The low res idea now has to work in the real world at full size.
Spot the difference.
A pattern that is a bit soft can sell the idea on a laptop screen. A full page magazine ad or a 6 sheet street poster now needs it to be crisp.
Designers often work on small, quick versions that are good enough to sell an idea. Production is where the details get rebuilt.
On one campaign, the signed off files had a geometric patterned background pulled from a small image and crudely extended. Some of the elements were blurred and it was difficult to tell what the texture was behind the pattern.
I spent a couple of hours finding the right elements and rebuilding the pattern as a 3 metre square, keeping the texture and the colour variation.
That one background is now part of a brand toolkit and is used across the suite. From on screen applications to print and large format, this part is kept consistent without losing definition.
How early do you plan for the rebuild between the presented design and the final artwork?