometimes, with the processing of the file. Without technical expertise, clients are often left at the mercy of the professionals they hire, but they should never lose sight of the fact that it’s their company’s name—and its reputation—that’s going to be laid on the line. The best way to assure an excellent result is to refuse to settle for anything less than excellence at all points of the project. Photos must be the best they can be; text must be engaging and informative; design must be appropriate. Never hesitate to reject anything that isn’t excellent. It’s what you’re paying for.