I used to work as Design Director for a company called The Loop and I was constantly having to explain to freelancers and companies supplying us with material (even to Graphics people!) what dpi, lpi, pixel res & ratios are and when and where to use them.
You may have heard a slight rumble in the air about 5 years ago when i blew up after speaking to a London based Ad agency about a deliverable that they had failed to get right for the 5th time...
!BOOM!
Luckily no animals got hurt in the explosion!
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