the printing solutions
PRINT + DESIGN GUIDE
thinkcreative
PRINTING TABLE OF CONTENTS Chapter 1: Terminology ...................................................................................................................................... 1 Chapter 2: Products ............................................................................................................................................. 5 Chapter 3: Effective Marketing Tips ................................................................................................................. 12 Chapter 4: Turn-Around Times ......................................................................................................................... 17 Chapter 5: Delivery Methods .............................................................................................................................. 19 Chapter 6: Paper ................................................................................................................................................... 21 Chapter 7: Coatings + Finishes .......................................................................................................................... 23 Chapter 8: Wide Format ..................................................................................................................................... 24
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DESIGN TABLE OF CONTENTS Chapter 9: Terminology ...................................................................................................................................... 26 Chapter 10: Process .............................................................................................................................................. 28 Chapter 11: Effective Advertising ...................................................................................................................... 29 Chapter 12: Color Psychology ............................................................................................................................ 33 Chapter 13: Typography ...................................................................................................................................... 38 Chapter 14: Print-Ready Artwork ..................................................................................................................... 39 Chapter 15: Branding .......................................................................................................................................... 40 Chapter 16: Effective Design .............................................................................................................................. 43 Chapter 17: Print vs. Web ................................................................................................................................... 44
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PRINTING TERMINOLOGY As with any business, there is certain language or ‘lingo’ that is used and printing is no exception. In fact, you could probably write a novella on printing terminology. Instead, Printing Solutions has decided to put together a list of basics that will help you become more knowledgeable to some printing terms.
cutting process, the excess will be cut off and no white edges will appear.
Adobe Creative Suite-CS is a software program which assists people with designing graphics, video editing and web development.
CMYK-Cyan, Magenta, Yellow and Black. This is the most standard in terms of printing nowadays. It’s also referred to as four color or the four color process. In estimates, you might see if referred as 4/0 or 4/4.
Aqueous Coating-A chemical process where a coat is added to the paper, giving it a semi-gloss shine. Bindery-The process where a printed product goes to get finished. This may include cutting, drilling or coating.
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CHAPTER 1
Bleed-When color or ink goes to the edge of a file, it needs to be extended or ‘bleed’ off the page ⅛ of an inch. This way, when the file goes through the
Card Stock-Also called cover stock, it’s a paper that’s thicker and more durable than typical writing paper. This paper is usually reserved for postcards and business cards.
Coated Paper-Paper that has been treated with a chemical addictive during the paper producing process which results in greater resistance, strength, durability and a smoother finish. Crop Marks-These are guidelines on print ready documents to show where the cut lines go on a document.
Die Cutting-The process where a metal die is fashioned to create a special stamp where paper is cut to create a specialty size of printed job. Digital-The method of putting ink directly on a piece of paper through a digital machine. This process is quicker and has it’s advantages and disadvantages for printing. DPI-Or dots per inch, it measures the number of digital dots in a square inch. For photos to print in a high resolution, the DPI, or dots per inch, need to be a minimum of 300 x 300. Foil-Also called foil stamping, a foil is stamped onto a printed material, giving it an illustrious shine that looks very metallic. Grommets-Small metal pieces that are plunged into banners, which helps hold the material up with string or twine during installation.
Hard Copy Proof-A printed image of the finished product is printed and shown to the client. This is usually used for color matching to ensure certain colors come out correctly. Illustrator-With a file extension of ‘ai’, Illustrator is a creative software program designers use to create files for printing. Illustrator is used for layout type work as well as illustrations and is a vector based program. InDesign-This program is specially tailored for multi-page, layout type print work and is also vector based. Matte-Is a finish where the final piece has an overall dull look. An aqueous coating is added to help prevent yellowing of the paper. Offset Printing-A printing technique where the image is burned to a plate, then transferred to paper through several rolling machines, literally pressing the ink and image onto the paper.
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Printing is the
preservative of all arts. - Isaiah Thomas
Pantone-Pantone colors are specific colors that are derived from a book. These colors are exact matches and are created with a special mix of inks. Photoshop-Another creative software program used for manipulating photos, drawing, and creating special effects. Photoshop is not ideal for layout type work because it is not a vector based program. Pixelization-Where the resolution is so low on a picture or graphic that the image loses crispness and cannot be easily seen. Point-Is a measurement of thickness in paper, typically referring to card stock. It’s also a measurement in Adobe Creative Suite software.
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Pound of Paper-A weight of paper, usually reserved for non business or postcard paper. Standard letterhead is usually printed on 24 or 70
pound paper. Printers will also use a hashtag (#) to represent a pound of paper. For instance, 70# or 100# paper. Print Ready-A file that has the proper bleed, crop marks and needs no adjusting to begin the printing process. CMYK format with images and fonts embedded and converted to outlines. Proof-During the design process, a digital proof is usually sent out to ensure the design, layout and information on the piece is spelled correctly and the client is happy with the overall layout. Rounded Corners-The process of cutting the finished piece to have rounded edges. Typically, edges come in ⅛ and ¼ inch rounded. Rush Job-Printing a job outside of the particular time constraints. This usually results in an additional charge to the client. Spot UV-The process of putting a high gloss shine
on only certain parts of a printed piece, hence the name, spot UV. Uncoated Paper-Paper with no finish, typically reserved for letterhead and envelopes. It’s easy to write on but collects dust, dirt and yellows quicker than treated paper.
***The following sources were used to assist in creating this list of definitions: paperonline.org and wikipedia.org
UV Coating-A thin plastic coating over a printed piece to give it a high gloss shine and help protect from cracking edges and yellowing of the paper. Vector-Other terms would be ‘eps’ or vector art. Vector artwork uses geometrical primitives such as points, lines, shapes, and polygons based on a mathematical expression to represent images. Because this art is mathematically based, its size holds no bounds and can be expanded and contracted to any size without pixelating. Wide Format-A newer and popular printing method. Wide format printing is reserved for banners, large posters and tradeshow material.
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PRINTING PRODUCTS BUSINESS CARDS
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Common Sizes: 2” x 3.5”, 1.5” x 3.5”, 1.75” x 3.5”, 2.5”x 2.5”, 3.5”x 4” Paper: 16pt, 14pt, 100lb cover Coatings/Card Type/Options: Glossy UV, matte, uncoated, linen, silk laminate, Spot UV, foil accents, plastic, round corners, diecut designs, thermography (raised ink). Marketing Ideas: Business cards are the single most important marketing tool for any business. They help create the all important first impression and provide essential contact information. The same basic concept always applies, but with some creative thinking and a few design tweaks, the standard business card can be transformed into something more functional as well. Here are a few examples. • Appointment Cards • Loyalty/frequent visitor Reward Cards • Bookmarks • Coupons • Mini-calendar
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• Nametags • Survey Cards • Referral Cards The possibilities are limited by your creativity. Remember the main idea when distributing your business card is leave enough of an impression to make the recipient call you in the future. Standard Turnaround Times: Typically 3-5 business days before shipping. Round corners and Spot UV usually add 1-2 days. Foil can take up to 8-12 days in some cases. RUSH processing is available for an additional charge, however silk lamination and foil products cannot be rushed.
DOOR HANGERS Common Sizes: 4.25” x 11”, 4.25” x 14”, 8.5” x 3.5”, 11”x 17” – all with standard, arch or star diecut Paper: 100lb book, 100lb cover, 14pt, 16pt Coatings/Card Type/Options: aqueous, glossy UV, uncoated
Standard Turnaround Times: Typically 4-6 business days before shipping.
BANNERS/SIGNS Banners
Indoor (10mil premium vinyl) or outdoor (13oz scrim vinyl) Common Sizes: 3 x 6, 3 x 8, 4 x 8, 8 x 10 variable sizing available priced on a square foot basis Coatings /Options: glossy or matte laminate, welded hems, grommets, pole pockets Standard Turnaround Times: Typically 3-5 business days before shipping.
Signs
3/16” white or black foamcore, 4mm white Coroplast Common Sizes: 12”x 12”, 12”x 24”, 18”x 24”, 24”x 36” - additional sizing available priced on a square foot basis Coatings /Options: glossy or matte laminate, grommets, H-stakes, horizontal/vertical flutes
Standard Turnaround Times: Typically 3-5 business days before shipping.
Banner Stands
10mil vinyl retractable or 13oz scrim vinyl X-style Common Sizes: 33”x 80” retractable, 2’x 5’ X-style – other sizes available Options: grommets (X-style only) Standard Turnaround Times: Typically 3-5 business days before shipping.
FLYERS/BROCHURES Common Sizes: 8.5” x 5.5”, 8.5” x 11”, 8.5” x 14”, 11”x 17” – plus folding Paper: 100lb book, 100lb cover, 70lb premium Coatings/Card Type/Options: aqueous, glossy UV, silk lamination Folding: TriFold, HalfFold, ZFold, Accordion, Gatefold, Double Parallel and more
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What gunpowder did for war,
the printing press has done for the mind. - Wendell Phillips
Standard Turnaround Times: Typically 5-7 business days before shipping.
POSTCARDS Common Sizes: 4”x 6”, 5”x 7”, 8.5” x 5.5”, 4” x 9”, 6” x 11” plus many more Paper: 14pt, 16pt, 100lb Coatings/Card Type/Options: aqueous, glossy UV, matte, uncoated, linen, silk laminate, Spot UV, foil accents, diecut designs, folding, scoring Standard Turnaround Times: Typically 3-5 business days before shipping. Round corners and Spot UV usually add 1-2 days. Foil can take up to 8-12 days in some cases. RUSH processing is available for an additional charge, however silk lamination and foil products cannot be rushed.
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LETTERHEAD Common Sizes: 8.5”x 11”, 8.5”x 14”, 8.5” x 5.5”, 11” x 17” Paper: 70lb Options: uncoated or linen, blank 2nd sheets Standard Turnaround Times: Typically 3-5 business days before shipping. RUSH processing is available for an additional charge.
ENVELOPES Common Sizes: 9.5”x 4.25” (#10), 3.875” x 8.875”, 4.375” x 5.75” (A2), 5.25” x 7.25” (A7), 5.75” x 8.875” (A9), 9” x 12” (catalog) – plus many others Paper: 70lb, 24lb Options: uncoated or linen, windows, printing on flap Standard Turnaround Times: typically 5-7 business days before shipping. Can be longer if conversion is necessary.
STICKERS Common Sizes: 2”x 3.5”, 3. 5” x 3. 5”, 2. 5” x 2. 5”, 3” x 4”, 4” x 4” – plus many more Paper: 70lb premium sticker paper Options: uncoated or glossy UV Standard Turnaround Times: Typically 3-5 business days before shipping. RUSH processing is available for an additional charge.
BOOKLETS Common Sizes: 8.5” x 11”, 8”x 9”, 8.5” x 22”, 8.5” x 5.5” Paper: 80lb, 100lb book or cover Options: uncoated or AQ Pages: 4, 6, 8, 12, 16, 20, 24, 28, 32 pgs
Standard Turnaround Times: Typically 3-5 business days before shipping. RUSH processing is available for an additional charge.
CALENDARS Common Sizes: 11” x 8.5”, 12”x 12”, 9” x 12” Paper: 100lb gloss book Options: uncoated or AQ, folded with saddle stitch or spiral bound Pages: 24, 26, 28, 38 Standard Turnaround Times: Typically 6-8 business days before shipping.
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BOOKMARKS Common Sizes: 1.5”x 7”, 2”x 8”, 3” x 4”, 4.25” x 3.66”, 8.5” x 3.5” - plus others Paper: 14pt, 16pt, 100lb Coatings/Card Type/Options: glossy UV, matte, uncoated, linen, silk laminate, spot UV Standard Turnaround Times: Typically 3-5 business days before shipping. RUSH processing is available for an additional charge, however silk lamination cannot be rushed.
GREETING CARDS
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Common Sizes: 10”x 7” (folds to 5”x 7”) 8.5” x 5.5” (folds to 4.25” x 5.5”) Paper: 14pt, 100lb cover Coatings: glossy UV, matte, uncoated
Envelopes: standard A7 or A2 envelopes ordered separately Standard Turnaround Times: typically 2-4 business days before shipping. RUSH processing is available for an additional charge.
NOTEPADS Common Sizes: 4”x 6”, 4.25”x 5.5”, 8.5” x 11”, 8.5” x 3.5”, 8.5” x 5.5” Paper: 70lb premium uncoated or linen Coatings: uncoated Options: padded in 25, 50 or 100, with or without chipboard backing Standard Turnaround Times: Typically 3-5 business days before shipping.
POSTERS Common Sizes: 8.5” x 11”, 11”x 17”, 13”x 19”, 18” x 24”, 19” x 27”, 24” x 36” – custom sizes available
Design is not just what it looks like and feels like.
Design is how it works. - Steve Jobs
Paper: 100lb text or cover, 8mil gloss poster paper Coatings: AQ or glossy Standard Turnaround Times: Typically 3-5 business days before shipping.
PRESENTATION FOLDERS Common Sizes: 5.25” x 10.5”, 6”x 9”, 9”x 12”, 9” x 14.5” Paper: 14pt, 16pt, 100lb cover Coatings: AQ, glossy UV, matte, uncoated, linen, silk laminated, Spot UV Options: 1 or 2 pockets, business cards slits, CD slits Standard Turnaround Times: Typically 3-5 business days before shipping. RUSH processing is available for an additional charge.
SELL SHEETS Common Sizes: 8.5” x 11”, 9”x 12”, 8.5”x 14”, 11” x 17”, 12” x 15” Paper: 14pt, 16pt Coatings: glossy UV, matte, uncoated, spot UV Pages: 4, 6, 8, 12, 16, 20, 24, 28, 32 pgs Standard Turnaround Times: Typically 3-5 business days before shipping. RUSH processing is available for an additional charge.
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LONGLIVEPRINT MAGNETS Common Sizes: 2” x 3.5”, 4”x 3”, 4.25”x 6”, 4” x 6”, 5” x 7” – and more Paper: 17pt magnet stock Coatings: glossy UV Options: oval shape, round corners Standard Turnaround Times: Typically 2-4 business days before shipping.
TABLE TENTS
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Common Sizes: 4”x 6” (flat size 4”x 16.25”), 5” x 5.5” (flat size 6”x 16.5”) Paper: 14pt, 10pt Endurance Coatings: glossy UV, matte, uncoated Standard Turnaround Times: Typically 5-7 business days before shipping.
PRINTING CHAPTER 3
EFFECTIVE MARKETING TIPS
Despite the rise of electronic and digital advertising media, the print industry is still alive, well and growing ‌ sort of. Even though nonprinted marketing trends are at an all-time high, at the end of the day there is still a significant core group of both business to business and business to consumers that prefer the tangibility of a quality printed product. For example, the simple exchange of business cards at a networking function can never be replaced. Also, leaving a restaurant with a physical coupon for your next visit or simply being handed a flyer inviting you to visit a retail location while walking down the street still retains a great deal of value. The point is that we still see print marketing everywhere -- but is it effective? The answer is that it depends on many variables, however with a well-defined strategy and quality products, that effectiveness can certainly be increased. Our goal at Printing Solutions is to assist our clients in getting the most return on their investment. We are not naive to the fact that the
digital age is quickly consuming our industry. Smartphones and tablets are everywhere and QR codes, texting and scanning are becoming more dominant than ever before. However, instead of throwing in the towel, we are actually embracing this change with a full steam ahead attitude and firmly believe that for every successful digital marketing campaign, there should be a strong print marketing one complementing it! We have a talented, creative staff to combine quality printing with e-newsletters, websites, web graphics, online catalogs and PDF sales sheets to communicate the passion of our clients. Statistics show that 40% of US companies are using blogging as part of their marketing campaigns (emarketer). Also, there has been a 75% increase in companies that claim Facebook is critical to their business success (State of Inbound Marketing, 2012). Furthermore, 61% of global Internet users research products online. (Interconnected World: Shopping and Personal Finance, 2012). These numbers certainly prove that the electronic world
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He who has a why to live for,
can bear almost any how. - Friedrich Nietzsche
is here to stay, however it also says that in order to survive – the print industry needs to adapt and provide suitable content that helps the digital media do its job. Since 2007, we have worked with a wide variety of clients and a large catalog of products and services – all geared towards helping business owners to communicate the passion for what they do. Along the way we’ve learned several factors that we would like to share – and hopefully to help our clients succeed in the marketing endeavors.
Below is a list of the top 10 ways to create a successful marketing experience:
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1. A Marketing Plan- Plain and simple, have one. We see so many companies with a haphazardly designed marketing approach and unrealistic expectations. By having a plan, knowing the budget that you will have to invest for the year, what the expected return will be and how to build client loyalty - companies
can increase their marketing effectiveness. Think it through, put it on paper and then double check it to make sure it makes sense. 2. Have your marketing components professionally designed- In other words, invest in your brand in order to maximize your return. If you cannot afford to have it done right the first time, we recommend that you wait until your budget allows so that you can put the best product out. A poor or inadequate representation of yourself in the market can have a greater negative impact than you can afford and may end up costing more on the long run to correct. Having a professional designer create your custom brand will insure consistency across the board and will undoubtedly help make you more attractive to your target client in a positive way. 3. Have a clear call to action (CTA)- What does this mean? Simply put it tells your potential customer what you want them to do with the product they are holding. For example, these days people love to see the word FREE. So why not shout it in big,
bold letters and let people know they are getting something FREE if they call you. Think of it as the hook that catches the fish. Great design, bright vivid colors and quality products are the bait that initially attracts them, but it’s the CTA that they get hooked on. Find a service or product offering that will be enticing to your audience – and then “call it out” as a bonus or incentive to contact you for more details. 4. Marketing Cycle- It is important to remember that it is difficult for the marketing cycle to go from introduction to purchase immediately. Therefore, you should think of your marketing plan as a baby step process that builds credibility and reputation with each progressive step – leading up to the eventual sale. This approach may take more time, but will eventually payoff in the long run with client loyalty and referrals. This strategy also requires some risk/ reward analysis based on your industry and target market. For example, if you are a pizza company that is advertising a weekend special, your cycle needs to be more aggressive towards the quick sell as opposed to the company that is trying to sell a solar panel
upgrade for your home. You know your business better than we do, so be smart in your approach and try to put yourself in the consumers shoes. 5. Know your numbers and listen to them- It is imperative to set realistic expectations about any investment in your available marketing channels. In your initial marketing plan, be sure to outline the expected cost and realistic return of each channel. Sometimes the cost outweighs the benefit and the numbers say to change your approach. Build a clear picture of what you are trying to accomplish and then listen to what the numbers tell you. Don’t try to force something that simply doesn’t make sense. We can assist in this process if needed. 6. Understand who your target audience isConduct research and spend some time looking at who is going to be purchasing your product or service. Ask qualifying questions …. Is your market primarily female or male? What age group is most prevalent? What kind of income do they have? How many children? Etc, etc. These are all important
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questions and there are many more that are relevant to discovering your ideal client. 7. Display consistency in your marketing- This point is absolutely crucial to building a successful brand. When advertising via the web, social media or print, make sure you remain focused on the big picture of the marketing plan. You are trying to BUILD something that will remain in effect for the long term. That means whenever a potential client sees your logo or tagline, no matter where it might be – it needs to be the same as it was the last time they saw it. The brand of the company needs to be consistent across ALL media. This means colors, messaging and logos. For example, wouldn’t the McDonalds golden arches look a little weird if they were sometimes red, sometimes blue etc. Since they are always the same, consumers can recognize the brand anywhere in the world. Someone smarter than us once said that it sometimes takes 7-12 points of contact in order to make a decision.
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8. Lead Nurturing Track your results to gain valuable insight about how to plan your next campaign. The saying goes that what gets measured gets done. Therefore, if you know what the results are and how they impacted your business, you will understand the corrections that need to be made. This information is vital to managing a campaign, but sometimes keeping track of it is a challenge as well. Having a CRM system in place to manage the sales cycle will increase your close rate exponentially by helping to keep track of individual contacts and their measurable numbers in a simple, easy way. 9. Mix up your marketing channels- Don’t put all your eggs in one basket. As we mentioned in the introduction, the best strategies today are a combination of digital and printing that complement each other. The world changes at such a rapid pace along with technology and growing trends. Today’s hot news becomes tomorrow’s old news, so you need to be flexible and adapt. Using social media, video, print and SEO are ALL essential to a well-rounded marketing plan.
10. Collaborate with your network - The old saying says that it pays to have friends. This is especially so in business. We all can’t be experts in everything so it’s important to lean on the partnerships you have with your vendors. Whether it’s printing, SEO, or social media - all of the channels need to be working together and will likely assist in development of your marketing plan. Never be afraid or too stubborn to ask for assistance in identifying the best bang for the buck.
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PRINTING TURNAROUND TIMES
CHAPTER 4
In the printing industry, the times in which it takes to turn projects from files to actual carry out the door printing can vary depending many factors.
back to the proof. Was that name spelled wrong in the proof or not, for instance.
For instance, if it’s a Friday morning and you need an extra 500 postcards for an event this weekend, printers can usually print/cut and make those ready in a couple hours. Now if you needed a 36 page booklet, printed, coil bound in a quantity of 100, that’s a different story. A job like takes a lot of hands to complete, so the turn time is going to be longer.
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To start, having print ready artwork is a key aspect. If the files you possess are properly built (bleed, if necessary, crop marks, etc.) those types of files can be put into the system and prepared with little side work. If you have files that need adjusted, then printers are going to adjust those and typically ask you to approve proofs, to ensure what is going to print is exactly what you’re looking for. This holds both parties accountable to the proof. When all else fails, go
Another factor would be timelines. Printers typically operate under a Monday-Friday, 8-5 schedule, with some working on Saturday for strictly printing, to catch up on the week’s jobs. But in general, printers will have a deadline to get files into production for that day to start the clock on a job. For instance, Printing Solutions gives clients until 11 AM to get files over/approved for that day to count as business day one, otherwise, anything after would roll over to the next day. Once files are approved and into production, other factors such as finish, quantity and what type of machine the file is ran on come into play. If you’ve ordered a silk laminated business card with us, we run those through our press. Once complete, they need to run through our coating machine, which places a thin laminate over it. Then they get cut down, boxed and are ready for pick up. This particular process takes 5-6 business days. Say
you ordered matte finish cards, those cards don’t get coated, so you can take off a day or two for production time. While the industry carries a standard of turnaround times on all products, if an item is needed faster, there are certain processes to produce them faster. This process is called rush printing. While this will always cost more money, the client is able to get their product in a faster time.
When working with a printer, be sure to establish when a print job is due, because what can happen is when the process is started, it’s very hard and can be costly to change that process to get it done faster. It’s better to have everything planned out ahead of time.
Rush printing usually means that a job is printed on a digital machine, as opposed to the offset or on a standard press. In the past five years, digital presses have really come along way. People used to scoff at digital presses, but with today’s “needed it yesterday” mentality, digital presses are essential to producing material quickly and in a quality that clients are expecting. Often, material can be produced digitally that is printed quickly, within budget and the quality is outstanding.
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PRINTING DELIVERY METHODS Even the most beautifully designed, well branded products will never deliver their intended message if they aren’t seen by an audience. Therefore another very important consideration for your custom printing is how will it be delivered to it’s intended market. Some products are obvious and easy to distribute, others will be seen by simply being displayed on a wall or desk.
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Business cards for example are most often distributed in person, by simple exchange during a chance meeting at a convention trade show or random occurrence. They are the single most important marketing tool available to you and their delivery creates that all important first impression. Aside from the one on one meeting, you should be creative when looking for ways for others to see your business card. For example, leave them in places you frequent such as coffee shops, restaurants and other public areas. This will increase your potential exposure and might just bring you business from an unexpected source.
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Banners and flyers are other products that sort of “deliver” themselves. They are usually on display somewhere and their message is delivered upon a person simply viewing them. Make sure you message is strong, bold and quick-hitting because the window of opportunity to catch a potential customers eye is very short - maybe 3 seconds. If you are looking for a more direct approach to delivering your message we suggest some specific products; a. Postcards/Newsletter for direct mail distribution b. Door hangers for door-to-door distribution c. eNewsletters for electronic distribution Each of these methods also require a directed, matter of fact design approach that requires a strong call-to-action, however since they are initially distributed to a target that is potentially more qualified to need what you are selling - your chances for success in theory become better.
My optimism wears heavy boots,
and is loud. - Henry Rollins
With direct mail processing, you setup the postcard, provide a mailing list to send to (or use EDDM mailing to blanket a specific area) and then print the postcards or newsletters with addresses variably printed on each piece. After proper bundling and processing, the product is brought to the post office and sent out via bulk mail USPS and will arrive in the target’s mailboxes within a few days. Well designed campaigns can be measured easily based on received orders and can be adjusted for future mailings. This process is safe, basically effective and delivers a level of expected results. The idea of using door hangers for door-to-door distribution is to designate a specific geo-targeted area (ie. one that is close by your business and may have need of your service) and have a team of reliable people literally walk door to door and place the door hangers on each front door in the area. As residents arrive home and walk in their front door, they can’t help but notice your colorful door hanger as they enter. If the offer presented is one that is eye-catching -- BOOM you get the
sale! If not, maybe they save it for later. Obviously, design is an important consideration, but at least this delivery method insures the first step -- being seen. Email newsletter delivery is quite popular in the business world we have all undoubtedly received them on our inboxes. They are often annoying, many times go unread and sometimes hit our spam filters. However, often enough the right message catches our eye and we click the message to read further and move onto the intended website. This process may or may not lead to a sale, but in either case it builds a small amount of brand recognition so that maybe the next time the reader needs something that you sell, he may just remember who you are and look up your website or call you at that time. Now matter what method you choose, product delivery is important and should be a well thought out part of each marketing campaign.
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PRINTING PAPER When it comes to printing, paper is the single most important aspect of the business. Yes, there are other aspects that go into the process, but the paper will make all of the difference. Depending upon the application and final use of the piece, the correct paper choice can make or break the outcome of the project. Printing Solutions has access to almost any type of paper for your project. Depending upon what you need, we have the ability to fulfill your need. Paper is broken down to several different terms of weight. Weight is the heaviness of the particular stock. For instance, typical copy paper is called 20# Bond. 20# refers to the weight of paper. Typical copy paper comes in 20# and 28# paper. But for the printing industry, we typically use a heavier paper for overall appeal. Here is a breakdown of paper we typically use.
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CHAPTER 6
70# offset-typical uncoated paper that’s used for letterhead and envelopes. 80# text gloss-A semi-glossy paper that’s used for brochures and booklets 100# text gloss-A semi-glossy paper that’s used for brochures and booklets 100# uncoated Cover-A heavier paper that can be used for business cards. 100# Coated Cover-A heavy paper with a matte sheen that is used for brochures, flyers, door hangers, and lightweight postcards. 14pt card stock-Used for business cards, postcards and greeting cards. 16pt card stock-One of the heaviest stocks of paper used in paper printing. We use it for business cards, postcards and greeting cards.
Linen-This high quality paper is textured with lines and comes in many different types of weights of paper. We use it for letterhead, envelopes and business cards, typically. While this is a list of our typical paper that’s used, there are hundreds of types and finishes to make your printed piece as unique as you want.
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PRINTING COATINGS + FINISHES When it comes to paper, the coating and finish can be as important as the actual message printed on it. Do you want your printed piece to shine (literally) or have a dull coating which will give a totally different look? The choice is yours. But remember, the way you select your overall finish can influence the decision your audience makes based upon the coating you choose.
Laminate-Coats the paper with a thin or thick plastic, which seals it and can give it a high gloss or dull look, depending upon the laminate used. UV Coating-A thin sheet of plastic is added to one or both sides of the printed piece, giving it a high gloss shine.
Here are some of the finishes and coatings we provide our clients.
Spot UV-The same process above, except only certain parts of the job are given a high gloss shine, hence the name, spot UV, since only certain spots are highlighted with a UV finish.
Uncoated Paper-Think of copy paper. Uncoated paper is untreated non-coated paper. This paper has many uses such as letterhead and envelopes. Easy to write on, but it can lack in overall strength.
Aqueous Coating-This finish seals the paper, giving it a semi-gloss shine and helps reduce yellowing over time.
Coated Paper-Extra ingredients are added during the process which gives coated paper a smooth finish. Typically, you can write on coated paper with a ballpoint pen.
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CHAPTER 7
Matte Finish-The most popular type of coated paper. The finished piece will have a dull look to it.
Silk Laminating-The process is similar to UV coating, except this finish gives the piece a dull, matte look, while the feel of the paper is similar to satin or silk; super smooth and very high end. Foil-A very reflective sheen coming in many different colors is stamped onto a printed product. Some popular foils are gold, silver and can range from there.
PRINTING CHAPTER 8
Wide Format Printing, also known as large format refers to the type of printing that is used to create larger printed works such as signs, vinyl banners, retractable banner stands, posters, wall murals, store displays, artist prints, and window graphics. This process typically requires a special digital printer that can handle larger sizes, often up to 60� in width. The use of inkjet technology gives these special printers the ability to print on a variety of materials, including glossy-coated paper and even on vinyl for signs and posters. The substrate is fed into the printer where ink is applied directly to the material, often in shorter runs. In recent years, wide format printing has become a popular choice for marketing and advertising departments throughout the country. Making an impact and getting your brand in front of those that may be interested in your products or services is a challenge that every business owner understands. In today’s ultra competitive marketplace setting yourself apart from others is key to building and maintaining a healthy
WIDE FORMAT customer base. Due to its quick turnaround and low cost, many companies today are turning to large format printing to create the buzz that make their promotions go BOOM on the marketplace. By virtue of stature alone, large format printing makes your advertising aggressive by simply being unable to be ignored. Sometimes bigger is better and with the right mix of design, content and pizazz, wide format products can create a longlasting visual memory that keeps your business fresh in peoples’ minds. Trade Show Displays Trade shows present a perfect forum for wide format printing with the use of signs, posters, banners, banner stands and more. Due to the nature of trade shows and their need for eye-catching displays that MUST convey their messages very quickly to make an impact, large format printing is very commonly used by many companies. At Printing Solutions we offer a vast array of wide format products for use in trade show displays. We present them in catalog format for easy viewing
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I’m very passionate about traditional media. I don’t think it’s dead.
I think it’s overpriced.
- Gary Vaynerchuk
and offer design services to be sure your branding efforts remain consistent. Use the link below to view the latest Trade Show Product Guide. www.exhibitors-handbook.com Custom Banners Vinyl banners can be printed to almost any size to match whatever space is available for their installation. They have a wide variety of uses in today’s marketing and advertising world, especially at business and industry events. Whether it’s letting those driving by know that your new business is open, or attracting trade-show attendees to your booth, banners create a long-lasting visual memory that keeps your business fresh in peoples’ minds. They are inexpensive to produce and can incorporate dynamic graphic elements into their design, therefore your logo and colors can be prominently featured.
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Window Graphics Another popular application for wide format printing is window graphics. Most every business has a front window and they all have a front door. Using window graphics to alert customers of special deals, list your hours of operation, or just feature the products and services your business provides is a great way to take full advantage of that space. They are very versatile and come in almost any size, shape or color. They are an inexpensive solution and can be laminated to help them last indefinitely.
DESIGN TERMINOLOGY Bitmap-The collection of individual dots--or pixels--that make up a screen image.
DPI- (Dots per inch) is a unit of measurement used to describe the resolution of printed output.
Character-Any letter, figure, punctuation, symbol or space.
Gradient-The smooth transition of color values in an object.
Clipping Mask-A filter placed on top of an object that defines, through black and white values, which pieces of the object show through.
Halftone-Any image that exists as a series of small dots of varying size and color density, which serve to simulate the appearance of continuous gradations of tone.
Column Gutter-The space between columns of type. Complimentary Colors-On a color wheel, the colors opposite of each other as in Blue and Orange, Yellow and Violet, Red and Green. Cropping-Cutting off an undesired portion of a printed piece, photograph or other image.
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CHAPTER 9
Display Type-In typography, type set in a larger point size than the text (commonly greater than 14 point), such as in headlines.
Kern-Reduction of letterspacing between certain character combinations in order to reduce the space between them. Leading-the amount of vertical space between two lines of text. Margin-Any deliberately unprinted space on a page, especially surrounding a block of text. Margins are used not only to aid in the aesthetics and the readability of a page, but also to provide allowances for trimming, binding, and other post-press operations.
Oblique-An alternate term for italic, or a term descriptive of a right-leaning change in the posture of the characters in a particular typeface.
Sans Serif-Characters (or typefaces) without serifs, which are lines (sometimes referred to as tails) crossing the free end of the stroke.
Orphan-In typography, the last line of a paragraph when it is less than one-third the width of the line-especially when it is the carry-over of a hyphenated word--carried to the top of a new page or column.
Serif-An all-inclusive term for characters that have a line crossing the free end of a stroke.
Pixel-The smallest point or dot on a computer monitor. Point-Unit of measurement commonly used to specify type size. There are twelve points in a pica and 72 points in an inch. Printer’s Marks-Trim marks, registration marks, color bars and page information.
Tracking-The adjusting of the letterspacing throughout a piece of typeset copy. Vector Graphic-Elements within an image can be grouped together and considered by the software as individual “objects”. The detail of the image remains the same whether small in size or scaled larger. Weight-The lightness or darkness in print of a particular typeface, based upon its design and thickness of line.
Ragged-lines of type that are not justified; that is, they do not align at the right margin.
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DESIGN PROCESS Besides the standard processes of most products, here are a few that require their own:
BUSINESS CARDS Initial Concept: Two business days, three different concepts. Revision Rounds: Two business days, three free revision rounds (extra rounds are $10 each).
LOGO DESIGN Initial Concept: Eight business days, three or more concepts. Revision Rounds: Two business days, three free revision rounds (extra rounds are $10 each).
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CHAPTER 10
WEBSITE DESIGN Wireframe: Five business days, three or more concepts. Homepage Concept: Ten business days. Homepage Concept Revision Rounds: Three free revision rounds (extra rounds are $20 each). Interior Page Concept: Five business days after the homepage is approved. Interior Page Concept Revision Rounds: Three free revision rounds (extra rounds are $20 each).
DESIGN CHAPTER 11
EFFECTIVE ADVERTISING
TELL A STORY Simple copy will not attract anyone’s attention. Take movies for example, not many people are content to walk out in the middle of a movie and never hear the end of it. Once that story is started, they’ll want to follow it all the way to the end, provided it’s an interesting story. In the same way, if you offer up an interesting story in your ad, viewer’s are more likely to read what you have to say. Take a look at the Geico ad. They start their story by playing on the Gecko’s height. It’s humorous and interesting. They carry it all the way through with, “What the Gecko lacks in stature he certainly makes up for in ability” and “Perhaps proving that you can be both big and small at the same time.” All the while using words like ‘rise’ and ‘highest’ to keep with the theme of height.
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USE AN ATTENTION GRABBING GRAPHIC: More important than telling a story, is having a focal point of interest. The brain processes images before text and content. By using an image that follows the story being told and is captivating, it turns the viewer into a reader.
MATCH A GRAPHIC WITH A HEADER: Along with a graphic should be a main header. At no point should the excitement slow down. Keep the same pace from graphic to header to copy. It’s important to keep a header simple and easy to read in one glance. The purpose being to be so interesting as to pull the viewer in to read the rest of the copy. The Geico ad uses humor to do just that. The me & lee ad is a perfect example of how to tie in the header with the graphic.
ARISTOTELIAN RHETORIC:
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Used in every noteworthy argumentative essay, book, and ad, Aristotle’s Rhetoric involves ethos, pathos, and logos. For any argument or persuasion to be effective, all three of these must be used.
Minimalism is not subtraction for the sake of subtraction.
Minimalism is subtraction for the sake of focus. - Anonymous
a. Ethos: Establish credibility. Looking at the Geico ad, you’ll see “A note on 70 years in car insurance from one of the giants in the industry.” This shows their credibility by telling how long they’ve been in business, and that they are one of the ‘Giants’ in the industry. b. Pathos: Establish an emotional or motivational appeal that connects with the viewer. This can be accomplished in a few different ways. The Geico ad portrays pathos by using loaded language. Words like ‘Giants’ and ‘inspired’ are used to strike a chord in the reader. The me & lee ad preys upon the fear of growing old and then offers a solution. c. Logos: Establish logic to support the claim (found in facts and statistics). This can be as simple as, ‘This product will make your skin smoother’, and as complex as ‘95% of people who use this show reduced wrinkles in six months.’ The Geico ad uses statistics like “nation’s third-largest car insurance company” and “inspired three million drivers to switch” to convince its reader’s that everyone else is switching, so you should too.
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8 RULES OF EFFECTIVE ADVERTISING 1. Be honest: People will appreciate it. 2. Play with people’s imaginations: Everybody likes entertainment. 3. Don’t brag: No one wants to you to tell them how good your brand is, let them figure it out for themselves. 4. Don’t be afraid to innovate: People are not robots, they won’t do whatever you say. Don’t take yourself too seriously. 5. Be humble: It’s a good way to attract sympathy. 6. Support people’s causes: But only if you are really a part of it. Don’t jump on the band wagon. 7. No one really cares: Everybody is too busy with more important stuff to care as much as you wanted. Accept it. 8. If you don’t have anything good to say, say something funny.
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DESIGN CHAPTER 12
COLOR PSYCHOLOGY
Colors are a form of non verbal communication that can speak volumes in a fraction of a second. They can instantly set a mood, convey an emotion, invoke a physiological reaction or inspire people to take action. When we harness the right color emotion to help tell a client’s story it can have a powerful effect.
magnetic, assertive, impulsive, adventurous, demanding, stirring, spontaneous, motivating, overly aggressive, violent, warlike, temperamental, antagonistic, danger
PINK
The amount of red is directly related to the level of energy perceived. It draws attention and a keen use of red as an accent can immediately focus attention on a particular element. It increases enthusiasm. Stimulates energy and can increase the blood pressure, respiration, heartbeat and pulse rate. Encourages action and confidence. Provides a sense of protection from fears and anxiety.
Brighter pinks are youthful, fun, and exciting, while vibrant pinks have the same energy as red; they are sensual and passionate without being too aggressive. Toning down the passion of red with the purity of white results in the softer pinks that are associated with romance and the blush of a young woman’s cheeks. It stimulates energy and can increase the blood pressure, respiration, heartbeat and pulse rate. It encourages action and confidence. Pink has been used in prison holding cells to effectively reduce erratic behavior.
Deep Red: rich, elegant, refined, tasty, expensive, mature, sumptuous, cultivated, robust Brick Red: earthy, warm, strong, sturdy, established, Bright Red: exciting, energizing, sexy, passionate, hot, dynamic, stimulating, provocative, dramatic, powerful, courageous,
Bright Pink: exciting, theatrical, playful, hot, attention-getting, high-energy, sensual, wild, tropical, festive, vibrant, stimulating, flirtatious, gaudy Dusty Pink: subtle, cozy, gentle, composed, nostalgic
RED
Inherently Exciting
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Light Pink: romantic, affectionate, compassionate, soft, sweet tasting, sweet smelling, tender, delicate, innocent, fragile, youthful Peach: nurturing, soft, fuzzy, tactile, delicious, fruity, sweet tasting, sweet smelling, inviting, warm, physical comfort, intimate, modest, embracing Coral: life force, energizing, flexibility, desire
ORANGE Sparks more controversy than any other hue. Usually strong positive or negative association to orange and true orange generally elicits a stronger love it or hate it response than other colors. Fun and flamboyant orange radiates warmth and energy. It stimulates activity and appetite, and encourages socialization.
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Tangerine: vital, juicy, fruitful, energizing, tangy Vibrant Orange: fun, whimsical, childlike, happy, glowing, sunset, hot, energizing, active, gregarious, friendly, good natured, expansive, spontaneous, optimistic, communicative, jovial, sociable, self-
assured, persuasive, animated, loud, raucous, frivolous Ginger: spicy, flavorful, tangy, pungent, exotic Terra Cotta: earthy, warm, country, wholesome, welcoming, abundance
YELLOW Shines with optimism, enlightenment, and happiness. Advances from surrounding colors and sparks creative thought. Yellow stimulates mental processes and the nervous system, activates memory, encourages communication. Golden Yellow: nourishing, buttery, tasty, sunbaked, wheat, hospitable, comfort, comfort food. carries the promise of a positive future Bright Yellow: illuminating, joyful, hot, lively, friendly, luminous, enlightening, energetic, sunshine, stimulating, innovative, radiating, awareness, surprise, caution, cowardice, betrayal, hazard Light Yellow: cheering, happy, soft, sunny, warming, sweet, easy, pleasing, babies Chartreuse: artsy, bold, trendy, startling, sharp, pungent, gaudy, tacky, slimy, sickening, mold
Mere color can speak to the soul
in a thousand different ways.. - Anonymous
GREEN Occupies more space in the spectrum visible to the human eye than most colors, and is second only to blue as a favorite color. Green is a pervasive color in the natural world, making it an ideal backdrop in interior design because we are so used to seeing it everywhere. It soothes, relaxes mentally as well as physically, helps alleviate depression, nervousness, and anxiety, and offers a sense of renewal, self-control, and harmony. Light Green: calm, quiet, soothing, neutral, lightweight Olive Green: fresh, citrusy, youthful, acidic, tart, refreshing Dark Green: nature, trustworthy, refreshing, cool, restful, stately, forest, hushed, woodsy, traditional, reliable, money, prosperity Foliage Greens: natural, fertile, healthy, balance, life, growth, soothing, harmony, restful, restoration, reassurance, environmental awareness, new beginnings Bright Green: fresh, grass, lively, spring, renewal
Emerald: luxurious, jewel-like, up-scale
BLUE Seen as trustworthy, dependable, and committed. The color of ocean and sky, blue is perceived as a constant in our lives. Invokes rest and can cause the body to produce chemicals that are calming. It sedates, cools, and aids intuition. Aqua: water, refreshing, cleansing, young, babies, cool, dreamy, soft, lightweight Turquoise: infinity, compassionate, protective, faithful, water, coolness, sky, gemstone, tropical, oceans Teal: severance, cool, tasteful, sophisticated, confident Sky Blue: calming, cool, heavenly, constant, faithful, true, dependable, restful, contentment, tranquil, reassuring, trusting, serene, expansive, open, infinity, transcendent, distance Light Blue: calm, quiet, patient, peaceful, cool, water, clean Periwinkle: genial, lively, sprightly, convivial, cordial
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Bright Blue: electric, energy, brisk, vibrant, flags, stirring, impressive, aquatic, high spirits, exhilarating Deep Blue: credible, authoritative, basic, conservative, classic, strong, reliable, traditional, uniforms, service, nautical, loyal, confident, professional, thought-provoking, introspective, aids concentration, clarify thoughts, aloof, distant, melancholy
PURPLE Embodies the balance of red’s stimulation and blue’s calm. Sense of mystic and royal qualities. Often well liked by very creative or eccentric types and is the favorite color of adolescent girls. It uplifts, calms the mind and nerves, offers a sense of spirituality, and encourages creativity.
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Lavender: romantic, nostalgic, fanciful, lightweight, lightly scented Mauve: wistful, sentimental, thoughtful Amethyst: curative, protective, peace of mind
Blue Purples: contemplative, meditative, spiritual, soul-searching, intuitive, mysterious, enchanting Red Purple: sensual, thrilling, intensely exciting, dramatic, creative, witty, expressive Deep Purple: visionary, rich, royal, prestigious, subduing, distant, introspective
GRAY Color of intellect, knowledge, and wisdom. It is perceived as long-lasting, classic, and often as sleek or refined. It is dignified, conservative, and carries authority. A perfect neutral, which is why designers often use it as a background color. It unsettles and creates expectations. Neutral Gray: classic, sober, corporate, practical, timeless, qualify, quiet, neutrality, logical, unobtrusive, deliberate, reserved, fundamental, basic, modest, efficient, dutiful, methodical Charcoal Gray: steadfast, responsible, staunch, accountable, conscientious, resolute, restrained, conservative, professional, classic, sophisticated, solid, enduring, mature, business-like, dull, conformist, detached
Tan: rugged, outdoor, rustic, woodsy Chocolate/Coffee Brown: delicious, rich, robust, appetizing Earth Brown: earthy, grounded, steady, solid, rooted, wholesome, sheltering, warm, durable, secure, reliable, natural, traditional, supportive Gold Metallic: bling, rich, glowing, divine, intuitive, luxurious, opulent, expensive, radiant, valuable, prestigious, gaudy Amber: jewelry, multi-cultural, mellow, abundant, original, autumn Taupe: classic, neutral, practical, timeless, quality, basic authentic, organic, versatile, inconspicuous, understated, discreet compromising, modest, bland, tasteless Ivory: classic, neutral, soft, warm, comforting, good taste, creamy, smooth, subtle, natural, bridal Silver Metallic: sleek, classy, stylish, modern, cool Black: powerful, empowering, elegant, sophisticated, mysterious, heavy, bold, basic, classic, strong, expensive, invulnerable, magical, nighttime, sober, prestigious, stylish, modern, depression, death, mourning, underworld, evil, oppression, menacing White: pure, clean, pristine, virginal, spotless,
innocent, silent, airy, bright, bridal, ethereal, clarity, simplicity, arctic, efficient, sterile, cold, clinical
CHAKRAS Crown/ Sahasrara: violet; representative of pure thought Brow/Ajna: indigo; also know as third-eye chakra Throat/Visuddha: blue; connected with speech and hearing, and encourages spiritual communication Heart/Anahatna: green; located at the center of the chest area Solar Plexus/Manipura: yellow; located in the stomach area Sacral/Svadhisthana: orange; located beneath the naval Base/Muladhara: red; located at the base of the spine; allows us to be grounded and connect to the universal energies
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DESIGN TYPOGRAPHY Developing skills in typography requires an extensive education. Here are a few tips to get you started: 1. Dynamic quality is desirable. It involves the viewer & stimulates the eye. How do you achieve dynamic quality? a. Break spaces into zones. It helps to clarify the content & contributes to the concept of a piece. b. Shift your type to the right or left of a piece. It creates tension that counteracts the openness of the space it has left. c. Move a line off the horizontal center. It will break up the space proportionally. d. Vary the proportions. The more even the proportions of the zones, the more neutral and passive the composition. The more varied the proportions, the more dynamic.
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2. Introduce visual interest. a. Adjust proportions. b. Use wider margins. The help focus the eye and create a sense of calm or stability.
CHAPTER 13
c. Use asymmetry. 3. Use only two type families within a project for visual variety. 4. There are four main categories of type families: a. slab
b. serif c. san-serif d. script 5. Use serif fonts for print copy. Serifs make the individual letters more distinctive and easier for our brains to recognize quickly. 6. Use san-serif fonts for the web. Printed works generally have a resolution of 1000ppi, whereas computer monitors generally have resolution of 100ppi. The loss in resolution makes it harder for the tails on serif fonts to come across clearly.
DESIGN CHAPTER 14
PRINT READY ARTWORK
There are a few things to consider when preparing files to send to a print company. In order to expedite the process, avoid confusion, and have a great experience, make sure your files follow these requirements: 1. Ensure that the file contains 1/8in bleed. For example, if your cut size is 3.5x2, its size with bleed would be 3.75x2.25. 2. Include all printer’s marks on the document. This includes trim marks, registration marks, color bars, and page information. 3. Unless you are undoubtedly printing in pantones, convert all colors within the file to CMYK. 4. Convert all fonts to outlines. 5. Check the files for overprint issues. 6. Embed all links. 7. Ensure that the file, and all images within the file, are 300dpi.
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DESIGN BRANDING BRAND
“Design plays an essential role in creating and
A brand stands out in a densely crowded marketplace and has three primary functions: 1. navigation: help a consumer choose from a bewildering array of choices 2. reassurance: communicates the intrinsic quality of the product and reassures the consumer that they made the right choice 3. engagement: uses distinctive imagery, language, and associations to encourage customers to identify with the brand
building brands. Design differentiates and embodies
People fall in love with brands, trust them, and believe in their superiority.
BRAND IDENTITY Brand Identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. It is tangible and appeals to the senses; you can see it, touch it, hold it, hear it, and watch it move.
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CHAPTER 15
the intangibles - emotion, context, and essence that matter most to consumers.” - Moira Cullen Senior Director, Global Design The Hershey Company
BRANDING Branding requires a mandate from the top and readiness to invest in the future. It builds awareness, extends customer loyalty and seizes every opportunity to express why people should choose one brand over another. Branding expresses a desire to lead, outpace the competition, and give employees the best tools to reach customers.
WHY INVEST? Identity programs embody and advance the company’s brand by supporting desired perceptions. Identity expresses itself in every touchpoint of the brand and becomes intrinsic to
Brand is not what you say it is.
It’s what they say it is. - Marty Neumeier, The Brand Gap
a company’s culture-a constant symbol of its core values and its heritage. “Steady investment in design is rewarded by lasting competitiveness.”
Make it easy to build brand equity: Identity increases recognition, awareness, and customer loyalty. It seizes every opportunity to communicate your company’s brand value and what the brand stands for, as you are building a precious asset.
- Design Council UK
BRANDING ESSENTIALS The intangible value of a brand is often much greater than the corporation’s tangible assets. Make it easy for consumers to buy: Identity helps manage the perception and differentiates it from its competitors. It conveys respect for the customer and makes it easy to understand features and benefits. Make it easy for the sales force to sell: By making intelligence visible, effective identity seeks to communicate a company’s unique value proposition. The coherence of communications across various media sends a strong signal to the customer about the laser like focus of a company.
1. Acknowledge that we live in a branded world. 2. Seize every opportunity to position your company in your customer’s minds. 3. Communicate a strong brand idea over and over again. 4. Go beyond declaring a competitive advantage, demonstrate it. 5. Understand the customers. Build on their perceptions, preferences, dreams, values, and lifestyles. 6. Identify touchpoints - places in which customers interface with the product or service. 7. Use brand identity to create sensory magnets to attract and retain customers.
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A brand becomes stronger when you
narrow the focus. - Al Ries and Laura Ries
BRAND STRATEGY
NAMES
Brand Strategy provides a central, unifying idea around which all behavior, actions, and communications are aligned. The best brand strategies are so differentiated and powerful that they deflect the competition and are easy to talk about. It defines positioning, differentiation, the competitive advantage, and a unique value proposition.
Effective names are meaningful, distinctive, future-oriented, modular, protectable, positive, and visual.
BIG IDEA A big idea functions as an organizational totem pole around which strategy, behavior, actions, and communications are aligned. “Tell the story behind your new name and it will be a memorable part of who you are.� - Howard Fish
1. Apple: Think Different 2. Coca Cola: Happiness in a Bottle 3. Disney: Make People Happy
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BRAND IDEALS Vision Meaning Authenticity Differentiation Sustainability Coherence Flexibility Commitment Value
DESIGN CHAPTER 16
DESIGN IS A FIGHT AGAINST THE UGLINESS. It is anything but a happy accident. It is a thoughtfully crafted product of hard work that has to be honed and distilled. Effective design embraces the notion that simplicity wins because wide-open spaces are clear and accessible. It is exciting and imaginative, pays attention to detail and is tailored specifically to a target audience. Effective design takes use of a process: Research, audience study, storyboards, critiques, and organization. Effective design takes use of accurately portrayed elements: Color, type, image, whitespace, positive and negative space, and rule of thirds. Effective design takes use of motion: Direction, continuance, and rhythm.
EFFECTIVE DESIGN Effective design takes use of modification: Contrast, emphasis, and simplicity. Effective design takes use of arrangement: Alignment, closure, dominance, and proportion. Effective design takes use of relationship: Balance, hierarchy, similarity, and unity or proximity. Effective design takes use of motion: Direction, continuance, rhythm.
DESIGN CAN DO SO MUCH MORE THAN JUST PROMOTE OR SELL. Design can unify: American Flag Design can help us remember: Towers of light at ground zero Design can simplify our lives: Metro Card Design can make the world a safer place: Medication Pamphlets Design can help people rally behind a cause, inform and teach, raise money, make us more tolerant, and make us feel better.
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DESIGN PRINT VS. WEB There are a few minor but important considerations to take into account when designing for web or print. Web Design: a. Use rgb color values as opposed to cmyk values. Using cmyk values could drastically alter the color you’re trying to achieve as digital screens use rgb outputs. b. Use pixels for measurement because digital screens are displayed in pixels. Print Design: a. Use cmyk color values as opposed to rgb values. Using rgb values could drastically alter the color you’re trying to achieve as the ink mixed for print is cmyk. b. Use inches for measurement in the US.
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CHAPTER 17
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exposeyourself
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