ENC 4215 Peer Review Form for Business Card & Letterhead To be completed by the Designer: Name of Designer: Michael Diaz
A brief statement of the Purpose, Audience, Subject, and Situation for the document:
Purpose: To create a professional and clean business card and matching letterhead for Brian Rivera, lead design at Den Graphics. The business card should reflect the company’s sophistication and range of graphic design ability. The letterhead should be simple, but also convey the company’s skill and professionalism. Audience: Customers looking to get a professional and visually impressive design. Customers are primarily students and local small business owners in Miami, Florida and the surrounding area, but can also include event planners, non-profit organizations, and clubs. The audience is often looking for designs that are priced economically, but have a wide range of cost and customization levels to choose from. Subject: Brian Rivera, lead designer at Den Graphics (www.dengraphics.com), a web-based graphic design business. They create media ranging from flyers to websites, event invitations, PowerPoint presentations, videos, and more. Situation: I used a textured grey background and blue bars in order to (a) match the company’s website (www.dengraphics.com), (b) make the designs look bold and modern, and (c) to help divide the information on the documents. To keep the design simple and balanced with the company’s colorful logo, I used black and white font and kept all the text horizontal. I made the company’s logo the focal point, and used it to contrast the simple and sophisticated looking font for the rest of the document.
To be completed by the Reviewer: Name of Reviewer: Claudia Gonzalez When completing this form, be sure to address the questions posed in Module 3.
1. List three or more strengths of the business card. • • • •
Includes contact info Incorporates company logo Adequate use of white space on the bottom Placement of contact info clearly visible
2. List at least two areas/aspects of the business card that could be improved. • •
Color scheme does not go well with website color scheme Having the logo twice is repetitive and is not effective use of space (business cards are small, both logos together create too much noise)
3. Offer specific suggestions for improvement. I would suggest that instead of using the aqua coloring, use purple, as this is what the website does and is more consistent with the already established color scheme of the company. I would also suggest making the “DENGRAPHICS” logo smaller. On the website, the logo is not as prominent, but it is still visible. They also do not use the shortened logo (the “DG” one). I would recommend either making the full logo small on the business card, or just using the “DG” logo. Again, keep in mind how small business cards are. Having too much noise and too much going on (multiple logos, multiple colors) will distract from the information and the purpose of the business card.
4. List three or more strengths of the letterhead. • • •
I like the right-aligned text All the info clearly displayed I like the “DG logo up top
5. List at least two areas/aspects of the letterhead that could be improved. •
The very large “DENGRAPHICS” logo on the bottom is very distracting. This letter head will be used for memos, letters to other companies, etc. the large logo takes away from
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the context. It takes away from the correspondence area and makes the document bottom heavy. The color scheme again; just to have the website, business card, and letterhead all go together.
6. Offer specific suggestions for improvement. While both the business card and the letterhead are appropriate for the intended PASS and it provides all the information necessary, I feel that your use of the logo hinders all the good you have done with the documents. In both it is too large and too loud, and distracts from the goals you are trying to achieve. While I would understand grabbing the attention of your audience, the fact that the logo has so many colors may have the opposite effect. I do like your consistency with the business card and letterhead however, and feel that they may be even more successful documents if consistent with the website. The color scheme is something I addressed a lot, and I am not trying to nit-pick, but even as a small choice, it makes for a professional one. While it is important to promote the company, since you chose to make the letterhead for Brian Rivera, then the logo should not take away from his title and fro his contact information.
Again, I do not mean to nit-pick, and I do hope that I addressed all the questions that were listed in module 3 in my review. I did enjoy your work, and I hope that you find this review to be helpful, as it is not meant to criticize, but rather just to give detailed feedback. I look forward to your review of my work and perhaps working together again in the semester, Michael. Thanks, Claudia
Below I answered the questions provided in module 3, in case more information or feedback is needed.
1. Is the design appropriate for the intended Purpose, Audience, Subject, Situation (PASS)? Why or why not?
2. Are the verbal/visual cognates used effectively? Could some of the cognates be used more effectively?
3. What type of balance does the business card have? Does the letterhead have the same type of balance as the card?
4. Are type and graphics used to create consistency between the card and the letterhead? 5. Is there adequate white space on the business card? 6. Is there a clear focal point on the business card?
7. Is important contact information emphasized and easy to read? 8. Is there adequate correspondence area on the letterhead? 9. Is the letterhead either top heavy or bottom heavy? 10. Do the two documents work well together?